April 2025

Most founders have zero interest in becoming celebrity CEOs — in fact, many of us actively avoid it. Yet, the personal branding industry has been projecting the same message for years: Be the face of your industry, become the #1 name everyone recognizes, and build your personal platform above all else.

This advice is everywhere, and it’s become the dominant narrative.

But here’s what I’ve discovered working with high-level CEOs and founder-CEOs: Many of us want the exact opposite. We want our company to be the industry-dominating name, not ourselves. We’re building organizations designed to outlast our tenure, not personal platforms dependent on our presence.

The great news is that founder branding can effectively support business goals without requiring ego-driven visibility. There’s a more nuanced approach that serves both the leader’s comfort level of spotlight tolerance and the company’s strategic objectives.

Related: Why Personal Branding Is Crucial for CEOs in Today’s World

The CEO’s perspective: Why they don’t want to be “the face” of the business

For established business leaders, the resistance to becoming “the face” of their company isn’t about the imposter syndrome — it’s a reflection of their strategic mindset.

Many are building with an exit in mind, and they know that being too personally synonymous with the organization’s brand makes the business less “exitable.” Others have already “made it” both financially and professionally, and they don’t need the validation of being recognized everywhere they go. Their ego isn’t tied to fame; it’s tied to impact, longevity and legacy.

This stands in stark contrast to how personal branding is typically pitched. Most branding gurus conflate visibility with value, suggesting that more recognition automatically equals more business success. But seasoned founders prioritize business leverage, not spotlight. They’re looking for strategic ways to elevate their companies without putting themselves center stage.

The business goal: Making the company the industry leader

Arguably, every visionary CEO shares one fundamental objective: positioning their company as the most trusted name, the go-to provider and the undisputed industry authority. Most don’t see how executive branding connects to that goal. And yet, in today’s business landscape, leveraging your thought leadership — and the expertise of your leadership team — is the most powerful path to establishing your company as a category leader.

Related: The 3 Biggest Mistakes CEOs Make With Their Personal Brand (and How to Turn Those Mistakes Around)

Thought leadership as the bridge

The lever that transforms companies into industry-dominant leaders is strategic thought leadership, and it works for several compelling reasons:

• People trust people faster than they trust companies

• It’s easier to build a following around a person than a logo

• Human storytelling converts faster than corporate messaging

These principles remain true whether the person is seeking fame or simply sharing valuable insights.

This dynamic is even more pronounced now, in the age where AI Optimization (AIO) is replacing traditional SEO:

Search is shifting from keywords to questions — and AI engines pull from people with recognized expertise, not anonymous corporate pages. AIO increasingly favors named thought leaders with established digital authority. The credibility of a company is now tightly linked to the public contributions of its human leaders.

A company’s findability and trustworthiness are now connected to its leaders’ public contributions, whether those leaders seek personal recognition or not.

How executive branding elevates the company

The transfer of authority from executive to company happens through several key mechanisms:

Authority transfer: When a credible CEO speaks or publishes, the company’s credibility rises in tandem. The market recognizes the organization’s authority through the leader’s contributions, without necessarily focusing on the person themselves.

Searchability boost: Search engines and AI platforms increasingly prioritize content with recognized thought leadership, creating a direct connection between executive insights and company visibility.

Media and partnership opportunities: Journalists, podcast hosts and event organizers want humans to interview and feature, not faceless brands. A CEO with a clear point of view opens doors for the entire organization.

Talent acquisition: Top talent is attracted to visionary leadership, not just job listings. Seeing the thinking behind the company makes A-players want to join the team.

Investor confidence: Executive visibility signals confidence, clarity and momentum — all crucial factors when securing funding or navigating acquisition talks.

I’ve watched transformation happen across multiple verticals. When a founder establishes subject matter expertise and thought leadership, it becomes a transformational marketing lever for their organization. Their ideas attract not only clients but also top-tier talent who want to be part of something intellectually substantial.

And this doesn’t require being “everywhere.” The narrative of creating content every single day on every single platform is completely impertinent to CEOs who are looking to grow their businesses rather than their fame. Instead, you need to build a strategic presence and consistent contribution in carefully selected channels. Naturally, for a company to be seen as a category leader, it starts with someone saying something worth hearing — and that voice often belongs to the CEO and his or her executive team.

Related: Why Harnessing the Power of Your Personal Brand Will Transform Your Business

Lead the industry — without the spotlight

The right kind of personal brand supports a company’s rise to the top without requiring ego-driven visibility. This shift in mindset will become apparent to your stakeholders vis-à-vis the type of topics you align yourself with (thought leadership vs. lifestyle), the platforms you choose to build visibility on (LinkedIn and industry events vs. TikTok) and the KPIs you choose to track (your organization’s industry ranking and conversations open vs. social media likes).

So, how do you actually do this? Here’s the strategy:

1. Selective visibility: Choose specific contexts where your expertise matters most — select industry publications, niche podcasts, targeted speaking engagements — rather than broad exposure.

2. Focus on ideas, not personality: Structure your content around concepts, frameworks and insights rather than personal stories exclusively. Humanizing content and storytelling are important, but they cannot be a standalone piece of your brand-building strategy.

