What My First Failed Startup Taught Me — and How I Finally Got It Right 20 Years Later

They say timing is everything — and that’s a lesson I’ve learned the hard way.

Today, I’m building a startup I truly believe in. But the truth is, this journey didn’t start last year. It began more than 20 years ago — with a big idea, the wrong timing and some painful but necessary lessons that would shape everything I’m doing now.

How it started

In 2007, inspired by platforms like Craigslist and LinkedIn, I set out to bring a new kind of online platform to life. I had a strong concept, but not the technical skills to build it alone. So I partnered with a close friend who could fill that gap.

At first, we were excited. But over time, cracks formed — our visions didn’t align, our strategies drifted, and financial pressure mounted. Eventually, we had to walk away.

It was disappointing, even devastating. But I never stopped believing in the core idea. Instead, I paused to reflect on what went wrong, what I’d learned, and what I needed to do differently next time.

That reflection helped shape both who I am and how I operate today.

Related: When My Startup Failed, I Was Hopeless and Left in Tears. Here Are the Lessons That Helped Me Restart and Launch Three Successful Companies.

What I learned (the first time around)

• Learning never stops: Your best insights often come from others. Lean into your network — mentors, peers, even critics. Learning from others and sharing your own experience creates a powerful loop of growth.
• Be willing to adapt: Even with a great idea, you have to stay flexible. Whether you’re launching or scaling, being able to pivot when needed isn’t a weakness — it’s a survival skill.

Getting it right the second time

• Start with clarity: A shared vision is critical. Before launching, make sure you and your co-founder(s) are aligned on goals, roles, and long-term expectations. Misalignment early on will cost you later.
• Be honest with yourself and your team: Ask the hard questions up front: Why are we doing this? What problem are we solving? Who are we solving it for? If your answers don’t match, it’s time to regroup.
• Culture matters as much as code: Yes, you need technical talent. But you also need people who share your values, collaborate well, and grow with the company. Don’t underestimate cultural fit — it makes or breaks teams.

If you build it, will they come?

This time around, I approached things differently. I didn’t just assume the idea was good — I tested it. I asked:

Are we solving a real problem?
Does the market need this now?
What’s our unique value proposition (UVP)?
Why would anyone choose us?

Customer-first thinking became the foundation. Instead of building what we thought was valuable, we built what the market actually needed — and made sure our solution stayed relevant.

Getting tactical: what every founder needs to consider

• Do your homework: Understand your industry, track trends, study user behavior and know your competition.
• Create a strategy: Write a business plan. Forecast your finances. Know your funding options.
• Formalize the business: Register your company, get your EIN, licenses, permits, and build your legal foundation properly.
• Build the right team: Use your network to find people who align with your mission and culture.
• Sell the vision: Know your customer, refine your message and create a product or service they actually want.

Related: 10 Lessons I Learned From Failing My First Acquisition

Final thoughts

Be both sales-driven and market-aware. Know your audience — where they get information, what problems they face, what resonates with them. Your customer acquisition strategy should be informed by real data, not just instinct.

And most importantly, keep an open mind. Inspiration can come from anywhere — a conversation, a failure, a new connection. The more you listen, the more likely you are to spot those game-changing ideas.

Building something meaningful takes time. For me, it took over 20 years. But every setback, misstep and restart has made this journey — and this version of the startup — infinitely more grounded and more real.

Ready to break through your revenue ceiling? Join us at Level Up, a conference for ambitious business leaders to unlock new growth opportunities.

Nobody Was Talking About Nasal Breathing for Sleep Until This Former NFL Player Built a Brand Around It: ‘You Feel So Much Better’

As a former NFL player and lifelong high performer, Todd Anderson was obsessed with optimization. He’d tried every hack, supplement, and tool he could find. But when he began taking a closer look at sleep, he noticed a glaring gap in the wellness conversation.

That shift started when he began working with Dr. Jennifer Martin, a leading sleep researcher at UCLA. After learning he had mild sleep apnea, he began taping his mouth shut at night to encourage nasal breathing. The results, he said, “were life-changing.”

What began as a personal breakthrough soon turned into a mission. After experiencing the effects of nasal breathing firsthand, Anderson launched Dream Performance & Recovery, which enhances sleep through products such as mouth tape and nasal strips. He joined me on the One Day with Jon Bier podcast to talk about how he built the brand from scratch.

Learn on the fly

Anderson had no background in business, just a personal breakthrough and a drive to build. But that was just fine.

“I think if I had all the funding in the world, I probably would’ve done it the wrong way. Instead, we had to figure it out, build slowly, and then scale once we knew it worked,” he said.

With no outside funding, Anderson bootstrapped every step of the way. “We were writing checks every month, paying for all this stuff,” he said. “Because of that, I think it allowed us to learn at a really rapid pace.”

He points to a quote from Spanx founder Sara Blakely as his guiding principle: “Start small, dream big, and scale fast.”

The result was Dream Mouth Tape, then Second Wind Nasal Strips. One product keeps your mouth closed for improved oxygen uptake, and the second maximizes airflow into your nose.

Related: 5 Lessons I Wish I Didn’t Learn the Hard Way During My 20 Years in Business

Let the product speak for itself

In the early days, the team leaned heavily on Anderson’s own social following and podcast appearances. He accepted every opportunity he could: “I said yes to every event, every speaking thing, every podcast, and it ended up paying off.”

Awareness happened organically. On a 46-mile run through the Grand Canyon, Anderson brought the first prototypes of his nasal strips to the event. “Everyone tried them and they were blown away.”

That approach helped build a customer base that spread the word on its own. “When people do buy into it and they start sleeping better, and it does change their life… they tell everybody,” Anderson said.

Focus on retention

A major turning point came when Anderson moved manufacturing from overseas to the U.S. The goal wasn’t just faster shipping—it was better quality. “Our product got exponentially better,” he said.

In a low-trust category like wellness, consistency matters more than hype. “We had no choice but to get it right,” Anderson said. “If people didn’t come back, the business wouldn’t work.”

