The point is not that angering people should be the goal for every brand. It’s that attempting to avoid controversy at all costs is sometimes the riskier option. It can deprive a brand of its distinctiveness and edge. Too often, marketers strive to please the broadest number of people possible. The result can be communications that no one hates. But no one loves either.

As it is with spiritual discoveries and affections given at first conversion, so it is in all subsequent illuminations and affections of that kind; they are all transforming. There is a like divine power and energy in them as in the first discoveries; they still reach the bottom of the heart, and affect and alter the very nature of the soul, in proportion to the degree in which they are given. And a transformation of nature is continued and carried on by them to the end of life, until it is brought to perfection in glory.

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