I think his statement is more about the motive of your work than about the method of dealing with responses to your work. His advice came over to me as 'do something that might result in being hated by people, don't let other people's opinions degrade your viewpoints', which is something different than 'do something which makes people hate you'. Or is it the former advice you disagree with?
If by "be hated" the writer means "don't give a fuck about people who might be offended" then yeah, I agree. But to intentionally provoke people just to provoke them is juvenile. Either way, one should be in control of how they affect people, because that is part of being an adult. If you can't manage perception, then I am firmly in the camp of "you are incompetent" or "you are an ass". Finesse is the name of the game. Making people hate you is fine, as long as there is an endgame.