4 Keyword Mistakes That Are Killing Your SEO — and What to Do Instead

If your content isn’t showing up on Google, your keyword strategy might be to blame. It’s not that you’re not using keywords — it’s that you’re probably using them wrong.

Keyword optimization is one of the most misunderstood areas of SEO. When done right, it gets your content found by the right people at the right time. When done wrong, it can bury your site under a pile of irrelevant search results. Here are the four most common keyword mistakes — and how to avoid them.

1. Stop keyword stuffing — it hurts both rankings and readability

One of the biggest mistakes in SEO is cramming your target keyword into your content over and over again. It’s an outdated tactic that Google’s algorithm now penalizes. Repeating keywords too often can make your writing feel robotic, repetitive and unpleasant to read — which turns off both readers and search engines.

Instead, aim for natural language and smart keyword placement. Use your primary keyword in the title, first 100 words, one subhead and the meta description. Then support it with synonyms and related phrases that help Google understand your content contextually.

Tip: Focus on writing high-quality, engaging content that actually answers your audience’s questions. Google rewards helpfulness, not repetition.

Related: How AI Is Transforming Keyword Research (and Why You Can’t Afford to Ignore It)

2. Use headings strategically to boost skimmability and SEO

Headings do more than break up your content — they signal to Google what your page is about. But if every H2 is a thinly disguised version of your keyword, it can hurt your rankings and confuse readers.

Here’s a better approach:

• Put your main keyword in the H1 (page title).
• Use H2s to introduce subtopics with related or supporting terms.
• Make sure your headings are useful to human readers, not just search bots.

Think of headings like road signs — they should guide the reader through your content while reinforcing the overall topic to search engines.

3. Optimize for how people actually search

Search behavior has changed. People no longer search using robotic phrases like “pest control service NYC.” Instead, they ask full questions like, “What’s the best way to get rid of roaches in a Brooklyn apartment?”

This shift means Google now ranks based on user intent, not just keywords.

To win search results:

• Use tools like AnswerThePublic to find real questions your audience is typing.
• Match your content to search intent: Are they looking for a quick answer, an in-depth guide, or a product to buy?

Bonus: Intent-based search helps you compete at the local level, where trust and proximity matter more than having the biggest site.

Related: From Zero to Hero — How to Build an SEO Strategy From Scratch

4. Use AI to find long-tail opportunities others miss

Thanks to natural language processing (NLP), AI-powered search engines like Google now understand meaning, not just exact phrases. This opens a powerful opportunity for businesses: target longer, more specific queries that sound like real conversations.

For example, instead of optimizing for “best running shoes,” aim for:
“What running shoes are best for flat feet and knee pain?”

Use tools like Semrush or ChatGPT to:

• Discover trending long-tail phrases
• Analyze top-performing competitor content
• Identify question-based keywords and semantic variations

AI-driven keyword research helps you stay ahead by focusing on what users really want — not just what they type.

Final takeaway

Keywords are still foundational to SEO — but how you use them has evolved. Avoid outdated tactics like stuffing and copy-pasting the same phrase in every heading. Focus instead on understanding search intent, writing for humans, and using AI to find high-value opportunities.

Get those pieces right, and your content won’t just rank — it will resonate.

Starbucks Is Offering Executives $6 Million Performance-Based Stock Grants

Starbucks CEO Brian Niccol has been on a mission to turn around the coffeehouse’s lagging sales through a variety of measures, from dress codes to menu changes. Now, the company is offering executives massive stock grants if they can help make it happen.

The stock grants have a $6 million target value, Bloomberg reports, and are based on performance. In a regulatory filing on Wednesday, Starbucks said the restricted stock units are eligible to vest after the company’s 2027 fiscal year, or in late September 2027.

Related: Starbucks Is Hiring a ‘Global Content Creator’ to Travel, Drink Coffee, and Get Paid Six Figures

Niccol’s wants his “Back to Starbucks” plan enacted “as quickly as possible,” the filing says.

The company is also hiring 3,000 more baristas as part of Niccol’s plan to improve sales after five consecutive quarters of declines. Starbucks reported in May that same-store sales dropped 1% in the first quarter of 2025, falling short of Wall Street expectations.

The awards “include a goal of meaningfully reducing operating expenses to support continued investment in the in-store experience,” the filing says, per Bloomberg.

Related: Starbucks Is Hiring In-Store Human Workers After Replacing People With Machines — and Finding It Didn’t Work

I Take 75 Business Trips a Year — These 10 Tips Save Me Time, Money and Sanity

For the past couple of decades, I’ve traveled 60-75 times a year—mostly for public speaking, client visits and occasionally vacation. My trips are mostly independent and domestic, with Vegas, Orlando and New Orleans topping the list. My goal? Get it done as fast and affordably as possible. Eyes down, earbuds in, mouth shut, mind your own business — especially on business trips.

If you’re a frequent business traveler like me, here are 10 lessons I’ve learned to make travel easier, cheaper and less painful:

1. Lean into loyalty

Even if you only travel a few times a year for business, it’s critical that you join the loyalty program of the airline that most frequents your local airport, as well as one hotel and one rental car brand program. There are some cases where you may pay a little more. There are other cases where you might not get the best flight or location. But you’ll make up for these potential inconveniences by building up points which can then be converted into free rooms, flights and car rentals, and the payback will be greater than what you paid. Some loyalty programs offer other rewards, such as discounts on partner brands, which will save you more.

Also, as your status rises, you’ll get free upgrades, better seating and baggage allowances without fees and — to me, most importantly — special attention like fast re-booking when things go wrong. Lean into these loyalty programs, eat the dog food and over the long term, you’ll benefit both from cost and productivity.

Related: Here’s How Entrepreneurs Can Save on Business Trips

2. Avoid airline and hotel travel cards

Airline and hotel credit cards aren’t worth it. Sure, it can seem enticing when they offer lots of miles upfront for signing up or expedited boarding. But the interest rates and fees on these cards will, over the long term, be higher (in my experience) than those of their competitors. Also, you’re limited to only choosing flights and hotels with that brand, which significantly limits your choice of available flights, and you’ll be blacked out during high-volume periods.

If you’re a business traveler, choose a card that’s tied to an independent travel service. I’ve enjoyed the Citibank Thank You program for years because I accumulate points both for my business and personal cards, am able to combine those cards, and then can convert those points into travel with their agency that books on just about any airline or hotel I choose. Another trick: I’ll stay at Marriott (my preferred hotel loyalty brand), charge everything to the room, including meals and drinks, get points for the hotel and then pay the bill with my Citibank card so I earn points on the card as well — double dipping. Double the benefits.

3. Subscribe to a travel newsletter

There are a few great travel newsletters that you can search and subscribe to (I like The Points Guy), which can help you figure out the best travel and let you know quickly when there are programs or special deals launched. Like grocery coupons, some people go crazy with this stuff, and yes, they do save money (although I’m not sure how much time they’re spending in return for the benefit). Regardless of how much you lean into these services, they’re helpful to keep you aware of potential discounts that, if the timing’s right, can save you money that you weren’t expecting to save.