Related: 5 New Tech Products Worth Showing Off to Houseguests

Find the right partners

Eventually, Anderson found some heavy-hitting investors who believed in the product and could offer valuable branding expertise. “We brought on Sara Blakely and Jesse Itzler as pretty substantial partners,” he said. “They own a good chunk of the business.”

Blakely is the founder of Spanx and one of the most successful female entrepreneurs in history. Her husband, Jesse Itzler, is a serial entrepreneur, bestselling author, and part-owner of the Atlanta Hawks.

“Their values are lined up exactly how I would want to have my values lined up. And so knowing that’s how they operate, and then getting advice through that lens, I don’t think we could ask for anything better.”

Anderson is starting to see the cultural shift he hoped for. What once felt like a niche message is now gaining traction. “I think people realize it’s not about having the most hours in the day,” he said. “It’s about having the best hours in the day.”

Related: A Bad Business Partner Could Cost You Millions — Here’s How to Avoid a Toxic Partnership

Here’s How Much Google Software Engineers, Product Managers, and Data Scientists Make in a Year

How well does a leading tech giant compensate staff?

Amid the ongoing AI talent wars, Google is paying top dollar for talent in all areas, from software engineering to design. According to data from federal filings, obtained by Business Insider on Thursday, Google is paying software engineers a range of $109,180 to $340,000 in base salary. That’s comparable to the $120,000 to $480,000 made by software engineers at Meta.

Meanwhile, Google user experience designers can earn up to $230,000 while product managers take home salaries of up to $280,000. Research scientists on Google’s staff can make up to $303,000, while the highest-paid data engineers are compensated $175,000.

Related: ‘The Market Is Hot’: Here’s How Much a Typical Meta Employee Makes in a Year

The data comes from 6,800 filings Google submitted to the U.S. Department of Labor during the first quarter of the year. The tech giant has to submit work visa data to the federal government when hiring foreign workers through the H-1B visa program, which allows highly skilled employees to work in specialized occupations.

The filings are specific to base annual salaries and do not include signing bonuses, stock options, and other forms of compensation.

The data shows that Google compensates other roles as follows:

• Business Systems Analyst: $141,000 to $201,885
• Customer Engineer: $85,009.60 to $228,000
• Data Scientist: $133,000 to $260,000
• Electrical Engineer: $119,000 to $203,000
• Program Manager: $125,000 to $236,000
• Security Engineer: $97,000 to $233,000
• Technical Solutions Consultant: $110,000 to $253,000

While Google tries to keep salary data private and refrains from announcing figures publicly, other federal filings also offer a peek into the tech giant’s competitive compensation for employees. Google submitted a report to the U.S. Securities and Exchange Commission in April, which showed that a mid-level employee made $331,894 in 2024, a 5% increase from 2023.

The same document showed that Google CEO Sundar Pichai made over $10.7 million in 2024, or about 32 times more than the median employee.

Tech companies are competing for a limited pool of AI talent, leading to compensation packages that rival those offered to top executives. Meta reportedly poached former Apple engineer Ruoming Pang with an over $200 million pay package, and offered other major Meta hires for its new superintelligence team similar compensation.

At the end of 2024, Google’s parent company, Alphabet, employed 183,323 full-time workers. Alphabet was the fifth most valuable company in the world at the time of writing, with a market capitalization of $2.16 trillion.

For the full list of roles and salaries at Google for H-1B workers, click here.

Related: Here’s How Much a Typical Nvidia Employee Makes in a Year

How to Recover from a Bad Business Decision (and Rebuild Trust)

One of the first things you notice when you start working for yourself is that you work for yourself. It’s not just a motivational poster anymore. It’s you, alone, steering the ship. Every decision matters. Every mistake is yours. This realization can feel exhilarating — and terrifying.

Over time, you get better at managing the chaos. The panic subsides, and the wins get bigger. But the mistakes? They don’t stop. They just change shape.

I still remember standing up during an all-hands meeting at Nav, the company I co-founded, to reaffirm our commitment to equality across gender, race, and identity. I referenced our generous maternity leave policy as a proud example. A young dad in the back raised his hand. Calmly, he pointed out that our paternity leave was dramatically shorter. It hit me immediately: he was right. Without realizing it, we had built inequality into our policy.

Right there in the meeting, I made the call — we’d change the policy to make it equitable for all parents. It wasn’t a small move. It caused chaos in HR and finance. But it was the right thing to do.

The experience taught me something every founder eventually learns: it’s not whether you’ll make bad calls — it’s how you respond when you do.

Here’s a framework I’ve used and seen work repeatedly — for solo founders, small teams and even larger companies navigating costly missteps.

1. Own it — out loud

The instinct to hide or downplay a mistake is strong. Resist it. Whether it’s a pricing misstep, a bad hire or an ineffective product rollout, the fastest way to regain trust is to say: “I made the wrong call — and here’s what I’m doing about it.” Blame kills credibility. Accountability builds it.

2. Understand what actually happened

Look deeper than the surface. Was the decision based on incomplete data? A rushed timeline? A blind spot in your understanding of the customer? Map out not just what went wrong, but why. This is where long term growth happens — not just in cleaning up, but in preventing repeat mistakes.

3. Bring in real feedback

You don’t have to go through it alone. Talk to your team, customers or peers. Ask them what they saw. What would they have done differently? Mistakes are humbling, yes — but they’re also an opportunity to listen in a way you might not have before.

4. Fix what you can — fast

Not every mistake can be undone. But most can be softened. Offer refunds. Roll back changes. Update your policy or product. Even symbolic actions — like a personal message to an affected customer — can carry massive weight. The goal isn’t perfection. It’s restoration.

5. Document the lesson

Take 20 minutes to write down what happened and what you’d do differently next time. Share it with your team if you have one. You’re not just solving a short-term issue — you’re building a culture that’s resilient and self-correcting. That’s a huge advantage.

6. Refocus on what’s working

A mistake can knock you off balance. That’s normal. Once the cleanup is underway, shift your attention back to your strengths — what your customers love, what your team does best, what you know works. Recovery isn’t just about fixing the wrong move — it’s about re-centering on the right direction.

