The best advice I've ever gotten: Just be yourself. This was said to me on a personal level, by a friend, but I think the same thing applies for organizations and businesses.
Be yourself. The thing is: no matter what you say or do, sometimes there will be someone who doesn't like it. No matter what. Even if you achieved world peace, the weapons manufacturers would be bummed because the demand for their product would go away.
If you are trying to please everyone, then you're really just short-changing yourself. You aren't doing what YOU want - you're doing what you think other people want. And I don't think you can truly be successful or happy under those conditions.
So, be yourself. It might feel like a risk! But it's less of a risk than being someone else.