I just read (and recommend) this .pdf from Guy Kawasaki's book, Art of the Start. For folks thinking about starting a company, I think it's good and somewhat non-conventional advice.
I thought this was an interesting this "key principle":
POLARIZE PEOPLE. When you create a product or service that some people love, don't be surprised when others hate you. Your goal is to catalyze passionâ€???pro or anti. Don't be offended if people take issue with what you've done; the only result that should offend (and scare) you is lack of interest. Car design is a good example of the love-versus-hate reaction; consider the bifurcation of people's reactions to cars such as the Mini Cooper, Inï¬??niti Fx 45, and Toyota Scion xB. People are either devoted fans or relentless critics, and that's good.
This reminds me of one of Leo Buscaglia's quote that I like a lot:
I have a very strong feeling that the opposite of love is not hate -- it's apathy. It's not giving a damn.