Mistakes will follow you at every stage of your business, whether you’re solo and scrappy or managing dozens of employees. The key is to treat each one like a checkpoint, not a dead end. If you can develop the habit of learning quickly, responding clearly and acting with integrity, those mistakes will actually build trust rather than erode it.

You may not be facing HR-level headaches yet. But that mindset — of owning your decisions, course-correcting fast, and staying human throughout — is one of the most powerful assets you can bring to the table.

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

The Best Domains Are Gone — But Here’s How Savvy Founders Still Snag Them

Getting a premium domain isn’t just a branding decision — it’s a strategic asset. The right domain builds instant credibility, drives trust and can drastically reduce long-term marketing costs.

The problem? The best names aren’t sitting around unclaimed. They’re owned, guarded and in high demand. And when they do hit the market, they’re often priced in the six- to seven-figure range.

That leaves founders with a choice: navigate the domain minefield alone or hire a broker who knows how to win high-stakes digital real estate deals.

Here’s why that decision matters — and how to approach it strategically.

What makes a domain “premium” — and why it matters

Premium domains are short, memorable, easy to spell and usually end in .com. Think Stripe.com, Tesla.com, or Voice.com. Some are exact-match keywords like Insurance.com, others are powerful brand names.

These domains aren’t just easy to remember — they signal legitimacy, authority and long-term vision. A great domain improves brand recall, boosts SEO, and lowers customer acquisition costs. That’s why companies often spend millions acquiring them.

It’s not just a name — it’s trust at first sight.

Related: A Great Domain Name Can Add Millions to Your Business — Here’s How to Get One (Even If It’s Already Taken)

Why founders struggle to secure premium domains

1. Premium domains are already taken: Unlike social handles, domains can’t just be claimed. Most of the best .coms were bought years ago — often by investors or companies who know their value and aren’t eager to sell.

2. Interest drives up price fast: If a domain owner senses a high-growth startup is interested, the price can skyrocket. Elon Musk famously paid $11 million for Tesla.com — but that deal would’ve cost far more had he negotiated directly without anonymity.

3. Poor negotiation can backfire: Without experience or leverage, founders risk signaling desperation. That can double the asking price — or kill the deal entirely.

4. Transfers are complicated and risky: Even after a deal is made, getting the domain safely transferred involves contracts, escrow and legal protection. One misstep can cost a fortune.

Why domain brokers give founders an edge

A great broker doesn’t just make introductions — they bring strategy, discretion and negotiating power.

• Off-market access: Top brokers often know about domains that aren’t publicly listed and can unlock private deals others can’t.
• Anonymity: Sellers don’t know who the buyer is, eliminating emotional markups or inflated expectations.
• Speed and structure: Founders don’t have time for slow back-and-forth. Brokers drive the deal, navigate seller psychology and close fast.
• Creative financing: From lease-to-own models to equity trades, brokers know how to structure win-win deals when cash isn’t the only currency.

What happens when you go it alone

Trying to acquire a premium domain solo often leads to:

• Overpaying by two to three times more due to inexperience or lack of anonymity.
• Losing the deal to faster, better-prepared buyers.
• Legal mistakes that put your money — or your domain — at risk.
• Settling for a second-tier domain that weakens your brand for years.

Related: 5 Unforgettable Lessons I Learned Spending $1 Million on a Domain Name

What to look for in a broker

If you’re hiring a domain broker, make sure they bring:

• A proven track record of high-value, successful deals.
• Transparent fees — no vague commissions or surprise markups.
• Industry access and relationships that open doors.
• Clear communication and experience with legal, escrow and brand protection.

In 2025, your domain is your identity

As AI, crypto and global e-commerce scale, digital real estate is becoming scarcer and more valuable. The best names are being scooped up by startups, holding companies and corporations with cash to spend.

If you’re building a serious business, don’t leave your domain strategy to chance. A great name can elevate your brand. The wrong one, or worse, missing out on the right one, can hold you back for years.

Smart founders treat domain acquisition like M&A: strategic, high-impact and worth getting right.

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

Here’s When the New Apple iPhone 17 and MacBooks Are Being Released

Apple is reportedly launching a slew of new products (iPhones, new iPads, a home device) in the first half of 2026, according to Bloomberg.

New MacBook Airs, reportedly with the code names (J813 and J815), may also be released at the time as a device for the home, which was first reported in fall 2024. The home device from Apple is expected to look like a square iPad and be around the size of two iPhones. It will also have wall-mounting capabilities and function as a smart command center for the home, with control over locks, lights, sprinklers, speakers, and other smart home appliances.

Related: Apple Is Making a Major Change to Its Operating Systems Across All Products. Here’s What We Know.

News of a super-thin iPhone 17 was first reported in January. It’s expected to be only 6.25mm thick, which is about 20-25% thinner than all available iPhone 16 models, according to MacRumors. That phone is expected to be released at Apple’s annual event in the fall. The iPhone 17e, which is being called the budget smartphone, is expected in the spring.

Apple did not comment to Bloomberg regarding the release dates.

MacRumors notes several products will be getting updated chips, including the MacBook Air and Pro (M5 chips), Apple Display, a low-cost iPad (faster chip), and the iPad Air (M4 chip).

Related: Apple Is Reportedly Creating New Foldable iPads and iPhones. Here Are the Details.

Why Your Old Marketing Tactics Are Killing Your Growth in 2025

Let’s cut to the chase: If you’re still clinging to marketing strategies from two years ago, you’re not just behind — you’re invisible.

Welcome to 2025. Algorithms have shifted, audiences have evolved and that old playbook? It’s a liability. After 25 years in the marketing trenches — leading campaigns that have scaled brands across industries — I can confidently say this: If your current strategy feels “safe,” it’s probably killing your growth.

It’s time to evolve. Here’s what’s working in 2025, what’s falling flat, and how to build a marketing strategy that survives today’s brutal digital battlefield.

The brutal truth about organic content: it’s not enough anymore

Meta’s organic reach on Facebook and Instagram? On life support. Blaming the algorithm won’t help. These platforms have gone full pay-to-play — your content needs backup.

