Movie director Spike Jonze believes just the right amount of tension on set makes creativity blossom. Look at John Lennon and Paul McCartney. The Atlantic reveals their epic partnership was electrified by rivalry. Not only did they stimulate one another and collaborate; they were often at each other’s throats. This creative tension drove the genius of the Beatles—and delivered one of the most powerful brands ever. While “co-opetition” is currently a buzzword in business, spectacular results often come from straight, old-fashioned competition. What is Samsung without Apple, Pepsi without Coke, Adidas without Nike? Or, as Satya Nadella asks, what is Microsoft without Android? How is competition encouraging your brand to scale audacious new heights of creativity?