I don’t mind being offensive. What I do mind is being ineffective, and being ineffective offends me.

The challenge becomes clear when the products you build and the culture you develop start to grind on people’s conscience; they either flat-out disapprove or they find issue but can’t quite come to terms with the reasons why.

That tension is at the epicenter of a quarry of opportunity because you have the opportunity to craft raving fans as you give them the right equipment to mine your good work.