VILLAIN-MOVIE: The villain is the person who is trying to stop your hero from reaching his or her goal. He’s the guy you hate. Some movies are driven by the villain as much as the protagonist (hero). The villain is the person people love to hate. Think of Roses’ fiancé in Titanic.
VILLAIN-BUSINESS: Every business should have a villain to rally against—a person or concept that represents, according to the story world of the business, “evil.” What is stopping your customer from reaching the goal you have for them? If you sell organic food the “villain” is non-organic foods rife with chemicals that can make the customer unhealthy. Having a villain to “fight” gives your business or product greater identity and power. Said differently, for a business it can be just as important to fight against something as it is to fight for something.