Enter the Organic Plus approach: high-quality organic content amplified with paid media — not to sell, but to spark engagement. Visibility first. Then conversion. If you’re still in the “I don’t pay for ads” camp, expect your digital presence to flatline.

Good content without reach is like shouting into a void. Organic Plus hands your brand the microphone.

Related: 5 Telltale Signs These Outdated Strategies Are Killing Your Business (and How to Get With the Times)

AI fatigue? You’re going to miss the revolution

I get it. There’s a lot of noise around AI. But dismissing it because of one bad ChatGPT session? That’s like quitting the gym after a single burpee.

AI isn’t here to replace your marketing team — it’s here to equip them. From predictive analytics to customized content and streamlined workflows, AI is the ultimate assistant when trained right.

Clients have boosted performance by aligning AI tools with brand voice and business goals. Stop treating AI like a gimmick. It’s the smartest intern you’ll ever hire.

Video content is mandatory, not optional

TikTok, Instagram Reels, YouTube Shorts: short-form video is the internet’s dominant language. Still posting static graphics and long captions? You’re speaking Morse code in a TikTok world.

Here’s the kicker: it’s not about perfection. It’s about the point of view. Audiences crave authenticity — thought-provoking takes, behind-the-scenes grit and genuine personality. Filters and corporate scripts won’t cut it.

Especially on LinkedIn, where B2B audiences want relatable, human content. Sales pitches? No one’s watching. Real voices win.

TikTok is a goldmine — with landmines

TikTok can explode your brand awareness — but only if you play by its rules. Too many brands waste time and money throwing ads at users without a native content strategy.

Newsflash: TikTok users sniff out sales pitches faster than you can say “influencer collab.” If you’re not building community alongside paid strategy, you’re throwing money away.

Be authentic. Be fast. Be culturally fluent — or get ignored.

Email marketing isn’t dead. Yours just needs a lifeline

If your email campaigns aren’t delivering, the problem isn’t the medium—it’s you.

Email is quietly thriving. My agency generated over $47,000 from a single email campaign in 2024. No gimmicks. Just smart segmentation, compelling copy, and respect for inboxes.

In 2025, inboxes are sacred. Earn your place with value. Not spam. Not fluff. Not “just checking in.”

LinkedIn: still the B2B powerhouse — if you get real

If you’re still pitching cold, posting lifeless updates, or running buzzword bingo on LinkedIn, you’re done. Today’s LinkedIn is about genuine thought leadership—not TED Talks or ten-paragraph manifestos.

Real stories. Specific insights. A little vulnerability. That’s how you build trust and visibility where buyers pay attention. One client boosted outreach response rates to 75% just by ditching corporate speak and having real conversations. Try it.

Related: 5 Telltale Signs These Outdated Strategies Are Killing Your Business (and How to Get With the Times)

What needs to end in 2025

Here’s what I’m personally canceling this year:

• Spray-and-pray content: no strategy, no shot.
• Fake followers and vanity metrics: everyone can tell.
• AI-generated fluff masquerading as thought leadership: the world wants real POVs, not SEO soup.
• Obsession with likes over leads: impressions don’t pay bills. ROI rules.

The trends that actually matter

What’s worth your time and budget in 2025?

• Organic Plus: marrying visibility with ROI.
• Marketing automation: beyond emails into full-funnel personalization.
• LinkedIn content: that connects, not just converts.
• Video marketing: that makes people stop scrolling.
• Smart AI use: for audience insights, content repurposing, and scaling efficiently.

The final word: stop waiting for the algorithm to save you

If you’re clinging to old strategies, hoping for one more good quarter before you change, let me be the one to break it to you: that moment is gone.

2025 is not the year to play it safe. It’s the year to sharpen your edge, evolve your tactics, and take your message seriously.

Be human. Be strategic. Be relentless. Your brand’s survival depends on it.

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

Microsoft Executive Says Using AI Has Saved $500 Million in Productivity Costs, as the Company Conducts Mass Layoffs

Microsoft internally shared that it is using AI to save hundreds of millions of dollars, even as the tech giant lays off thousands of workers.

During a presentation to staff this week, which was leaked to Bloomberg, Microsoft’s Chief Commercial Officer Judson Althoff said that AI tools are helping workers be more productive across the board, from sales to customer service. For customer service workers, Althoff noted that Microsoft saved more than $500 million last year in call center productivity and boosted employee and customer satisfaction with the interactions.

Related: Microsoft Claims Its AI Is Better Than Doctors at Diagnosing Patients, But ‘You Definitely Still Need Your Physician’

As of January, Microsoft was on track to invest approximately $80 billion in AI infrastructure and other AI efforts for the fiscal year 2025. More than half of this investment is centered in the U.S. Microsoft’s most recent earnings, released in April for the quarter ending March 31, showed that revenue was $70.1 billion, up 13% year-over-year. CEO Satya Nadella attributed the results to “cloud and AI” growth.

On the sales side, Microsoft employees are using the company’s Copilot AI assistant to yield 9% more revenue by helping salespeople find more leads and close deals faster, Althoff said. However, Copilot has lagged behind ChatGPT in terms of mainstream adoption, drawing about 20 million weekly users globally compared to ChatGPT’s 500 million weekly users.

For software engineers, Althoff said that AI generates 35% of new code at Microsoft, shortening the time it takes new products to launch. Microsoft’s AI coding tool, GitHub Copilot, is a market leader, with 15 million users.

Althoff additionally stated Microsoft is generating tens of millions of dollars with a new effort to use AI to take over communication with smaller customers.

As Microsoft doubles down on incorporating AI into its daily operations, the company is laying off employees. Last week, Microsoft announced that it was cutting around 9,000 staff members, about 4% of its global workforce. In May, the company laid off 6,000 employees, cutting hundreds more in June.

In June 2024, before the recent layoffs, Microsoft reported having a total global workforce of 228,000 employees, with 126,000 located in the U.S.

