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Tag: Trust

  • The Impact of Fake News and False Narratives on Company Culture

    The Impact of Fake News and False Narratives on Company Culture

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    Opinions expressed by Entrepreneur contributors are their own.

    It’s not all that shocking that with the rise of social media and big data, CEOs can hide many activities that would otherwise cause consumers to stop purchasing their products or services. What is shocking is just how many CEOs have been lying or deceiving the public and shareholders about the health of their companies.

    An HBR study showed that over one-third of executives believe CEOs should be held legally responsible for being dishonest or misleading regarding topics like sustainability and ethical business practices, but this still doesn’t stop them from doing it.

    The collapses are based on throwing out age-old wisdom to fleece millions with new-age Ponzi schemes.

    Related: The Future of Work: 4 Ways Companies Can Evolve to Usher in the Future of the Workplace

    What is a false narrative?

    A false narrative is when CEOs and executives of a company create and propagate a story to their stakeholders and the public that misrepresents the actual situation of the business. This can be done in different ways, including making false claims about the company’s profitability and success, hyping up faulty prospects of future growth, and more.

    Unfortunately, this false narrative often results in people investing their hard-earned money into companies with inflated expectations, only to find out too late that the company executives have deliberately misled these expectations.

    In addition, a false narrative is often used to justify irresponsible spending and excessive bonuses for top executives. This practice has become too common recently, with many high-profile corporate scandals coming to light.

    It’s estimated that billions of dollars have been lost by investors who have fallen prey to the false narrative spun by CEOs, leading to a massive collapse in trust in companies.

    Ultimately, a false narrative from companies can be highly damaging and should be guarded against at all costs. Companies need to take responsibility for their actions and ensure they only share accurate information with their stakeholders and the public.

    When companies fail to do this, they risk damaging not just their reputation but also the trust of their customers, which can be challenging to regain.

    How does this false narrative cause a collapse in trust?

    The false narrative being spread by CEOs of companies and, at times, promoted by large media institutions is leading to a collapse in trust among their consumers, shareholders and the public. It’s no secret that the actions of a company’s top executive can have an enormous impact on how their organization is perceived.

    When a CEO makes bold statements not backed up by reality or presents a false story about the company’s performance or direction, it can lead to a crisis of trust between the company and its stakeholders.

    When a CEO pushes a false narrative, it can create serious doubts about the integrity of their promises or statements. This can be seen in recent examples from corporate America, such as Volkswagen’s CEO Martin Winterkorn, who resigned after admitting to having lied about the company’s emissions scandal.

    This is just one case of how the false narrative of a CEO can create mistrust in the company they represent.

    Related: Why Everyone and Everything on Social Media Is Fake

    What are some examples of a false narrative?

    In recent years, the world has seen several high-profile cases of false narratives being peddled by CEOs. One of the most well-known examples is Elizabeth Holmes and her now-defunct health technology startup, Theranos.

    She sold a story to the public about revolutionary new blood tests and technology that would revolutionize the healthcare industry. In reality, the company was based on inaccurate and false statements about its products and services.

    Related: What the Theranos Story Teaches Us About the Dark Side of Personal Branding

    Another example of a CEO peddling false narratives is Adam Neumann, CEO of WeWork, before his ouster in 2019. His narrative was that WeWork was an innovative tech startup and a revolutionary business model when it was built on a shaky foundation of inflated valuations and poor management decisions.

    Finally, there’s Samuel Bankman-Fried, the founder of FTX, a cryptocurrency derivatives trading platform. Despite the revolutionary nature of cryptocurrency and blockchain technology, Bankman-Fried painted a misleading picture of how FTX worked by claiming that its underlying technology was more secure and reliable than traditional financial services. In reality, this wasn’t the case.

    These cases highlight how important it is for investors and customers to vet any company and CEO before investing or signing up for services. By doing due diligence, you can avoid becoming victims of false narratives peddled by unscrupulous CEOs.

    What can be done to prevent the false narrative from continuing?

    First and foremost, it’s essential to ensure that CEOs remain accountable and transparent with their statements. They should also be encouraged to make decisions based on facts rather than speculation or hype.

