ReportWire

Tag: Trust

  • Why Trust Matters More Than Technology for Human Survival – Dragos Roua

    Before the internet we didn’t know much about remote areas, simply because we didn’t have access to that information. We had no idea what happened, for instance, in Antarctica, because everything we knew was very difficult to access, and extremely slow. We would resort to books, newspapers, and, more recently, to television. But even when a relatively fast information medium was accessible, like television, it was usually filtered: we had either state television, or, in capitalist countries, privately owned television. Both of them had their own agendas, which were more often than not diverging from the factual truth.

    We’re now at the peak of the internet. The most advanced human technology, that makes virtually any spot on this planet accessible, is now commonplace. Chances are that someone at the research station in Antarctica is tweeting right now, or, who knows, even live-streaming. But, guess what, the truth about that place is still elusive. Why? Because we cannot trust the internet anymore. AI not only made everything fakeable, but it made it extremely cheap too. Anyone can create a deep fake now, for free. That live-stream? Maybe already made weeks ago and running in a loop from some building in Cambodia.

    Technology Doesn’t Equal Trust

    Just because a technology is sufficiently advanced to achieve impressive results, it doesn’t mean that technology is inherently trustworthy. At its helm are still humans. And humans are flawed. The moment some tool will grant them access to more wealth, or power, their ingrained greed will kick in.

    I would go even further and say that the more advanced and predictable a tech is, the more it would be hijacked, for profit or control.

    We came to a point where trust should be our base currency, not performance, or intelligence. Trust is more important for survival than intelligence now. You can be a very intelligent person, but if you trust the wrong sources, you’re fucked.

    And here comes the one million dollars question: how do you develop trust? How do you practice it? How do you become a trustworthy person?

    Counterintuitively, it’s by coming back to basics. To real life interactions (outside social media), to technology-stripped communication (in person, not on video calls), to material stores of value (gold, not Bitcoin). You see, we grew up as the wunderkind generation, believing that tech will fix humans. I still remember when Vitalik Buterin, the co-founder of Ethereum, was calling a few years ago for artificial wombs, in a strikingly similar way with the Matrix. Why artificial? What’s wrong with the real wombs?

    Comfort Doesn’t Equal Truth

    Technology made our lives incredibly comfortable. We grow up food anytime, anywhere; we can fly anytime, anywhere; we can talk to anyone, anywhere. This comfort shaped our expectations the wrong way. Just because we can do some things easily, we now expect everything to be easier – and when it’s not, we pour more technology into the fabric of reality.

    The end result is not truth, it’s more confusion.

    Our lives are more comfortable, but slowly drifting away from truth, in a never ending sea of confusion.

    The way back to solid ground is difficult, but doable. It requires discipline, skill and the willingness to experience reality in a raw, unfiltered way. And the unshakeable commitment that we are the masters of technology, not the other way around.

    dragos@dragosroua.com (Dragos Roua)

    Source link

  • TikTok finalizes a deal to form a new American entity

    TikTok has finalized a deal to create a new American entity, avoiding the looming threat of a ban in the United States that has been in discussion for years on the platform now used by more than 200 million Americans.The social video platform company signed agreements with major investors including Oracle, Silver Lake and the Emirati investment firm MGX to form the new TikTok U.S. joint venture. The new version will operate under “defined safeguards that protect national security through comprehensive data protections, algorithm security, content moderation and software assurances for U.S. users,” the company said in a statement Thursday. American TikTok users can continue using the same app.President Donald Trump praised the deal in a Truth Social post, thanking Chinese leader Xi Jinping specifically “for working with us and, ultimately, approving the Deal.” Trump added that he hopes “that long into the future I will be remembered by those who use and love TikTok.”Adam Presser, who previously worked as TikTok’s head of operations and trust and safety, will lead the new venture as its CEO. He will work alongside a seven-member, majority-American board of directors that includes TikTok’s CEO Shou Chew.The deal ends years of uncertainty about the fate of the popular video-sharing platform in the United States. After wide bipartisan majorities in Congress passed — and President Joe Biden signed — a law that would ban TikTok in the U.S. if it did not find a new owner in the place of China’s ByteDance, the platform was set to go dark on the law’s January 2025 deadline. For a several hours, it did. But on his first day in office, President Donald Trump signed an executive order to keep it running while his administration sought an agreement for the sale of the company.“China’s position on TikTok has been consistent and clear,” Guo Jiakun, a Chinese Foreign Ministry spokesperson in Beijing, said Friday about the TikTok deal and Trump’s Truth Social post, echoing an earlier statement from the Chinese embassy in Washington.Apart from an emphasis on data protection, with U.S. user data being stored locally in a system run by Oracle, the joint venture will also focus on TikTok’s algorithm. The content recommendation formula, which feeds users specific videos tailored to their preferences and interests, will be retrained, tested and updated on U.S. user data, the company said in its announcement.The algorithm has been a central issue in the security debate over TikTok. China previously maintained the algorithm must remain under Chinese control by law. But the U.S. regulation passed with bipartisan support said any divestment of TikTok must mean the platform cuts ties — specifically the algorithm — with ByteDance. Under the terms of this deal, ByteDance would license the algorithm to the U.S. entity for retraining.The law prohibits “any cooperation with respect to the operation of a content recommendation algorithm” between ByteDance and a new potential American ownership group, so it is unclear how ByteDance’s continued involvement in this arrangement will play out.“Who controls TikTok in the U.S. has a lot of sway over what Americans see on the app,” said Anupam Chander, a professor of law and technology at Georgetown University.Oracle, Silver Lake and MGX are the three managing investors, each holding a 15% share. Other investors include the investment firm of Michael Dell, the billionaire founder of Dell Technologies. ByteDance retains 19.9% of the joint venture.___Associated Press writers Chan Ho-him in Hong Kong and Didi Tang in Washington contributed to this report.

    TikTok has finalized a deal to create a new American entity, avoiding the looming threat of a ban in the United States that has been in discussion for years on the platform now used by more than 200 million Americans.

    The social video platform company signed agreements with major investors including Oracle, Silver Lake and the Emirati investment firm MGX to form the new TikTok U.S. joint venture. The new version will operate under “defined safeguards that protect national security through comprehensive data protections, algorithm security, content moderation and software assurances for U.S. users,” the company said in a statement Thursday. American TikTok users can continue using the same app.

    President Donald Trump praised the deal in a Truth Social post, thanking Chinese leader Xi Jinping specifically “for working with us and, ultimately, approving the Deal.” Trump added that he hopes “that long into the future I will be remembered by those who use and love TikTok.”

    Adam Presser, who previously worked as TikTok’s head of operations and trust and safety, will lead the new venture as its CEO. He will work alongside a seven-member, majority-American board of directors that includes TikTok’s CEO Shou Chew.

    The deal ends years of uncertainty about the fate of the popular video-sharing platform in the United States. After wide bipartisan majorities in Congress passed — and President Joe Biden signed — a law that would ban TikTok in the U.S. if it did not find a new owner in the place of China’s ByteDance, the platform was set to go dark on the law’s January 2025 deadline. For a several hours, it did. But on his first day in office, President Donald Trump signed an executive order to keep it running while his administration sought an agreement for the sale of the company.

    “China’s position on TikTok has been consistent and clear,” Guo Jiakun, a Chinese Foreign Ministry spokesperson in Beijing, said Friday about the TikTok deal and Trump’s Truth Social post, echoing an earlier statement from the Chinese embassy in Washington.

    Apart from an emphasis on data protection, with U.S. user data being stored locally in a system run by Oracle, the joint venture will also focus on TikTok’s algorithm. The content recommendation formula, which feeds users specific videos tailored to their preferences and interests, will be retrained, tested and updated on U.S. user data, the company said in its announcement.

    The algorithm has been a central issue in the security debate over TikTok. China previously maintained the algorithm must remain under Chinese control by law. But the U.S. regulation passed with bipartisan support said any divestment of TikTok must mean the platform cuts ties — specifically the algorithm — with ByteDance. Under the terms of this deal, ByteDance would license the algorithm to the U.S. entity for retraining.

    The law prohibits “any cooperation with respect to the operation of a content recommendation algorithm” between ByteDance and a new potential American ownership group, so it is unclear how ByteDance’s continued involvement in this arrangement will play out.

    “Who controls TikTok in the U.S. has a lot of sway over what Americans see on the app,” said Anupam Chander, a professor of law and technology at Georgetown University.

    Oracle, Silver Lake and MGX are the three managing investors, each holding a 15% share. Other investors include the investment firm of Michael Dell, the billionaire founder of Dell Technologies. ByteDance retains 19.9% of the joint venture.

    ___

    Associated Press writers Chan Ho-him in Hong Kong and Didi Tang in Washington contributed to this report.

    Source link

  • How To Avoid Being Scammed on LinkedIn – Dragos Roua

    In the last 3 months I’ve been targeted twice by a relatively sophisticated scam on LinkedIn. What follows is a short description of the pattern and some common sense steps you can take to avoid leaking your credentials.

    The LinkedIn Scam Pattern

    Both attempts started with a direct message from a recruiter. First thing I do when I get cold messaged is to look at the user’s LinkedIn history. Here are some red flags:

    • recent account but with hundreds/thousands of followers (likely bots)
    • very little publishing history (not too much posting / commenting)
    • inconsistent work history (random companies stitched together for credibility)

    Both these accounts were in good shape, which suggests they were initially legit accounts, which were compromised – and the right owners didn’t know, or didn’t report the takeover, so LinkedIn could block the accounts. So, some guys were initially scammed out of their LinkedIn accounts which were now operated by perpetrators. That was step 1.

    Step 2 involves a proposal which looks slightly better than the market level, but still credible. Both scams pretend they had a project in the works, something very common, not a bright idea, just a project. I asked a few questions about the company, the answers were again credible. It’s worth noting that both attempts were conducted in perfect English. So, step 2 is engaging in the proposal.

    Step 3 – here’s where everything happens – is setting up a meeting and offering some materials in preparation of the meeting. The meeting was set up via a legit Calendly link. And the prepping materials were in the form of a BitBucket repo, which I was supposed to download and install, so we could chat about the existing features.

    From here on the things would go like:

    • you clone the repo
    • you install dependencies
    • you add .env variables (the repo has calls to various APIs that require private keys)
    • you run the code
    • ka-boom – your credentials are gone in less than a second, because you just launched a backdoor

    But it doesn’t have to be like this.

    Common Sense Protection Measures

    Both times I asked one of my agents to scan the repo in the remote site (not installing it). ChatGPT and Claude are really good at these things if you prompt them well. First time ChatGPT found it just by listing the files in the repo, second time I installed the repo and Claude found the exact point where the exfiltration was taking place, and described the mechanism in detail.

    Here are a few basic, common sense protection measures:

    • ask many questions first about the company and look for these red flags: fully remote team (no physical location), vague information about funding (the company doesn’t actually exist), how long the team has been around
    • share as little information as possible during the messaging (ideally only what’s already in your LinkedIn profile, not more)
    • when you get a meeting proposal, make sure you use legit apps (no custom video conferencing platforms, vanilla Calendly setup)
    • when you get a repo, scan it first. I cannot emphasize this enough: do NOT run random repos on your machine, without scanning them first. It’s just a question of asking your favorite LLM to identify security holes, and ask them to look for: obfuscated code, suspicious npm/pip packages, or unusual postinstall scripts

    The Boundaries Are Fading Away

    AI is advancing at an incredible speed. Humans, not so much. The proportion of scammers / legit people is pretty much the same, but AI is making the boundary between good and bad guys almost invisible. The disguise is cheap and very effective. That’s one of the reasons your main behavior online should be don’t trust, verify.

    We’ve been heading for this inflection point very slowly during the last 5-10 years. I know, because I’ve been studying machine learning before ChatGPT was cool, and back then it was still very difficult to mirror reality the way AI is mirroring it right now. Now we’re there. We’re in the middle of an AI generated fantasy world, where it’s almost impossible to find your way out, almost impossible to detect what’s fabricated from what’s real.

    That’s why – and I will say this over and over – bio content, or provably human generated content will become not only more precious, but it will eventually aggregate itself in the foundation of a new, trustable world, separating itself from the Matrix.

    dragos@dragosroua.com (Dragos Roua)

    Source link

  • Voters shrug off scandals, paying a price in lost trust

    Donald Trump waits in court during proceedings over a business records violation. He was convicted, but Trump and his supporters dismissed the case as a partisan attack. Mary Altaffer/AP

    by Brandon Rottinghaus, University of Houston

    Donald Trump joked in 2016 that he could “stand in the middle of Fifth Avenue and shoot somebody” and not lose support. In 2024, after two impeachments and 34 felony convictions, he has more or less proved the point. He not only returned to the White House, he turned his mug shot into décor, hanging it outside the Oval Office like a trophy.

