Managing your company’s public perception in the U.S. is complex. But for U.S.-based technology companies looking to expand internationally, the United Kingdom presents a host of new marketing and branding challenges. Citizens in the U.K., for example, are three times more likely to view American technology companies as exploitative than trustworthy, a recent survey conducted by global communications firm Brunswick Group found.
My colleague was at a tech-industry trade show earlier this year helping a prospective customer evaluate our technology.
Privately-held companies with valuations of over a billion dollars, often referred to in the tech world as unicorns, are attracting a lot of attention these days. Engineers want to work for them, venture capitalists want to back them (the earlier the better), and a whole host of marketing-technology companies want to sell their services to them.
For four years, journalists and entrepreneurs have asked me why we created an open salary policy at my company. Here’s the answer: it prevents evil. Open salary policies mandate truthfulness and ethical behavior in organizations that would otherwise abuse the secrecy. “Transparency” is just a hollow buzzword unless executives are candid about compensation.