The asshole strategy is about building your brand through public unpleasantness.
Practitioners of the asshole strategy are the nicest people in the world. In person, they’re wonderful - good to friends and family, kind to puppy dogs, able to talk to unicorns, etc. But when it comes to business, watch out! Employing the asshole strategy means getting headlines by being a total dick.
This is class post from BuzzFeed's early days and may not represent BuzzFeed's current editorial standards.