    He’s not alone. Many politicians are ensnared in scandal, but they seldom pay the same kind of cost their forebears might have 20 or 30 years ago. My research, which draws on 50 years of verified political scandals at the state and national levels, national surveys and an expert poll, reaches a clear and somewhat unsettling conclusion.

    In today’s polarized America, scandals hurt less, fade faster and rarely end political careers.

    New York’s Andrew Cuomo and New Jersey’s Jim McGreevey both resigned as governors due to sex scandals, only to run again this year for mayoral posts. Both lost. Cuomo sought to replace New York Mayor Eric Adams, who never stepped down despite being indicted – with charges later dropped – in a corruption case that engulfed much of his administration.

    The adulterous state attorney general from Texas, Ken Paxton, survived an impeachment vote in 2023 over bribery and abuse of office and is now running for the U.S. Senate. The list goes on – proof that scandal rarely ends a political career.

    When scandals still mattered

    For most of the previous half-century, scandals had real bite.

    Watergate, which involved an administration spying on its political enemies, knocked out President Richard M. Nixon. The Keating Five banking scandal of the 1980s reshaped the Senate, damaging the careers of most of the prominent senators who intervened with regulators to help a campaign contributor later convicted of fraud.

    Members of Congress referred to the House ethics committee were far less likely to keep their seats. Governors, speakers and cabinet officials ensnared in scandal routinely resigned. The nation understood scandal as a serious breach of public trust, not a potential fundraising opportunity.

    But beginning in the late 1990s and accelerating throughout the Trump era, something changed.

    According to my dataset of more than 800 scandals involving presidents, governors and members of Congress, politicians in recent decades have survived scandals for longer periods of time and ultimately faced fewer consequences.

    Even at the presidential level – where personal legacy should, in theory, be most sensitive – scandals barely leave a dent. Trump and his supporters have worn his legal attacks as a badge of honor, taking them as proof that an insidious swamp has conspired against him.

    This isn’t just a quirk of modern politics. As a political scientist, I believe it’s a threat to democratic accountability. Accountability holds politicians, and the political system, to legal, moral and ethical standards. Without these checks, the people lose their power.

    To salvage the basic idea that wrongdoing still matters, the nation will need to figure out how to Make Scandals Great Again – not in the partisan sense but in the civic one.

    As a start, both parties could commit to basic red lines – bribery, abuse of office, exploitation – where resignation is expected, not optional. This would send a signal to voters about when to take charges seriously. That matters because, while voters can forgive mistakes, they shouldn’t excuse corruption.

    Andrew Cuomo, who resigned as New York governor amid scandal in 2021, fell short during his comeback bid for mayor this year. Heather Kalifa/AP

    A tribal cue, not an ethical event

    Why the new imperviousness?

    Partisanship is the main culprit. Today’s voters don’t evaluate scandal as citizens; they evaluate it as fans. Democrats and Republicans seek to punish misdeeds by the other side but rationalize them for their own.

    This selective morality is the engine of “affective polarization,” a political science term describing the intense dislike of the opposing party that now defines American politics. A scandal becomes less an ethical event than a tribal cue. If it hurts my enemy, I’m outraged. If it hurts my ally, it’s probably exaggerated, unfair or just fake.

    The nation’s siloed and shrinking media environment accelerates this trend. News consumers drift toward outlets that favor their politics, giving them a partial view of possible wrongdoing. Local journalism, formerly the institution most responsible for uncovering wrongdoing, has been gutted. A typical House scandal once generated 70 or more stories in a district’s largest newspaper. Today, it averages around 23.

    Evaluating surveys of presidency scholars, I found that economic growth, time in office, war leadership and perceived intellectual ability all meaningfully shape presidential greatness. Scandals, by comparison, barely move the needle.

    Warren G. Harding still gets dinged for Teapot Dome, a major corruption scandal a century ago, and Nixon remains defined by Watergate. But for most modern presidents, scandal is just one more piece of noise in an already overwhelming media environment.

    At the same time, partisan media ecosystems reinforce voters’ instincts. For many voters, negative coverage of a fellow partisan is not a warning sign. As with Trump, it can be a badge of honor, proof that the so-called establishment fears their champion.

    The incentive structure flips. Instead of shrinking from scandal and behavior that could once have ended careers, politicians learn to exploit it. As Texas governor a decade ago, Rick Perry printed his felony mug shot on a T-shirt for supporters. Trump’s best fundraising days corresponded directly to his criminal court appearances.

    Making scandals resonate

    Even when the evidence is clear-cut, the public’s memory isn’t.

    Voters forget scandals that should matter but vividly remember ones that fit their partisan worldview, sometimes even when memory contradicts fact. Years after Trump left office, more Republicans believed his false claims – about the 2020 election, cures for COVID-19 and the Jan. 6 Capitol riot – than during his presidency. The longer the scandal drags on, the foggier the details become, making it easier for partisans to reshape the narrative.

    The problem isn’t that America has too many scandals. It’s that the consequences no longer match the misdeeds.

    But the story isn’t hopeless. Scandals still matter under certain conditions – particularly when they involve clear abuses of power or financial corruption and, crucially, when voters actually learn credible details. And political scientists have long known that scandals can produce real benefit. They expose wrongdoing, prompt reforms, sharpen voter attention and remind citizens that institutions need scrutiny.

    Texas Attorney General Ken Paxton makes a statement at his office.
    Ken Paxton has spent most of his years as Texas attorney general under indictment but survived an impeachment vote and is now running for the Senate. Eric Gay/AP

    So, what would it take to Make Scandals Great Again, not as spectacle but as accountability?

    One step would be to rebuild the watchdogs. Local journalism could use investment, including through nonprofit models and philanthropy.

    Second, it’s important that ethics enforcement maintains independence from the political actors it polices. Letting lawmakers investigate themselves guarantees selective outrage. At the same time, however, political parties could play a role in restoring trust by calling out their own, increasing their own accountability by lamenting real offenses among their own members.

    Political scandals will never disappear from American life. But for them to serve as silver linings – and, ultimately, to protect public trust – the conditions that give them meaning require restoration. That could foster a political culture where wrongdoing still carries a price and where truth can pierce through the noise long enough for the public to hear it.

    Brandon Rottinghaus, Professor of Political Science, University of Houston

    This article is republished from The Conversation under a Creative Commons license. Read the original article.

    The Conversation

    Source link

  • AI vs. identity fraud: 3 threats putting student safety at risk

    Key points:

    In today’s schools, whether K-12 or higher education, AI is powering smarter classrooms. There’s more personalized learning and faster administrative tasks. And students themselves are engaging with AI more than ever before, as 70 percent say they’ve used an AI tool to alter or create completely new images. But while educators and students are embracing the promise of AI, cybercriminals are exploiting it.

    In 2025, the U.S. Department of Education reported that nearly 150,000 suspect identities were flagged in recent federal student-aid forms, contributing to $90 million in financial aid losses tied to ineligible applicants. From deepfakes in admissions to synthetic students infiltrating online portals and threatening high-value research information, AI-powered identity fraud is rising fast, and our educational institutions are alarmingly underprepared.

    As identity fraud tactics become more scalable and convincing, districts are now racing to deploy modern tools to catch fake students before they slip through the cracks. Three fraud trends keep IT and security leaders in education up at night–and AI is supercharging their impact.

    1. Fraud rings targeting education

    Here’s the hard truth: Fraudsters operate in networks, but most schools fight fraud alone.

    Coordinated rings can deploy hundreds of synthetic identities across schools or districts. These groups recycle biometric data, reuse fake documents, and share attack methods on dark web forums.

    To stand a fair chance in the fight, educational institutions must work with identity verification experts that enable a holistic view of the threat landscape through cross-transactional risk assessments. These assessments spot risk patterns across devices, IP addresses, and user behavior, helping institutions uncover fraud clusters that would be invisible in isolation.

    2. Deepfakes and injected selfies in remote enrollment

    Facial recognition was once a trusted line of defense for remote learning and test proctoring. But fraudsters can now use emulators and virtual cameras to bypass those checks, inserting AI-generated faces into the stream to impersonate students. In education, where student data is a goldmine and systems are increasingly remote, the risk is even more pronounced.

    In virtual work environments, for example, enterprises are already seeing an uptick in the use of deepfakes during job interviews. By 2028, Gartner predicts 1 in 4 job candidates worldwide will be fake. The same applies to the education sector. We’re now seeing fake students, complete with forged government IDs and a convincing selfie, slide past systems and into financial aid pipelines.

    So, what’s the fix? Biometric identity intelligence, trusted by a growing number of students, can verify micro-movements, lighting, and facial depth, and confirm whether a real human is behind the screen. Multimodal checks (combining visual, motion, and even audio data) are critical for stopping AI-powered identity fraud.

    3. Synthetic students in your systems

    Unlike stolen identities, synthetic identities are crafted from real–and fake–fragments, such as a legit SSN combined with a fake name. These “students” can pass enrollment checks, get campus credentials, and even apply for financial aid.

    Traditional document checks aren’t enough to catch them. Today’s identity verification tools must use AI to detect missing elements, like holograms or watermarks, and flag patterns including identical document backgrounds, which is a key sign of industrial-scale fraud.

     AI-powered identity intelligence for education

    As digital learning becomes the norm and AI accelerates, identity fraud will only get more sophisticated. However, AI also offers educators a solution.

    By layering biometrics, behavioral analytics, and cross-platform data, schools can verify student identities at scale and in real time, keeping pace with advancing threats, and even staying one step ahead.

    Latest posts by eSchool Media Contributors (see all)

    Ashwin Sugavanam, Jumio Corporation

    Source link

  • Your Links Are Costing You Customers

    As entrepreneurs, we obsess over funnels, pixels, and creative. But here’s the quiet leak many businesses miss: your links. In a world of AI-generated phishing and domain spoofing, a sketchy-looking URL isn’t just an aesthetic issue, it’s a trust issue. Consumers reported $12.5 billion in fraud losses last year, and attackers are weaponizing AI to make scams nearly impossible to spot. 

    Trust is fragile. DigiCert’s State of Digital Trust research found that 47 percent of consumers stopped doing business with a company after losing trust in its digital security, and 57 percent say they’d likely switch if they felt that trust erode. You don’t need a breach to trigger that. Looking “phishy” is often enough. 

    The pattern you normalize is the behavior you get 

    Generic shorteners and off-brand domains may be cheap and convenient, but they also look exactly like the links your customers are trained to avoid. CISA flags untrusted shortened URLs as a phishing red flag, and universities and security vendors warn that shortened links are a common obfuscation technique. When brands normalize those patterns, they’re teaching audiences to click them, and attackers will thank you. 

    Meanwhile, these bad-actors are scaling. KnowBe4’s 2025 benchmarking data found that 82 percent of phishing emails currently use AI. Microsoft recently exposed an AI-aided phishing campaign that generated fake sign-in pages with convincing realism. This isn’t the future, it’s today’s inbox. 

    Branded domains aren’t cosmetic, they’re conversion and security 

    When the domain matches your brand, hesitation drops. Across channels (QR, SMS, email, social) an on-brand URL helps customers decide in milliseconds: Is this really you? According to a Journal of Advertising Research study, users show higher click propensity when the search includes a brand name. More importantly, branded links harden your ecosystem: Clean, governed link patterns are harder to spoof and easier to audit. 

    You don’t need to build new infrastructure to do it. Most reputable SaaS platforms now let you connect your own branded domain and SSL certificate in minutes. You keep the ease of third-party tools, while retaining ownership of your customer-facing identity. 

    The QR and SMS moment: Trust at first glance 

    QR codes have become the bridge between offline and online (packaging, TV, live events), but they also create a new moment of truth. When someone scans a QR code, their phone usually shows a preview of the destination address before opening it. If that preview shows a third-party domain, you’ve already lost a little trust, and potentially leaked a little data. Using your own branded domain for every QR code ensures that the link preview itself reassures customers and keeps click analytics within your control. 

