Over the weekend, I read something that shocked me.

A big investor from Sequoia Capital, Shaun Maguire, went viral after posting some very harsh, even racist-sounding comments about a New York politician Zohran Mamdani.

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He didn’t apologize.
He didn’t delete anything.
Instead, he gained 10,000 new followers and doubled down.

At first, I felt disgusted.
But as a branding strategist I understood exactly what he was doing.

He was using a classic branding strategy:
Say something extreme.
Make people pick a side.
Attract diehard supporters, even if it means making enemies.

In branding, we call this polarization. And honestly it works.

In today’s world, being safe and neutral often means being ignored.
But here’s the part that made me uncomfortable:
What if your strong opinion is based on lies?
What if your bold branding hurts people?
And what if you’re building your brand by dividing society?

That’s where I’m not sure anymore.

The Risky Side of “Bold” Branding

I tell my clients all the time:
Don’t try to please everyone.
Be clear about what you stand for.

But what happens when someone uses that advice to spread misinformation or hate,
just to grow their personal brand?

That’s what I see in this case.

The scary thing is, it’s working for him.

Shaun Maguire isn’t losing business.
In fact, he’s probably getting more deals, more attention, and more power.

In today’s world, even bad attention can be profitable.

The Line Between Bold and Irresponsible

Here’s what I believe:

Being bold is good.
But being harmful just to get attention?
For me that’s not branding, that’s just pure manipulation.

As a brand, the real challenge isn’t how loud you are.
It’s how clear you are about what you stand for.

Choose carefully what you want to be known for.
Let your brand stand for something worth building, not just worth noticing.

Because yes, the fame game works.
But here’s the truth:
If your growth depends on division… what are you really building?

You might win attention. You might even win deals.
But what’s the point of “winning” if the world around you is burning?

What kind of legacy is that?

We all have power, especially those of us with platforms.
And with power comes a choice:

Will you use your voice to divide…
or to design something better?

So How do You Show Up Boldly, Without Crossing the Line?

This is the question I keep coming back to.

Because as much as I believe in standing out and speaking up…
I also believe in staying grounded in truth, integrity, and intention.

As someone who helps brands shape their voice, I get why small business
look at people like Shaun Maguire and think,

“Is this what it takes to grow now? To be loud, controversial, and unapologetic?”

But there’s another way.
You can be bold without being reckless.
You can speak up without tearing others down.
You can grow your brand without sacrificing what it stands for.

And that starts by asking better questions.

Here’s a simple 5-part filter you can use before posting a strong opinion, launching a campaign, or speaking up about something that matters.

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1. Start with your values

Ask this: “Does this reflect what we truly believe as a brand?”
When you're loud about something that doesn’t align with your values, people will feel the disconnect, and lose trust.

How to do it:

• Write down 3 core values your brand stands for. (Ex: honesty, progress, accessibility)
  
• Before you post or publish, check: Does this message reflect one of these values, clearly and confidently?

Example:
If your brand stands for “community-first” but you post a message that puts others down, that’s a mismatch, even if it gets likes.

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2. Define who you’re talking to

Ask this: “Who is this for, and how do I want them to feel?”
You’re not speaking into a void. You’re speaking to people. Real humans with real emotions.

How to do it:

• Picture your dream customer or audience.
  
• Ask: Will this help them feel seen, supported, or empowered?
  
• Avoid language that only serves to provoke or polarize without purpose.

Example:
A wellness coach calling out toxic gym culture can still do it in a way that encourages healthier habits, not just create outrage.

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3. Think long-term

Ask this: “Will I still stand by this message in 6 months? In 5 years?”
Viral moments come and go. But what you say online can last forever. And people will revisit it later.

How to do it:

• Before posting, ask: Is this driven by real belief, or by a desire to go viral?
  
• Be bold, but be ready to own it, long after the comments stop rolling in.

Example:
If you’re tempted to post a hot take about a trending political issue, pause: is this something you’re ready to defend publicly in 6 months? If not, rethink.

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4. Add value, not just noise

Ask this: “What does this help my audience do, feel, or understand better?”
Strong messaging should move people forward, not just stir emotions.

How to do it:

• Ask: What’s the takeaway here? Is this teaching, guiding, or inspiring something useful?
  
• Make it about them, not just about you.

Example:
Instead of saying “This system is broken,” explain how your brand is solving that problem, or invite people into a better alternative.

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5. Remove the spotlight test

Ask this: “Would I still share this if no one was watching?”
Sometimes, we post for applause, not truth. This test helps you stay honest.

How to do it:

• Before sharing, take a moment and strip away the audience.
  
• Ask yourself: Is this true to what I believe, even if it got zero likes?

Example:
If your brand cares deeply about sustainability, say it with confidence, even if it’s not trendy or viral right now.

Because being bold isn’t the goal.
Being bold and trusted, that’s the brand that lasts.

So before you go loud, go viral, or go all-in on a strong opinion, ask yourself:

Is this the kind of brand I want to be remembered for?

Because that’s what you’re building, even when you’re just posting.

🌸Peace

Pik

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