The last two posts have been about everyday heroes - people who saw big problems in areas of safety and child support and worked to overcome them.

The essence of heroism is that you take action. You relentlessly believe you can influence a situation and you take actions based on that belief. But what happens when the influence you want is to tear someone down? What happens if what you really want is revenge?

Companies beware. This can happen too.

This is a cautionary tale for corporations and an inspiration for disgruntled customers. This video has received over 7 million views. United offered compensation once the video went viral, compensation that the musician refused and recommended that they give to charity. He is staying true to his promise to produce three videos about his experience of haggling unsuccessfully with the airline.

True, this experience hasn’t exactly hurt him financially. But before you view this as a quick cash grab, understand that he spent over 9 months trying to resolve this more amicably.

So yes, even vindictiveness can be heroic, especially when it is authentic and tongue in cheek.