There’s an important lesson here: It’s better for your brand to stand for something than have no guiding principles whatsoever. Even if that mission comes with some danger. It’s better to take the risk. If you want to create passion in your evangelists, you have to give them a reason to be passionate.
Today that means more than making a better widget. You need to show your target that you ‘think like they do’. Otherwise, they’ll find someone else that does.