I'm not convinced that works. He has done a fairly good job of showing there's a strong correlation between "any kind of exposure, good or bad", and success.
You run the risk of doing the exact opposite of what your goal is.
[1] In other words who is the fool at the table.
"The funny thing is that even a critical story, which may be hurtful personally, can be very valuable to your business....But the point is that we got a lot of attention, and that alone creates value..."