4. Do not wait in rental car lines

Thank God we don’t live in the days of our parents, when renting a car required sixteen forms of identification and a strip search. Some of the better rental agencies (I like National Car Rental) let loyal users bypass the check-in process, go straight to the garage, jump into a car and then drive away by just showing their driver’s license. And on return, you get out and go. I find this experience to be cost-efficient, productive and frankly, exhilarating. It’s all about time, and I pity those people standing in long lines waiting to be approved to drive.

5. Eat at chains

If you’re not a frequent traveler, eating out can be fun. But for the rest of those who travel many times a month, we need consistency and affordability. So when it comes to food, I generally stick to a chain restaurant. Unless I’m entertaining clients, which I rarely do, I’m happy to get a filet at Outback Steakhouse for $40 that includes fries and a salad rather than paying $125 for the same meal at the local steakhouse. Chain restaurants tend to be reliable, faster and more affordable than other restaurants. Other times, I avoid the $30 hotel burger and get Uber Eats delivered. You want to go local? Find a diner. Or otherwise stick to your hometown.

6. Use expense management apps

I’ve wasted countless hours doing expense reports over the years. But no more. Thanks to great (and inexpensive) expense management applications like Expensify, SAP Concur, Ramp, and Zoho Expense, business travelers can, just by snapping a photo, have their expense time sheets done with minimal involvement, which saves time and mistakes. I’ve got my car rental, airline, hotel and rideshare apps all connected to the service I use, and when I eat out or take a taxi, I upload a quick photo. When my trip is over, my expense report is done for me. If your business has a team of travelers, it’s a great way to manage their expenses and, after integrating the app with your accounting system, save a significant amount of back office time. Thanks AI!

7. Tip generously

Tipping doesn’t save you money. It’s just the right thing to do. Carry some cash and take care of the people who clean your rooms with $10 per day. Give the valet another $10. Never tip below 20% on a restaurant bill. And yes, add an extra buck to the $8 cup of coffee you bought in the casino lobby. It’s not their fault that the price is ridiculously high. And you can afford it. Tip more if you can.

8. Consider taxis for speed

Whenever I arrive at my home airport, I always block and tackle through the masses of people waiting for their rideshare and go straight to the taxi area, where there’s always a line of cabs waiting. I mostly do this in other cities, too. Generally, taxis still cost more than rideshares. And some of them aren’t as comfortable a ride. But it’s all about time, and whatever gets me to my home or my destination faster so I can finish with the travel experience is, to me, worth the added cost.

Related: A Business Owner’s Guide to Maximizing Summer Profits

9. Double down on your security

Don’t be stupid with your data when you travel. Don’t reveal your private work to the guy sitting next to you on your flight. Buy a laptop privacy screen, a piece of plastic that makes it impossible for anyone not directly in front of your screen to see what you’re doing. Make sure you use a VPN service to encrypt your data when on a hotel or airport Wi-Fi.

Better yet, don’t use the hotel or airport Wi-Fi and use your mobile hotspot whenever and wherever you can for the best security. Don’t do any banking or financial transactions when you’re on the road if you can avoid it. Bring an extra battery pack so that you don’t run out of power mid-trip when you need to get work done. And bring three separate power cords in your bag because these things fail (and so do you when you forget one in your room).

10. Roll your clothes

Checking a bag not only incurs extra charges but also extra time at the carousel. To avoid these fees and get on and off the plane (and in and out of the airport) as quickly as possible, my advice is to roll. Yes, roll. Roll as many of your non-wrinkle clothes (socks, underwear, shirts, etc) and align them in your carry-on bag, starting on the outside and working your way in. You’ll be shocked at how much more stuff you can fit in your bag that way. Make use of the hotel iron if needed.

20-plus years of travel. 60-plus separate trips per year. And I’m still not in the higher echelons of the business road warrior. Thank goodness. Regardless, this is what I’ve learned. You’re welcome.

I Built a 7-Figure Business with a Team I Had Never Met – Here’s What I Learned

I built a seven-figure business with a team I had never met in person.

Some may call my journey lucky. Others might credit hard work, consistency or timing. But for me, the answer is clear: I built it on four principles — trust, loyalty, appreciation and proactiveness. These values guided every major decision and helped shape the kind of company I wanted to run.

This isn’t a one-of-a-kind success story. But it is proof that your principles can shape your path. Let’s go back to the beginning.

Related: At Age 23, He Started a Side Hustle While on Welfare. It Led to a 7-Figure Business and a Stay on Richard Branson’s Private Island.

Making the decision to outsource

In 2013, I was deep in the trenches of my managed IT business in Boca Raton, Florida. We were overloaded. No matter how hard my small team worked, we were constantly behind. One project would wrap, and two more would surface.

My team was burned out — and so was I. Hiring more staff seemed like the obvious answer, but we didn’t have the capacity or budget for it. So I started looking elsewhere.

What I found wasn’t in a typical how-to blog or playbook. It was outsourcing — at the time, still relatively new in the small business world. Global IT outsourcing was just gaining traction, with worldwide spending estimated at $937 billion.

But to me, outsourcing offered exactly what we needed:

• Relief for my team
• Operational efficiency
• Scalable growth at a manageable cost

So, armed with research and anchored by my core four, I hired my first outsourced contractor, Charlie.

Building an outsourced team from scratch

I went in with low expectations. I wasn’t sure how time zones or cultural differences would affect the quality of work. But Charlie quickly proved himself, outperforming some of my in-house employees.

Impressed, I asked him if he had friends or family with a similar mindset. One introduction led to another, and before long, my remote team was growing.

If you’re hiring your first remote teammate, start small and think smart. Look for a reputable BPO (business process outsourcing) provider or virtual assistant agency with pre-vetted candidates. Here’s what to evaluate:

• Availability – Will they work during your key business hours?
• Skills – Do they have the technical and soft skills required? (Some providers even help you find specialists like engineers, intake coordinators, or sales reps.)
• Cost – Are their rates competitive for your market and size?
• Scalability – Can they grow with you? Ask for case studies or references.
• Security – Do they offer secure, cloud-based environments and meet standards like ISO, SOC 2, or HIPAA?

Start with a small, low-risk task. Conduct a brief video interview, ask real-world scenario questions, and prioritize communication skills alongside technical ability. Some of your best future hires may come through internal referrals, just like Charlie did for me.

Related: How I Built a 7-Figure Business in Less Than 8 Months by Making This Simple But Powerful Shift

Navigating the inevitable challenges

Outsourcing isn’t a magic wand. You’ll face friction, especially early on. Here’s how to navigate it:

• Over-communicate – Remote teams don’t have the luxury of hallway chats. Be clear, concise and consistent with expectations.
• Acknowledge cultural differences – Respect local holidays, time zones, and work-life balance. Empathy builds loyalty.
• Encourage and implement feedback – Your remote team is your backbone. Ask for their input — and act on it when it improves operations.

Not every hire will be a fit. That’s okay. What matters is your commitment to getting the right people, not just any people.

The core four that built my business

At the heart of all this are the same four values that helped me build a sustainable, remote-first company:

Trust

Start by setting clear expectations. Use tools like Trello, ClickUp, or Asana. Let people own their work early on — don’t micromanage.

