Richard

It seems that new U.S. business owners are getting younger all the time. The typical age has dropped from 38 years old to 34 years old just since 2017. So it should come as no surprise that corporate events are not quite as staid as they have been in the past. If you’d like to make your company events a lot more entertaining, you may want to add an innovative HP Sprocket Photobooth, which allows you to capture and share memories as you’re making them.

The HP Sprocket Photobooth is a portable printer with a 10.1″ customizable LCD touchscreen offering live previews. The built-in flash and LED ring light ensure all photos are clear and bright. You don’t need ink or toner to print smudge-proof photos on the durable tear-resistant and water-resistant ZINK paper. So you can create customized 3×4″ sticky-backed photos instantly, choosing from over 250 layouts, adjustable filters, frames and stickers.

This device is the perfect corporate party accessory. Weighing only eight pounds, it’s lightweight and portable, so you can take it anywhere. It’s also easy to set up and has Wi-Fi connectivity, so you can manage the printer with the HP Sprocket Photobooth App, generate QR codes to quickly share your photos and also store them in the cloud.

The HP Sprocket Photobooth has an 8MP camera module with integrated auto-focus and 16GB of internal storage. This particular bundle includes a pink HP Sprocket Photobooth, a power plug with U.S., EU, & UK adapters, three wall anchors, three screws, a wall bracket and double-sided mounting tape. You even get a door hook with an adjustable strap and a starter pack of 20 3×4 Zink photo paper.

Get this Bundle of a Pink HP Sprocket Photobooth Instant Color Photo Printer plus a 20-Pack of Paper for $599.99, down from $619, with free shipping.

StackSocial prices subject to change.

It’s certainly enviable to have minimal competition in a hot space, but in the real world, this scenario is seldom the case. Even for category creators, those who introduce a new product or service that creates a new market, it’s only a matter of time before someone else comes along and tries to do the same thing better, cheaper and faster.

Competition in business is a way of life and, in many respects, helps make companies and products better over time. But many markets exist that are literally hypercompetitive to the point of being saturated, with hundreds or even thousands of solutions all targeting essentially the same customer. Presumably, these are huge markets, but if you’re one of the myriad of solutions trying to compete, there are some very fundamental questions that you need to explore:

• How will you differentiate in the busy market and on something other than just price?
• How will you handle marketing when traditional pay-per-click and strategic site listings are ineffective and likely cost-prohibitive?
• What will be your sales strategy? Even if you have an excellent solution for reaching target customers directly, if you’re one of five people that day selling effectively the same thing to the same customer, to have a chance, you better show up with a very different story and strategy.

To answer these questions and help you effectively compete in an ultra-competitive space, I will share my own personal playbook with you — six key strategic ideas to consider and implement:

1. Master the market landscape

Before entering the competitive arena, it’s crucial to have a comprehensive understanding of the market. Strive to gain a deep understanding of the target customer, their evolving needs and the existing products and services in your niche. Study and analyze the strengths and weaknesses of standout competitors, including their pricing strategies and marketing tactics. This knowledge will guide your approach and empower your informed decisions.

Related: Taking on a Much Bigger Rival in a Hyper-Competitive Segment? Try a Move From This Playbook.

2. Craft a unique value proposition

Shape your vision, brand and product or service by expressing what makes your offering different and compelling. Are there other things your company offers that increase that uniqueness when combined with the product or service? Are there features, partners or new solutions you should leverage to differentiate further?

Strive to establish and tout a clear Unique Selling Proposition (USP) by looking at your offering through the lens of ‘We are different because we____.” Perhaps even create a tagline from your USP to communicate in a short form to customers why you’re different (ensure the tagline resonates and is memorable!).

Many brands have successfully differentiated themselves in highly competitive markets. For example, Apple with its industry-leading design innovation, Nike through strong storytelling and emotional connection, Patagonia prioritizing sustainability and ethical business practices, and Bombas with its compelling social mission. These are excellent case studies to watch and emulate, as each has a clear and strong differentiator at the center of all marketing efforts.

3. Explore alternative marketing channels

It’s safe to assume you will not be able to make much ground with conventional paid advertising, as keywords and ad space will be extremely expensive. In many of these markets, the cost to acquire a customer in this fashion can be multiples higher than the actual lifetime value of that customer. This reality means you need to find alternative channels and ways to reach your target customer. Partnering with complementary companies that target the same customers, especially those with unique offerings in their own markets, is an example of spreading the word without paying by the click or impression. Consider collaborating on events, joint promotions, or content sharing to amplify your reach without breaking the bank.