However, Microsoft denies that AI has led to layoffs. According to Bloomberg, Microsoft’s main lawyer, Brad Smith, said on Wednesday that AI was “not a predominant factor” in recent job cuts.

Microsoft is one of the most valuable companies in the world, second only to Nvidia, with a market value of $3.71 trillion at the time of writing.

Related: Xbox Producer Tells Laid-Off Workers to Turn to AI For Advice If They’re Feeling ‘Overwhelmed’

Why Everyday People Are Becoming the Most Powerful Influencers for Your Brand

Celebrity endorsements and influencer marketing have long been staples of brand strategy. But in today’s digital landscape, authenticity and relatability are becoming far more valuable than fame. Consumers are tuning out polished ads and turning their attention to brands that reflect real stories — told by people who look and live like them.

That shift is changing how smart businesses build trust, market products and grow communities — and it’s opening the door to a more cost-effective, scalable and human-centered approach to influence.

The rise of real people in brand storytelling

There are far more everyday people in the world than celebrities, and those everyday people are now driving the next evolution of marketing. As advertising saturation increases, audiences crave authenticity. In fact, 86% of Americans say transparency from businesses is more important than ever.

That’s why more brands are moving away from curated influencer content and toward community-led marketing. They’re spotlighting real customers, user-generated content (UGC) and grassroots brand advocates to tell stories that resonate more deeply than high-gloss ads ever could.

Related: How Brands Can Embrace Authenticity in a World Craving Transparency

Why “smaller” influencers are driving bigger engagement

Enter the nano-influencer: a social media user with fewer than 5,000 followers — but often with the highest engagement rates of any tier. At 2.53% engagement, nano-influencers outperform mega-influencers by nearly triple (0.92%).

Brands are taking note. They’re shifting focus from high-budget campaigns to everyday content — reposts of customers’ testimonials, product use cases and genuine moments. It’s cheaper, more effective and fosters a more organic sense of trust.

Take Bumble, for example. Instead of flashy ads, the dating and networking app launched #FindThemOnBumble, a docuseries, outdoor, and experiential campaign that featured 112 New York City Bumblers and their real stories. The campaign achieved 15 million media impressions and reached 5.5 million people on Twitter alone. These relatable narratives showcase how the product fits into real lives, creating emotional buy-in without the hard sell.

Related: The Rise of Nano-Influencers: How the Smallest Voices are Making the Biggest Impact

How community is replacing the traditional “audience”

The old model of building a brand following — likes, comments, shares — is no longer enough. Today’s most successful businesses are fostering communities, not just collecting followers.

This means investing in more personal, participatory spaces: private social groups, live-stream events and digital forums where customers can connect, contribute and co-create. These environments build loyalty, offer valuable feedback loops and make customers feel like part of the brand journey.

Consider Lululemon. The brand doesn’t just sell apparel — it builds experiences. From local running clubs to wellness events, Lululemon creates space for its community to gather, then benefits from the authentic content they generate by simply showing up. The results speak for themselves, with a nearly 65% year-over-year growth rate of its Essential Membership program in North America, which is now home to 28 million members.

The marketing advantage you already have

You don’t need a Kardashian-sized budget to create meaningful brand buzz. What you do need is a way to make your customers feel seen—and a strategy to invite them to share their experiences. Proactive ways to build a strong brand community include:

Understanding what brand community success looks like

Ask yourself: Is creating a thriving brand community about engagement rates? Member numbers? Or is it the amount of user-generated content your brand community produces? Setting specific goals for your brand community is a key first step to shaping how it looks in the future.

Knowing your brand community

Find out where customers who fit your brand persona spend their time and what they discuss in those spaces. This will help inform how you target your community members and convince them that your brand community is worth investing their time in.

Using the right platform

Where is your brand community most likely to hang out? Depending on your target market, choose a place to host your brand community, whether it’s in an exclusive social media group, a brand app, or even a custom forum, where they can connect with like-minded people and access the benefits that come with being a part of the community.

Related: Tired of Trolls? Here’s Why Creators and Businesses Are Doubling Down on Private Online Communities

Providing incentives

What do your customers want from you that they can’t get elsewhere? A practical way to gain interest is to give people a reason to join your brand community by understanding their needs and providing them with benefits that meet them.

When real people tell real stories about how your business added value to their lives, the impact can be just as powerful as celebrity-backed ads — if not more so. It builds credibility, fosters emotional connection, and turns your customers into your most trusted marketers.

In a noisy digital world, the quiet power of authenticity stands out. Community-led marketing isn’t just a trend — it’s a long-term strategy. Businesses that center real people, encourage organic advocacy, and create space for honest stories will outlast those still chasing the influencer spotlight.

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With the Rise of AI and Social Media-Driven Search, How Can Businesses Adapt Their SEO Strategies?

We’re witnessing a pivotal moment in the evolution of search. Search engine optimization (SEO) has become more complex and dynamic than ever as Google’s Search Generative Experience (SGE) and other AI-powered summary tools become the face of the search experience.

With the rise of AI and social media platforms as primary search channels, traditional SEO tactics are falling short. If AI summaries become the new gatekeepers of online discovery, your brand’s visibility depends on more than just ranking on page one. You’ll need to optimize for how these algorithms synthesize, repurpose and favor content. That means prioritizing credibility, clarity and domain relevance.

In this regard, 2025 is shaping up to be a turning point. As the SEO landscape shifts, brands need to rethink everything from their domain strategy to their presence in AI-generated search results to stay competitive. Ultimately, if your brand isn’t seen as a clear expert in your field, you risk becoming invisible online.

Disappear or adapt: Why you need to invest in organic AI optimization

As AI-driven search continues to evolve, brands will face a choice: Invest in more intelligent, AI-optimized SEO or become increasingly overlooked in search results. Brands are confronting heightened competition for limited visibility within AI-generated results. In response, forward-thinking brands are approaching AI search as a distinct optimization channel.

This approach requires updating the website structure and content to align with how AI systems parse information. As a result, brands will want to make fresh content part of their SEO strategy. This involves regularly updating cornerstone pages, refreshing stats and maintaining an active publishing cadence because AI craves relevance and recency. On the technical side, they’ll also need to invest in optimizing their sites with structured data, schema markup and clear metadata to make content easier for AI models to understand, surface and cite.