    The same principle applies to SMS messages, one of today’s most common phishing channels. Texts that include unfamiliar or third-party domains look indistinguishable from scam attempts. Whether it’s a delivery notification, a password reset, or a limited-time offer, the link should always live under your brand’s domain. That single design choice protects the most vulnerable users (our parents, kids, and grandparents), while reinforcing that every authentic message from your company looks the same. 

    Governance is the new marketing ops 

    Treat your links as brand assets, not utilities. 

    • Own your click front door. Every campaign, QR code, or text link should live under your domain, even if powered by outside tools. 
    • Enforce HTTPS. Security signals and trust signals are now the same thing. 
    • Audit quarterly. Look at the domains your customers actually see. If they aren’t yours, fix them. 

    The simplest marketing policy you’ll ever write might also be the most powerful: “If a link doesn’t come from our domain, don’t click it, and don’t forward it.” 

    That one rule aligns teams, protects customers, and quietly trains your entire ecosystem in URL literacy. It’s the digital equivalent of locking your front door. 

    Trust drives engagement 

    From startups to global enterprises, trust drives engagement. During “attack seasons” such as the holidays, elections, or major events, phishing spikes and customer attention wanes. Strong link practices cut through the noise to reduce bounce and abandonment, while boosting clicks. 

    Once trust is in place, the fun begins. The next step is making links smarter, so they understand what someone wants and where they are in their journey. Call it AI for links. But intelligence only works when the foundation is trusted. In an AI-driven threat landscape, trust is your conversion rate. Own trust at the link level. 

    The final deadline for the 2026 Inc. Regionals Awards is Friday, December 12, at 11:59 p.m. PT. Apply now.

    Brian Klais

    Source link

  • Resilient learning begins with Zero Trust and cyber preparedness

    Key points:

    The U.K.’s Information Commissioner’s Office (ICO) recently warned of a surge in cyberattacks from “insider threats”–student hackers motivated by dares and challenges–leading to breaches across schools. While this trend is unfolding overseas, it underscores a risk that is just as real for the U.S. education sector. Every day, teachers and students here in the U.S. access enormous volumes of sensitive information, creating opportunities for both mistakes and deliberate misuse. These vulnerabilities are further amplified by resource constraints and the growing sophistication of cyberattacks.

    When schools fall victim to a cyberattack, the disruption extends far beyond academics. Students may also lose access to meals, safe spaces, and support services that families depend on every day. Cyberattacks are no longer isolated IT problems–they are operational risks that threaten entire communities.

    In today’s post-breach world, the challenge is not whether an attack will occur, but when. The risks are real. According to a recent study, desktops and laptops remain the most compromised devices (50 percent), with phishing and Remote Desktop Protocol (RDP) cited as top entry points for ransomware. Once inside, most attacks spread laterally across networks to infect other devices. In over half of these cases (52 percent), attackers exploited unpatched systems to move laterally and escalate system privileges.

    That reality demands moving beyond traditional perimeter defenses to strategies that contain and minimize damage once a breach occurs. With the school year underway, districts must adopt strategies that proactively manage risk and minimize disruption. This starts with an “assume breach” mindset–accepting that prevention alone is not enough. From there, applying Zero Trust principles, clearly defining the ‘protect surface’ (i.e. identifying what needs protection), and reinforcing strong cyber hygiene become essential next steps. Together, these strategies create layered resilience, ensuring that even if attackers gain entry, their ability to move laterally and cause widespread harm is significantly reduced.

    Assume breach: Shifting from prevention to resilience

    Even in districts with limited staff and funding, schools can take important steps toward stronger security. The first step is adopting an assume breach mindset, which shifts the focus from preventing every attack to ensuring resilience when one occurs. This approach acknowledges that attackers may already have access to parts of the network and reframes the question from “How do we keep them out?” to “How do we contain them once they are in?” or “How do we minimize the damage once they are in?”

    An assume breach mindset emphasizes strengthening internal defenses so that breaches don’t become cyber disasters. It prioritizes safeguarding sensitive data, detecting anomalies quickly, and enabling rapid responses that keep classrooms open even during an active incident.

    Zero Trust and seatbelts: Both bracing for the worst

    Zero Trust builds directly on the assume breach mindset with its guiding principle of “never trust, always verify.” Unlike traditional security models that rely on perimeter defenses, Zero Trust continuously verifies every user, device, and connection, whether internal or external.

    Schools often function as open transit hubs, offering broad internet access to students and staff. In these environments, once malware finds its way in, it can spread quickly if unchecked. Perimeter-only defenses leave too many blind spots and do little to stop insider threats. Zero Trust closes those gaps by treating every request as potentially hostile and requiring ongoing verification at every step.

    A fundamental truth of Zero Trust is that cyberattacks will happen. That means building controls that don’t just alert us but act–before and during a network intrusion. The critical step is containment: limiting damage the moment a breach is successful.  

    Assume breach accepts that a breach will happen, and Zero Trust ensures it doesn’t become a disaster that shuts down operations. Like seatbelts in a car–prevention matters. Strong brakes are essential, but seatbelts and airbags minimize the harm when prevention fails. Zero Trust works the same way, containing threats and limiting damage so that even if an attacker gets in, they can’t turn an incident into a full-scale disaster.

    Zero Trust does not require an overnight overhaul. Schools can start by defining their protect surface – the vital data, systems, and operations that matter most. This typically includes Social Security numbers, financial data, and administrative services that keep classrooms functioning. By securing this protect surface first, districts reduce the complexity of Zero Trust implementation, allowing them to focus their limited resources on where they are needed most.

    With this approach, Zero Trust policies can be layered gradually across systems, making adoption realistic for districts of any size. Instead of treating it as a massive, one-time overhaul, IT leaders can approach Zero Trust as an ongoing journey–a process of steadily improving security and resilience over time. By tightening access controls, verifying every connection, and isolating threats early, schools can contain incidents before they escalate, all without rebuilding their entire network in one sweep.  

    Cyber awareness starts in the classroom

    Technology alone isn’t enough. Because some insider threats stem from student curiosity or misuse, cyber awareness must start in classrooms. Integrating security education into the learning environment ensures students and staff understand their role in protecting sensitive information. Training should cover phishing awareness, strong password practices, the use of multifactor authentication (MFA), and the importance of keeping systems patched.

    Building cyber awareness does not require costly programs. Short, recurring training sessions for students and staff keep security top of mind and help build a culture of vigilance that reduces both accidental and intentional insider threats.

    Breaches are inevitable, but disasters are optional

    Breaches are inevitable. Disasters are not. The difference lies in preparation. For resource-strapped districts, stronger cybersecurity doesn’t require sweeping overhauls. It requires a shift in mindset:

    • Assume breach
    • Define the protect surface
    • Implement Zero Trust in phases
    • Instill cyber hygiene

    When schools take this approach, cyberattacks become manageable incidents. Classrooms remain open, students continue learning, and communities continue receiving the vital support schools provide – even in the face of disruption. Like seatbelts in a car, these measures won’t prevent every crash – but they ensure schools can continue to function even when prevention fails.

    Latest posts by eSchool Media Contributors (see all)

    Gary Barlet, Illumio

    Source link

  • How Chemical Transparency Builds Consumer Trust 

    The chemical industry is at a turning point. What used to be casual consumer curiosity about ingredients has become a non-negotiable demand for complete transparency. This shift is fundamentally changing how every business that deals with chemicals operates, and companies that don’t adapt are getting left behind. 

    After serving over 90,000 customers through Lab Alley, I can tell you this isn’t a trend that will reverse itself. It’s the new baseline for doing business. But here’s what most companies miss: Transparency isn’t just about avoiding problems anymore. It’s become a growth driver. 

    Why transparency is reshaping consumer expectations 

    The transparency revolution stems from several converging forces, though digital connectivity might be the biggest game-changer. According to research from Commport, 62 percent of online shoppers will not buy from companies with incorrect product data, and consumers now have unprecedented access to product information. 

    Regulatory changes have also accelerated these demands. The FDA’s recent Chemical Contaminants Transparency Tool signals government commitment to what HHS Secretary Kennedy calls “radical transparency” that extends beyond traditional disclosure requirements. 

    Then there’s the generational shift. The Commport research also shows that 94 percent of consumers are more likely to remain loyal to brands offering complete transparency, with 56 percent saying that such transparency would make them “loyal for life.” This impact is stronger among specific demographics: 90 percent of millennial respondents would buy from a company they see as purposeful, while 45 percent of Gen Z shoppers are more interested in brands they think are trustworthy. These statistics represent the future of purchasing power in both consumer and business markets. 

    What transparency looks like in chemicals 

    Chemical transparency goes beyond disclosing ingredient lists. It means giving access to comprehensive documentation, robust verification systems, and clear communication about how products are developed, manufactured, and distributed.  

    This begins with precise specifications disclosures. Rather than broad categorizations like “industrial grade,” both consumer brands and B2B customers now expect detailed purity percentages, moisture content specifications, and comprehensive impurity profiles. Take our USP-grade glycerin. We provide detailed certificates of analysis showing exact purity levels, specific gravity measurements, and chloride content specifications. 

    Geographic sourcing has become just as important. With the U.S. imported approximately $320 billion in chemical products annually (as of 2019), customers increasingly request complete country-of-origin documentation and alternative sourcing options. B2B buyers need this information for risk assessment and compliance with their own transparency commitments. 

    Certifications as trust signals 

    Third-party certifications used to be nice extras that companies could add if they wanted to stand out. Not anymore. Today, they’re essential for building trust between what suppliers claim and what customers actually believe. The certifications that really matter for transparency include: 

    Kosher and Halal certifications signal stricter manufacturing processes and appeal to both religious and secular markets. USP verification ensures you meet pharmaceutical-grade standards for purity and consistency. RSPO certification addresses the sustainability concerns around palm oil derivatives that customers increasingly demand. Organic certification meets the growing push for naturally-derived ingredients, while ISO certifications demonstrate you have comprehensive quality management systems in place. 

    Each certification requires rigorous third-party auditing and ongoing compliance, but provides customers with verified assurance that products meet specific standards without requiring independent verification. 

    Industries driving the demand 

    As of 2025, three industries are driving transparency standards across the entire supply chain, and their requirements are quickly becoming benchmarks for other sectors. 

    Food and beverage manufacturing: This has become a demanding sector, reformulating products for cleaner labels and creating pressure for ingredients with consumer-friendly names like “cultured wheat extract” instead of “potassium sorbate.” They need batch-level tracking, shelf-life documentation, and comprehensive allergen information because one contamination incident can trigger widespread recalls.  

    Cosmetics and personal care: These companies are responding to the clean beauty movement by seeking natural alternatives to synthetic ingredients. The EU’s cosmetics regulations have established global transparency standards that affect suppliers worldwide. 

    Pharmaceutical manufacturing: This sector has expanded transparency demands beyond regulatory compliance to include comprehensive risk management and supply chain security, requiring detailed supplier qualifications and facility inspection information. 

    Risks versus benefits 

    The contrast between companies that embrace transparency and those that resist it has become stark, with measurable business consequences. 

    Risks of opacity: Companies resisting transparency face escalating risks. According to the Commport research, businesses that cannot provide comprehensive product documentation are being eliminated from procurement processes before price discussions even begin. 

    Regulatory agencies are implementing increasingly stringent disclosure requirements, and supply chain vulnerabilities without detailed supplier information can cause production delays and permanent customer relationship damage. 

    Benefits of openness: That 94 percent consumer loyalty statistic translates directly to business performance. Our customer retention exceeds 95 percent among accounts receiving comprehensive transparency documentation, with these customers consistently expanding their purchase volumes over time.  

    Beyond loyalty, transparent companies command premium pricing through documented value propositions while gaining access to new markets through verified certifications. The operational benefits are equally compelling; transparency systems dramatically reduce customer service inquiries and shorten sales cycles by giving buyers immediate access to the information they need. 

    Build your transparency strategy 

    Start with comprehensive documentation systems, including complete records of sourcing, manufacturing processes, and quality control procedures. If you can’t document it, you can’t be transparent about it.  

    Then, focus certification programs on credentials that provide the greatest market access for your target markets. Finally, ensure organizational commitment through training programs that help employees understand how their roles contribute to transparency objectives. 

    The path forward 

    Chemical transparency has evolved from consumer preference to business imperative. At Lab Alley, our transparency commitment has enabled rapid growth while building deep customer relationships based on trust and verified performance. This approach requires ongoing investment, but the returns through customer loyalty, market access, and operational efficiency continue to exceed our expectations. 