4. Cultivate your online reputation

Customer reviews can be your company’s strongest asset and are critical when clients have numerous options in a crowded marketplace. That’s why it’s essential to monitor your online reputation carefully and take steps to facilitate positive reviews from happy customers. Any time there is a “touch point” with a happy customer, that’s an opportunity to ask for a review, potentially with an incentive to do so. At every possible touch point, make it easy for customers to leave reviews, especially where you need them most, by providing direct links to where you want them to go.

5. Tell your story effectively

Your website is often the first impression potential customers will get. That’s why it’s vital to tell your story online in a very strategic way, with an emphasis on what makes you/your company different in the headline. Something about your website better stand out from the hundreds of other competitors’ sites; for starters, showcase eye-catching visuals and make it abundantly clear in simple but impactful language that conveys what makes your solution unique or special. Carry the same messaging and branding across your social media channels and outward marketing.

6. Get out and network

Building relationships is crucial. That’s why you want to get out and meet people face-to-face. Staying in touch with larger customers and key partners, meeting influencers, obtaining news coverage and nurturing word-of-mouth communications are hard to do sitting in an office. Be present and participate at key industry conventions and events, not just to showcase your product or service, but to meet your competitors, have conversations with others selling solutions in the space, or meet to cultivate a future contact; just do it in person.

Related: An Entrepreneur’s Guide To Scaling Up the Customer Service Experience

7. Build a community

Consider starting a community. It’s a lot of work, more than you will estimate. Still, if your company manages a large community in the space, it will automatically validate your brand and foster loyalty. A community also creates automatic exposure, which is very valuable. Engage your audience with high-value content, discussions and events to develop a sense of belonging and encourage them to advocate for your brand.

8. Deliver excellence

Most importantly, never underestimate the power of exceptional customer service. When you make a sale, ensure you deliver the best possible solution to your customer. It’s essential that you turn your customers into net promoters. Relationships, trust, brand and referrals always matter, even more so in an overly saturated market. People want to do business with those they trust and believe in and with those others believe in; this is the essence of exceptional customer service.

In a hyper-competitive environment, standing out as a company or brand requires creativity, persistence, and a commitment to delivering real value. Embrace these strategies to navigate the landscape effectively, foster loyalty, and drive growth for your entrepreneurial venture.

The era of easy website traffic is over. With AI-powered search summaries like Google’s AI Overviews already slashing organic traffic by as much as 64%, businesses that rely on traditional SEO are facing a crisis.

In this video, I reveal the stark reality of the changing digital landscape and outline a new strategy for survival. You’ll learn how to optimize your content for AI-driven platforms beyond Google, including ChatGPT Search and Perplexity AI. I’ll also share my personal experience of how a major algorithm change impacted my business, and why building a strong opt-in strategy is your best defense.

Get the insights you need to protect your traffic and thrive in 2025.

Download the free ‘AI Success Kit’ (limited time only). And you’ll also get a free chapter from Ben’s brand new book, ‘The Wolf is at The Door – How to Survive and Thrive in an AI-Driven World.’

Mark Cuban has been one of Bluesky’s most vocal supporters in recent months. And now that the Supreme Court has upheld the TikTok ban, the billionaire entrepreneur is looking for something new.

“I appreciate everyone reaching out to me to try to come up with a TikTok alternative in case it closes,” Cuban posted on TikTok this week. “Here’s what I’m open to considering. There’s an app called Bluesky and it’s built on a thing called the AT Protocol in which you create your own servers, create your own apps, and it all connects together to the 26 or 27 million Bluesky users.”

Bluesky is built on the AT Protocol, an open, decentralized network for building apps. The X alternative, which began as an independent research project within then-Twitter in 2019, became its own company in 2022. Twitter co-founder Jack Dorsey was once on the board.

Related: ‘You’re Not Old Until You Act Old’: Mark Cuban’s Advice on How to Stay Entrepreneurial Even When Considering Retiring

Cuban said if someone can build a TikTok alternative on the AT Protocol, they would have an immediate investor—himself.

“I would be open to investing and supporting anyone who creates a TikTok replacement built on the AT Protocol,” Cuban continued. “So if you have that ability, let me know in the comments.”

