"Perhaps most importantly, he (David O. McKay) adjusted the relationship between church and member. For a full century, since Brigham Young announced to the world that the rumored practice of plural marriage was more than rumor, church members had been asked to sacrifice themselves for the good of the institution. McKay reversed that, asserting that the church was made for the members, not the members for the church. He emphasized the paramount importance of free agency and individual expression, for he understood that improvement of the parts would inevitably improve the whole. "Let them conform" was replaced by "Let them grow." He willingly discarded institutional uniformity for the higher goal of individual excellence. He pitched a wide tent and then told members of all stripes that he welcomed them to join him and build the church within it."
"David O. McKay and the Rise of Modern Mormonism," by Greg Prince, p. 404