    Additionally, CEOs should focus on building relationships with stakeholders through open and honest communication, as this will help create trust between the company and its stakeholders.

    Furthermore, companies should encourage a culture of questioning and critical thinking within the organization. Ensuring that employees are questioning the decisions being made and challenging the status quo will ensure that decisions are made based on sound judgment and that any potential false narratives will be uncovered quickly.

    Finally, companies should ensure that their employees are regularly trained in ethics, so they understand the importance of ethical behavior when making decisions. This can extend toward ensuring that any false narratives are quickly identified and addressed.

    By implementing these steps, companies can help build a more trustworthy relationship with their stakeholders and eliminate false narratives before they impact the organization.

    Related: The Importance Of Honesty And Integrity In Business

    Conclusion

    The false narrative by CEOs has been causing a collapse in trust in companies, resulting in a lack of confidence from both the public and shareholders.

    With the reputation of businesses taking a hit, CEOs need to realize that honesty and transparency are crucial to sustaining trust. Only by communicating openly and accurately can leaders hope to rebuild the trust necessary for any successful company.

    Taking responsibility for their words and actions will go a long way in reinstating trust in companies and the people who run them.

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    Jon Michail

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  • 5 Ways to Build Trust and Reliability

    5 Ways to Build Trust and Reliability

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    Opinions expressed by Entrepreneur contributors are their own.

    Any entrepreneur knows that a critical aspect of growing one’s business and elevating your brand is to step up as a thought leader in your field. For instance, we’ve all marveled at the CEO who shares words of wisdom on LinkedIn or the icon names behind our favorite newsletters and podcasts. But when it comes time to build your credibility and find your audience, it may seem impossible to know where to start. Social media is crowded these days — how does anyone stand out from the crowd?

    Luckily, there are ways to ensure your voice is heard and stands out from the fray. Becoming a thought leader takes dedication and hard work, but it can be done with the right strategy and an honest approach. Read on for five crucial tips on becoming a go-to voice in your field.

    Related: 5 Tips for Using LinkedIn to Become a Bonafide Thought Leader

    Step 1: Develop your own voice

    Before beginning any other aspect of becoming a thought leader, it’s crucial to define your own voice. Audiences these days are hyper-aware of inauthenticity and quickly pick up on false optimism or incorrect knowledge. Whether you’re speaking on past failures, insecurities, or weaknesses, remember to stay true to yourself and your expertise when sharing your insights.

    Similarly, the only way you can really stand out from the crowd is by being yourself! From your sense of humor to your creative vision, leaning into your unique point of view will differentiate you from others and develop engaged, loyal followers. Don’t try to emulate others you already see in the field. Originality always wins out.

    Related: How to Showcase Your Expertise and Become a Thought Leader

    Step 2: Use each platform thoughtfully

    Once you know your point of view, figure out how to leverage your learnings and insights across the different social platforms. Today’s vast array of social platforms have very different uses and audiences, so you’ll want to share your thoughts in a variety of ways across each while remaining true to your overall message.

    For instance, LinkedIn is primarily text-based, with room for occasional video and image posts. It’s also a platform designed to engage and encourage others, so lean into the community aspect.

    Meanwhile, video-first platforms like TikTok and Instagram have entirely different best practices; you may want to lean into trending sounds and memes or share stories from your POV in short clips. And if you post on Twitter, you’ll want to encapsulate your message in brief, text-only posts. Each platform offers significant benefits when used correctly, so research (and use) them before posting, and don’t try a one-size fits all strategy.

    Related: 10 Tips to Developing Your Personal Brand Through Thought Leadership

    Step 3: Listen to others

    The phrase “thought leader” makes it seem like you’ll always be the one leading the conversation, but remember that you need to listen to others, too! An essential part of remaining an authority in your field is constantly seeking knowledge and growing. From reading books and articles to respecting diverse voices, make room in your life to expand your mind so that you can remain at the top of your game.

    Another essential element of listening is never to pretend to hold authority or knowledge when you don’t have it. If a subject isn’t in your wheelhouse, that’s okay! Your audience will respect you more if you can acknowledge your information gaps, especially if you can take constructive criticism whenever thrown your way.