@mcuban Let me know in the comments ! https://docs.bsky.app/docs/advanced-guides/atproto. #savetiktok #tiktok## shout out to @Austin ♬ original sound – Mark Cuban

Cuban asked interested candidates to “create an MVP,” if possible, “a minimum viable product” so that he has something to see before investing.

“I think you’d have a whole lot of support,” he added. “And, when you build on the AT Protocol it’s extensible, so that means nobody can buy it nobody can just close it.”

Related: Duolingo Says It’s Seen ‘216% Growth in New Chinese (Mandarin) Learners’ as TikTok Users Try Out a Competing App

TikTokers flooded the comments ready to take on the task.

“NASA software engineer here,” wrote on user. “If anyone wants to collab on this project let me know!”

“I’m a full-stack developer, I’m willing to work with other devs to get this done!”

According to Bloomberg’s Billionaire Index, Mark Cuban is worth just shy of $8 billion.

Despite significant growth in recent years, women are still a notable minority within STEM fields. Women make up an estimated 34% of the STEM workforce overall, yet in more lucrative fields like engineering and computer science, women only account for roughly 20% of college majors.

While the gender gap persists in STEM, this doesn’t mean that women aren’t capable. Far from it. In fact, women have many unique capabilities that make them distinctly positioned to close the talent gap within STEM — not just for other women, but for all STEM workers.

Related: 3 Top Companies’ Strategies for Hiring and Retaining Women in STEM

1. Emphasizing collaboration

As a report from MIT on women in leadership positions notes, women are generally more inclined to be collaborative, a trait that makes them well-suited to finding win-win solutions when working with stakeholders, partners and employees.

This collaborative approach is also necessary for closing the talent gap within STEM fields. Collaboration is key to developing a more cohesive team where each member works together and supports each other — including by making up for each others’ weaknesses and helping each other improve their skills.

By emphasizing collaboration through their leadership style, women in STEM create an environment that will naturally facilitate more learning opportunities as everyone comes together to solve problems.

2. Driving innovation with diverse perspectives

Bringing together diverse perspectives is another important area where women in STEM can help close the talent gap and improve outcomes for their organization as a whole. Research from McKinsey highlights that companies in the top quartile of female representation on their executive boards were significantly more likely to outperform those with less than 30% female representation.

As research from the Harvard Business Review illustrates, firms with women in the C-suite benefit by becoming more open to change while developing a more risk-averse mindset, as well as shifting their focus from acquisitions to research and development.

The diversity of thought that female leadership brings to STEM firms creates new opportunities for learning and growth within the organization, helping the company develop innovations that improve the capabilities of its team while also driving bottom-line results.

Related: 10 Women on the Myths of Working in STEM and Tech

3. Shifting the focus from individuals to teams

Closing the talent gap in STEM requires a focus away from individual self-promotion and a greater emphasis on achieving success as a team. However, this mindset is often not present in STEM. The Gotara 2024: Shattering the Myth of the ‘Bad Manager’ industry report found that, for managers in STEM fields, “increasing my visibility and impact” was the top goal category for technical managers, representing 26% of overall goals.

These types of goals, which included being recognized for another promotion, were especially pronounced among middle managers, 32% of whom had a goal that fit in this category. On the other hand, goals that fit within the categories of “drive team performance” and “leading teams effectively” each only accounted for 15% of total manager goals.

An emphasis on individual self-promotion negates opportunities for true leadership. On the other hand, women in STEM and other fields are generally known for being more community-oriented — more focused on elevating the performance of the entire team. This change in mindset creates more opportunities to close the talent gap by placing greater emphasis on the needs of each team member and helping them achieve their full potential.

4. Leading with empathy

The empathy that women in leadership display is another key trait that can help close the talent gap in STEM. As noted in the MIT report cited earlier, teams with female managers typically have higher employee engagement levels, in large part because of the empathy displayed by their leaders.

Female managers are more likely to provide emotional support, ensure each employee has a manageable workload that helps maintain work-life balance and even check in on each person’s well-being. Such actions help reduce turnover and burnout.

While this may not seem to directly influence the talent gap, it can have a very real impact. STEM workers who feel supported rather than overwhelmed will have a greater capacity to develop their own skills through their work. An improved mental and emotional state creates a better mindset for learning and personal growth.

5. Serving as mentors

A report from Deloitte notes that as digital technology disrupts workforces, it shortens the shelf life of the skills learned by employees in all industries, requiring continuous re-skilling of workers to help them remain employable. When combined with the challenges women face entering STEM fields in the first place, this makes the value of mentorship abundantly clear.