3. Strategic delegation: As your content gains traction, selectively bring in other voices from your leadership team to further separate the company’s expertise from any one individual. This is a key and usually overlooked piece by CEOs. If you want to ensure that you do not inadvertently become your organization’s spokesperson, involve your key leaders in building their own thought leadership in tandem with you developing yours.

Founder branding isn’t a binary choice between invisibility and celebrity. It’s a strategic tool that, when leveraged with intention, builds your company’s authority. Approaching your brand building strategically is crucial to ensuring that you meet the goal of positioning your company as an industry leader, rather than having yourself be perceived as a spotlight-seeking influencer-in-the-making.

The most effective reframing of executive branding is understanding that your goal is not to become an influencer. It’s about becoming an instrument for your company’s growth and industry dominance.

I’m a chief marketing officer, I always seek strategies to give my campaigns an edge. Over the last few years, I’ve been diving into hypertargeting more and more, a term that’s buzzing around the digital marketing world lately. It promises precision, personalization and potentially higher returns — but is it worth integrating into my marketing plan?

To figure that out, I’ve broken it down: what hypertargeting is, how it can help and a step-by-step process I’ve developed to analyze whether it makes sense for my goals. Here’s what I’ve learned and some practical insights on platforms that could make it work for hypertargeting.

Related: 5 Strategies That Helped Me Achieve 10x Returns on My Marketing Efforts

What is hypertargeting?

Let me start with the basics. Hypertargeting is a marketing strategy that takes targeting to the next level. Unlike traditional broad-segment approaches — think “women aged 25-45” or “small business owners” — targeting zooms in on hyper-specific audience niches using detailed data. It’s about delivering tailored messages to individuals or small groups based on their behaviors, interests, demographics and even real-time actions, like where they are or what they’ve just searched online.

For example, instead of targeting all fitness enthusiasts, I could use hypertargeting to reach “30-35-year-old women in Seattle who run marathons and follow plant-based diets.” The granularity is what sets it apart. It leverages data from social media, browsing history, purchase patterns and even location-based tech to craft ads that feel almost eerily personal. The goal? Relevance. When my message hits the right person at the right time, engagement — and conversions — skyrocket.

How does it help?

So, why should I care? Hypertargeting offers some compelling benefits that align with my pursuit of efficiency and impact. First, it boosts relevance. If I’m selling premium running shoes, I’d rather talk directly to marathon runners than blast a generic ad to anyone who’s ever stepped into a gym. This precision cuts through the noise of today’s overcrowded digital landscape.

Second, it improves ROI. I’m not wasting dollars on people who’d never buy by focusing my budget on a smaller, highly qualified audience. I’ve seen campaigns where broad targeting eats up ad spend with minimal returns — hypertargeting flips that script. It’s like switching from a shotgun to a sniper rifle.

Third, it drives personalization, which customers crave. Studies show that 80% of consumers are more likely to buy when brands offer personalized experiences. Hypertargeting lets me craft resonating messages — like offering a discount on vegan protein powder to that Seattle runner right after she finishes a race. That’s not just marketing; it’s a conversation.

But it’s not all sunshine. There’s a flip side: hypertargeting requires robust data, technical know-how and sometimes a higher upfront cost. Plus, I might miss out on broader growth opportunities if I get too narrow. So, how do I decide if it’s right for my plan? Here’s the step-by-step process I use to analyze it.

Related: The Step-By-Step Guide to Finding Your Niche and Target Market

Step-by-step: Analyzing if hypertargeting makes sense

Step 1: Define my goals

Before I jump in, I clarify what I’m aiming for. Am I launching a new product and need early adopters? Boosting brand awareness? Driving sales for a niche offering? Hypertargeting shines for specific, conversion-driven goals — like selling to a small, defined group with a clear need. If my goal is broad reach, say for a mass-market product like soda, it might not be the best fit. I jot down my KPIs: conversions, click-through rates or cost-per-acquisition. These will guide my decision.

Step 2: Assess my audience data

Next, I dig into the data I have. Hypertargeting thrives on specifics — demographics, purchase history and online behavior. I check my CRM, website analytics and social media insights. Do I know enough about my customers to segment them into tight niches? For instance, if I’m marketing a luxury skincare line, can I identify “40+ women in urban areas who’ve bought anti-aging products in the last six months?” If my data is thin or generic, I might need to invest in collection tools, like surveys or a pixel on my site, before hypertargeting works.

Step 3: Evaluate my product or service

I ask: Is my offering niche or broad? Hypertargeting excels for specialized products with distinct audiences — high-end tech gadgets or boutique fitness classes. If I push something universal, like toothpaste, casting a wider net might make more sense. I also consider the customer journey. For high-consideration purchases (e.g. a car), hypertargeting can precisely retarget interested prospects. For impulse buys, it might overcomplicate things.