    Related: 50 Strategies for Becoming a Thought Leader in Your Field

    Step 4: Analyze what’s working

    When building your audience and brand, you’ll want to take a step back regularly and see what resonates with people. Are certain parts of your message getting positive feedback more than others? Are there specific questions that crop up again and again?

    Be sure to incorporate any statistics and audience feedback into your posting schedule so you’re not simply speaking into a void. Your audience wants to feel that they’re having a two-way discussion, so distilling your message to what they want to learn is key to an engaged, long-term audience relationship.

    Related: 4 Proactive Habits to Build the Career You Want

    Step 5: Get out into the real world

    While social media, blogs and podcasts are crucial for thought leadership in today’s modern age, don’t forget to get out from behind your computer screen from time to time. Real-life conversations can significantly benefit your thought leadership growth and demonstrate to online audiences that you genuinely care about your industry.

    Attend conferences and panels in your field and take the opportunity to network with others. Even simple coffee dates are a great way to regularly make time for real-life discussions. While it may seem easy to develop your brand online, much of being an entrepreneur still rely on a face-to-face conversation — so don’t forget to carve out time to make those real-life connections.

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    Adam Petrilli

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  • Three Letters That Will Make Your Company More Successful

    Three Letters That Will Make Your Company More Successful

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    Opinions expressed by Entrepreneur contributors are their own.

    In September 2022, Patagonia founder Yvon Chouinard gave away his entire $3 billion company to ensure all of its profits would be used to combat climate change. The bold and generous decision represents a corporate shift toward environmental, social, and governance, better known as ESG.

    What is ESG? The term refers to increasingly important company standards in which decision-makers look not only at the company’s balance sheet but also its environmental, social, and governance policies.

    ESG advocates say this approach helps safeguard the planet, paves the way for more diversity in the workplace, and protects fair wages.

    But ESG also makes good business sense. According to PWC, 80% of consumers make sustainability-based purchase choices, while 83% of buyers believe companies should actively shape ESG best practices.

    Because consumers are using their dollars to support responsible businesses, business leaders consider implementing an ESG strategy. Here are five ways.

    1. Be intentional in pursuing ESG operations

    Lots of companies do good things without explicitly aiming to be ESG-focused. But deliberately choosing ESG processes offers a framework for your business’ legacy.

    Take a look at Patagonia. Chouinard decided to make sustainability central to the brand at the outset, mainly by focusing on renewable and recycled materials. Giving away the business to a climate-centered trust and non-profit organization is the capstone of that original purpose.

    Intentionally embracing ESG in your vision and policies means you’ll have a compass to consistently direct your projects, strategies, materials, and goals, which will build employee and buyer trust.

    Related: 3 Steps for Making a Positive Environmental, Social and Governance (ESG) Impact

    2. Move to electric vehicles

    Think about how you get your packages. Fleets of vehicles typically shuttle your stuff from the store or warehouse to your door. Other vehicles are responsible for transporting materials through the supply chain or getting workers to the office and other work events.

    All these vehicles on the road translate to a big chunk — 28% — of total greenhouse gas emissions. Using electric vehicles (EVs) is a simple way to reduce your carbon footprint, even when you can’t shift much else.

    Light-duty vehicles are the worst offenders and account for 59% of vehicle emissions. So, if it makes sense for your business, focus on switching out those vehicles first.

    Another bonus: EVs can function as mobile billboards for your business. Every time you or an employee takes a company-branded EV for a spin, the vehicle pulls extra weight by advertising for you. That’s significantly more visible — not to mention easier to scale and reassign — than your office building certified in Leadership in Energy and Environmental Design (LEED) but doesn’t have any customers who visit.

    Related: 3 Changes You Should Expect To See in Transportation in 2022

    3. Assess your supply chain

    The supply chain connects everything from your raw materials to distribution. ESG means taking ownership of as many links as possible and asking yourself what you can do to apply it at every point.

    Be transparent as you examine how inventory gets from Point A to Point B. Even though 81% of companies still need complete supply chain visibility, 75% of consumers consider transparency helpful in strengthening customer-business trust.

