Controversy Usually Ends With Revenue.

Your brand doesn’t need safe. Safe is boring. Safe is invisible. Safe is the default path to irrelevance.

When your instinct is to issue a press release, apologize, retreat, “clarify the intent,” and tone everything down, that’s the moment your brand is getting eaten alive. What you really need is conviction, nerve, and a willingness to absorb backlash that isn’t aimed at your customers.