    The chemical industry’s transparency revolution is accelerating. Companies that embrace this change will thrive in the evolving marketplace; those that resist will find themselves competing on price alone in a market that increasingly values verified quality and comprehensive documentation.  

    The opportunity is clear. Will your company lead this transformation or follow others who recognized transparency as the competitive advantage it has become? 

    The final deadline for the 2026 Inc. Regionals Awards is Friday, December 12, at 11:59 p.m. PT. Apply now.

    Fred Elabed

    Source link

  • My Employee Lied About Meeting With a Client

    Inc.com columnist Alison Green answers questions about workplace and management issues—everything from how to deal with a micromanaging boss to how to talk to someone on your team about body odor.

    A reader asks:

    I caught my employee skipping work to nap at home when she said she was meeting with a potential client. It was total happenstance; I happened to meet the potential client at a social event that night. When I asked my employee the next day why the client had no idea who I was or what our company did, the truth came out: she hadn’t met with anyone, she’d gone home to take a break and a nap. She apologized for lying, but said she’d been feeling burned out and was struggling with seasonal depression. She is my top performer and best employee all around, and we are coming off of our busy season, so a little burnout is understandable. She volunteered that she had done something similar twice before in her six-year career with us, but I don’t know if I can trust her accounting of it — we were in a meeting about her lying, after all.

    I can’t quite determine how big of an issue this is. She lied about the meeting and who it was with, and she was likely prepared to lie about how it went, if I hadn’t caught her before we had a chance to debrief. We meet with a lot of potential clients, many of whom never pan out, so I don’t know how I can trust her going forward when she says she has one of these meetings. But, on the other hand, she is consistently our best performer and doesn’t just meet her goals — she exceeds them. If she’s able to do that while occasionally taking siestas, is it really my business? But if she’s lying about where she is … Ugh, this is the loop I’ve been in for two days. Help!

    (Perhaps helpful: we have good, but not exceptional, PTO. It’s not a culture where people take much time off, though I frequently encourage my team to take as much time as they need. This employee takes time off for doctors appointments and vacations, so I know she’s aware of the policy.)

    Green responds:

    I think the reason you feel stuck is because you need to have another conversation with your employee in order to fully understand the situation. Since she’s your top performer, it’s worth taking the time to fully understand what happened and why. Why did she lie about having a meeting rather than just taking a few hours off to go home? What’s going on that made her feel “I’m under the weather and heading out early today,” wasn’t an option, and that concocting a highly specific lie about a prospective client was a better choice?

    Because this wasn’t just a vague lie (not that that would be okay either). This was “I am meeting with Specific Person X from Specific Company Y” and I suspect you’re right that she would have lied about how it went if she hadn’t been caught — which means that she would have given you false client data! If she told you the person wasn’t interested, that’s a prospective client you’d then presumably cross off your list. That’s a big deal.

    So what’s going on? Did she lie because your work culture made her feel she couldn’t get the break she needed any other way? Is she out of PTO or saving it for a health need down the road? Or does she not see lying as a big deal as long as no one finds out about it?

    Each of those requires a different response from you. If the culture around PTO is what caused this, this is a sign that you’ve got some serious work to do on this aspect of the culture, considering what it drove your best performer to. If it’s a PTO scarcity issue, then it’s worth looking at whether there’s other support you can offer her (either with time off or with workload) so she can take care of herself and not burn out.

    Those might sound like overly soft responses to a serious trust violation — but context matters. If something in your culture is driving your best employee to this, or if she’s struggling personally, you want to address what’s really going on. That doesn’t mean you’d give the lying a complete pass; you wouldn’t. You’d still have a serious conversation about how this has affected your ability to take her at her word, and what that means in practical terms. (For example, at least for a while you probably need to do more verifying and spot-checking of things you previously trusted her on implicitly.)  But when you’re dealing with someone who’s been outstanding up until now, you should factor in context too, not use a black-and-white, no-nuances approach.

    On the other hand, if she doesn’t think casual lying is a big deal, that means that she’s probably been less than straight with you other times too, beyond the times she just confessed to, and she’ll probably do it again when it makes her life easier, and she might be cutting other corners you don’t know about. And if that’s the case, you’ve got to take a fresh look at your entire assessment of her approach to work.

    But I don’t think you can sort through this without a better understanding of how she ended up here.

    Want to submit a question of your own? Send it to alison@askamanager.org.

    The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

    Alison Green

    Source link

  • The superintendent survival kit: Transparency and truth in communications

    Key points:

    Dear Superintendent,

    Your job now requires a new level of transparency that you are reluctant to provide. This media crisis will burn for several more days if we sit silent. We are in a true leadership moment and I need you to listen to your communications expert. I can make your job easier and more successful.

    Signed,

    Your Communications Director

    As superintendents come under more political fire and frequent negative news stories about their school districts circulate, it is easy to see where the instinct to not comment and just focus on the work might kick in. However, the path forward requires a new level of transparency and truth-telling in communications. In fact, the work requires you to get out in front so that your teachers and staff can focus on their work.

    I recently spoke with a school district facing multiple PR crises. The superintendent was reluctant to address the issues publicly, preferring one-on-one meetings with parents over engaging with the media or holding town hall-style parent meetings. But when serious allegations of employee misconduct and the resulting community concerns arise, it’s crucial for superintendents to step forward and take control of the narrative.

    While the details of ongoing human resources or police investigations cannot be discussed, it’s vital to inform the community about actions being taken to prevent future incidents, the safeguards being implemented, and your unwavering commitment to student and staff safety. All of that is far more reassuring than the media reporting, “The district was not available for comment,” “The district cannot comment due to an ongoing investigation,” or even worse, the dreaded, “The school district said it has no comment.”

    Building trust with proactive communication

    A district statement or email doesn’t carry the same weight as a media interview or an in-house video message sent directly to community members. True leadership means standing up and accepting the difficult interviews, answering the tough questions, and conveying with authentic emotion that these incidents are unacceptable. What a community needs to hear is the “why” behind a decision so that trust is built, even if that decision is to hold back on key information. A lack of public statement can be perceived as indifference or a leadership void, which can quickly threaten a superintendent’s career.

    Superintendents should always engage with the media during true leadership moments, such as district-wide safety issues, school board meetings, or when the public needs reassurance. “Who Speaks For Your Brand?” looks at a survey of 1,600 school staff who resoundingly stated that the superintendent is the primary person responsible for promoting and defending a school district’s brand. A majority of the superintendents surveyed agreed as well. Promoting and defending the district’s brand includes the negative–but also the positive–opportunities like the first day of school, graduation, school and district grade releases, and district awards.

    However, not every media request requires the superintendent’s direct involvement. If it doesn’t rise to the severity level worthy of the superintendent’s office, an interview with a department head or communications chief is a better option. The superintendent interview is reserved for the stories we decide require it, not just because a reporter asks for it.  Reporters ask for you far more than your communications chief ever tells you.

    It is essential to communicate directly and regularly with parents through video and email using your district’s mass communication tools. You control the message you want to deliver, and you don’t have to rely on the media getting it right.  This is an amazing opportunity to humanize the office.  Infuse your video scripts with more personality and emotion to connect on a personal level with your community. It is far harder to attack the person than the office. Proactive communications help build trust for when you need it later.

    I have had superintendents tell me that they prefer to make their comments at school board meetings. School board meeting comments are often insufficient, as analytics often indicate low viewership for school board meeting live streams or recordings.  In my experience, a message sent to parents through district alert channels far outperforms the YouTube views of school board meetings.

    Humanizing the superintendent’s role

    Superintendents should maintain a consistent communications presence via social media, newsletters, the website, and so on to demonstrate their engagement within schools. Short videos featuring interactions with staff and students create powerful engagement opportunities. Develop content to create touch points that celebrate the contributions of nurses, teachers, and bus drivers, especially on their national days of recognition. These proactive moments of engagement show the community that positive moments happen hourly, daily, and weekly within your schools.

    If you are not comfortable posting your own content, have your communications team ghostwrite posts for you. You never want a community member asking, “What does the superintendent do all day? We never see them.” If you are posting content from all of the school visits and community meetings you attend, that accusation can never be made again. You now have social proof of your engagement efforts and evidence for your annual contract review.

    Effective communication is a superintendent’s superpower. Those who can connect authentically and show their personality can truly shine. Many superintendents mistakenly believe that hard work alone will speak for itself, but in today’s politically charged landscape, a certain amount of “campaigning” is necessary while in office. We all know the job of the superintendent has never been harder, tenure has never been shorter, and the chance of being fired is higher than ever.

    Embrace the opportunity to engage and showcase the great things happening in your district. It’s worth promoting positive and proactive communications so that you’re a seasoned pro when the challenging moments come. There might just be less of them if you get ahead.

    Latest posts by eSchool Media Contributors (see all)

    Greg Turchetta, Apptegy

    Source link

  • What the Government Shutdown Teaches Leaders About the Value of Trust

    The first thing to collapse in any negotiation isn’t the terms. It’s the trust. You can see it in Washington, D.C., right now. Every shutdown is more about belief than policy. People stop trusting that the other side means what they say. Then they stop listening. Eventually, they stop showing up. 

    I’ve seen this movie many times before, and not just on Capitol Hill. Years ago, I sat across from a vice chairman at KPMG during a tech acquisition that was about to die on the table. Both sides had retreated into their corners, convinced the other was posturing. Numbers were flying, but no one was listening. 

    So, I did something that, at the time, felt counterintuitive. I stopped negotiating. From every frustration and every unspoken risk, I summarized the other side’s position. I told the client that it seemed like he was afraid of wasting political capital on a deal that might not deliver. When he finally said, “That’s right,” I knew the deal had shifted. The trust valve had reopened. 

    That’s the same missing link in Washington. You can’t pass a budget in a room that’s stopped believing. 

    As a talent agent, media attorney, and professor at USC Gould School of Law, I teach my students and clients how to build trust in their negotiations. I’m also working on my new book, TILT the Room, coming out in 2026, which explains how you can use timing, influence, leverage, and trust to better negotiate. 

    Trust is the currency before currency. 

    Every deal starts with an invisible exchange, credibility for consideration. If you don’t believe someone is operating in good faith, you’ll assume every offer hides a trap. When trust disappears, facts get filtered through fear. 

    That’s what is playing out now during the current shutdown: a failure of emotional credit. Both parties are catering to their base instead of seeking the truth, and the country is paying the interest on that debt. 

    In business, this happens all the time. Founders promise equity they can’t deliver. Partners start hiding numbers. Teams sense the spin and quietly disengage. The shutdown just happens faster in politics because it’s televised. 

    You can’t build trust in a transaction you’ve already poisoned. 

    When I was a kid, I learned that hard lesson of trust on the street, not in law school. Deals in backrooms and alleyways weren’t written. They were felt. You learned to read the room, the pause, and the micro hesitation before someone said yes. If that energy shifted, the deal was over before words caught up. 

    That instinct never left me. It’s why I tell executives: if you can’t feel trust leaking out of the room, you’re not negotiating. You’re performing, and they are not feeling it. 

    Acknowledge the issue to rebuild trust. 

    Whether it’s a government shutdown or a stalemate in negotiations, rebuilding trust in crisis doesn’t start with persuasion. It starts with acknowledgment. Say things like:  

    • “It seems like you’re giving up on the idea of us working this out.” 
    • “It seems like you don’t believe we’ll follow through.” 
    • “It sounds like you think we’re protecting our side, not the solution.” 

    This is the language of reconnection, the first step to tilting the room back toward progress. 

    The TILT lesson: Retilt before you renegotiate. 

    In the TILT framework, trust is always the first pillar for a reason. It’s the oxygen of every deal. You can’t strategize your way out of an emotional deficit. Right now, leaders across the country, in politics, in startups, and in families are facing their own mini shutdowns. Someone stopped believing. The only way back is empathy that feels real, not rehearsed. 

    So, before you send that next proposal, schedule that next call. Walk back into the room you just lost, and ask yourself one question: “Do they still believe me?” Because once they stop, all the leverage in the world won’t move them. 

    The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

    Ken Sterling

    Source link

  • Why it Might Pay to be ‘Playful’ at Work

    The office, many people would have you try to believe, is a serious place where serious people do serious things to bring in serious revenues — and earn serious rewards. Just look at the uptight traditional ideas about what’s acceptable office wear to get a hint at this notion. But new research suggests that if you’re careful about it, mingling a little of a particular childhood trait into your office habits might actually be a good thing. Playfulness, it seems, can earn you respect from your colleagues and bosses.