    When consumers feel like a business has violated that trust, they take action. In 2020, 38% of Americans boycotted at least one company. Communicate whatever you’re doing to keep your operations squeaky clean on your website, in your marketing emails, on your packaging, and anywhere else you can display your messages.

    4. Clean up your power

    Every business uses power to some degree, but the kind of energy you use can impact the environment. Because traditional fossil fuels like coal and petroleum contribute to global warming, companies are looking to transition to cleaner energy sources, such as solar and wind power.

    Yes, clean energy can be expensive. But the costs of green energy were already at record lows in 2019. In 2021, almost two-thirds of new renewable power added was less expensive than the cheapest coal-fired power plants in G20 countries.

    Government assistance can also cut the financial sting. Look into tax credits available through the Build Back Better bill. You may qualify at the local, state, and federal levels.

    5. Bring your employees into the fold

    Your team members are your best brand advocates. But they can’t share what they don’t know. Your first responsibility is to work on your culture so that people feel comfortable asking what you’re doing in different ESG areas. Start conversations about where you’re at and where you’d like to be.

    Then, get creative about how you can make ESG visible in ways that are practical for your business — even beyond the environmental space. At our company, to support diversity and gender equality within ESG, we partnered with an organization that features male and female drivers. We also intentionally ensure half of our leadership team consists of women, and we feature female employees on panels.

    Related: Why You Need to Build Sustainability Into Your Business Strategy

    Customers have moved past the days when a good product or service was enough. Now more than ever, the marketing axiom that consumers buy from brands they trust rings true. Your purpose and values count. Bringing ESG into your business meets people where they are and help you make a lasting difference.

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    Brendan P. Keegan

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  • Want to Build Trust in Your Business? It All Starts Online

    Want to Build Trust in Your Business? It All Starts Online

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    Opinions expressed by Entrepreneur contributors are their own.

    Successful entrepreneurs know that consumer trust in a is critical to standing out from the competition. Trust is what keeps customers returning to your business time and again. It is also instrumental in generating new and repeated . But “trust” can seem hard to quantify. What exactly is it, and how do you build it?

    Regarding commerce, trust is the customer’s feeling that your brand fulfills its promises. Does your product live up to expectations? And if something goes wrong, will your brand respond quickly to put things right?

    These days, a quick search is often all that’s needed to score a brand’s trustworthiness. From customer service ratings to cohesive and good PR, a solid online reputation is vital in earning the trust of existing and new customers.

    Related: Is Trust or Innovation More Important for a Brand in 2021?

    Focus on your website and social media

    When building trust online, one of the first places to focus on is each area in your immediate control. These include primary platforms like your website or social media channels. Such platforms are powerful tools for your brand, allowing you to shape your messaging to be cohesive and positive. It’s crucial to keep your brand’s aesthetic and core mission statement the same across all owned platforms, as these are often the first sites consumers seek out information on your product or services.

    Be sure to post regularly on social media channels. Also, consider adding a blog section to your website and share detailed brand updates on that page whenever possible. This allows you to humanize your brand by sharing important brand insights and providing customers with a glimpse into company culture, fun behind-the-scenes developments, and other events that help strengthen bonds with your business.

    Related: How to Create Authentic Relationships and Build Customer Trust

    Build up good press

    Outside of the resources under your control, consider investing in secondary sources to reinforce your reputation. From photography to press releases, interviews with local journalists and thought-leadership articles, any online media showcasing your brand helps populate search results while putting your product in a positive light. And the more recent these pieces are, the higher they will likely show on search results pages, providing higher visibility and better opportunities to engage customers.

    Beyond traditional “press,” like interviews and photoshoots, consider partnering with influencers on social media. Such partnerships can provide an authentic seal of approval from another trusted online and highlight your brand value to new customers. Whether on , or TikTok, influencer campaigns offer an excellent opportunity to leverage audiences in any market.

    Related: 4 Things to Know About Online Reviews (and Why You Can’t Afford to Ignore Them)

    Provide excellent customer service

    As mentioned earlier, an essential aspect of building customer trust is being responsive to questions and concerns. Be sure to give customers various options for reaching your business, such as phone numbers, emails, a website portal, social channels and more. List accurate contact info everywhere, from your website to your social media.