Your domain name might be holding you back

One of the easiest ways to stand out in AI-generated search is by leveraging a strategic domain name. In an AI-powered ecosystem, short, descriptive and memorable domains can provide an edge by standing out, signaling relevance and credibility to both prospective customers and algorithms.

By adopting a domain closely aligned with the interests of your target audience, you’re helping generative AI search better identify the purpose of your website, while strengthening the authority and clarity of your services for AI.

Where social media search comes into play

Today, social media platforms like TikTok and Instagram are channels where people — especially Gen Z — begin their search journeys. Why? They want to see a product, hear about it and watch someone use it.

To meet this increase in social search, work to align your SEO, marketing and social media strategies around shared messaging and content. Starting this July, Instagram will allow public posts to be indexed by search engines. Brands that treat social media content as a standalone channel, separate from SEO, may miss out on this discoverability opportunity. An integrated, cross-platform strategy reinforces your authority across all discovery channels, AI included.

But here’s the wildcard: with more discussion around regulation and algorithm shifts, social media platforms are also becoming increasingly unpredictable. So what happens if platforms get banned for certain users or decline in popularity? Will more consumers default back to Google and Amazon? The answer isn’t clear, but one thing is: Those that align and optimize for visibility across all search channels will be better positioned for success.

The future of search revolves around clarity, credibility and relevance

At its core, SEO has always centered around making your brand easier to discover. But in this new age of AI and social-driven discovery, clarity, credibility and relevance matter more than ever.

That’s why businesses need to treat their digital identity and everything it touches — including their domain, content and brand messaging — as a holistic ecosystem. Your domain name should reflect who you are. Your content should prove what you know. And your online presence should signal relevance, credibility and authority to machines and humans alike.

The brands that thrive in this new search era will be the ones that adapt quickly, invest smartly and make their digital identities crystal clear.

Why Buying a ‘Second Home’ First is the New Way to Build Wealth — and Enjoy Free Vacations

Another day, another housing headline. It’s a seller’s market — no, wait, now it’s a buyer’s market. Interest rates are “sure” to come down, and yet… we’re still waiting. Prices are soaring…or is a looming recession threatening a market collapse? With forecasts flip-flopping and rates stagnant, it’s become nearly impossible to predict what’s next — and even harder to plan for it.

For those of us living in high cost-of-living cities, the reality is even more complicated. A recent study found that renting is now more affordable than buying in all 50 of the largest U.S. metros. For example, a mortgage in New York City is 53% more expensive than rent. And that’s just the monthly cost. In May, the median sold price of a Manhattan home was $1.4 million. Try saving up a down payment for that!

The classic “American dream” of owning a home has never felt more out of reach. So, a growing number of aspiring homeowners, myself included, are making an unconventional choice: we’re buying our “second home” first.

Related: Compass Sues Zillow Over Its Listings Being ‘Banned’ Online

Where the dream started

For me, the story began in Lake George, a glacier-fed lake tucked into the southern edge of the Adirondack Mountains. Located about three and a half hours north of NYC, I first visited the area 15 years ago when I started dating my now-husband. Every summer, we returned for our annual camping trip — swimming in the crystal clear water, grilling every meal and basking in the kind of silence you forget exists when you live in a city. Inevitably though, at some point during every trip, when we were missing modern indulgences like hot showers and electricity, I would always think, “Wouldn’t it be nice to own a house here someday?”

From “someday” to strategy

Flash forward to 2023. After nearly six years abroad in London, we returned to NYC due to an illness in the family. Buying a home in the city felt impossible: inventory was low, prices were eye-wateringly high, and competition was intense. Plus, we weren’t even sure if New York would be our “forever home” (a phrase I despise for its permanence).

Instead of saving for years to attempt to buy in the city, we purchased a vacation home near Lake George and kept renting our apartment in NYC. We found a four-bedroom, three-bathroom secluded chalet on more than six wooded acres, just a short drive from the water. The median home price in the area is $314,000 — a million dollars less than Manhattan.

After some light renovations and thoughtful upgrades, we listed the property on Airbnb and VRBO and were blown away by the results. In our first year alone, we were booked for only 90 nights. And yet, that was enough to cover all of our annual costs, contribute to savings and fund capital improvements.

Related: Airbnb’s Pricing Is About to Look a Lot Different

A home that pays for itself

Unlike a primary home, where you alone are responsible for the mortgage, we now had rental revenue to cover the cost. Second home mortgages allow you to put as little as 10% down, a down payment goal that can feel more manageable given the lower average purchase price. And a 0% interest credit card allowed us to furnish the place, which we paid off once the bookings rolled in. We’re simultaneously building equity and enjoying the upside of appreciation, with comps in the area suggesting our home’s value has already increased by 15% in just two years.

Free vacations, real wealth

When our home isn’t booked, it’s ours to enjoy — a place to gather with family and friends. Not to mention, a peaceful escape from the chaos of city life. It’s flexible, it’s fulfilling and it doesn’t require us to be tied to one place forever.

Long weekends away in a place that’s already paying for itself is more than a perk — it’s a paradigm shift. While return-to-office mandates may dominate headlines, the reality is more nuanced, with 27% of U.S. employees still fully remote and 52% hybrid. That means that more than three-quarters of employees have some type of location flexibility. With more malleable schedules, people are reevaluating how they want to live — and more importantly, how they want to invest their money and their time.

A first step toward entrepreneurship

This wasn’t just a real estate decision — it was a lifestyle choice. A mindset shift. Managing a short-term rental taught me how to think like an entrepreneur: from pricing strategy and branding to vendor management and guest experience. I built systems, learned from mistakes, and optimized the property as both a personal retreat and a revenue stream.

enjoyable

Why AI and Blockchain Are About to Transform the Way We Talk About Compliance

Any fintech founder will tell you that compliance is important — that’s because it is. But in today’s world of unparalleled financial innovation, whole new currencies, entirely new payment methods and borderless money, compliance is not nearly the most exciting topic.

