Pronunciation: [hˈɪt wˌe͡ə lˈa͡ɪvz] (IPA) 
The phrase "hit where lives" is sometimes misspelled as "hit where it hurts." The correct spelling of "lives" is pronounced /laɪvz/, with a voiced "v" at the end. This contrasts with the word "lives" as in "He lives in the city," which is pronounced /lɪvz/ with an unvoiced "f" sound. It's important to use the correct spelling and pronunciation to effectively communicate ideas and avoid confusion.
"Hit where it lives" is an idiomatic expression that refers to a strategy or action aimed at targeting something or someone at their most vulnerable or important point in order to have a significant impact or cause damage. The phrase can be applied in various contexts, including personal, professional, or even in broader scenarios.
In a personal context, "hit where it lives" might mean attacking or criticizing someone in a way that directly affects their emotional well-being or challenges their fundamental beliefs. For example, if a person's greatest priority is their family, an insult or criticism directed towards their loved ones would hit where they live, causing emotional distress.
Professionally, "hit where it lives" refers to undermining someone's strength, position, or success factors. It can involve targeting a competitor's key market, customers, or products to weaken their position or gain an advantage. For instance, a company might launch an aggressive marketing campaign undercutting their rival's products, hitting where their competition's profits or reputation are most vulnerable.
On a broader scale, "hit where it lives" can be applied to impactful actions in various domains. In political terms, it could involve targeting an opponent's support base or undermining their key policies. In environmental contexts, it might refer to addressing the root causes of climate change or pollution, focusing on the industries or behaviors causing the most damage.
Overall, "hit where it lives" is an expression that encompasses the notion of deliberately striking at a vital or vulnerable point to maximize impact or achieve a specific goal, recognizing that by targeting what is most important or crucial to someone or something, the effects are more likely to be profound.
