The title isn't wrong. He argues that not backing down to controversy will potentially make companies more money. He isn't telling companies to be controversial but to be authentic in the face of contention, that shrinking into a "safe" position may be more damaging and standing up may be more profitable. He says:  Instead of backing down, the founders of the company defended their ad choice on live TV and Twitter, revealing that more than 80 ppercent of their customers were actually women. They refused to say sorry for a project that they stood fully behind, unlike big corporations that tend to shut down at the slightest hint of conflict.  And further makes his point by saying at the end:  Are we actually limiting our brand potential by trying to please everybody? By backing down on controversial stands do we sell out on our most passionate fans? “Be authentic” sounds like bland advice but what if we took that advice seriously?