That early team of five, built on referrals and trust, became the foundation for what eventually became my company, Remote CoWorker.

Loyalty

It’s built through consistency, feedback and respect. Nearly all of the original team still works with me today, except for one member who sadly passed away.

Appreciation

A thank-you message. A surprise bonus. A Slack shout-out. It doesn’t have to be extravagant — it just has to be genuine.

Proactiveness

Don’t wait for chaos to build systems. Create onboarding documents, training videos and feedback loops before you need them. Invite your team to improve processes — they often see things you don’t.

Culture isn’t written on a wall. It’s modeled by leadership. Every interaction is a chance to reinforce your values.

It’s your turn

Back in 2013, IT outsourcing was a $937 billion market. In 2025, it’s valued at over $1.5 trillion, with projections to nearly double by 2034. If I hadn’t leaned into my core four, I might have missed that opportunity entirely.

If you’re overwhelmed and ready to grow, outsourcing might be your next move. Start with one repetitive task. Document it. Delegate it. Then test, refine, and scale from there.

Use tools like Loom for training, Slack for communication and Notion for documentation. You don’t have to build your team overnight — just start by replacing one seat with someone who’s reliable and aligned with your values.

But remember: results start with expectations. Don’t overload your VA with work you wouldn’t do yourself. Keep the scope realistic and the communication open. That’s how trust forms — and growth follows.

Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success.

I’ve Been in Business for Over 20 Years — and I Believe This City Is the Best Place to Be an Entrepreneur Right Now

Entrepreneurship is always a leap of faith, no matter where you launch. But some cities offer more than just a springboard. They give you altitude. And for me, Dubai is exactly that.

I’ve been in business for over two decades, spanning everything from digital PR and content strategy to luxury lifestyle services. I’ve seen different markets rise and stall — but I’ve never experienced anything quite like Dubai. For entrepreneurs who are ready to think globally and act decisively, this city isn’t just promising. It’s proving.

Related: Why Dubai Is the Next Global Haven for Entrepreneurs and the Ultra-Wealthy

The mindset here is about momentum

What first struck me when I started working in Dubai was how differently people move here. There’s a velocity to the decision-making process. You don’t get stuck in bureaucratic loops or endless pitch meetings. If you’re bringing value and clarity to the table, you’ll be met with respect and opportunity.

It’s not about taking shortcuts — it’s about understanding that speed matters. In many other markets, startups are fighting through noise and red tape. Here, there’s an infrastructure that’s designed to help you execute.

Infrastructure supports scale — fast

The UAE government has gone all-in on digital infrastructure, business set-up simplification and economic diversification. For example, setting up a business through Dubai’s Department of Economy and Tourism (DET) is significantly faster than in most Western markets.

Whether you’re launching a consultancy, an app or a content platform, there’s an ecosystem that helps — not hinders — your momentum. Free zones, visa support and access to banking services are all optimized for growth.

Talent and capital come to you

Dubai is attracting an international wave of digital nomads, specialists and investors who want to live, work and build in one of the world’s safest, most connected cities. The city’s lifestyle appeal isn’t a distraction — it’s an attractor.

I’ve hired people who came to Dubai on holiday and decided to relocate. I’ve met angel investors at yacht events and business leaders over breakfast in DIFC. In most cities, you have to chase capital and talent. In Dubai, you often just need to show up prepared.

The region is a gateway — not an endpoint

A common misconception is that Dubai is a luxury island disconnected from the real global business game. That couldn’t be more wrong. This is a regional hub that connects East and West, North and South. With direct flights to nearly every global business center and rising investment from Asia and Africa, Dubai is more than a destination. It’s a distribution point for influence.

And that matters when you’re building a brand, raising capital or exporting services. You want a base that connects you to diverse economies — not just one.

The cultural currency of ambition

People come to Dubai with a mindset: They want to build. That’s the unifying trait, regardless of background, passport or industry. And it’s incredibly energizing.

For founders, that means less cynicism and more optimism. The conversations here are different — not just about how to survive, but how to scale. That culture is infectious. It forces you to level up.

What to watch out for

That said, Dubai isn’t a shortcut to success. You still have to show up, do the work and add real value. Relationships matter deeply here. So does consistency. If you’re just looking for a quick win or PR splash, you’ll burn out fast.

Also, don’t assume what worked in London, New York or Singapore will automatically translate here. You need to localize, listen and adapt.

Related: 10 Things to Know About Dubai’s Digital Economy Ambitions

Dubai has allowed me to consolidate my businesses under a clearer personal brand, open doors for partnerships I’d never have expected and mentor founders who are building globally relevant ventures.

If you’re considering making the leap — whether for your business or your brand — now is the time. Because Dubai isn’t just growing; it’s building a future where entrepreneurs are the architects.

And that’s the kind of energy every founder needs.

Don’t Let the Wrong Vendor Derail Your Business — Here’s What to Check First

Choosing the right service provider — whether for UX design, software development or tech consulting — can quietly define the success or failure of your business. Your timeline, your budget, your product quality, your customer experience — all of it can hinge on who you bring in.

The moment you invite an external partner into your business, you’re handing them partial control of your brand’s reputation. Yet too many founders treat the vendor selection process like a checklist item instead of the strategic risk decision it actually is.

Here’s how to approach it differently — and avoid the costly mistakes that come from rushing into the wrong partnership.

Don’t shake the first hand that reaches out

Founders often make one of two critical errors when hiring vendors: rushing the process or delegating it too far downstream. Either one can lead to a domino effect of issues — missed deadlines, ballooning costs, unhappy customers.

When a project fails, it usually comes down to one of two things: time or money. And both are directly influenced by the vendor you choose.

Here’s why vendor relationships go wrong:

1. The team looks great on paper, but lacks context. Many agencies — even expensive ones — deliver generic solutions because they never take the time to truly understand your goals.
2. Their scale doesn’t match yours. Hiring a freelancer for a complex platform or an enterprise firm for a simple app is a recipe for misalignment.
3. You never defined success together. Without shared KPIs or expectations, you’re flying blind. No one’s accountable, and it’s hard to course-correct.

Related: The Secret to a Successful Sale — Expert Tips to Navigate Common Deal Derailers

Six things to check before you hire a vendor

These six checkpoints come from working with clients who came to us after failed vendor relationships. Miss just one, and you risk months of delays — or worse.

1. Don’t just glance at testimonials — verify them
Look for recent, specific reviews on independent platforms like Clutch or G2. Better yet, ask for references and call past clients. A 10-minute conversation will often tell you more than a case study.

2. Scan the portfolio — but go deeper
A pretty portfolio isn’t enough. Look for projects similar in scope or industry, and ask to see live examples. Bonus points if their work blends disciplines (like healthtech + e-commerce) — modern products often cross sectors.

3. Look beyond the tech stack
A laundry list of tools doesn’t prove expertise. What matters is how and why they recommend certain tools for your challenge. Do they show deep understanding and provide context behind decisions?

4. Evaluate real-time communication, not just the pitch
If the early calls feel vague, trust your gut. Don’t just talk to the salesperson — ask to meet the actual delivery team. Gauge responsiveness, clarity, timezone overlap and cultural fit.

