You don’t need to do stunts to be successful. It’s not a requirement. Some of the most successful, high profile personalities of all time have avoided stunts. Others rely so much on stunts, you wonder if they have any substance behind their outrageous events. But if you are doing them, stunts need a story.
For the most part, stunts should be executed only when performed at a specific time and for a specific purpose. Doing something “just to do it” is a fool’s errand. But with the proper brainstorming, presentation and staging, they can be a powerful weapon in building your brand.