Don’t necessarily close yourself off to strategies – at least considering them – just because they may be interpreted by some as cynical. Others may not see it as such.

TechCrunch didn’t get to become what they are without a little controversy. Now they are able to do good things due to the status they have achieved, like put new startups in the spotlight. Besides, the web itself *loves* a good controversy, it may be a guilty pleasure but there you have it.

As marketers, we need to be at least conscious of all possible approaches. I think understanding dynamics is important – maybe not applicable for all brands and purposes but don’t turn away from certain techniques because they have a stigma.

Knowingly and purposefully creating controversy won’t win respect. In the long run, respect will serve you better than your ability to pick a fight, start a flame war, call people names, or otherwise muddy the water for personal gain.