    The research, newly published in Nature, defines playfulness as being a complex, “multifaceted trait” which melds being social with lightheartedness, intellectual creativity, and being whimsical. It’s quite easy to imagine someone behaving like this in the home, or at a non-work social activity, and the researchers point out that there’s plenty of studies into the value of play in these settings — but not necessarily about its value in the workplace. 

    What might playfulness in a work setting look like? It’s pretty easy to imagine that a playful office character might be one who uses puns, and maybe gentle pranks from time to time…but it doesn’t have to be so directly humor-related — playfulness could include silliness or irreverence at opportune and non-disruptive moments, like suggesting a silly answer to a question in a group environment. Playful people are “often spontaneous and intrinsically motivated,” (i.e. they may be true to their own ideals, even in a strict team setting) the report notes, and being playful in the office is a “highly observable” phenomenon.

    The study concludes that the key thing being playful in an office setting does is signal that a particular person is being authentic. And this authenticity really can shape the relationships that a playful worker has with their colleagues and superiors. In fact a worker can earn “unique social power when perceived as authentic,” the report notes, placing that person in a pivotal role in building relationships among team members. The effect may be even more pronounced in a highly competitive team climate, with authenticity leading to “more social support, less social undermining, and higher leadership judgments from their peers.” In other words, a playful person seen as being true to their own character earns better support from their colleagues, which will carry through into day-to-day duties, there’s less chance for the kind of in-fighting between workers which can impact efficiency, and being authentic may make your peers see you as more of a leader-type. 

    You may have gotten this far and thought all this is so much psycho-babble. But there’s actually plenty to learn from this study for your own organization.

    As long as being playful doesn’t stray into being disruptive, the fact that this trait is linked to authenticity is important. Many reports link authenticity with better workplace results, since it’s good to be around authentic people — particularly in leadership roles. 

    The report also notes that there may be a trend among workers to suppress their “natural instincts to play” due to “increasing competitive pressures in the contemporary business world.” And with so many headlines covering layoff after layoff, the pressure AI is exerting on the job market, the rise of more strict management thinking, and many other factors this makes sense. 

    But the researchers suggest “employees should not be afraid to express their playful nature in the workplace, as it can facilitate positive social effects, especially in a highly competitive work climate.” Similarly, since some people are not naturally playful, and authenticity is about being genuine, then the report encourages companies to “make room and allow for play and playfulness at work,” which may boost innovation, team dynamics and allow workers unique qualities to “shine through at the workplace.”

    Kit Eaton

    Source link

  • California Gov. Newsom signs bill aimed at banning law enforcement from using face coverings

    Gov. Gavin Newsom on Saturday signed legislation that aims to make California the first state to ban most law enforcement from covering their faces while carrying out operations.Senate Bill 627, authored by Sen. Scott Wiener, D-San Francisco, was in response to federal immigration raids where officers have been seen wearing masks. It would prohibit neck gaiters, ski masks and other facial coverings for local and federal officers, including immigration enforcement agents, while they conduct official business. It makes exceptions for undercover agents, medical masks such as N95 respirators or tactical gear.(Earlier coverage in the video above.)Republican lawmakers and law enforcement agencies were opposed to the bill, arguing it would make officers’ and agents’ job more dangerous. Immigration officials have cited the fear of agents and their families being doxed. It’s unclear if California will be able to enforce the measure. Newsom also signed several other bills that his office argued would counter “secret police tactics” by the president and Deputy Chief of Staff Stephen Miller. The package of legislation would require that families be notified when immigration agents come on school campuses and require a judicial warrant or court order before giving student information or classroom access to ICE.The new legislation would also require a warrant or court order before allowing agents access to emergency rooms and other nonpublic areas of a hospital. It would clarify that immigration information collected by a health care provider is medical information. “Public safety depends on trust between law enforcement and the communities they serve — but Trump and Miller have shattered that trust and spread fear across America,” Newsom said in a statement. “California is putting an end to it and making sure schools and hospitals remain what they should be: places of care, not chaos.”See more coverage of top California stories here | Download our app | Subscribe to our morning newsletter | Find us on YouTube here and subscribe to our channel–The Associated Press contributed to this story.

    Gov. Gavin Newsom on Saturday signed legislation that aims to make California the first state to ban most law enforcement from covering their faces while carrying out operations.

    Senate Bill 627, authored by Sen. Scott Wiener, D-San Francisco, was in response to federal immigration raids where officers have been seen wearing masks. It would prohibit neck gaiters, ski masks and other facial coverings for local and federal officers, including immigration enforcement agents, while they conduct official business. It makes exceptions for undercover agents, medical masks such as N95 respirators or tactical gear.

    (Earlier coverage in the video above.)

    Republican lawmakers and law enforcement agencies were opposed to the bill, arguing it would make officers’ and agents’ job more dangerous. Immigration officials have cited the fear of agents and their families being doxed.

    It’s unclear if California will be able to enforce the measure.

    Newsom also signed several other bills that his office argued would counter “secret police tactics” by the president and Deputy Chief of Staff Stephen Miller.

    The package of legislation would require that families be notified when immigration agents come on school campuses and require a judicial warrant or court order before giving student information or classroom access to ICE.

    The new legislation would also require a warrant or court order before allowing agents access to emergency rooms and other nonpublic areas of a hospital. It would clarify that immigration information collected by a health care provider is medical information.

    “Public safety depends on trust between law enforcement and the communities they serve — but Trump and Miller have shattered that trust and spread fear across America,” Newsom said in a statement. “California is putting an end to it and making sure schools and hospitals remain what they should be: places of care, not chaos.”

    See more coverage of top California stories here | Download our app | Subscribe to our morning newsletter | Find us on YouTube here and subscribe to our channel

    –The Associated Press contributed to this story.

    Source link

  • Most Founders Would Hide a Secret Service Investigation From Customers — Here’s Why I Didn’t (and How It Paid Off) | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In 2012, just after wrapping up a late-night hackathon with my small team, I received an email that sent my heart leaping into my throat: Our domain was being suspended due to a U.S. Secret Service investigation. At the time, Jotform was still a scrappy startup. We had no legal team, no PR advisor, no crisis plan whatsoever. I had a terrible, sinking feeling that everything we had worked so hard to build was suddenly at risk.

    After the initial shock, my first thought came to me with surprising clarity: We had to alert our users. I quickly typed up a blog post and emailed our customers directly.

    I kept it brief and to the point. “I wish we could provide more details about what happened, but we are also in the dark. We have not been given any information by GoDaddy or the Secret Service, other than our domain being suspended ‘as part of an ongoing law enforcement investigation,’” I wrote, before directing them to the media coverage quickly proliferating across the web.

    What happened next surprised me. Instead of backlash, we saw an outpouring of support. Users stood by us. It turned a crisis into a moment of trust.

    In the age of AI, where decision-making and product experiences are increasingly being handed over to algorithms, transparency matters more than ever. Users want to know what’s happening behind the scenes — and who they’re trusting with their data, time and business. If you want loyalty, transparency isn’t just a good habit: It’s your most powerful PR tool. Here’s why.

    Related: Full Transparency Is More Than a Morale Booster — It’s a Critical Growth Driver. Here’s How to Embrace It.

    Transparency vs. oversharing

    We never actually figured out exactly why our domain was being investigated — my best guess is that our forms were used in a phishing scheme. It wasn’t a big scandal, which certainly made being honest easier than, say, a self-inflicted crisis a la the Cambridge Analytica debacle.

    I’d always believed in transparency, and this episode only reaffirmed its importance. But as leaders, when and how to be open isn’t always immediately obvious. As the author Simon Sinek put it, “Transparency isn’t sharing every detail. Transparency means providing the context for the decisions we make.”

    According to research from McKinsey, there’s a dark side to too much transparency: “Excessive sharing of information creates problems of information overload and can legitimize endless debate and second-guessing of senior executive decisions,” the authors write.

    So how should leaders balance being open without going over the top? Start by asking: What does my team or customer need to understand in order to trust our decisions? Transparency isn’t about dumping every internal memo or half-formed idea into the public sphere. In the case of Jotform’s Secret Service investigation, our forms were down and our customers deserved to know why. Sharing the truth simply made more sense than trying to cover it up.

    A good transparency policy means sharing what matters — what happened, what’s being done about it and how it impacts those who rely on you. Anything more is noise. Anything less can be perceived as evasive.

    Transparency in the age of AI

    Jotform’s Secret Service snafu happened long before AI entered the scene. But the lesson it taught me — that users respond to honesty, not perfection — feels even more relevant now.

    AI is increasingly embedded in the tools we use every day, from hiring platforms to productivity apps, meaning the stakes around transparency have never been higher. Users are deciding whether to trust algorithms to make decisions that affect their work, finances, and even their safety. One survey by YouGov found that nearly half (49%) of U.S. respondents admitted to feeling concerned about AI, while 22% said they were outright scared.

    Already, stories of AI misuse abound. The Chicago Sun-Times, for example, recently had to issue an apology after it published a summer reading list filled with AI-generated book recommendations — many of which didn’t even exist. It’s a blight that’s going to follow the paper around for a long time, having damaged its readers’ trust in ways that will be difficult, if not impossible, to repair.

    Related: Why Every Entrepreneur Must Prioritize Ethical AI — Now

    In general, AI transparency means “being honest about what a system is intended to do, where it fits with the organization’s overall strategy, which benefits and pitfalls it brings and how it is likely to impact people,” writes EY’s Raj Sharma for the World Economic Forum. Unfortunately, a lot of AI today is implemented behind a shroud of secrecy, “with powerful solutions developed behind closed doors by a small number of stakeholders.”

    When users don’t understand how a system works — or worse, discover later that they were misled — they feel deceived. As leaders, we can’t afford to treat transparency as an afterthought. It needs to be built into the product from the start. That means clearly communicating how your AI tools function, what data they rely on, what limitations exist and how you’re safeguarding against bias or misuse. Transparency doesn’t mean revealing your entire codebase — it means treating your users like the stakeholders that they are.

    Trust is fragile, and once broken, it can’t always be fixed. When you keep your users in the know, it doesn’t just build loyalty — it bolsters your reputation in the long term.

    In 2012, just after wrapping up a late-night hackathon with my small team, I received an email that sent my heart leaping into my throat: Our domain was being suspended due to a U.S. Secret Service investigation. At the time, Jotform was still a scrappy startup. We had no legal team, no PR advisor, no crisis plan whatsoever. I had a terrible, sinking feeling that everything we had worked so hard to build was suddenly at risk.

    After the initial shock, my first thought came to me with surprising clarity: We had to alert our users. I quickly typed up a blog post and emailed our customers directly.

    I kept it brief and to the point. “I wish we could provide more details about what happened, but we are also in the dark. We have not been given any information by GoDaddy or the Secret Service, other than our domain being suspended ‘as part of an ongoing law enforcement investigation,’” I wrote, before directing them to the media coverage quickly proliferating across the web.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Aytekin Tank

    Source link

  • 8 Ways to Build a Business That Can Run Without You | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Entrepreneurship is a hard road. There’s no rule book, and as a business owner, it can feel like you’re always on call.

    Each summer, before my children start school again, I put that life on pause. We load up our RV and head out for a multi-week trip. I don’t invite distraction during this time: in fact, my team knows that I’m off limits. This time is for me, my family and our relationships.

    Building a culture that can persist when I’m not in the office is crucial — not only to the success of my business but for my personal life. Creating culture takes intention, but the payoff is worth it. I won’t spend my waning days on vacation worrying about what I’m stepping back into.

    I know. That’s because I work to decentralize myself from my business.

    Not just short-term gains

    Decentralizing yourself from your business isn’t just about the short-term gain of getting to go away on vacation or finding time to incorporate personal passions into your life outside of your business.

    It’s about building a significant company.

    Significant companies are ready to transition at any point. To have value in the eyes of a buyer, my business can’t just be about me.

    That’s not to say that my mark isn’t on the business. Far from it. I put the work in on the front end with my executive team to craft eight “trust accelerators” that allow for clarity, alignment and informed decision-making.

    Related: Lack of Trust—What Does It Do to Your Company? Here’s What Leaders Need to Know

    Beyond core values

    Almost every company has core values. We have them, too. But, right about the time that the COVID-19 pandemic hit, we all noticed that they weren’t working. While core values are general north stars for any organization, sometimes they can feel like they’re a galaxy away from the day-to-day issues that every person in a business must take accountability for.

