A lot of people are afraid to be bold. And it’s understandable why. Being bold can be scary. You put yourself/your beliefs/your identity/your brand out there and hope that others will have the same enthusiasm for it as you. That others won’t reject you.
But there’s no guarantee. It’s why so many people and so many brands take the safe approach—so as not to upset or offend or shock. Those brands are forgettable, though. The dauntless ones are those that are memorable, that stick with you over time. And not taking advantage of that is an unfortunate lost opportunity to make a lasting impression on someone.