    It may also help to have social media moderators to answer direct messages and public comments, as so many online consumers now interact solely with brands through social media.

    And while you can’t hide potential negative reviews, you can still demonstrate that you care about customers by responding to issues on various review sites politely and quickly. Even a simple response shows you’re listening to concerns and can go a long way toward easing customer stress and worry!

    You can also create a customer review section on your website to highlight positive online feedback. Many sites offer this capability, making showcasing and promoting glowing reviews easy.

    Related: How to Build Rapport With Customers Online

    Invest in SEO management

    When you’ve done the above work, you want to ensure your existing and prospective customers see it. Unfortunately, it’s easy for a brand’s online footprint to get buried in a sea of search results. This is where search engine optimization (SEO) comes in.

    An experienced SEO team will often supplement SEO and put paid spend campaigns behind your marketing efforts, helping move your brand messaging to the top of search pages. SEO can be a technical, even highly challenging field and is often something SMBs and smaller brands don’t have the expertise or time to tackle most effectively. Though hiring an outside firm to assist with SEO comes with extra costs, the payoff in trust and online authority can often be significant.

    Investment in SEO marketing not only showcases the right brand messaging but also helps your business stand apart from local competitors. After all, your target audience needs to know if you’re doing the work on your website and social media, generating positive press, and investing in excellent customer service.

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    Adam Petrilli

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  • A Pervasive Myth Employers Believe That Is Hurting Their Remote Workforce

    A Pervasive Myth Employers Believe That Is Hurting Their Remote Workforce

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    Opinions expressed by Entrepreneur contributors are their own.

    “I would bet 10% or more of our remote staff, especially programmers, have another full-time job! We need to stop this before it escalates and get everyone back to the office,” my client exclaimed.

    He’s the chair of the board of a late-stage SaaS startup, and this concern was rife as I met with the rest of the board to figure out the company’s plan for permanent post-pandemic work arrangements. Having helped 19 organizations determine their hybrid and plans, I heard such sentiments all too often.

    So I asked him where he got his information. He told me he sits on other company boards: That’s what he heard from other board members, and he guesses the same thing goes on here.

    But where does this distrust towards stem from?

    Salacious headlines fueling leadership mistrust of remote work

    “These People Who Work From Home Have a Secret: They Have Two Jobs,” screams a headline from The Wall Street Journal. The Double Lives of White-Collar Workers With Two Jobs,” writes The Guardian. And according to Bloomberg, “Many Remote Workers Secretly Juggle Two Full-Time Jobs — or More.”

    These articles, and many similar ones, mostly have a similar structure. The journalist interviews an anonymous remote employee, usually in tech-related fields, about how they managed to secure a second job working remotely. The employee speaks of the additional money they’re able to secure, which is worth the burdens of working many more hours. There are often exciting and dramatic escapades of how they just managed to avoid getting caught. At times, there are cautionary tales of workers who were found out — and fired.

    These types of articles play on our narrative fallacy, a dangerous mental blindspot that causes us to understand the world through stories rather than facts. Sure, stories can be useful illustrations of broader data points. But the danger stems from stories that speak to our feelings and intuitions without regard for the actual evidence.

    It’s no surprise that the more traditionalist executives and board members who read these narratives integrate these stories into their vision of reality. After all, one of our most fundamental cognitive biases is the confirmation bias, our mind’s predisposition to look for information that confirms our beliefs, regardless of whether the information matches the facts. They latch on to such stories and then repeat them in C-suite and board meetings — as did the chair of the board of the SaaS startup I mentioned earlier.

    The facts about working multiple jobs

    To be clear, I have no personal stake in any specific outcome. As a behavioral economist who helps executives avoid , my priority is getting the right information to serve my clients. That’s why my first source of information for external benchmarks on and similar economic data is FRED: Federal Reserve Economic Data.

    FRED gathers a variety of economic data, mainly from U.S. government agencies as well as other high-quality sources, to provide long-term trends in the U.S. economy. FRED has no interest or stake in promoting in-office, hybrid or remote work. Let’s consider the data on multiple jobholders as a percentage of all employed members of the U.S. workforce from 2000 onward.