Step 4: Analyze past campaign performance

I pull up my last few campaigns. Where did I see success? If broad ads underperformed — low engagement, high bounce rates — it’s a sign my audience wasn’t connecting. But if I’ve got a campaign that nailed a specific segment (say, a 20% conversion rate from an email to loyal customers), that’s a green light for hypertargeting. I compare cost-per-click and conversion rates across segments to spot patterns. Data doesn’t lie — it tells me where precision could pay off.

Step 5: Test my budget and resources

Here’s the reality check: hypertargeting can get pricey and complex. I look at my budget — can I afford platforms with advanced targeting options? Do I have the team or tools to manage it? Small campaigns might not justify the effort, but if I’ve got a decent ad spend (say, $5,000+ monthly), I can test it. I also assess my tech stack. Platforms like Google Ads or Meta Ads Manager require setup and monitoring — am I equipped for that?

Step 6: Run a small test

If I’m leaning toward yes, I don’t go all-in. I start small. I pick one product, define a hyper-specific audience (e.g. “25-30-year-old remote workers who’ve searched for ergonomic chairs”), and launch a $500 campaign. I track results over two weeks — clicks, conversions and cost-per-acquisition. If it outperforms my baseline metrics by 20% or more, I’ve got proof of concept. If it flops, I tweak the segment or reconsider.

Step 7: Scale or pivot

Based on the test, I decided. If hyper targeting delivers, I scale it — more segments, bigger budgets, refined messaging. If it’s a bust, I pivot back to broader tactics or shore up my data first. It’s all about iteration. Marketing’s a living thing — I adapt as I learn.

Related: Your Marketing Strategy Needs an Overhaul — This Approach Is What Separates Successful Campaigns From the Rest

Platforms that can help

If I decide to go for it, I’ve got options. Here are the platforms I lean on:

• Google Ads: With its keyword targeting, location-based options and remarketing, I can target users based on search intent or past site visits. This is perfect for catching people in decision mode.
• Facebook/Instagram Ads: Meta’s ad platform is a goldmine of interests, behaviors and lookalike audiences. I can target “dog owners who like hiking” with frightening accuracy.
• LinkedIn Ads: Are unmatched for B2B. I can zero in on job titles, industries and even company size — ideal if I’m pitching to “marketing directors at tech startups.”
• Amazon DSP: If I’m in ecommerce, this lets me target shoppers based on their browsing and buying habits, even off Amazon’s site.
• Programmatic ad networks: Tools like The Trade Desk offer real-time bidding and cross-channel precision. They are pricey but powerful for big campaigns.

Should I use it?

After walking through this, I see hypertargeting as a tool — not a silver bullet. It’s perfect when I have a clear niche, solid data and a goal for conversions or loyalty. For my luxury skincare line, it’s a no-brainer — I’ll target affluent women with proven interest. But I’d stick to broader strokes for a mass-market product launch until I refine my audience.

The real question is balance. Hypertargeting can supercharge my plan, but I won’t let it box me in. I’ll keep testing, blending it with other tactics and watching the data. As a marketing exec, my job is to stay agile, and hypertargeting is just one weapon in my arsenal. If it fits your goals, give it a shot. The results might surprise you.

Starbucks wants the green apron to be the star of the show.

Starting May 12, Starbucks is “evolving” its dress code in all stores that will allow its “iconic green apron to shine,” the company announced on its blog.

The new “simplified color options” will “create a sense of familiarity for our customers, no matter which store they visit across North America,” the company wrote.

Related: ‘We’re Not Effective’: Starbucks CEO Tells Corporate Employees to ‘Own Whether or Not This Place Grows’

Since taking over as CEO in September 2024, Chief Executive Brian Niccol has implemented a slew of changes to improve lagging sales. This includes cutting 30% of its menu, adding new directives like making coffee in under four minutes, and writing customers’ names down with Sharpies on their cups.

What Is the New Starbucks Barista Dress Code?

Starbucks is calling the new dress code a “more defined color palette,” which means a solid black (only) crewneck, collared, or button-up shirt in either short and long-sleeves.

For bottoms, crewmembers can wear “any shade” of khaki, black, or blue denim. The company said it is also making a new line of company-branded T-shirts that will be “available to partners, who will receive two at no cost.”

The AP notes that in 2019, Starbucks began allowing one facial piercing for its front-facing employees, and that still stands with the new dress code.

Starbucks has more than 40,000 stores worldwide, with 16,941 in the U.S. The company has used the green apron as its symbol since 1987.

Related: Starbucks Is Limiting Mobile Orders to Reclaim the Coffeehouse’s ‘Connection’ With Customers

Big Tech companies may not say outright that AI is replacing people, but one tech investor is — and he says two professions, in particular, should watch out.

“Big companies talk about, like, ‘AI isn’t replacing people, it’s augmenting them,'” said Victor Lazarte, general partner at venture capital firm Benchmark, on a recent episode of the podcast “The Twenty Minute VC.”

“It’s bulls—t,” Lazarte said. “It’s fully replacing people.”

Lazarte said that two professions should be especially wary of AI: lawyers and recruiters.

He explained that within the next three years, AI will be able to take over the busy work in law, which often falls to recent law school graduates. On the recruiting side, Lazarte predicted that AI would take over interviewing candidates.