    What makes us unique is our trust accelerators, which are married to our core values. More than just guiding principles that we put on a wall, trust accelerators are active rules that we follow interaction to interaction.

    In fact, we don’t put these on a wall somewhere in our waiting room: each trust accelerator is printed on a card that each member of our team carries with them.

    Your culture is yours alone. These are the trust accelerators that we live by:

    1. No meetings after the meeting

    How we live it: If everyone is in a room to make a decision or discuss an initiative, they’re there by design. It’s inauthentic to invite input and then have two executives go into a room to debrief and make the real decision.

    If a member of our team has something to contribute, we want them to do it in the room where the actual decisions are being made.

    How it builds value: If people work at a place where they have obvious input into real decisions, they take more accountability for their contributions.

    2. Put yourself in other people’s position

    How we live it: We’re not just interested in the “how” of people’s actions; we’re interested in the “why.” After all, they may have good reasons that unlock clues about how we should operate. By seeking understanding, we build connection.

    How it builds value: Empathy is a critical skill — not just for connecting with colleagues but for connecting with customers.

    Related: 5 Foolproof Strategies to Help You Let Go and Trust Your Team

    3. Listen while avoiding judgment

    How we live it: My business, Exit Planning Institute, focuses on educating, credentialing and empowering Certified Exit Planning Advisors as they guide business owners through value creation and successful exits. While advisors have witnessed the factors that contribute to an owner’s success, every owner’s journey is unique — and there are many ways to build a significant company. Only through listening can we understand each other’s motivations and values, and embrace perspectives that might be counter to our own.

    How it builds value: If a conversation is necessary, it deserves to be full-throated. That’s only possible with a listener who is willing to be curious, not judgmental.

    4. 100% preparedness and participation

    How we live it: Collaboration is crucial to an empowered workforce that can function without its leader. Our culture runs on every person showing up prepared and participating.

    How it builds value: Every member of our team knows that they were selected for a reason. They can’t reach their full potential unless they are ready to contribute — and actually do.

    5. Deliver the mail to the right address

    How we live it: If we have an issue — or reason to praise someone — we don’t go to a trusted colleague or a supervisor. We go right to the correct address: the person we want to discuss with. It allows for more authentic communication — see “Listen While Avoiding Judgement” — and limits gossip, an incredible culture-killer.

    How it builds value: Every member of our team knows they’re accountable to every other member—and our doors are open to have a conversation with each other.

    6. Honesty without repercussion

    How we live it: We’re not at work to be well-liked or adulated (although that happens sometimes, too!). We’re at work to advance our business. By cultivating an atmosphere of respectful honesty, we get to offer our insights and listen to how others might do things differently.

    How it builds value: When every person on the team feels like they can contribute, we see how they might grow into their careers at the company — in the short- and long-term.

    7. Respectful

    How we live it: We’re bound not to see eye to eye. However, these trust accelerators do a lot of work to help us understand that we’re all working towards the same goals. When we put respect first in every interaction we have with each other, it reinforces that our differences aren’t personal — and can sometimes be assets to our business goals.

    How it builds value: We can’t tackle the hard stuff until we see each other as humans. If everyone knows that their perspective is respected, we tap into each other’s skills.

    8. Confidentiality

    How we live it: We have to move past surface-level conversations if we’re going to be a significant company. We’re not shooting for good. We’re going for best-in-class. That requires trust—and in this case, trust that if something is shared confidentially, it stays confidential.

    How it builds value: When we have deep trust, we believe that our colleagues—the ones we depend on to bring our goals to life—will do everything they can do to help us all achieve something great.

    Related: 7 Proven Tips for Building Trust and Strengthening Workplace Relationships

    Empowering your leaders

    It isn’t easy to be an owner and not be in total control. However, there’s a multiplier effect that comes with empowering your employees and building trust across the organization. To build a culture where every person feels a sense of ownership, there must be two-way trust: employees feel trusted, and leaders actually trust the people they work with. Additionally, as I empower our leaders to build a culture where they are trusted to make informed, quick decisions, I’m also sure to:

    1. Train the executive team on my long-term vision.
    2. Be transparent about our profits/losses, our operations and even my salary. It takes a great deal of time to educate the leadership team, but it enables them to know the short-term impact of every decision.
    3. Over-communicate. I’m shocked by how many owners don’t communicate with their leadership team. They can’t make decisions that I’d ultimately agree with if they don’t know what I’m thinking.

    Related: How to Close the Trust Gap Between You and Your Team—5 Strategies for Leaders

    Building a culture of trust is something I think about every day, and not just because I know that culture will ultimately pay off with a more successful exit.

    Culture also comes easily to me — it’s what I like to spend time on.

    If you don’t, you can still build culture. Finding a Certified Exit Planning Advisor who specializes in company culture can help you start building human capital at your company.

    Scott Snider

    Source link

  • The 5 Leadership Habits That Quietly Kill Trust in a Team | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In times of crisis, employees pay great attention to what their leader is like. It is in these moments that trust shifts from a “soft value” to a strategic asset that directly affects motivation, retention and even financial results.

    Companies with high levels of trust outperform competitors in efficiency by up to 400%, and 93% of business leaders believe that trust directly impacts financial performance.

    Yet, the reality is not that great. According to Gallup, only 20% of employees say they trust their leader. Edelman reports that just 19% believe CEOs are honest, while 68% think leaders intentionally mislead them.

    Missteps during turbulent times don’t just dent a leader’s reputation — they shake the very foundations of the business. In this article, I reflect on five common mistakes leaders make during difficult times and offer guidance on how to avoid them.

    1. Micromanaging

    Leaders often believe that being across everything is about quality-checking; in reality, it’s more about a lack of trust in the team.

    In a survey of 14,000 employees for Jacob Morgan’s book, Leading with Vulnerability (2023), only 16% reported ever having faced a leader who showed vulnerability, asked for help, or acknowledged mistakes. That leaves the majority feeling undervalued and with no motivation.

    Under Bob Chapek, Disney’s leadership became known for excessive oversight. Staff felt that their creativity was being stifled, as leadership was unwilling to delegate. There was also a significant amount of instability and mistrust stemming from internal tension and declining morale among employees.

    Empower your team to lead on their responsibilities. Effective delegation enables leaders to focus on broader goals and provides employees with the space to grow.

    2. Wearing the “Superman” mask

    The instinct to appear unshakable is understandable. Yet it often comes with a risk of emotional burnout, and, ironically, disconnection from the teams. There’s no trust with no authenticity attached. Teams that see a more empathetic leader are more likely to collaborate openly, share ideas and remain engaged.

    It’s essential to remind yourself that vulnerability is not a sign of weakness. When Hubert Joly took the helm at Best Buy, he faced lots of challenges from digital competitors. Instead of hiding his doubts, he openly sought advice across the team to co-create solutions. The result was not only a successful turnaround but also deeper trust between leadership and staff.

    Leaders do not have to be flawless superheroes. They need to be authentic humans.

    3. Lack of flexibility

    Everything changes, and leaders now face an average of 3.2 major changes simultaneously. Before 2020, most organisations encountered only two significant shifts per year; today, that number is closer to nine. Yet only 10 % of organizations believe they respond well to such dynamics. A common mistake is clinging to outdated models and processes, even when market signals indicate a shift. Employees quickly lose trust when they see their leader ignoring reality.

    When Starbucks experienced slowing sales, they turned to a new CEO, Brian Niccol. He launched a “Bold New Chapter” strategy: simplifying menus, removing extra charges for plant-based milk and re-emphasising Starbucks as a “third place” for connection. As a result, pilot cafes already show improved sales and customer satisfaction.

    4. Overlooking small wins

    In crises, leaders often focus so intensely on problems that they forget to celebrate progress. Ignoring small wins leaves employees feeling that their efforts go unnoticed, which weakens motivation and trust. A 2025 study revealed that only 19% of employees receive recognition weekly, even though frequent and meaningful praise significantly boosts engagement and productivity.

    Be specific, timely, and personal in your praise. It can be as simple as a message in Slack or Teams or a comment in a meeting. Leaders who pay attention to achievements create a culture where people feel valued and motivated.

    5. Burning out

    According to Vistage, 71% of CEOs regularly face burnout, with a third experiencing it almost daily. Leaders need to prioritize recovery, activities and proper sleep. As the Financial Times noted in 2024, many CEOs now treat rest not as weakness but as a strategy. There are two types of entrepreneurs. Some proudly claim success came from working “day and night without pause”. Others learn to delegate, protect their health and focus on strategy. Both can succeed, but only one builds a sustainable organisation.

    A good leader knows that trust of the team is not a “nice to have”. It’s the foundation of performance, especially when the storm hits. The leaders who succeed are not those who strive for perfection, but rather those who are authentic, adaptable and empathetic. They delegate, acknowledge both challenges and wins and care for their own well-being, thus inspiring their teams.

    In times of crisis, employees pay great attention to what their leader is like. It is in these moments that trust shifts from a “soft value” to a strategic asset that directly affects motivation, retention and even financial results.

    Companies with high levels of trust outperform competitors in efficiency by up to 400%, and 93% of business leaders believe that trust directly impacts financial performance.

    Yet, the reality is not that great. According to Gallup, only 20% of employees say they trust their leader. Edelman reports that just 19% believe CEOs are honest, while 68% think leaders intentionally mislead them.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Slava Bogdan

    Source link

  • Commentary: L.A. parks get low marks, but opening schoolyards could improve grades

    As report cards go, it was one you hoped the dog would eat before anyone saw it.

    In a recent ranking of parks in the nation’s 100 most populous cities, Los Angeles surrendered its spot at No. 88.

    And dropped to No. 90.

    That’s ridiculous in a city known for its year-round get-outdoors climate.

    “It’s not a good look,” a city repairman told me while fixing a sprinkler at Griffith Park Recreation Center, where the historic swimming pool is an empty tank, out of service since 2020.

    Steve Lopez

    Steve Lopez is a California native who has been a Los Angeles Times columnist since 2001. He has won more than a dozen national journalism awards and is a four-time Pulitzer finalist.

    With the city about to host World Cup soccer matches next year, and just three years out from hosting the 2028 Summer Olympics and Paralympics, the repairman had a thought:

    “This would be a good time to boost the parks,” he said.

    No kidding. But that would mean jumping over a set of hurdles higher than any you’ll find in an Olympic event.

    The Trust for Public Land’s annual rankings for municipal parks are based on acreage, investment, amenities, access and equity. Washington, D.C., is No. 1, Irvine No. 2 and San Francisco No. 6. Other California cities ranked higher than L.A. are San Diego (22), Sacramento (32), Fremont (38), San Jose (41), Oakland (44), Long Beach (56), Santa Clarita (63), Santa Ana (79), Stockton (80), Riverside and Anaheim (tied at 81), and Chula Vista (84).

    Jimmy Kim, general manager of Recreation and Parks department on July 9, 2024.

    Jimmy Kim, general manager of the City of Los Angeles Recreation and Parks Department, says staffing has plummeted from 2,400 to about 1,200.

    (Myung J. Chun/Los Angeles Times)

    A synopsis by the trust, which released its latest findings in May, said Los Angeles “has one of the most challenged big-city park systems in America.” Five years ago, according to the report, the city was in the middle of the pack at 49th, only to sink steadily into a gopher hole. “The cause? A century of disinvestment.”

    Jimmy Kim, general manager of the City of Los Angeles Department of Recreation and Parks, told me that since he first worked in the department as a lifeguard in the ’90s, staffing has plummeted from 2,400 to about 1,200, making it harder to maintain aging, deteriorating facilities.

    Several pools were in no shape to open this summer. Outside the Griffith Park pool, which is slated to replaced in the next couple of years, the children of two families played in the sandbox. It was 90 degrees, and the parents said they’d be in the water if the pool were in operation. I stepped into the men’s bathroom, near the tennis courts, only to find yellow caution tape stretched across a toilet stall.

    “A lot of our rec centers are very old, so our pools and park resources all need some level of renovation or replacement,” said Kim, who conceded it’s a constant struggle to keep up. “We do try to stay on top of it as best we can, but it’s almost like whackamole.”

    Money is a problem. A big problem.

    The current tab for deferred maintenance?

    How about $2 billion, give or take.

    Kim said a needs assessment is under way, to prioritize projects and make the most efficient use of limited resources.

    An aerial view of a person playing basketball at the Eagle Rock Recreation Center July 29, 2020 in Eagle Rock.

    A person playing basketball at the Eagle Rock Recreation Center.

