This isn’t just a book – it’s a crash course in how to break the rules and make some serious noise. Written in just three wild days (72 h), “Make Enemies & Gain Fans” is packed with 192 pages of bold ideas, rebellious tips and a whole lot of pink. 

This vibrant artifact from the world of creative entrepreneurship is a testament to the bold and unconventional ethos of the Swedish design studio SNASK. The book encapsulates the studio’s audacious approach to branding, design and self-promotion. First published in 2012, it offers a unique insight into how a small studio from Stockholm rose to international acclaim through a mix of boldness, wit, rock ’n’ roll and professionalism. The book is part memoir, part manifesto, detailing the studio’s first five years in the business and their philosophy on creativity, entrepreneurship and breaking rules.

At its core, “Make Enemies & Gain Fans” advocates for unapologetic creativity. It blends practical advice on business and design with humorous, often provocative anecdotes. From tips on “peeing on yourself” to the value of telling “pink lies,” the book revels in its boldness. Its central message is clear: to succeed in the creative industry, one must be willing to challenge the status quo, disrupt norms and, in the process, gain a following by being authentic – even if it means making a few enemies along the way.

The book’s second edition (2015), with an updated gold cover, included additional content and cases, further cementing its status as a must-have for those in the design and branding industries. This lavish re-release symbolizes the studio’s continual growth and their commitment to evolving creatively, without compromising their core values of fun, boldness, and authenticity.

This book is more than a manual for designers: it’s a bold declaration of independence. Its philosophy transcends design, offering valuable lessons to anyone looking to shake up their industry with flair and confidence. Prepare to be entertained, challenged and maybe even inspired to make a few enemies of your own.