5. Demand thoughtful estimates, not quick quotes
The best vendors won’t rush a proposal. They’ll flag risks, offer alternatives, and explain their logic. If they challenge your assumptions, that’s a good sign — not a red flag.

6. Match budget to vendor profile
Beware of bids that seem too low — they often come with hidden costs later. Similarly, if you’re a small fish for a large firm, you might land in their “low priority” bucket. The right vendor aligns with your scope and growth trajectory.

Related: Don’t Fall For These Tricks: 5 Things You Shouldn’t Do When Selling a Business

Choosing a vendor is a strategic decision, not a task

Choosing the wrong vendor doesn’t just cost money — it eats time, erodes momentum and damages trust. Doubt isn’t weakness; it’s your best tool for avoiding misalignment.

Be skeptical. Ask hard questions. Insist on clarity. And most importantly: don’t settle.

Your vendor becomes part of your company’s story. Make sure it’s a chapter you’ll be proud of.

How Smart Entrepreneurs Are Protecting Their Brand and Building Wealth — And How You Can Too

Every year, more professionals take the leap into entrepreneurship, and more often than not, they’re forming LLCs to do it. According to the IRS, LLCs made up 72.7% of all partnerships in 2022, far surpassing other entity types for the last two decades.

Why? LLCs combine the liability protection of a corporation with the simplicity and flexibility of a sole proprietorship. But those aren’t the only reasons they’ve become the go-to structure for startups, solo professionals, and even families looking to preserve generational wealth. Here’s why the LLC continues to gain momentum — and what that signals for the evolving business landscape.

Related: I Hit Rock Bottom When My Childhood Dream Crumbled Before My Eyes — But Entrepreneurship Saved Me. Here’s What I Learned About Purpose, Perseverance and People.

Create a clear line between personal and professional

In the digital age, visibility is essential — but so is privacy. As online footprints grow, many entrepreneurs are looking to keep their personal information separate from their business identity.

An LLC can help. In states like Wyoming, Delaware and New Mexico, LLC owners don’t have to list personal details like their name or home address on public formation documents. By hiring a registered agent, you can form an LLC while keeping your own information off the public record.

That privacy can be more than a convenience — it can be a safeguard. Imagine a landlord with a problematic tenant who tries to bypass the property manager to contact the owner directly. If the property is owned through an LLC, there’s no personal trail. The tenant must deal with the management company or the registered agent, not you.

Protect and own your brand

Sole proprietors are legally required to operate under their first and last names unless they register a “Doing Business As” (DBA). But DBAs don’t always protect your name from being used by someone else, and the process varies wildly by state.

When you form an LLC, you lock in a unique business name with your state. No other company in that jurisdiction can operate under a name that’s identical or deceptively similar. This creates a stronger, more defensible brand, especially important when launching a business that relies on digital visibility or e-commerce.

Think of it this way: if you’re putting effort into building your online presence, why risk confusion or brand overlap with another business that shares your name?

Use an LLC for estate planning and asset protection

LLCs aren’t just for business. Increasingly, they’re being used for estate planning — especially in states like Wyoming and Nevada that offer special types of “closely held” LLCs.

For example, a family vacation home could be placed into a Wyoming Close LLC, with parents gradually gifting membership shares to their children over time. As long as the gifting stays within IRS limits, this strategy can help avoid immediate tax consequences while protecting the asset. It’s a smart, efficient way to manage, especially when combined with professional tax guidance.

Why the rise in LLCs matters

The increasing popularity of LLCs isn’t just good for business owners — it’s good for the economy.

• LLCs create jobs. New businesses mean new roles and opportunities.
• They drive local growth. Formed locally, LLCs contribute to municipal tax bases and community development.
• They empower innovation. Flexible structure and low barriers to entry mean more entrepreneurs can experiment, iterate, and compete, leading to better options for consumers.

In short, more LLCs mean more economic mobility, more competition and a healthier entrepreneurial ecosystem.

Related: 70 Small Business Ideas to Start in 2025

The bottom line

The LLC isn’t just a legal structure — it’s a modern tool for a modern economy. It allows entrepreneurs to safeguard their assets, own their brand and grow with flexibility, whether they’re launching a service business, building a real estate portfolio or passing down a family home.

As the line between work and life continues to blur, and more people look to take ownership of their careers, LLCs offer an accessible, effective way to take that first step, with confidence.

I Run an AI Company. Here’s Why Blindly Replacing People Is a Mistake

Recently, Klarna made headlines — not for a breakthrough, but a retreat. After replacing 700 customer service agents with AI to save costs and boost profits by $40 million, the company admitted the move hurt service quality and began rehiring humans to fix critical gaps. This isn’t just a tech story; it’s a leadership lesson about balancing innovation with real-world impact.

As the founder and CEO of an AI-first company, I get the pressure to move fast, scale big and cut costs. My team lives and breathes that every day. So Klarna’s course correction didn’t surprise me — it underscored a key truth: there’s a difference between deploying AI and truly integrating it. Getting that wrong can cost you more than money — it can cost trust.

Efficiency isn’t the only goal

Sure, efficiency looks great on paper. Klarna saw faster resolution times and lower overhead. But when saving money becomes your north star, you risk breaking the very customer experience that drives your business. AI should be introduced thoughtfully, step by step, earning its place alongside human insight, not replacing it outright.

At Phantom IQ, we call this “stackable efficiency” — small improvements layered over time, always grounded in how customers actually experience your service. One task improves by 2%, then another ten — soon you’ve got exponential gains that truly scale.

Cutting your team overnight to save costs isn’t innovation. It’s a shortcut. And shortcuts in AI nearly always lead to costly course corrections.

Related: Is Your Relentless Pursuit of Efficiency Actually Hurting Your Business? Here’s How to Tell When You’re Taking Productivity Too Far

Real leadership means real results

There’s a common AI story these days: announce big plans, scale fast, figure it out later. But flashy headlines don’t build customer loyalty or employee trust.

Klarna’s experience is feedback, not failure. Any AI strategy must be rooted in delivering real value, whether you’re a startup or a global fintech.

We use AI as a co-pilot, not a replacement — surrounding it with human judgment, oversight and context. When AI operates without this, it doesn’t just fail — it hurts your entire system.

How do we make AI work for us?

We scale with intention. When pressure is on, automation can seem like a quick fix—but we’ve learned the hard way: sequence beats speed.

Our approach:

• Avoid AI where things aren’t clear-cut.
• Tie every efficiency gain to a human check.
• Design workflows with AI, test them live, then automate.

This keeps us honest and focused on lasting results.

Culture is your AI foundation

Here’s the hard truth: AI isn’t just a tech upgrade — it’s a culture shift. Deploying it purely to cut costs sends a message: people come second.

That kills trust faster than any bot error. If you replace your team without clarity or reinvestment, you risk more than turnover — you risk your company’s future.

At my company, AI supports the people who make things work. If your team feels threatened by AI, you’re not innovating — you’re risking dysfunction.

Related: 5 Common Misconceptions About Public Relations

What you should take away

Klarna’s story isn’t a warning; it’s a prompt. Think carefully about how you deploy AI. Balance efficiency with empathy. Build a culture where AI lifts your people, not replaces them.

