It’s okay if some people hate you. I’m so tired of brands trying to appeal to everyone. It’s unoriginal. It’s cowardly. It’s uninspiring.

Imagine if tomorrow Coca-Cola decided to water down their product because 97% of the world finds it too sweet. Coca-Cola would not only lose the 3% of customers who love their product exactly as it is, the remaining 97% would still complain that it’s too sweet (or no longer sweet enough).

Stop trying to appeal to everyone. Your desire to be well-liked is watering down your brand to the point that it will appeal to absolutely nobody.

Some people hate Harley Davidson. Other people get the logo tattooed to their face. Some people hate Hermès. Other people drop $40,000 on their handbags. Some people hate Taylor Swift. Other people fly across the world to attend her shows. Some people hate Coca-Cola. Other people consider it the best moment of their day.

You should not value the worth of your brand by its mass appeal but instead its raving fans and mortal enemies.