Female leaders‘ collaborative and empathetic approach makes them well suited to serving as mentors to other women entering STEM fields. This mentorship can naturally apply to technical skills, which are becoming increasingly crucial in a work environment that is getting radically disrupted by AI. However, it can also help close the skills gap in soft skills, helping new hires develop the attributes necessary to become effective leaders and communicators.

Related: Why We Need More Women in STEM and How AI Could Help Us Get There

Women can close the gap

While women are historically underrepresented in STEM, this doesn’t have to remain the norm. Indeed, as women leverage their innate strengths and apply them to their work and leadership within STEM, they can ultimately help create a more inclusive and supportive environment that inspires a broader cultural shift that helps everyone within these fields improve their capabilities.

TikTok and its parent company, China-based ByteDance, asked the U.S. Supreme Court in December to pause the mid-January deadline imposed by U.S. lawmakers last April that forces ByteDance to sell TikTok or face being banned in the U.S.

The hearing on Friday, January 10 lasted for more than two hours. But the Supreme Court still hasn’t ruled on whether to uphold the ban, which is set to go into effect on January 19. Reports note that TikTok is preparing to “go dark” on Sunday.

Justice Amy Coney Barrett noted during the proceedings, “The law doesn’t say TikTok has to shut down. It says ByteDance has to divest.”

ByteDance has previously said that it would not sell. Despite reports this week that suggested the company was talking to Elon Musk about a possible sale, TikTok said the news is “pure fiction.”

Now, on Thursday, President-elect Donald Trump’s incoming National Security Advisor, Florida Congressman Mike Waltz, said on Fox News‘ “Special Report” that Trump will “preserve” the app, either through an executive order or other measures, like the 90-day Presidential extension option written into the law. Trump is set to be inaugurated the day following the possible ban.

Related: Is Kevin O’Leary Buying TikTok? ‘Shark Tank’ Star Teams Up With Frank McCourt for ‘People’s’ Bid

TikTok had argued that a ban “violates the First Amendment.” The app is used by around 170 million Americans, according to ByteDance. During the proceedings, a lawyer representing TikTok creators wondered why other Chinese-owned companies, like Temu, aren’t being targeted.

The justices noted that ByteDance is a foreign corporation that doesn’t have First Amendment rights.

“Congress doesn’t care what’s on TikTok,” Chief Justice John Roberts said during the hearing. “Congress is fine with the expression.”

Related: ‘Sent Ripples Through the Marketing World’: What Businesses Can Do Now to Prepare for a Possible TikTok Ban, According to a CEO

In September, U.S. government attorneys argued that TikTok’s algorithm is “controlled by its Chinese parent company,” which may influence Americans on the app. The Biden Administration also argued that TikTok could access data from American users and send it to China.

Despite supporting a ban in the past, President-elect Trump urged the Supreme Court to block it in a filing in December.

In a separate court filing the same month, TikTok said that if the ban went through, creators and small businesses in the U.S. could lose $1.3 billion in revenue and earnings in just one month.

TikTok broke it down as about $1 billion in business marketing and $300 million in earnings for people who create videos with the app.

This is a developing news story and will be updated.

As millions of U.S. TikTok users flock to Chinese-language social app RedNote in light of a possible TikTok ban, more Americans are trying to learn Chinese than ever.

Duolingo, a language learning app used by millions, reported on Wednesday that it had seen a 216% growth in new Mandarin Chinese learners in the U.S. this week compared to last year.

“Learning Mandarin out of spite?” Duolingo stated in a post on X. “You’re not alone.”

Learning Mandarin out of spite? You’re not alone.

We’ve seen a ~216% growth in new Chinese (Mandarin) learners in the US compared to this time last year. https://t.co/9hzwBxfTgD pic.twitter.com/qWM9f5oFYA

— Duolingo (@duolingo) January 15, 2025

The organic push to learn Mandarin arrives at a time when a Chinese-language app is burgeoning in popularity. Reuters reported on Thursday that in just one day, from Sunday to Monday, nearly 3 million new users joined RedNote.

The app is a Chinese TikTok alternative that includes short videos, images, shopping, and more. While TikTok is owned by ByteDance, RedNote is owned by Xingyin Information Technology.