“There’s not going to be that many things” that AI can’t do, Lazarte said.

Related: A 74-Year-Old Needed a Lawyer, So He Used an AI Avatar in Court. It Didn’t Go Well.

The legal industry is already using AI tools. Earlier this week, legal tech startup Libra, which supports more than 3,000 lawyers and 150 law firms, updated its AI to help with every step of daily legal work, from research to review. Last July, the American Bar Association listed Claude, ChatGPT, Gemini, and Copilot as its top four tools for AI professionals.

AI has noticeably improved the quality of legal work, too. A March study from researchers at the University of Michigan Law School discovered that AI can improve how well law students put together legal analyses. Study participants found that the quality of their legal work improved by up to 28% with AI.

Meanwhile, law firms are racing to adopt AI. A Thomson Reuters study from July 2024 surveyed 2,200 professionals and C-Suite executives globally and found that law firms listed AI as their top strategic priority.

Related: Jack Dorsey Says Intellectual Property Law Shouldn’t Exist, and Elon Musk Agrees: ‘Delete All IP Law’

On the recruiting side, firms are using AI to automate hiring. While Jobscan research notes that 99% of the Fortune 500 companies use AI to filter applicants, its influence reaches farther than just the initial stage of applications. A Resume Builder survey found that in 2024, over 40% of companies used AI to conduct interviews and “talk” to candidates. The AI screenings have taken some candidates by surprise.

Meanwhile, startups are busy exploring the AI recruiting market. OptimHire, an AI recruiting startup that finds candidates, conducts interviews, and schedules calls, raised $5 million in seed funding last month.

Another small AI recruiting startup, ConverzAI, raised $16 million in a Series A round in January to create virtual recruiters. Bigger startup Mercor, which uses AI to screen resumes and match candidates, raised $100 million in a Series B round in February. Mercor counts OpenAI as part of its client base.

Lazarte said that AI might replace jobs, but it also has the potential to help start new companies.

“You’re going to have these trillion-dollar companies being done by very small teams,” he predicted.

Benchmark has backed companies including Asana, Snap, and Uber.

When you ask someone about their career and job, they can easily explain what they do and how they do it, but if you ask them why they do it, many struggle with the answer. Knowing your “why” should serve as the foundation and be clearly defined, as it provides a powerful purpose.

Embracing your “why” can have a tremendous impact on your life, business and success as it not only helps attract the right clients but also can boost company culture and lead you on the path to sustainable growth.

Related: The Power Of Finding Your Why

Attracting the right clients

Many businesses and leaders feel they should serve and be open to every interested person or client who presents themselves. However, not every client is the right fit for your business. When you keep your purpose and “why” front of mind, it helps naturally attract clients who align with your values and beliefs, while discouraging others who aren’t a right fit. This alignment saves time and efforts spent on meaningless meetings, proposals, etc., which allows you and your team to focus on delivering top results to the right clients.

Think back about difficult clients you’ve experienced — maybe they question your costs, approach and methods, or push the limits when it comes to your defined scope. They may not see or appreciate the true value in the services you provide, and oftentimes, it’s because they do not align with your company’s “why.” You want to work with clients who align and resonate with your purpose, as they will be the ones who will trust, value and appreciate your expertise and services, often becoming long-term partners.

Avoiding misalignment and scope creep

If you do not have a defined “why,” it opens the door to confusion and future issues such as miscommunication or client asks outside of your determined scope of work. By defining your “why,” you reduce the chances of misalignment happening in the client relationship, which can cause frustration on both sides.

It’s also important to set boundaries and expectations from the beginning in order to make sure everyone is aligned on objectives and to prevent misunderstandings. This helps develop a more productive and fulfilling relationship for both parties. Your “why” should serve as a guiding principle to keep your business on track and focused on its mission.

Reinforcing your market position and brand

In order to build your brand and establish your position in the marketplace, you need to set your business apart from the competition. A defined and clear “why” can not only make your business more memorable, but by showing your investment in the greater good and something other than just earning a profit, it can help attract both loyal clients and employees. Sharing your “why” along with your company story, mission and values makes your company more relatable and authentic. Think of this as another tool to build trust and loyalty, which contributes to long-term growth.

Related: An Inspiring Discussion With Simon Sinek About Learning Your ‘Why’

Developing a unified team

Beyond your client relationships, a well-defined “why” plays a critical role in building a solid, unified team. If you hire employees based on just skill and experience, you may have a high-functioning workforce, but they may lack passion, loyalty and commitment. You want your team members to believe in your “why,” so they are invested in your vision.

Employees who align with your purpose don’t work solely for the paycheck — they are dedicated, innovative and take a sense of ownership and pride in their work. Those team members become a driving force delivering top-tier customer service that has an impact on the long-term success of your business. A team that shares a collective “why” is more motivated, resilient and can overcome adversity.

Your “why” is more than a simple mission statement — it is the core of your business. It impacts the clients you attract, your company culture and the long-term success of your business. Leading with a purpose draws you to the right people, including clients and employees, who share the same beliefs about what you stand for. It helps foster a profitable, fulfilling and sustainable business environment. I encourage you to take a moment and ask yourself: Why do you do what you do? The more clearly you can define your answer, the stronger your business will be.

