Reality isn’t reality.
Perceptions are reality.
The only opinion of you that matters is the one held by your customers.
What you think? Doesn’t matter one bit.
What you know to be factually true about your business? Doesn’t matter at all.
The only “facts” are the perceptions your customers (and potential customers) have about you.
So when “the most dangerous band in the world” is caught by paparazzi schlepping their golf clubs through the airport, it doesn’t help their image of “nothing but hate”.
You are what they think you are.
Respect and protect that image. It’s all you’ve got.
This very clever 30 second FedEx commercial brilliantly illustrates the concept.