If you’re an entrepreneur without a big tech team, start small. Use AI to shape your strategy, co-create your roadmap and treat it as a partner, not a silver bullet.

The winners won’t be the fastest to automate. They’ll be the ones who lead with clarity, empathy, and foresight.

Leading into the future

AI will keep accelerating. The question is: will you lead with cost-cutting metrics, or with clear vision and care?

Avoid performative adoption. Design smart so you don’t have to backtrack. Fear isn’t tech — it’s skipping the hard work of true integration. That’s where trust breaks and reputations fall. Done right, AI isn’t about spending less — it’s about creating more value. The best leaders understand this, and that’s how they scale for tomorrow.

Because AI rewards not the loudest, but the smartest leaders.

Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success.

2 Simple Strategies to Save More on Prime Day 2025

Amazon’s longest Prime Day event yet runs July 8 through July 11. If you use Amazon Business, this is a great time to lock in discounts on supplies and tools your business already needs.

But the real savings come from a little preparation and the right account setup. Here’s how to make sure your team is ready.

Strategy 1: Leverage Business Prime Benefits

Business Prime gives members access to exclusive Prime Day offers. From now through the end of Prime Day, Amazon Business is offering 50% off the first year of the Business Prime Small plan for eligible new members. Current Amazon Business customers without Business Prime should keep a close eye on their email to see if they qualify. Existing Business Prime members will see added rewards during the event. Members on the Small plan can earn up to 6% back on Amazon-branded purchases made during Prime Day. Members on the Duo and Essentials plans can earn up to 4% back.

If your team regularly orders from Amazon, that kind of return can add up quickly, especially if you’re buying in volume.

Strategy 2: Use the Prime Day Preparation Checklist

Once you sign up for Business Prime, Amazon Business recommends checking a few more items off your list before Prime Day begins. These take a few minutes but can help you move faster once deals go live.

• Add go-to items to your wish list or cart
• Download the Amazon Business app and sign in
• Review your payment methods to make sure they’re current and rewards-ready
• Update email preferences so you don’t miss out on deals
• Preview early deals at amazon.com/primeday

This checklist supports a smoother checkout experience and helps teams avoid missed opportunities once deals are live.

Small- and Medium-Size Businesses Will Be Rewarded

Prime Day also presents an excellent opportunity for small- and medium-size businesses (SMBs) to improve how they manage spend. Member-exclusive elements like Guided Buying can help set product preferences and ensure team members stay within budget. Dashboards like Spend Visibility make it easier to track trends across departments, even for lean teams.

The 50% discount on the Small plan for eligible customers without Business Prime already is a great option for SMBs that are looking to try the membership program without overcommitting. And with up to 6% back available during Prime Day, the value quickly compounds for businesses that stock up on everyday items.

Don’t wait to set yourself up for success. Sign up for Business Prime now and start checking off your Prime Day preparation checklist. Remember, the biggest Prime Day yet runs July 8–11, so be ready to stock up, save, and grow smarter.

How This Real Estate Company Streamlined Purchasing, Optimized Costs, and Enhanced Spending Visibility

About a year ago, Mallory Hoffmeyer faced a situation that many growing businesses can relate with: a lack of control, visibility, or insight into procurement spending across a sprawling organization.

Hoffmeyer serves as senior director of procurement at RangeWater Real Estate, a fully integrated real estate firm founded in 2006. The company specializes in multi-family and build-to-rent properties, providing development, property management, acquisition, and investment management services. RangeWater operates throughout the Sunbelt and Mountain West regions in the US, with physical offices in Atlanta and Dallas and employing roughly 1,500 team members across 260 sites.

With each site requiring a regular supply of items on hand, “RangeWater’s properties require constant restocking of office supplies, janitorial materials, and maintenance items,” says Hoffmeyer. “Property managers were making purchases through individual Amazon Business accounts, resulting in nearly $80,000 in operational spending over 12 months.”

Consolidating procurement across a growing number of sites

Keeping tabs on all this purchasing became increasingly difficult. So, Hoffmeyer and RangeWater’s corporate accounting team set out to find a solution. Last June, Hoffmeyer began working with RangeWater’s account executive at Amazon Business to implement the Amazon Business Associated Accounts Program (AAP).

The AAP program provided RangeWater with a consolidated view of procurement activities across its sites, along with aggregated reporting to track spending by category and item. “We were excited by the prospect of stopping the use of personal accounts for business purposes, gaining purchase visibility at a corporate level, and allowing sites to be invoiced for Amazon orders,” Hoffmeyer explains.

“Such a sizable transition required close attention to detail and Amazon Business offered RangeWater exceptional support,” Hoffmeyer says. “They explained the process clearly and provided lots of visual aids for sharing with our teams. They were always available to escalate invoicing approvals and got on the phone with site managers personally to troubleshoot specific account issues. We completed the onboarding in roughly 90 days which was right on schedule for a good roll out.”

Benefits that continue to improve

The expanded smart business buying relationship between RangeWater and Amazon Business has delivered significant improvements in procurement efficiency in the following ways:

Enhanced visibility: RangeWater gained a clear view of spending patterns across its communities, enabling data-driven procurement decisions through the use of Amazon Business Analytics. Once onboarding was complete, Hoffmeyer says RangeWater’s primary use of AAP’s reporting has been to track and reduce delinquency among its various sites. “Having the visibility on which sites need extra help keeping their payables up to date is a huge benefit,” she says. “It has reduced workload on our corporate accounting team and allowed us to centralize invoice processing as needed.”

Cost optimization: Access to business-only pricing and bulk ordering has helped to deliver competitive and consistent pricing on a wide range of products, while discounts on Business Prime memberships further reduced costs. “We are early in the program to estimate overall savings on orders, but it is fair to say that we are seeing significant cost savings already in prime subscriptions due to the 50% off rate that was made available through the Associated Accounts Program.” Hoffmeyer says.

Streamlined purchasing: As an AAP member, each RangeWater property gains access to a dedicated line of credit and customizable invoicing terms. This streamlined approach eliminates the need for credit card transactions, enhancing convenience while reducing administrative burdens.

Looking to the future, RangeWater’s Amazon Business account executive, along with their category adoption manager, plan to hold strategic roundtables with the 10 top-spending RangeWater sites to gather feedback and drive even greater adoption across the entire portfolio while supporting specific RangeWater procurement initiatives.

“[AAP] is great for overseeing and simplifying the orders of a diverse portfolio of sites,” Hoffmeyer says. “We are excited to continue to build the relationship.”

Click here to learn more about how Amazon Business can help you streamline purchasing and optimized costs.

Want Your Next Change Initiative to Succeed? Start With These 4 Coaching Moves

It’s commonly cited by now that in the modern workplace, as much as 70% of change initiatives fall short. And yet, we are facing more rapid change in the workplace than ever before, and entrepreneurs in particular face a unique set of challenges amid these upheavals.

You may very well feel fatigued from it all — and surely your team does, too! Personally, to think that our efforts to adapt to these changes are likely to fall short makes me even more jaded.

But change is more than a hassle, and can even bring a lot of good with it — it keeps a business adapting to the shifts in the broader world, brings in new tools and helps to advance talent development and retention.