Whether you’re looking to run a side business from home or turn a passion into a full-time career, these brands stand out in the 2025 Franchise 500 as the top franchises you can start for under $5,000. They’re ranked across a variety of industries — from commercial cleaning to travel planning to fitness — and offer entry points for nearly every budget.

Related: Considering franchise ownership? Get started now to find your personalized list of franchises that match your lifestyle, interests and budget.

1. Stratus Building Solutions

• Founded: 2004
• Franchising since: 2006
• Overall Rank: 23
• Number of units: 4,182
• Change in units: +73% over 3 years
• Initial investment: $4,450 – $79,750
• Leadership: Doug Flaig, CEO
• Parent company: SBS Franchising LLC

With commercial cleaning in high demand, Stratus Building Solutions offers a low-cost entry point into a recession-resistant industry. Franchisees receive green-certified tools, branded marketing materials and ongoing support to build a scalable business from day one. The brand’s unit growth of 73% over three years signals strong momentum, especially for those seeking a part-time start that can grow into a full-time operation.

Related: This Travel Franchise Turns Your Passion for Vacations Into a Money-Making Opportunity

2. Dream Vacations

• Founded: 1991
• Franchising since: 1992
• Overall Rank: 41
• Number of units: 2,078
• Change in units: +39.7% over 3 years
• Initial investment: $2,590 – $21,870
• Leadership: Brad and Jeff Tolkin, co-CEOs/chairmen
• Parent company: World Travel Holdings

Dream Vacations gives aspiring entrepreneurs the chance to sell travel from anywhere — no storefront required. As a home-based business, it’s perfect for those looking to turn a passion for travel into extra income or a full-time career. Franchisees benefit from industry-leading training, a robust support system and access to exclusive deals for clients. Plus, the brand often offers discounts for military veterans and first responders.

Related: 64 Million U.S. Households Have a Pet. Here’s How This Top-Ranked Franchise Is Making Busy Owners’ Lives Easier.

3. Cruise Planners

• Founded: 1994
• Franchising since: 1999
• Overall Rank: 70
• Number of units: 2,961
• Change in units: +11.4% over 3 years
• Initial investment: $1,945 – $20,465
• Leadership: Michelle Fee, CEO
• Parent company: CP Franchising LLC

Cruise Planners specializes in more than just cruises — it empowers franchisees to sell all types of travel, from all-inclusive resorts to custom trips and excursions. With a flexible, work-from-anywhere model and a comprehensive suite of marketing and booking tools, it’s a great option for those seeking supplemental income or a lifestyle-based business. No travel industry experience is needed to get started.

Related: How a Police Officer Started a Pet Care Business Making $3 Million a Year

4. Jan-Pro Cleaning & Disinfecting

• Founded: 1991
• Franchising since: 1992
• Overall Rank: 77
• Number of units: 11,266
• Change in units: +7.5% over 3 years
• Initial investment: $4,830 – $58,070
• Leadership: Gary Bauer, brand president
• Parent company: Empower Brands

If you’re looking to tap into the booming commercial cleaning sector, Jan-Pro Cleaning & Disinfecting offers franchisees recurring revenue, flexible hours and a turnkey business model. With more than 11,000 units and steady growth, it’s ideal for entrepreneurs seeking a proven, scalable opportunity. Franchisees receive training, equipment and client contracts, making it a strong choice for beginners and part-time operators alike.

Related: No Experience? No Problem. How This First-Time Franchisee Built a $3 Million Business.

5. Buildingstars

• Founded: 1994
• Franchising since: 2000
• Overall Rank: 269
• Number of units: 1,201
• Change in units: +24.6% over 3 years
• Initial investment: $2,445 – $53,200
• Leadership: Chris Blase, president
• Parent company: Facility Brands Inc.

Buildingstars lets franchisees ease into the commercial cleaning world at their own pace, with tiered investment options ranging from part-time to full-time. The brand focuses on office cleaning, which tends to have predictable, repeat clients and flexible scheduling. With 1,200 units and strong multi-year growth, it’s a smart pick for entrepreneurs who want to keep their day job while building a reliable income stream.

Related: Explore the full 2025 Franchise 500 list, complete with category rankings.

6. Jazzercise

• Founded: 1969
• Franchising since: 1982
• Overall Rank: 392
• Number of units: 7,141
• Change in units: -10% over 3 years
• Initial investment: $2,140 – $40,735
• Leadership: Judi Sheppard Missett, founder & executive chair
• Parent company: Jazzercise Inc.

Jazzercise blends fitness with fun and flexibility, giving franchisees the chance to teach dance-based workout classes without needing to lease their own studio. Many instructors partner with local gyms or community spaces, keeping costs low. Ideal for fitness enthusiasts looking to inspire others, the brand also offers multiple revenue streams — from classes to branded merchandise.

Related: At 80, Jazzercise’s Founder Is Thriving. She Credits Lean Protein, Weightlifting, and Treating Herself to a Daily Dr Pepper.