For money to move, however, it needs to be compliant. Whether we like it or not, compliance is a necessary consideration that, if done incorrectly, could result in hefty fines.

It’s, therefore, no surprise that organizations continuously find ways to delegate compliance responsibility. Realistically, this is where most major banks that have received headline-worthy fines for non-compliance have faltered. It’s also no surprise that, as an industry, we’ve found ways for AI to streamline these processes for us.

The fact of the matter is that compliance is made simpler through the integration of artificial intelligence technology. But the real promise of compliance innovation isn’t just the application of artificial intelligence; it’s the integration of blockchain technology and tokenization — technology that isn’t being widely used yet in the traditional finance industry.

Related: How AI Revolutionizes Compliance Strategies, Shifting Them From Reactive to Proactive for Global Success

Achieving compliance with AI

When you boil fintech compliance down to its fundamental principles, it rests on thorough AML (anti-money laundering) and KYC (know your customer) screenings. These protocols have been in place since the dawn of financial record-keeping requirements in the 1970s and have been compulsory for organizations ever since.

AML and KYC processes involve heavy levels of paperwork; rigorous background checks are required of banking customers and vendors, and a meticulous eye on transaction activity must be maintained constantly to make sure no suspicious or illegitimate activity is processed.

It’s these tedious and time-consuming processes that are the most automatable through the application of AI. AI models are able to detect anomalies in transaction activity on a 24/7 basis to quickly flag and respond to suspicious activity. The promise and realization of real-time compliance monitoring have a positive impact on fintech’s ability to keep up with compliance requirements. A diversion away from reliance on human monitoring leaves much less room for error and saves company resources, too.

AI is also able to efficiently cross-reference user applications with requirements and provide the necessary approvals for customers to be onboarded quickly. More than that, when routine re-verification is required, AI is able to automate this to facilitate KYC renewal checks automatically — streamlining the process and fulfilling the requirement in the background.

The next level of compliance

But if we look even beyond AI, there’s a new and exciting wave of compliance technology on the horizon that will further transform the way fintechs and broader industries are able to follow compliance requirements. Blockchain technology, as it continues to revolutionize finance as we know it through the advent of regulated stablecoins, CBDCs and broader cryptocurrencies, will eventually infiltrate wider operations in the fintech sector, including compliance.

It’s the core principles of blockchain technology, such as tokenized information, immutable ledgers and private/public cryptography that make it such a game-changer for compliance.

The concept of tokenization doesn’t just apply to assets; tokenizing information allows companies to translate personal identifiable information (PII) — critical information for the KYC and AML screening process — into encrypted code, which can be shared between financial organizations and vendors as a means of verifying someone’s identity and therefore the transaction.

The benefit of tokenizing the information is that personal information can be verified from one organization to another without revealing PII. It removes the need for constant data-sharing requests while preserving the data’s privacy and integrity.

Related: 6 Ways Automation Can Eliminate Your Company’s Compliance Risks

All of this is performed on an immutable ledger. That is, a record that is unchangeable and permanent, a hallmark of transparency that complies with requirements for regulatory oversight and audit processes. The digitization of this ledger propels financial institutions out of manual record-keeping processes and into a world where transaction information is more standardized, accessible and transparent.

This technology is already being implemented today and will continue to redefine how organizations treat and achieve compliance moving further into the future. AI and blockchain technology in themselves drive significant impact on facilitating compliant transactions, and together, the benefits scale dramatically.

When we think of compliance, many people still think of a drawn-out, tedious process, but AI and blockchain technology will soon say goodbye to that perception, ushering in a new era of efficiency, accuracy and automation — and it’s about time.

Adapt or Fade — What Growing Companies Need to Know About Staying Relevant

Historically, expansion has been linked to growth. Expanding meant increasing employment, adding locations and increasing square feet. Lasting growth has more to do with staying relevant than simply expanding. That means really listening to your customers, making smart, timely adjustments and shaping your operations around meeting their needs.

Conditions in the market today change rapidly. Just keeping up isn’t the problem. It’s to remain relevant. This requirement calls for having a flexible framework, a constant goal and a clear understanding of when and how to adjust. When those conditions are met, development becomes a natural consequence rather than the main goal.

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

Pay attention to what the market is actually asking for

Consumer behavior is ever-changing, often in subtle ways. People may undergo sudden shifts in their priorities, purchasing patterns and views. I’ve learned not to wait for general trends to confirm a shift. Early warning signs often show up as small but steady changes in customer behavior, such as a question starting to appear more frequently in customer evaluations.

I’ve discovered that making judgments based on the evidence produces better results than making assumptions in response. It takes a disciplined approach to observation to achieve this. Instead of chasing change, companies may stay ahead of it by monitoring not just what sells but also why it sells and how those reasons change over time. Paying careful attention to what is occurring right now is more important than speculating about what could happen next.

Surveying customers on occasion is just one aspect of being connected to them. It involves keeping the conversation going and continuing to be interested in the factors that led to their choices. This approach often uncovers needs that were not immediately obvious. And the response is more likely to be strong and persistent when those demands are well thought out.

Evolve your offerings without abandoning your core

Adapting to a changing market doesn’t mean starting from scratch. It entails knowing which aspects of your service are prime for development and which are fundamental. Companies that can make strategic changes without confounding their target audience are the ones that stay relevant over time.

I’ve found that adding additional income streams to an existing structure is one of the best tactics. Such changes might include additional distribution channels, formats, or service additions that complement the main product rather than taking its place. Without compromising concentration, these layers provide versatility.

More often than not, it entails modernizing value delivery while maintaining its essential characteristics. Customers often welcome these modifications as indications of progress rather than interruptions when they are implemented with consideration.

It’s crucial to understand, however, that not every fresh opportunity fits your path. Something doesn’t always fit in your plan just because it’s popular. Discipline is necessary for strategic adaptability, and discipline requires understanding boundaries.

