Looking back, nearly every memorable story from my year in South America centers around risk. Once in a while, remarkable things just happen to you. But courage puts you in a position to experience something worth sharing. It makes you interesting.
It takes courage for a brand to stand for something instead of trying to please everyone. It's scary to own one niche and let others pass by, or to reach for an ideal and risk failure. But it also makes for a memorable story. One that's worth sharing.