Can intellectual property survive as AI advances and allegedly uses copyrighted work as training material?

Twitter (now X) co-founder Jack Dorsey recently weighed in on the debate, taking to X on Friday to call for an end to intellectual property law, which covers areas like copyright, patents, and trademarks — and Elon Musk approved of his stance.

“Delete all IP law,” Dorsey wrote on Friday evening in a post that has been viewed more than 10 million times. An hour later, Musk responded, “I agree.”

I agree

— Elon Musk (@elonmusk) April 11, 2025

Dorsey immediately received pushback from lawyer and former 2024 vice-presidential candidate Nicole Shanahan.

Shanahan, who was married to Google co-founder Sergey Brin until 2023, told Dorsey that IP law was the “only” barrier between work created by human beings and work by AI.

“IP law is the only thing separating human creations from AI creations,” Shanahan wrote in a reply to Dorsey’s post. “If you want to reform it, let’s talk!”

Dorsey objected, replying that “creativity” is what separates humans from AI and that the legal system is currently inhibiting creativity.

^{Jack Dorsey. Photographer: Eva Marie Uzcategui/Bloomberg via Getty Images}

While Dorsey may want to end intellectual property law, copyright holders are still holding on to their work. Dozens of cases have been filed over the past few years in U.S. federal court against AI companies like OpenAI, Google, and Meta, as authors, artists, and news organizations accuse these companies of using their copyrighted work to train AI models without credit or compensation.

AI needs ample training material to keep it sharp. It took about 300 billion words to train ChatGPT, an AI chatbot now used by over 500 million people weekly. AI image generator DALL·E 2 needed “hundreds of millions of captioned images from the internet” to become operational.

Related: Jack Dorsey Announces His Departure from Bluesky on X, Calls Elon Musk’s Platform ‘Freedom Technology’

The first U.S. ruling on AI copyright law arrived in February when a Delaware federal court ruled that legal research firm Ross Intelligence was not allowed to copy content from Thomson Reuters.

Ross Intelligence asserted it was allowed to utilize copyrighted material to train its AI under the fair use doctrine, which permits the use of a copyrighted work in specific circumstances. However, the court dismissed the fair use defense because the AI training data was employed in a commercial context.

Microsoft AI CEO Mustafa Suleyman commented on fair use in AI copyright law at the Aspen Ideas Festival in June. Suleyman stated then that almost all web content was fair use for “anyone” to copy or recreate, with the possible exception of some news sites and publishers that have asked not to be scraped.

“That’s the gray area, and I think that’s going to work its way through the courts,” Suleyman said, at the time.

Related: A Microsoft-Partnered AI Startup Is Being Sued By the Biggest Record Labels in the World

I’ll be the first to admit it — I’m obsessed with AI. As an entrepreneur and marketer, I’ve watched artificial intelligence go from a futuristic idea to an everyday business need. AI has become a powerful tool for entrepreneurs, small business owners and creators looking to work smarter, generate new income streams, and scale their businesses faster than ever.

In fact, I’m one of those people, and I’ve seen firsthand how these tools boost my income. Let me show you the five ways I’m actually making money with AI right now, which have transformed my business and helped hundreds of entrepreneurs do the same.

1. Write attention-grabbing content with AI

If there’s one thing I’ve learned, it’s this: Content is king and the fastest way to profit from AI is to use it in your own business. Blog posts, social media updates, email sequences and sales pages all play a crucial role in attracting leads and driving revenue. However, creating content at scale takes time, which is why I created my AI copywriter for high-impact marketing materials.

How to do it?

Start by taking your top three performing pieces of content. Use AI to break down exactly what made them work – the hooks, the structure, the calls to action. Then create templates that let AI replicate those winning patterns across all your marketing channels.

More high-quality content leads to more traffic, more leads and more sales

Aside from writing with AI, I also repurpose content in a way that maximizes reach. For example, I can take a long-form article or webinar, let AI summarize key takeaways, extract tweetable quotes and turn them into bite-sized LinkedIn or Twitter posts. This keeps my audience engaged without me having to constantly write from scratch.

Related: AI Is Transforming the Workplace — Including Social Media Marketing. Here’s How Businesses Can Actually Use It.

2. Package AI services to premium clients

As a marketing consultant (and someone who runs a virtual assistant team), one of the biggest ways I make money with AI is by using it to upgrade the services I offer to clients. I’ve started integrating AI tools into client projects — and they love it.

Why? Because my team can deliver more work in less time without sacrificing quality. AI helps us write copy, edit videos, design graphics and even generate data-driven insights faster than ever. The result? Happier clients, bigger projects and higher earnings.

Now, think about the services you already offer (or want to offer) and ask yourself, “How can AI help me deliver faster, better results?” or “What new services can I offer using AI?”

Here are a few examples:

• Writing: ChatGPT and Claude help brainstorm topics and speed up drafting so you can take on more projects.
• Graphic Design: Canva’s Magic Studio and MidJourney help create more content, faster.
• Video Editing: Descript and Opus make editing faster and smoother.
• Marketing and consulting: ChatGPT and Perplexity help with deeper insights and strategies.

