Listening to a podcast and they hit the nail on the head with this!!
“You must p*** people off"
P***ing people off is an unavoidable consequence of building a brand that matters and why hate is often a signal that you're saying the right things.
Jane Wurwind the founder and chief visionary of Dermalogica on the international dermal institute believed this.
Jane is one of the most recognised and respected authorities in the beauty industry under her leadership Dermalogica which is growing to be a leading skin care brand used by more than 100,000 skin care therapists in more than 100 countries around the world.
She quoted “a brand has a personality, a brand triggers emotional responses, if we're not being decisive and if we're not being truthful, and if we're not being slightly disruptive we're not being true to ourselves, and if we're not doing any of that then everyone is gonna like us”
We have a personality, we are a brand that matters, our more eco friendly ethos and focus on using high quality safer UK cosmetics and glues certainly does. But we are being truthful and disruptive, and this does trigger some people. But we are okay with that.