Build an infrastructure that supports agility

Simply wanting to be nimble is insufficient. Infrastructure that permits mobility without losing momentum is essential for businesses. Developing systems that are simple to test, learn, and modify is the first step, in my experience. The capacity to get feedback fast and respond to it carefully is crucial, whether experimenting with a new product or changing a distribution method.

It is not a sign of instability to be nimble. It entails constructing a solid base that can withstand change. Making judgments becomes safer and more informed when systems are configured to assess performance in real time. Teams can react to changes with confidence because of this harmony between speed and structure.

Agility-focused organizations are often better positioned to expand on concepts that become effective. By maintaining their integrity while being slim in the appropriate places and based on the correct values, they provide room for experimentation.

It’s not about having endless resources. It’s about having the right framework in place to deploy resources effectively. That makes space for both innovation and consistency, two qualities necessary for sustained relevance.

Related: I Fired My Smartest Employee — and It Was the Smartest Thing I Ever Did

Strategic growth is earned, not chased

Growing quickly and growing successfully are two different things. Aligning your purpose, operations, and offerings will result in the most robust growth. It is not by accident that such alignment occurs. It is constructed by deliberate decision-making.

Following the newest trends or trying to duplicate the success of others quickly might be alluring during uncertain times. Relevance, however, cannot be copied or inherited. It’s acquired by a deep comprehension of your clients’ identities and needs.

The first step to sustainable development is clarity. Knowing its values allows a business to change without becoming lost. Without jeopardizing the trust it has established, it may change its operating methods, investigate new channels, and improve its services.

Relevance isn’t just about being seen. It’s about being understood. And in a crowded, fast-moving market, that kind of understanding is one of the most valuable advantages any organization can cultivate.

Manhattan Co-op Board Denies Cash Offer in the Millions From a Top Influencer — Even in This Real Estate Market

ESPN calls her “one of the most famous names in sports.” She has more than five million Instagram followers and eight million followers on TikTok. She was one of the first NCAA athletes to capitalize on the new NIL rule, which has helped the 22-year-old amass a reported net worth ranging anywhere from $6 million to $10 million.

And Manhattan co-op boards could not care less.

Related: Home Sellers Now Outnumber Buyers in Record Numbers. Here’s What It Means for Home Prices.

In a TikTok video Wednesday, which has been viewed more than two million times, influencer and former LSU gymnastics star Olivia “Livvy” Dunne says she was rejected after making an all-cash offer on a three-bedroom, two-and-a-half-bath apartment.

“A few months ago, I decided I was going to make my first real estate purchase,” Dunne says in the video. “But the gag was, it was Babe Ruth’s apartment. I was going to pay in cash, I wanted this apartment bad.”

@livvy I’m just disappointed that’s all? #foryou #nyc #baseball #baberuth #apartment ♬ original sound – Olivia Dunne

The apartment, located at 345 W. 88th Street #7B, in Manhattan’s tony Upper West Side, is currently listed at $1,595,000 (monthly maintenance fees are $4,262) and has some extra-special professional athlete pedigree.

“Babe Ruth slept here!” the listing reads. “Own a piece of New York City sports history in this expansive three-bedroom, two-and-a-half-bathroom co-op once owned by the Yankees’ Sultan of Swat.” Babe Ruth is considered to be one of the greatest professional baseball players of all time (perhaps the greatest).

Dunne says she even hired an interior designer so she wouldn’t be bringing her “college furniture to Babe Ruth’s apartment.” But a week before she was supposed to get the keys, she got the call that “the co-op board denied me.” She speculated that the board didn’t want a public figure living there. A real estate agent told CNBC that co-op boards don’t have to give a reason why they reject potential buyers.

Related: Zillow Predicts These 10 Places Will Have the Hottest Housing Markets in 2025

The listing says it was under contract on May 9 (now we know Dunne was the buyer) before being relisted on June 18.

Living in an apartment that the listing calls a “special New York City sports landmark” would certainly appeal to Dunne and her boyfriend, MLB pitcher Paul Skenes. The “Great Bambino” was a pitcher, after all.

But baseball fans, who tend to be superstitious, might look at the rejection in a different way: Maybe they just avoided the Curse of the Bambino part two.

“Don’t try to live in a co-op,” Dunne said.

Own Office 2021 and Windows 11 Pro for Only $44.97

More than 60% of small-business owners say that investing in technology directly improves their profitability, according to Deloitte. From productivity software to secure operating systems, choosing the right digital tools can significantly streamline operations and cut costs—especially when those tools come without a recurring fee.

Enter the Ultimate Microsoft Office Professional 2021 for Windows: Lifetime License + Windows 11 Pro Bundle. This package has a regular price of $418.99 but is now just $44.97—an 89% discount—making it an attractive opportunity for budget-conscious professionals.

Say goodbye to subscription fees for two essential Microsoft platforms—for life

Office Professional 2021 includes eight powerful desktop applications—Word, Excel, PowerPoint, Outlook, OneNote, Publisher, Access, and Teams (free version). The cornerstone for workplace productivity, whether you’re building financial models in Excel, designing polished proposals in PowerPoint, or managing communications through Outlook, this bundle delivers powerful, offline-ready tools that professionals around the world rely on every day. Best of all, you own it outright—no monthly fees, and no forced updates that disrupt your workflow.

On the operating system side, Windows 11 Pro is built with business users in mind. It brings enhanced security, advanced encryption, and improved performance suitable for both productivity and creative work. IT highlights include advanced tools like BitLocker device encryption, Remote Desktop support, and Hyper-V virtualization. It also adds domain join and group policy management, making it far more adaptable for business networks or IT-managed environments. The refined UI is truly designed to boost focus and productivity, with better window snapping, and virtual desktops.

A few limitations to keep in mind: this deal is for one Windows device only, and Office 2021 won’t receive future feature updates like Microsoft 365 does. But if your priorities are cost, stability, and ownership, it’s a solid investment—and a smart way to keep your tech budget working harder for your business.

Get the Ultimate Microsoft Office Professional 2021 for Windows with a lifetime license and Windows 11 Pro for $44.97 (reg. $418.99) now until July 20 at 11:59 p.m. PT.

StackSocial prices subject to change.