The bottom line: Every business needs what AI helps create, and those are attention, leads, and sales. And if you’re “the person who knows how to use AI”? You’ll always be in demand.

Related: 5 Practical Ways Entrepreneurs Can Add AI to Their Toolkit Today

3. Create AI products that print money while you sleep

I’m a big believer in scaling income with digital products like online courses, e-books, templates, guides and more. And AI has made this process faster and easier for me. It even improves the quality of what I create in some cases.

The best part? You can create them once and sell them many times.

For example, if I want to write a short e-book, I’ll start by asking an AI to outline the main chapters. Then I’ll use AI to draft sections which I can later edit and refine with my personal touch. This cuts down creation time, so I can get the product to market faster and start earning sooner.

Related: 5 AI Marketing Tools Every Startup Should Know About

4. Build AI sales funnels that deliver

The behind-the-scenes way AI contributes to making me money is marketing automation. It creates the conditions that lead to revenue and that’s just as valuable.

For example, AI crafts everything (lead magnets, email sequences, sales pages, and ads) — so my funnel runs efficiently from start to finish. Then, AI tools schedule my content, onboard new clients and handle follow-ups without me having to be hands-on every step of the way. This means scaling without extra work. Instead, the system works in the background, warming up leads until they’re ready to buy.

5. Become the AI expert everyone wants to hire

When I first started using AI in my business, something unexpected happened — other business owners started asking how I was doing it. That’s how I discovered that many businesses are now seeking AI experts to help integrate AI into their operations.

The fact is, right now, companies are willing to pay premium rates for AI expertise because:

• They know AI is important, but don’t know where to start.
• They need practical solutions, not technical deep dives.
• They want to save time and make more money using AI.

If you’ve successfully used AI in your own business, you already have the foundation to help others do the same. And right now, there’s more demand than supply for AI consultants who can help companies navigate this shift.

The AI advantage is yours to take

What started as a way to improve my own business turned into a system that runs smoother, earns more and scales effortlessly. And here’s the truth: anyone willing to learn and adapt can do the same.

You just need to be curious, willing to experiment and ready to apply what works. The biggest rewards will go to those who take action.

Now, the only question left is: How will you use AI?

Picture this: A young couple working tirelessly to support their family, only to find themselves one unexpected medical bill away from financial ruin. Across the globe, stories like theirs are becoming alarmingly common as financial systems fail to keep pace with today’s economic realities.

From the U.S. facing a $50 trillion savings gap to Europe’s aging population and China’s hidden inequities, the message is clear: We are woefully unprepared for the financial challenges of the future. But where systems falter, businesses can rise. The question is: Will they?

Related: Report: 57% of Americans Cannot Afford a $1,000 Emergency Expense

The problem: Hundreds of trillions of global savings are missing

Globally, financial systems leave individuals, businesses and governments vulnerable to growing economic instability. In the U.S. alone, a $50 trillion savings gap leaves millions without the financial security they need for retirement, emergencies or education. Without action, this gap will continue to grow, forcing many to rely on short-term fixes like high-interest debt instead of building long-term financial stability.

And this is not just a U.S. issue. Europe is grappling with an aging population and outdated systems that can no longer support fiscal resilience. In China, a culture of high savings masks glaring inequities in access to scalable, reliable financial solutions. The challenges may differ across regions, but the root problem remains the same: Savings systems everywhere are outdated and unable to meet the demands of today’s economy.

Governments alone cannot solve this. With fiscal pressures mounting and systemic reform slow-moving, the private sector must step in. This call to action was a central theme at the World Economic Forum in Davos, where I joined industry leaders to explore how businesses can help close the savings gap. The conclusion was clear: Businesses are uniquely positioned to strengthen financial resilience for employees — and in doing so, they can drive long-term stability for both their organizations and society at large.

The savings gap is not just an economic challenge; it’s an opportunity for leadership. The question is no longer whether businesses should act, but how quickly they will rise to the occasion.

From a culture of debt to a culture of savings

Despite advancements in technology, savings and retirement systems remain complex, outdated and inaccessible — particularly for low-income and underserved workers. Today, high-interest debt is easier to access than structured savings programs, creating cycles of financial instability and making it harder for employees to build long-term resilience. Without access to workplace-backed savings options, many workers are forced to rely on credit to cover emergencies, perpetuating financial insecurity.

Employers as change agents

Employers are uniquely positioned to address this challenge. They not only have the ability to provide access to savings mechanisms but also the power to influence financial habits by embedding savings tools into employees’ daily lives. Financial stress is a major threat to business performance: According to Financial Finesse’s Workplace Financial Wellness in America report, 76% of financially stressed employees report a negative impact on their productivity.

However, employers who integrate savings programs into workplace benefits see measurable gains. Research from the National Fund for Workforce Solutions shows companies offering holistic financial wellness programs experience a 43% increase in employee engagement and a 40% boost in productivity — both driven by reduced financial stress. Furthermore, employees with access to structured savings programs are less reliant on high-interest debt, creating a cycle of financial stability rather than insecurity.