    (Allen J. Schaben/Los Angeles Times)

    Joe Halper, a former Recreation and Parks board member, has been flagging these challenges for me since I began talking to him in January about losing his home in the January Palisades fire. Halper, 95, has been more interested in talking about his lifelong passion — public parks — than his own losses.

    About 40% of the city’s population doesn’t live within a half-mile walk of a park or open space, Halper said. That’s a key metric in the trust’s ratings. As Halper notes, “The lack of opportunity for physical exercise has been associated with the high-level of diabetes and obesity,” especially in low-income communities of color.

    But as disappointing as the park shortage is, there’s a readily available, tragically underutilized resource that Halper has been promoting in his role as a member of the non-profit L.A. Parks Foundation.

    Open the gates of locked schools — on weekends and school breaks — and make those public assets available for recreational activities.

    This is not a new idea. I first heard former New Jersey Sen. Bill Bradley make that pitch on the presidential campaign trail 25 years ago, when he was talking about how it makes no sense to lock the doors to school libraries and gymnasiums at 3 p.m. every day and all day on weekends. Community School Parks exist in New York, Pennsylvania, Vermont and Oregon, as well as the ones in L.A.

    Other cities have done it, and Los Angeles has begun its own initiative. Ten LAUSD sites are already operating as Community School Parks on weekends, and this week, there was some good news about the possibility of adding more to the mix.

    After years of negotiations to address liability and access issues, beginning with an initiative under former Mayor Eric Garcetti and a motion in 2023 by City Councilmember Nithya Raman, the L.A. Unified School District Board voted unanimously Tuesday to approve a Joint powers agreement with the city.

    Given budget constraints, Raman told me, “opening up existing resources is a much lower cost option for providing parks.”

    “Ten is great,” school board member Nick Melvoin said at Tuesday’s meeting, “but 1,000 is where we need to get to.” He said he’d like to see two or three school gates unlocked “in the next few weeks and 20 or 30 by the end of the calendar year.”

    “Any public space, in my mind, that is closed to the public, is a tragedy,” he added.

    Not that the several hundred LAUSD schools have the greatest recreational facilities. The district has its own aging infrastructure problem, with a multi-billion-dollar backlog of deferred maintenance tab, according to Melvoin. There’s also a blacktop problem, as in, too much of it, and not enough greenery and shade (although some redesign projects are in the works).

    Hikers enjoy Runyon Canyon Park near the North entrance on Mulholland Drive in the Hollywood hills
    Hikers enjoy Runyon Canyon Park near the north entrance on Mulholland Drive in the Hollywood Hills.

    (Al Seib / Los Angeles Times; Photo illustration by Jade Cuevas / Los Angeles Times)

    Halper was concerned that the joint powers agreement appeared to prohibit use of gyms and other indoor spaces, which would limit some organized sports. But at the school board meeting, where board members Melvoin and Kelly Gonez raised the same issues, a district staffer said the doors can be opened on a school by school basis if enough resources are available.

    That’s the biggest challenge going forward. The district intends to open and lock school gates on weekends, and the city will provide staff to cover the grounds. But there’s no dedicated funding source, and Kim said the city will look to the community for help.

    “I think the key is philanthropic and partner support,” he said.

    Here’s where the city needs to leverage its hosting of the 2028 Olympics. The games will cost billions and generate billions, and L.A.’s kids shouldn’t be stuck with shabby recreational facilities while the elite athletes of the world compete at first-rate, dressed up facilities.

    Kim said there’s already been a substantial benefit, with 1 million L.A. kids having participated in city recreation and parks athletic programs through a $160 million commitment from the International Olympic Committee and LA28, the local organizing body of the Games.

    That’s a good start. Now let’s see a commitment to financial help in unlocking school gates. From the IOC and LA28, the Dodgers, the Rams, the Chargers, the Lakers, the Clippers, the Kings, the Galaxy, Angel City FC, LAFC, the Sparks.

    “For all the money being spent, the public needs to see a lasting benefit from the Olympics, and I think it can be done,” said L.A. County Supervisor Janice Hahn, whose district includes San Pedro, where the Peck Park pool has been closed for several years.

    The county has had its own challenges with parks, and Hahn said her efforts to extend swim season have been frustrating.

    “It never made sense to me that pools closed in mid-August when some of our hottest days are in late summer and early fall,” she said.

    As for the Community School Parks, I’m going to keep score, checking on how many are opened and how long it takes. Raman said with some fanfare, neighborhood involvement and the programming of activities, she thinks the new Community School Parks can thrive.

    Melvoin said that’s an admirable strategy, but first things first.

    “Let’s open the gates,” he said.

    steve.lopez@latimes.com

    Steve Lopez

    Source link

  • How to Consistently Exceed Customer Expectations | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    We’ve all heard the phrase, “underpromise and overdeliver.” Unfortunately, I often see businesses that tend to “overpromise and underdeliver,” failing to meet customers’ expectations.

    For me, it all comes down to trust. Can I rely on a company to consistently meet and exceed my expectations? As entrepreneurs, this can be a difficult question to confront. However, if you’re unsure how to respond, it may be time to reflect on your practices.

    Consistently exceeding expectations earns appreciation from others. What we truly desire is trust. In a landscape filled with wannabes trying to mimic reputable companies, the most effective strategy to differentiate yourself is not only to meet expectations but also to exceed them and then offer a little bit more.

    Related: If You Are Not Over Delivering for Your Customers, You’re Not Doing Enough

    Establish realistic expectations, then overdeliver

    Unfortunately, today’s consumers can grow accustomed to disappointment. That’s why companies that set realistic expectations are better positioned to achieve a high level of customer satisfaction. Here’s an example:

    While driving to lunch last week, a radio ad for replacement auto windshields caught my attention. Instead of touting how wonderful and fast the installers work or how great the company’s reviews and customer accolades are, the ad used a different strategy; they focused on realistic circumstances.

    “We may not always be perfect. Sometimes our employees punch in the wrong number or have trouble locating your address. At other times, we might underestimate how much time an installation will take. No, we’re not perfect, but you can rest assured that we’ll always do our best, make things right when needed and do everything possible to earn and keep your business.”

    The ad definitely caught my attention because I appreciated the company’s candor and honesty. In a world where most of us try to tune advertisements out, I’ll consider using the company the next time I need my windshield repaired or replaced.

    Why? Because my employees and I at Ditto Transcripts sometimes make mistakes. In the transcription industry, where turnaround time, accuracy and confidentiality are paramount, securing our clients’ trust and confidence remains our top priority. If we fail at any of these objectives, or if our transcripts don’t meet our 99% accuracy guarantee, I’ll do everything possible to correct the situation and satisfy the client as quickly as possible.

    The hidden ROI of overdelivery

    Most businesses strive to acquire new clients or customers, and on average, B2B companies can spend 20-50% of their annual revenue on this effort. Therefore, turning new clients into repeat customers is crucial for any company’s success.

    Given that repeat business is vital to our strategy and profitability, I personally review customer feedback and assess our service levels.

    For example, our Google reviews may include statements such as:

    • “Our transcripts were delivered early and accurately.”

    • “Their transcriptionist caught every word, even with poor audio quality.”

    • “You saved us, especially having such a tight deadline.”

    I genuinely appreciate it when our clients take the time to share positive feedback, as these reviews typically lead to repeat business. Moreover, when potential clients read favorable reviews, they are more likely to consider us for their transcription needs.

    By ensuring our clients are satisfied with our work, we can minimize or eliminate negative reviews. Always remember, taking the necessary steps to enhance customer satisfaction ultimately improves your return on investment (ROI) and bottom line.

    Related: This Is the Real Secret to Exceeding Your Customer’s Expectations

    What overdelivery looks like

    Often, it’s the small gestures that leave a lasting impression. For instance, sending a thank-you email to a new client is usually appreciated. However, a handwritten note can generate an even stronger sense of gratitude. Paying attention to these small details can lead to greater rewards.

    Consider what “overdelivery” looks like for your business. In our industry, it might include:

    1. Delivering transcripts ahead of schedule

    2. Proactively communicating with clients when issues arise

    3. Adding speaker labels or formatting without being prompted

    4. Following up with clients after delivery

    It’s important to note that “overdelivery” does not mean working for free or providing services at a significant loss. Instead, it involves exceeding client expectations through speed, accuracy, and quality. By focusing on successfully handling the small things, you may be surprised at the positive impact on your bottom line.

    Common mistakes that erode trust

    We’ve discussed many common mistakes that can erode trust and lead to revenue loss. However, a few of these mistakes are worth repeating.

    The first mistake is overcommitting while trying to secure new business. Most entrepreneurs have experienced this situation: Just as we’re nearing the finish line and sensing that our prospect is about to commit, a couple of concerns arise. In an effort to close the deal, we may overpromise without a clear plan for how to meet the customer’s expectations. Does that sound familiar?

    Overpromising simply to close a deal often results in underperformance and dissatisfied customers. To avoid this, it’s crucial to set realistic expectations from the start. Make sure to acknowledge the prospect’s concerns and assure them that you’ll develop a strategy to address their needs.

    Additionally, maintain open communication with the client to ensure their needs are consistently met. If, for any reason, you find that you cannot meet their expectations, be honest and communicate this as well.

    By establishing reasonable expectations, you and your team will have a better chance of overcoming challenges and pleasing the client. For example, saying, “Yes, Ms. Smith, I’m confident we can meet your 36-hour turnaround,” and then delivering the transcript sooner can help build trust and encourage repeat business.

    Build a culture of consistent overdelivery

    Now that you understand the importance of underpromising and overdelivering, it’s essential to instill this culture within your team. Leadership begins at the top, so ensure your employees comprehend your commitment to this approach. Focus not only on how this strategy benefits the company’s bottom line, but also on how it positively impacts individual employees.

    Start by evaluating your hiring practices. Are you looking for employees who take pride in delivering exceptional service? Acknowledge those who go “above and beyond.” Building loyalty and trust within your organization often leads to happier employees and satisfied customers.

    Create Standard Operating Procedures (SOPs) to improve quality control and internal communication. Ensure your team is clear about what they can and cannot do when handling customer issues. Proper training can enhance customer satisfaction and foster trust among your employees.

    Recognize consistent performance, not only extraordinary actions. While many appreciate acknowledgement for outstanding customer service, it’s crucial not to overlook those team members who consistently deliver excellent service. These are the employees you want to retain and incentivize.

    Empower your staff to make small decisions. Your sales team or customer service department typically interacts the most with clients and customers. Allow these employees to make minor concessions or resolve simple issues without needing to consult a manager.

    Discuss both positive and negative customer reviews and identify ways to improve in both areas. Owners and managers often focus on negative reviews, especially when they mention specific employees, shifts or departments. While addressing negative feedback is necessary, it’s equally important to recognize those who contributed to positive experiences and discuss how to implement these successful practices throughout your organization.

    Related: Trust Should Be the Foundation of Your Business — Here’s How to Earn It.

    Trust still — and always — matters

    The ability to underpromise and overdeliver is the cornerstone of many successful enterprises. The suggestions and recommendations I’ve outlined are more about common sense than complex strategies. However, every entrepreneur, including myself, needs constant reminders of their importance.

    Every time your organization delivers more than it promised, your trust factor increases significantly. Consistently overdelivering helps build a strong culture of trust, both internally and externally.

    The late Fred Smith, founder of FedEx, established a solid reputation by promising next-day and two-day package delivery. This positive reputation helped him secure a loyal customer base, even when his company’s rates were higher than those of competitors. More importantly, Mr. Smith built trust through consistent performance.

    Ben Walker

    Source link

  • Why Trust Can Separate Your Agency from the Competition – Aha!NOW

    Why Trust Can Separate Your Agency from the Competition – Aha!NOW

    If you’ve a business, it’s important to spread the word about it. All you need to do is take the help of an agency. But among so many agencies, how do you choose the one that works for you? The answer may help all the agencies out there. Here are some tips that matter for the businesses and agencies as well to stand apart from the crowded marketplace. ~ Ed.

    When you’re setting up a new business, you already know you’re going to be at a bit of a disadvantage because no one knows who you are; therefore, they can’t trust you yet. But even for businesses that have been in the game for a little while, this can actually be an issue for them, too. Yes, you read that right! A great example would be those who run an agency. So, nowadays, it seems as if marketing and creativity agencies (and similar) are just popping up more and more.