    According to the latest numbers, we’re at a historically low point of employees holding multiple jobs. The high point was around the turn of the century when 5.8% of all workers held multiple jobs. Currently, about 4.8% do so. Just before the pandemic, 5.2% had more than one job. That data encompasses both full-time and part-time jobs.

    Perhaps the story is different for those holding down full-time jobs? According to FRED, not really. In July 2022, 438,000 workers had two full-time jobs — that’s .27% of the total working population in the U.S. of 163,500,000 this year. Now compare that number to 418,000 in July 2000, in other words, .3% of the total workforce of 138,800,000 that year. So while we’re not at a particularly historically low point of workers holding down two full-time jobs, we’re just about average — and the 10% theorized by the chair of the board is much more than an order of magnitude too high.

    But what about all the anecdotes?

    What about all these anecdotes reflected in the headlines? Well, the reality is that it’s true that many more remote workers are holding down two full-time jobs than in the past. However, it’s not because the proportion increased: It’s still under .3 percent. No, it’s because many more people are working remotely.

    Thus, before the pandemic, Stanford University research shows that 5% of all workdays were worked remotely. Over two years into the pandemic, the comparable number is over 40% of all workdays. That’s over 8 times more. Thus, of the tiny fraction of all employees who hold down two full-time jobs, a much larger proportion will be remote. So we’ll certainly hear more stories about it.

    But the fact that more such incidents will occur will not change the fact that it’s under .3 percent of all workers. All those breathless headlines about two-timing remote workers — and the traditionalist executives who buy into them — ignore the underlying probabilistic base rate, meaning the actual likelihood of this scenario. That’s a cognitive bias known as the base rate neglect, where we focus on individual anecdotes and fail to assess the statistical likelihood of events.

    Indeed, what executives often miss is that many of the employees who held down two full-time jobs before the pandemic did so from the office. Do you think people work a full eight-hour day when they come in? Far from it! Research finds that on average, employees work from 36% to 39% of the time they’re in the office. The rest is spent on things like making non-work calls, reading and news websites and even looking for — or working — other jobs.

    Trust your staff

    If you can’t trust a worker to work well remotely, you can’t trust them to work well in the office. And recent research by Citrix on knowledge workers — in other words, employees whose job can be done full-time remotely — shows that knowledge workers forced to come to the office full-time show the least amount of trust to their employers, compared to hybrid or full-time remote workers. No wonder: Their bosses are showing deep-rooted mistrust of their employees by forcing them to come to the office full-time when their job can be done mostly or even fully remotely.

    If that mutual trust between employer and employee is absent, the employee will disengage. A Gallup survey on hybrid and remote work reveals that when employees are required to work on-site, but they both can and would prefer to do their job in a remote or mostly-remote manner, the result is significantly lower engagement and well-being, and significantly higher levels of burnout and intent to leave.

    Internal surveys from my clients align with these external surveys. For example, the University of Southern California’s Information Sciences Institute (ISI), a research institution with over 400 staff, originally decided in the summer of 2021 on a policy of three days in the office. Once the ISI leadership learned about my work and hired me as a consultant, they shifted in the fall of 2021 to a trust-based, flexible, team-led model, with individual team leaders deciding together with their team members what worked best for each team.

    A survey we conducted in August 2022 showed that, compared to the three days in the office policy, 73% of the employees at ISI believed that the team-led model is “much better,” and 15% felt it’s “better.” These responses show a much higher degree of employee satisfaction and engagement through flexibility and trust. The same goes for retention and recruitment, on a survey question that research shows reveals this issue, namely whether survey respondents would recommend working at ISI to their peers. 56% said the team-led model makes it “much more likely” that they would make this recommendation, and 18% said it would make them “more likely.”

    In the end, the chair of the board of the late-stage SaaS start-up agreed that the best practice for the future of work is a collaborative, trust-based approach. Show trust to your employees, and they will trust you in turn. Accommodate their working styles and preferences, and they will repay you with higher engagement, productivity and loyalty. And lastly, make decisions using data — not stories.

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    Gleb Tsipursky

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