This is where employers can make a tangible difference. One of the most effective tools employers can implement is emergency savings accounts, which provide employees with quick, penalty-free access to funds when unexpected expenses arise. Yet, despite their clear benefits, only 21% of companies offer ESAs, even though 60% of employees want them.

Related: 8 in 10 Employees Live Paycheck to Paycheck — How You Can Help Them Break the Cycle

Lessons from the 401(k) revolution

The adoption of 401(k) plans in the United States demonstrates the impact employers can have on financial behavior. As of 2024, 70% of private-sector employees have access to these plans, an increase of 10% over the past decade, driven by initiatives like automatic enrollment and increased matching contributions. While progress has been significant in retirement savings, a comparable effort is now urgently needed for short-term financial security, including emergency savings solutions.

By integrating tools like ESAs into their benefits offerings, businesses can help employees build resilience against unexpected financial shocks. This is not only a win for workers but also for businesses, as financially secure employees are healthier, more focused and more productive.

A clear path forward for employers

Employers can take three immediate steps to address the savings gap and foster financial wellness for their employees:

1. Implement Emergency Savings Accounts (ESAs):

ESAs provide employees with penalty-free access to funds for unexpected expenses. Despite their clear benefits, only 21% of companies currently offer ESAs, though 60% of employees express a desire for them. Employers should prioritize integrating ESAs as a cornerstone of their financial wellness programs.

2. Expand savings accessibility through automation:

Automatic enrollment and contributions have proven effective in increasing participation in 401(k) retirement savings programs. A similar approach can be applied to short-term savings solutions, where employees are automatically enrolled in savings plans with the option to opt out. This encourages participation and builds habits of financial discipline.

3. Broaden financial education:

Financial literacy is critical to empowering employees to make sound decisions about saving and spending. Employers can offer workshops, digital tools and personalized financial counseling to equip workers with the knowledge they need to manage their finances effectively.

A collaborative effort

While employers are a critical link in closing the savings gap, they can’t solve the problem alone. The Employee Benefits Research Institute suggests that governments must take action through smart regulation and incentives that encourage businesses to offer workplace savings programs.

That’s why events like the World Economic Forum matter — where large private businesses and financial institutions come face-to-face with startups doing things differently, and policymakers that are engaged, to explore solutions at the intersection of public and private sector responsibility. We need more global forums that drive collective action and hold leaders accountable for addressing financial insecurity at scale, but the real challenge is ensuring that solutions don’t just exist in theory but are actively implemented where they’re needed most.

Large-scale discussions alone aren’t enough. Real change happens when those are combined with action at the local level, meeting people where they are — through workplace initiatives, community programs and policies that directly impact individuals’ financial lives.

Public-private partnerships are already proving that scalable savings solutions work. Collaborations between financial institutions and employers have led to higher participation in savings programs and better financial well-being for workers. But there is still a long way to go.

Related: 3 Reasons Employers Should Focus on Employee Financial Well-being

The savings gap isn’t just a looming crisis; it’s a call to action. For businesses, the responsibility to address this challenge goes beyond ethical obligation; it’s a competitive advantage. Financially secure employees are more engaged, productive and invested in their work. But beyond profits and performance, businesses have the opportunity to lead a cultural shift — from a society burdened by debt to one built on savings and stability.

It’s time for business leaders to take bold steps and foster a future where financial wellness is the standard, not a privilege. Together — with governments, financial institutions and communities — we can close the gap, strengthen resilience and ensure that every individual has the tools to build a brighter financial future. The future of savings starts now, and it starts with us.

As an entrepreneur, you likely wear many hats other than just owner. You’re probably an unofficial member of the marketing team and graphic design squad. While you’re dipping your toes out of necessity, that shouldn’t mean that your business’s photos, graphics, and videos shouldn’t look as though they were done by professionals.

Luckily, you don’t necessarily need prior editing skills to edit photos like a pro. All you need is help from Luminar Neo, which wraps pro-level and AI-powered editing tools into a simplistic design that just about anyone can use. Grab lifetime access for less than $90 for a limited time.

These AI-powered tools can also remove unwanted objects, retouch skin, adjust color, control vibrancy, and replace skies, all in just a few clicks. None of these tools require in-depth knowledge of photography or tools like Photoshop to make your photos come to life.

You also receive six add-on packs that can transform photos with just one click:

• Light Reflections: 10 overlays
• Color Harmony: 10 LUT presets
• Wintertime: 10 overlays
• Frosty Winter: 20 LUT presets
• Tranquil Dawn Skies: 25 overlays
• Tender Blushing Skies: 25 skies

There are also additional editing features for enhancements, relighting, composition and perspective, and structure for editing finer details. Some other features include: panorama stitching, automatic background removal, and noise removal.

These complex tools can be daunting to use at first, but no need to worry—there’s a video course in the full version’s bundle that goes over basic and advanced features, including how to use your six add-on packages.

Luminar Neo makes it possible to have a professional editor at your fingertips, all without paying the expenses typically demanded of professionals in this field.

For a limited time, you can get lifetime access to Luminar Neo, now just $89.99.

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