How to build a cult following on social media without selling your soul

Few things are as heretical in branding as saying “No” to the question of monetization. After all, money’s the point, right? 

Well, yes… and no. 

Obviously, adopting a just-do-awesome-stuff-and-the-money-will-follow approach is dangerous. Equally dangerous, however, is the monetize-everything-you-and-your-business-do mentality. Why? Because people hate it, especially...