Nike’s bold move to make Colin Kaepernick the face of “Just Do It.” Levi’s announcement that “Americans shouldn’t have to live in fear of gun violence.” Dick’s Sporting Goods CEO stating its new gun control policy “isn't going to make everyone happy.” Over the last year, we have seen many companies take risks around divisive issues - with varying degrees of success or failure. Today, most companies are struggling with if and how to use their voice, scale and reach to engage on issues.