Fortunately, as an entrepreneur, you have a great deal of influence over how you and your team navigate through change initiatives, and there are proven methodologies that can support change management success. In particular, my team at the International Coaching Federation (ICF) has worked in close collaboration with the Association of Change Management Professionals (ACMP) to develop a change management model that integrates coaching into the process.

Related: 3 Keys to Successful Change Management

As the leader of a global organization who works with coaches and has undergone coach training myself, here are the key factors I have seen that support change management success, built upon a coach approach and informed by ICF’s 30 years of defining the profession’s best practices:

1. Set a foundation of inclusivity

As the leader, it is not your job to have all the answers, only to facilitate your team in finding them. So as challenges and needs for change arise, actively engage your employees in the problem-solving and change-planning processes.

This might take place through meetings, information conversations, focus groups, advisory panels, surveys or other methods. Doing so will address existing and potential resistance. It will also provide a space to explore any concerns associated with the change and how those potential challenges can be mitigated.

Not only are team members more likely to support a change initiative when they feel their voice has been heard, but also, solutions that take the full team’s roles, needs and perspectives into consideration are much more likely to be effective.

Related: Here’s How a Lack of Inclusivity Can Create a Toxic Culture

2. Invest in building trust

Trust between the leader and team is crucial for the change to be received well. Our brains are wired to seek stability in everything. This involves acknowledging concerns, being transparent and fostering an environment where employees feel safe. Actively listening and seeking feedback also demonstrates that you have a genuine interest in your employees, helping to build a rapport and relationship between leader and team.

But note: This investment in building trust must be made as a matter of routine, during calmer times, so that it is already fortified when it undergoes the stress test of change management.

3. Be clear about goals

It just makes sense: When implementing a new change management initiative, you will get the best results by being clear and specific in your communications to your team, so they understand why this effort is important and what you hope the outcome will be.

Take the time to discuss the rationale behind the change and how it will benefit the team and the organization overall. Share information candidly, even when it’s not good news. Admit your faults and be upfront about challenges. When you can all come together with transparency, you are all in a better position to problem-solve to reach the initiative’s goals.

Good communication also prevents gossip, speculation and misunderstandings that can create a divide between members of the team who view a specific change and its impacts differently. As the change initiative is underway, don’t forget to share updates and adjustments made to the plan so that everyone still feels included.

Related: The Most Successful Founders Take Retreats — Here’s Why You Should, Too

4. Monitor and evaluate

Track progress and frequently assess the effectiveness of change management initiatives. Change management plans can, well, change, so allow for deviation and continuous improvement. If something isn’t working, reassess and adapt. After implementation, conduct a comprehensive review of the change initiative to calculate its success and identify areas for improvement.

A coach approach will fortify your change management results

Change can be continuous and inevitable, especially in startups. But it can also breed challenges such as personal resistance to change, poor communication and a breakdown of trust between leader and team. With these pillars, entrepreneurs can prioritize strong change management processes to mitigate these risks. Coaching for the leader can also foster a positive and thoughtful approach to change management.

Include your team and stakeholders in the change management initiative. Candidly communicate the rationale and process behind the change. Build trust among your team. Doing so will guide your employees through these transitions, minimize disruption and maximize success. Change can be hard, but manage it well, and it will all be worth it in the end.

‘One of the Most Consequential Bills Ever’: Here’s How the ‘Big, Beautiful Bill’ Will Affect Small Businesses

President Donald Trump’s “Big, Beautiful Bill” passed the House on Thursday, 218-214. (There’s even a Domino’s Pizza-style tracker on the White House website — “We are preparing your tax cuts…” it reads.)

President Trump is expected to sign the bill into law on July 4. After passing the House, House Speaker Mike Johnson (R-Louisiana) said, “What more appropriate time to pass the big, beautiful bill for America than on Independence Day?”

The 887-page bill includes tax and spending cuts that will affect small businesses.

Related: Big Government Changes Are Coming for Small Businesses — What You Need to Know

On Fox News’ “Mornings With Maria” on Wednesday, CPA and small business owner Gene Marks said the big winners of the bill “are small businesses.”

“I think that’s going to have an enormous impact on the growth of businesses in this country,” Marks said. “There are certain tax provisions in this bill, investing in capital equipment, spending on research and development, [increasing] the exemption for estate taxes, [and] they’ve all been made permanent, which means that small businesses can make long-term decisions about investing in their businesses, selling their businesses, or passing it on to new generations knowing that the laws aren’t going to change.”

On Truth Social, President Trump called it: “One of the most consequential Bills ever.”

Here are some key items affecting businesses big and small:

Corporations

The tax breaks from the 2017 Tax Cuts and Jobs Act will be permanent, which allows businesses to write off the costs of research and development.

When the Ways and Means Committee voted to make the 2017 cuts permanent, they said that the provisions “will provide small businesses, manufacturers, and farmers the certainty and confidence to fuel a second Trump economic boom through new investment and job creation.”

“Families and workers will save money from lower tax rates, a larger Child Tax Credit, and President Trump’s tax priorities for hardworking Americans: tax relief for seniors, no tax on tips, no tax on overtime pay, and no tax on auto loan interest for American-made cars,” the committee wrote on its website in May.

Building and construction

Businesses will be able to deduct the cost of building new manufacturing facilities in full — and at a much faster rate. According to Associated Builders and Contractors (ABC), which represents 23,000 members and “millions” of construction workers, its website says, the legislation includes several tax provisions that will “directly benefit contractors.”

“Tax certainty and pro-growth policies are not abstract policy goals for construction businesses—they are the foundation that allows ABC members to invest, grow, and keep America building,” said Kristen Swearingen, ABC vice president of government affairs.

Franchises

The bill is backed by the International Franchise Association (IFA). President and CEO Matt Haller told Entrepreneur in June that the tax provisions in the bill “will have a hugely positive impact on America’s 830,000 franchise small business owners and their nine million employees.”

Related: Here’s What the ‘One, Big, Beautiful Bill’ Means for the Franchise Industry

“IFA, our member brands and franchise owners have been laser-focused on ensuring permanent tax relief,” Haller said. “IFA thanks President Trump for putting the importance of protecting franchise small business owners front and center, and lawmakers for their work to get this bill across the finish line.”

Eliminates tax on tips

In occupations where workers receive tips (restaurants, bars, beauty services, etc.), earned tips will no longer be taxed as taxable income. There are a few caveats, though: The provision expires in 2028, and the deduction is capped at $25,000.

The exemption only applies to federal income tax, meaning state and local income and payroll taxes would not apply. Also, in the new Senate version of the bill, workers earning $150,000 or more a year ($300,000 for joint filers) are exempt.

No tax on overtime

White House estimates suggest that employees who work overtime hours would save up to $2,000 in taxes yearly with the bill.

“Exempting overtime pay from federal income tax delivers direct, meaningful relief to the hardworking men and women of the construction trades, rewarding long hours on the jobsite,” the Associated Builders and Contractors said in a statement.

However, the AP reports that the bill does not eliminate taxes on Social Security benefits.