    In a way, it can feel like everyone is offering the same services. It could be something like social media management, graphic design, content marketing, or website development, the market is oversaturated with options. This alone makes it harder and harder for any one agency to stand out. But there’s one powerful way to distinguish your agency from the rest: trust.

    Okay, it’s generic, but at the same time it’s true. Generally speaking, trust takes a long time to build up, but whether you’re running an agency or any other business (regardless of niche), it’s going to be the trust that makes you a go-to choice over your competitors.

    Trust is About More Than Just Good Results

    Sure, delivering good results is important, but trust goes far beyond that. It’s about building a solid relationship with your clients, making them feel valued, and ensuring they believe you have their best interests at heart. In a market where many agencies offer similar services, trust is what will make your clients stick with you rather than jump ship for the next flashy offer.

    When clients trust you, they’re more likely to give you repeat business, recommend you to others, and continue to work with your agency even if other agencies come knocking with lower prices.

    While everyone loves a good bargain, they can at least know they’re getting their hard-earned money’s worth when working with you. So, it’s essentially creating a foundation of loyalty that’s hard to break.

    Why Transparency Matters

    One of the biggest ways to build trust is through transparency. Now, that’s simplistic enough, right? Well, clients want to know exactly what they’re getting into when they sign a contract with you. They want to understand your process, what deliverables to expect, how long things will take, and what the costs will be. So that’s why being upfront about all these things shows that you’re not hiding anything and that you’re in it for the long haul.

    Besides, a lack of transparency can quickly destroy trust. Just think about it: if a project takes longer than expected or you need to increase the budget, and the client doesn’t find out until the last minute, they’re going to feel blindsided. If you were in their shoes, you wouldn’t be happier about it either, right?

    But here’s the thing: if you’re honest from the beginning and communicate any changes as soon as possible, clients will be much more likely to understand and stay with you.

    Building Consistency is Key

    While yes, by all means, you’re going to need transparency, it’s not only about that either. It’s also about being consistent. When clients see that you consistently deliver on what you promise, they start to trust you more deeply. This means delivering high-quality work on time, keeping communication lines open, and making sure there are no surprises along the way.

    Overall, consistency is the backbone of reliability. Clients need to know that they can count on you to get the job done well and without a headache. When they see that you’re dependable time and time again, their trust in your agency grows stronger.

    Stay Honest When Things Go Wrong

    Okay, so it’s best to just go ahead and face it—things don’t always go as planned. It’s okay, we’re all human. Maybe a deadline is missed, or a project doesn’t turn out the way the client envisioned. But these moments, when things go wrong, are often when trust is built the most. It’s how you handle problems that sets you apart. Again, you’re human, so some mistakes are fine.

    So, being honest and upfront when issues arise shows that your agency is trustworthy. Clients respect honesty, and they’re more likely to stick with an agency that owns up to its mistakes and works to make things right. So, trying to cover up mistakes or passing the blame can quickly erode trust, but working together to find a solution shows integrity.

    Why Communication is the Foundation of Trust

    So earlier, it was mentioned that its hard to break a foundation of loyalty once it was formed. But that’s not the only thing, however. In fact, good communication is at the heart of any strong relationship, and agency-client relationships are no different.

    Now, this might be obvious, but you need to communicate with clients properly if you want to build lasting trust. Take the example above: Communicate and stay honest if things are beginning to go wrong. Overall, it’s clear, open, and consistent communication ensures that clients always know where things stand and never feel left in the dark.

    Keep Clients Updated Regularly

    Again, it’s obvious, but so many agencies (and other businesses) keep getting this wrong! So, one of the simplest ways to build trust through communication is by keeping clients regularly updated.

    Even if everything is going smoothly, letting your clients know how things are progressing can go a long way. For example, weekly updates, progress reports, or even a quick email check-in can reassure clients that their project is on track. It doesn’t take long to give updates, and yes, they want to be in the know!

    Listening to Client Needs

    Well, good communication isn’t just about talking—it’s about listening too. Now, just really taking the time to listen to your client’s needs and concerns shows that you care about their business and are invested in their success, right?

    Well, understanding their vision and adapting your strategies to meet their goals can make a huge difference in building trust. They absolutely need to feel heard. So, when they truly do, they’re going to feel like they’re working with a partner, not just a vendor. And that’s the key difference that builds trust.

    Setting Clear Expectations

    Clients need to know what to expect from the beginning. Believe it or not, so many businesses are guilty of embellishing or even saying what they want their prospective clients to hear in order to get that sale/ contract signed. That’s almost always going to end up bad, very bad!

    But when you set realistic expectations and then meet them (or, better yet, exceed them), clients begin to trust that your agency knows how to get the job done. If they can rely on you to deliver exactly what was promised, that trust will continue to grow.

    How Trust Helps You Stand Out in a Crowded Market

    So, this was mentioned in the intro, but the goal for trust is needed in so many ways, and yes, one of them is to stand out because of the amazing reputation you have (and the loyalty you want to keep acquiring).

     While yes, it’s true that many agencies offer the same services, not all can create that deep trust with their clients. Besides, you need to remember that we’re all living in a world where clients have endless options; trust is the one thing that can make your agency irreplaceable.

    The Personal Touch Goes a Long Way

    One of the best ways to build trust is just by adding a personal touch to your client relationships. So, you’ll need to treat clients as individuals, not just as accounts or contracts. Now, that means you’ll need to take the time to get to know their business, their goals, and even the small things that make them tick. This personal connection shows that you genuinely care about their success, not just the paycheck.

    You need to remember that clients want to feel valued, and when they do, they’re much more likely to trust you. Plus, a little extra effort in building those personal relationships can lead to long-term partnerships and glowing referrals.

    Trust Turns Clients into Long-Term Partners

    So, this was mention a few times already, but this seriously can’t be stressed enough. So, winning over a client is great, but keeping them for the long haul is even better. Essentially, trust is the key to turning one-off projects into ongoing partnerships. When clients know they can rely on you to deliver consistent results and communicate effectively, they’re much more likely to stick around.

    Wrapping Up

    At the end of the day, you just need to remember that trust isn’t just another box to check—it’s the key to building a thriving agency in a crowded market. Sure, it’ll take some work, but it’s truly worth it. Now, just by focusing on clear communication, consistency, and transparency, your agency can stand out from the competition and build relationships that last. Clients don’t just want results; they want to work with an agency they can rely on, and that’s where trust comes in.

    Plus, trust transforms client relationships from transactional to meaningful. It makes your agency more than just another option in the marketplace—it makes you a go-to partner that clients are excited to work with. When trust is at the heart of your agency, long-term success is never far behind.

    Over to You

    If you have an agency (or any other business), what do you do to help build that foundation of trust? Share your experiences and tips in the comments section to help others!

    Disclaimer: Though the views expressed are of the author’s own, this article has been checked for its authenticity of information and resource links provided for a better and deeper understanding of the subject matter. However, you’re suggested to make your diligent research and consult subject experts to decide what is best for you. If you spot any factual errors, spelling, or grammatical mistakes in the article, please report at [email protected]. Thanks.

    Nicholas Catrow

    Source link

  • Why the Future of Cybersecurity Marketing Relies on Trust | Entrepreneur

    Why the Future of Cybersecurity Marketing Relies on Trust | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Cybersecurity marketing is changing rapidly, and the reason can be simplified down to a single word: trust. With improving technology, cybercrime is becoming more complex, and corporations must present themselves as not only solution providers but rather reliable guardians of clients’ most valuable assets. It’s no wonder that trust has become the bedrock of marketing in the cybersecurity industry over time.

    Why trust is so important in cybersecurity marketing

    Trust is important to any business, but the element of trust is critical in cybersecurity. The clients are not buying a physical product; they are buying a guarantee of safety. Decision-makers such as the CISO, CTO, and others need to be assured that the cybersecurity service provider they are looking at is able to grasp and respond to emerging threats.

    Traditional marketing methods often fail to build this level of trust. Flashy ads and mass campaigns now feel overtly insincere, especially in a domain where sincerity is crucial. Prospects now need to have a high level of rapport with a company before even considering a demo, let alone becoming a customer. This is where the value of content marketing has risen as an effective approach.

    Companies can demonstrate some level of thought leadership and credibility by providing educational resources like articles, case studies, webinars, whitepapers, etc. This shows that they grasp the evolving nature of cyber threats, which helps gain potential clients’ trust.

    Related: 7 Marketing Strategies to Help Your Startup Grow and Scale

    Challenges of traditional advertising in cybersecurity

    While many cybersecurity companies still use traditional advertising, it’s proving more and more to be less and less effective in today’s market. Audiences are overwhelmed with ads, leading to extreme “ad fatigue,” where potential customers ignore these messages, making it harder for brands to stand out and establish credibility.

    Moreover, people have become more skeptical of advertisements, often seeing them as exaggerated or misleading. This skepticism can be very damaging in cybersecurity, where trust is crucial. Instead of relying on ads, decision-makers turn to recommendations from peers or trusted industry experts. This is where influencer marketing becomes invaluable.

    Related: Marketing Campaigns Must Do More than Drive Clicks — Here’s How to Craft Landing Pages That Convert Clicks into Customers

    The power of influencer marketing

    Influencers have emerged as powerful voices because they’ve built authentic relationships with their followers and, in many cases, opted-in subscribers. For cybersecurity companies, partnering with these influencers means tapping into that established trust and reaching an audience far more receptive to their message.

    Finding the right influencers: The challenges

    Finding the right influencers in the cybersecurity space isn’t easy. Unlike other industries, cybersecurity is complex and demands high expertise. For this reason, companies need to be very selective about whom they partner with. It’s not just about the influencer’s following; their audience should consist of decision-makers genuinely interested in cybersecurity solutions. Furthermore, the influencer must have credibility and a history of discussing relevant topics accurately.

    Vetting influencers is a time-consuming process that involves analyzing their content and engagement rates and verifying their audience’s authenticity. A poor match can be costly, wasting marketing spend and potentially harming a brand’s reputation.

    Using platforms to streamline influencer marketing

    Given these challenges, many companies are turning to platforms that specialize in influencer marketing to simplify the process. These platforms vet influencers and provide data-driven insights to ensure that brands are matched with the most relevant voices. That’s where platforms like Presspool.ai, which I founded, come in — simplifying and streamlining the process.

    These platforms use advanced analytics to connect cybersecurity companies with verified influencers, engaging high-intent audiences. By leveraging data, these platforms match brands with influencers whose audience perfectly aligns with their target market, such as CISOs, CTOs, or other decision-makers. This approach removes the guesswork and allows brands to build authentic partnerships, making influencer marketing both scalable and efficient.

    How influencer marketing drives results in cybersecurity

    When executed correctly, influencer marketing can be incredibly powerful for cybersecurity brands. It allows them to reach high-intent audiences—people actively seeking solutions—who are more likely to engage. The key is that these audiences are hearing about your solution from someone they already trust, which significantly accelerates the sales cycle.

    For instance, when a respected influencer in the cybersecurity field endorses a product, their followers are immediately intrigued. They’re more likely to click through, read the content, and genuinely consider the solution. This level of engagement is rarely achieved through traditional advertising.

    Moreover, influencers help educate potential clients, breaking down complex topics in a way that resonates with their audience. This not only builds trust but also positions the brand as a credible authority in the space.

    Why data and technology matter

    As with any marketing strategy, measuring ROI is crucial. This is where data-driven platforms like Presspool.ai become invaluable. By providing real-time analytics on campaign performance, engagement rates, and conversions, these platforms allow companies to see exactly how their influencer partnerships are driving results.

    The ability to track and optimize campaigns in real-time allows brands to adapt quickly, ensuring they’re always getting the best possible return on investment. This combination of data-driven insights and authentic influencer partnerships sets the stage for the future of cybersecurity marketing.

    Related: AI Might Know What You Are Feeling Before You Even Do — Here’s How AI Can Help Us With Client Feedback

    As the digital landscape continues to evolve, cybersecurity companies must adapt their marketing strategies to avoid becoming irrelevant. Traditional advertising methods are rapidly losing effectiveness, and buyers are seeking more authentic, trusted voices.

    By embracing influencer marketing and leveraging platforms that streamline the process, cybersecurity brands can connect with their target audience in a way that’s both genuine and impactful. It’s not about replacing traditional methods entirely but rather integrating a more nuanced, trust-based approach that resonates with today’s discerning buyers.

    In an industry where trust is the foundation of every decision, I’ve seen first hand that building relationships through influencer marketing isn’t just a trend — it’s the future.

    Jaxon Parrott

    Source link