A Better Course

“We’re not advocating drug use at all,” he continued, but merely offering an innocuous beverage to anyone who feels a little stressed out — carbonated counterprogramming, as it were, to the firmly established “energy drink” category.

The digital world is in perpetual beta. Try lots of things and see what sticks. Sure, do your research first (please, do your research first!), get to understand the community you’re trying to engage with, and understand how you can add value. But recognise that not everything will work.