Interest deductions

The bill suggests that instead of calculating with EBIT (earnings before interest and taxes), deductions should be calculated using EBITDA (adds depreciation and amortization), which, the White House says, would allow businesses and franchises to deduct billions more in expenses.

State and local taxes (SALT) deductions

The cap on the federal deduction for state and local taxes (SALT) will increase from $10,000 to $40,000 starting in 2025. According to the Tax Foundation, this will mainly benefit high earners.

She and Her Sister Started a Side Hustle to Help People Elevate Their Homes — Now Their Brand Pulls In Hundreds of Millions: ‘Get to Work’

This Side Hustle Spotlight Q&A features Lee Mayer, co-founder with her sister Emily Motayed of interior design and home decorating company Havenly. Read more about how the Denver, Colorado-based entrepreneur turned a side project into a successful brand, here. Responses have been edited for length and clarity.

^{Image Credit: Courtesy of Havenly. Lee Mayer.}

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What was your day job or primary occupation when you started your side hustle?
I was working in consulting, strategy and finance roles — sort of classic post-business-school roles. Often, the roles offered high compensation but were not particularly rewarding for me in other ways.

Related: Tired of ‘Culturally Obtuse’ Products, This 27-Year-Old Took His Side Hustle From $1,000 a Month to 7-Figure Revenue: ‘Pick the Right Opportunity to Pursue’

When did you start your side hustle, and where did you find the inspiration for it?
I’d just moved to Denver, Colorado, from New York City and suddenly found myself in a much larger home compared with my 700-square-foot NYC apartment. I wanted my home to feel like a reflection of me and my tastes, but the combination of working long hours and confronting the often inaccessible nature of traditional interior design really slowed me down. I started wondering why there wasn’t a service that made designing your home more affordable and fun, so we started an online design service that used technology to make it possible to design anyone’s home delightfully and accessibly.

Somewhere along the way, we grew a lot, and we started to buy other online home furnishings businesses, often started by other folks who had also left highly paid jobs to start their own online companies selling furniture to consumers. We now own six consumer-facing furnishings or design brands: Havenly, Interior Define, Burrow, Citizenry, The Inside and St. Frank.

^{Image Credit: Courtesy of Havenly}

What were some of the first steps you took to get your business off the ground?
My sister and I started talking with our friends, family and connections, calibrating our idea based on hundreds of conversations, and conducted a survey that gathered insights from nearly 1,000 people.

Related: ‘Immediately Profitable’: Former Lululemon Executives Turned Their ‘Side Project’ Into an 8-Figure Brand Worn By Olympians — and You’ll Probably See It This Summer

If you could go back in your business journey and change one process or approach to save you time, energy, or just a headache, what would it be, and how do you wish you’d done it differently?
In the beginning, you should be moving the needle in huge ways, not incrementally. When you start a business, you may tend to think process first, instead of outcome first. You develop all of these checklist items because those things are knowable or countable, but the big things are often a lot more amorphous.

For example, it’s hard to figure out the exclusive product market fit, so instead, you’ll worry about your legal structure, which is far more “knowable.” It can also be putting in a lot of process for your engineering/customer service or other team without having a single scaled customer. These things are easy to do, particularly because they’re internally controlled, and it’ll eventually become important, but it doesn’t actually move the needle in the big ways you need to when you’re first starting. You’ll end up exhausting yourself with things that don’t ultimately matter at that point.

When it comes to this specific business, what is something you’ve found particularly challenging and/or surprising that people who get into this type of work should be prepared for, but likely aren’t?
I don’t think it’s surprising, but it’s a lot more work than most people think it is, and it’s not always glamorous work either. Sometimes you get lucky and find a business that is an overnight success, but usually it can mean long hours for many years. It requires a lot of intestinal fortitude to do that much work without a certain outcome. To complicate matters, it’s work at all levels. You’re the one answering customer service at 2 a.m. and figuring out insurance for your employees, all while coding the website.

The financial strain can also be real. In many cases, you may be stepping away from a meaningful career in a highly compensated position, and it may be years before you exit or even pay yourself a salary.

What was your approach to funding? Did you use any specific strategies that might help other founders successfully raise?
First, don’t take rejection personally. Some people raise very easily — they start a company in a hot space at the right time (like AI!), they’re extremely well connected, or they get lucky. It’s easy to think that if it doesn’t go that easily for you, there’s something wrong with you. It took about 140 rejections in our first fundraise before receiving that first yes, for what it’s worth. For most successful people, there really aren’t many instances in your life where you get rejected so many times, and it can take a toll on your confidence. But the reality is, the early stages of fundraising can be tough, and are often very affected by exogenous factors. The trick is to try to let rejections be nothing more than what they are, which is just one investor declining, for right now, the opportunity to invest.

Related: Think You’re Ready to Fundraise? Your Business Needs to Meet These 3 Milestones First.

I recently re-entered the world of tennis after not having played for many years. I’ve found that just like fundraising, tennis is a mental game. No matter how the previous point went, you have to brush it off and focus on the current play. Just like in tennis, you have to try to brush the last meeting off, regardless of the outcome, and focus on the current pitch at hand. So, being able to stomach rejection can be a real advantage.

You should also find a friend — find a CEO of a company that completed a similar-sized round within the past 12 months, ideally one that runs a company in an analogous but not competitive space. First, investors are never happier with a company than right after their initial investment, so their investors are a great place to start conversations, and they can connect you easily. Second, they’ll know all of the active investors whom they talked to in their journey, even the ones who didn’t invest, so they can tell you what they look for and help you improve your pitch. Finally, they’re great sources of emotional support.

^{Image Credit: Courtesy of Havenly}

What does growth and revenue look like now?
We’re in the multiple hundreds of millions. We’re growing at a double-digit clip and are excited to continue to expand and serve more and more customers across all of our brands.

What do you enjoy most about running this business?
I’ve had the enormous privilege of working with incredibly talented people, many of whom have become friends over the years, and there’s nothing quite like building towards a shared goal with people you trust and admire.

Related: I’ve Interviewed Over 100 Entrepreneurs Who Started Businesses Worth $1 Million to $1 Billion or More. Here’s Some of Their Best Advice.

What is your best piece of specific, actionable business advice?
There’s a lot of noise in your day when you start a business, and it can feel overwhelming knowing the number of things you have to do between starting a business and whatever exit is. It gets worse once you let in other voices: well-meaning mentors who don’t know the reality on the ground, employees who have never scaled a company from 0-1, investors who have never operated a company.

Take feedback, process it a little, but then filter that through your own lens, which hopefully has some tether to data-based reality. Figure out the next most important thing to do, and don’t spend too much time pondering all of the things that you need to do between now and exit, and all of the advice and ideas you get. Basically, just get to work — and keep putting one foot in front of the other in the general right direction. You’d be surprised how far you get.

Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success.

A ‘Higher’ Purpose: NBA Legend Carmelo Anthony is Entering a New Industry — and Breaking Barriers for Black Entrepreneurs

Carmelo Anthony is among the greatest players to don the Knicks’ blue and orange. His effortless scoring whipped NYC fans into a frenzy back in his prime. Now, in his post-career, the 10-time All-Star has a new goal: helping New Yorkers relax.

That mission has led him into one of the fastest-growing (pun intended) and most complex industries in the country: marijuana.

Few billion-dollar industries face as many persistent challenges as cannabis. Entrepreneurs in the space must navigate everything from lingering stereotypes about weed users to a patchwork of ever-changing state laws. For Black founders, the barriers are even higher.

That’s why Anthony has teamed up with cannabis connoisseur and Grand National Agency founder Jesce Horton to create his own weed brand, StayMe70.

“We have an opportunity to build not just another industry, but a better one,” Horton says. “One that isn’t built on the misfortune of communities.”

Named after Anthony’s signature catchphrase and jersey number, StayMe7o launched last year in Oregon before debuting in his home state of New York this past April.

“I’ve always been interested in the science behind cannabis,” Anthony says. “The more I learned about growing, consuming and educating others, the more it clicked. Creating something in this space was a no-brainer.”

Related: ‘Nobody’s Ever Seen This Before’: How These 2 NYC Sports Icons Are Infusing Swagger into Next-Gen Eyewear

Elevating the industry

With over $200 million in the bank from his NBA contracts alone, Anthony isn’t getting into weed just to make a buck. He and Horton are focused on creating a genuine, positive impact in an industry long held back by legal restrictions and social stigma.

“This isn’t about a quick flip,” Anthony says. “It’s about making a real impact — in this industry, in different communities, and in people’s lives from all different angles.”

That impact goes beyond getting people high on great weed. Anthony’s involvement in cannabis signifies a step in the right direction for an industry known for deeply rooted historical inequity, especially towards black Americans.

As of 2022, black cannabis entrepreneurs represented less than 2% of the total industry. Conversely, studies have shown that black people are nearly 4 times as likely to be arrested for marijuana possession as their white counterparts.

Horton knows this better than anyone, as his father is one of those black Americans jailed for having less than an ounce of weed on him back in college.

Today, the younger Horton is working to right the wrongs done to his father — and many other Black Americans — by helping his community break into the cannabis industry the right way.

“After becoming a business owner myself, I saw firsthand how hard it is to access funding, especially as a Black man,” Horton says.

To help close that gap, he launched NuProject, a nonprofit dedicated to building generational wealth through the legal cannabis industry for the communities most impacted by the war on drugs — namely Black, Indigenous and Latinx people.

A portion of STAYME7O’s proceeds will support NuProject, as well as the Last Prisoner Project, a nonprofit dedicated to cannabis criminal justice reform.

Related: I’ve Helped Over 1,000 Brands With Their Marketing — Here Are 11 Social Media Secrets Every Business Should Be Using in 2025

From grapes to grass

Anthony may be new to cannabis, but he’s no stranger to the world of consumer goods. Alongside longtime partner Asani Swann, he launched VII(N) The Seventh Estate, a wine brand aimed at diversifying the industry and bringing a fresh perspective to traditional winemaking. Last year, they partnered with Robert Mondavi to debut their first release, Ode to Soul.

“It’s very similar,” Anthony says, comparing wine to cannabis.

“You’ve got to nurture those plants — you have to talk to them, care for them, really stay on top of it. If you don’t, you miss out on the experience. It’s all about being present and involved.”

While some might see wine and cannabis as competing industries, Anthony views them as complementary.

“Everything I do is about creating an experience,” he says. “I don’t want you to just show up for one thing — I want you to stay, take your time and enjoy all the different layers it has to offer.”

Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success.

Stamping stereotypes

Back in the day, weed practically sold itself. You’d meet a stranger in a parking lot, grab an eighth and that was that.

“When I first got in, it was almost like, if you grow it, you know it’ll sell,” says Horton. “You didn’t think about marketing, value propositions, customer service — all the things you have to consider when running a real business in a competitive market.”

But times have changed. With today’s saturated, billion-dollar legal market, standing out is no longer optional.

“There’s a big oversupply,” Horton says. “And if you don’t find ways to differentiate and really add value to your consumers, you’ll be swallowed up.” “The cannabis industry is growing fast,” Anthony adds. “If you’re not intentional about what you’re doing, you’re going to get left behind.”

Listening to Horton break down trichomes and terpenes, you’d never guess he once struggled in school.

“I was a C-plus math student,” Horton says. “But when I started using cannabis, my grades shot up. I ended up studying engineering and minoring in math.”

For him, cannabis didn’t dull motivation — it unlocked it.

“It helped me manage my ADHD. It improved my focus, kept me engaged, and gave me drive,” he says. “That stereotype that weed makes you lazy or unmotivated? It’s not just outdated — it’s a lazy assumption.

It’s still early days for StayMe7o, but if Anthony’s 19-year NBA career proved anything, it’s that longevity is one of his strengths.

“I’m in this for the long haul,” he says. “The number one thing I focus on is consistency — whether it’s the product itself, how we curate it or how we build and represent the brand.”

Melo’s days of dropping 50 at MSG may be behind him, but he’s still lighting up NYC; just in a different kind of garden.

OpenAI Blasts Robinhood for Selling OpenAI Tokens: ‘We Do Not Endorse It’

On Monday, Robinhood, the stock, options, and crypto trading platform, announced it was making tokenized shares of OpenAI and SpaceX available to users in Europe.

Robinhood said users in the European Union who onboard to trade stock tokens by July 7 will receive 5 euros worth of OpenAI and SpaceX tokens. CNBC reports that the company is offering $1 million worth of OpenAI and $500,000 worth of SpaceX.

The news sent Robinhood’s shares up nearly 13%, hitting a new all-time high for the company.

That’s all well and good for Robinhood, but OpenAI was not so pleased, and tweeted a response that leaves no doubt about how they feel about it: “These ‘OpenAI tokens’ are not OpenAI equity. We did not partner with Robinhood, were not involved in this, and do not endorse it. Any transfer of OpenAI equity requires our approval—we did not approve any transfer. Please be careful.”

These “OpenAI tokens” are not OpenAI equity. We did not partner with Robinhood, were not involved in this, and do not endorse it. Any transfer of OpenAI equity requires our approval—we did not approve any transfer.

Please be careful.

— OpenAI Newsroom (@OpenAINewsroom) July 2, 2025

When reached for comment, Robinhood spokesperson Rouky Diallo explained to TechCrunch that the OpenAI tokens giveaway is part of a campaign to give investors indirect exposure to OpenAI “through Robinhood’s ownership stake in a special purpose vehicle.” (A special purpose vehicle, or SPV, is a subsidiary created by a parent company to isolate financial risk, per Investopedia.)

Related: Robinhood Strategies Could Be a Game-Changer for Young Investors

TechCrunch says that the token release “suggests Robinhood owns shares of an SPV that controls a certain number of OpenAI’s shares.” Meaning they are offering ownership of the vehicle that owns OpenAI shares, not direct OpenAI shares.

Robinhood’s help center further explains: “When buying stock tokens, you are not buying the actual stocks — you are buying tokenized contracts that follow their price, recorded on a blockchain. You can buy, sell, or hold stock tokens — but you cannot send them to other wallets or platforms at this time.”

If that’s confusing to you, perhaps this isn’t the investment opportunity for you. And if it makes sense, you might be part-robot.