Related: ‘More Than Marketing Tools’: Some Business Owners Are Worried About the Possible TikTok Ban

Data obtained by Reuters from research company Sensor Tower showed that U.S. downloads of RedNote were up 200% year-over-year. As of Wednesday, RedNote was the top social app on the Google Play store, up from its position of number 162 last year.

RedNote’s influx of new users, and Duolingo’s uptick in Mandarin Chinese learners, can both be explained by TikTok users looking for alternatives when faced with a possible TikTok ban.

A U.S. law passed in April ordered ByteDance to sell TikTok by Jan. 19 or face a ban on the platform. Though the Supreme Court could halt the law before the Jan. 19 deadline, as of Thursday, it had not yet released a decision.

Related: Is TikTok Considering Selling Its U.S. Business to Elon Musk? Here’s What TikTok Says.

TikTok’s 170 million U.S. users are now trying to find other social media avenues, including RedNote. The move from one Chinese app to another is a clear message that there is demand in the U.S. for Chinese social media apps, per TechCrunch.

TikTok stated in a court filing last month that a ban would cost U.S. creators and small businesses an estimated $1.3 billion in one month.

U.S. use of TikTok was down 2.1% week-over-week ahead of the possible ban, down to about 82.2 million daily active users, according to Reuters.

Related: ‘Sent Ripples Through the Marketing World’: What Businesses Can Do Now to Prepare for a Possible TikTok Ban, According to a CEO

New year, new raise?

Resume Genius released its 2025 Wage Growth Report this week identifying jobs that can expect to receive pay increases in the coming year. The career site’s researchers used three years of wage data (2021-2023) from the U.S. Bureau of Labor Statistics database to formulate the report.

Related: These Are the 10 Highest-Paying Jobs With the Lowest Stress, According to a New Report

The jobs on this list range in salary from $41,000 to $449,320, and the raises professionals in these roles could get this year ranged from $2,380 to $86,350.

The positions also varied considerably, from dentists to personal finance advisors.

“Heading into 2025, it’s a good career move for professionals to understand which industries are thriving,” said Resume Genius Senior Writer Eva Chan. “Fields like healthcare, technology, and renewable energy have high projected job growth, and knowing what roles are paying well can help workers make confident, informed decisions about their next career move in areas full of opportunity.”

Related: Looking for a Remote Job? Here Are the Most In-Demand Skills to Have on Your Resume, According to Employers.

Here are the top 10 jobs for wage growth that are most likely to receive a pay raise in 2025, according to the report.

1. Pediatric surgeon

2023 mean annual salary: $449,320

2022 mean annual salary: $362,970

Pay raise from 2022 to 2023: $86,350

Average pay growth (2021 to 2023): 24%

2. Airline pilot, copilot, and flight engineer

2023 mean annual salary: $250,050

2022 mean annual salary: $225,750

Pay raise from 2022 to 2023: $24,300

Average pay growth (2021 to 2023): 12%

3. Dentist

2023 mean annual salary: $244,470

2022 mean annual salary: $233,430

Pay raise from 2022 to 2023: $11,040

Average pay growth (2021 to 2023): 17%

4. Industrial-organizational psychologist

2023 mean annual salary: $154,380

2022 mean annual salary: $144,610

Pay raise from 2022 to 2023: $9,770

Average pay growth (2021 to 2023): 17%

5. Personal financial advisor

2023 mean annual salary: $150,670

2022 mean annual salary: $137,740

Pay raise from 2022 to 2023: $12,930

Average pay growth (2021 to 2023): 12%

6. Veterinarian

2023 mean annual salary: $136,300

2022 mean annual salary: $129,110

Pay raise from 2022 to 2023: $7,190

Average pay growth (2021 to 2023): 12%

7. Management analyst

2023 mean annual salary: $115,530

2022 mean annual salary: $104,660

Pay raise from 2022 to 2023: $10,870

Average pay growth (2021 to 2023): 7%

8. Wind turbine service technician

2023 mean annual salary: $65,380

2022 mean annual salary: $59,880

Pay raise from 2022 to 2023: $5,500

Average pay growth (2021 to 2023): 6%

9. Skincare specialist

2023 mean annual salary: $51,100

2022 mean annual salary: $47,790

Pay raise from 2022 to 2023: $3,310

Average pay growth (2021 to 2023): 11%

10. Psychiatric aid

2023 mean annual salary: $41,000

2022 mean annual salary: $38,620

Pay raise from 2022 to 2023: $2,380

Average pay growth (2021 to 2023): 9%

I plan for an IPO as a grand opening for a new, highly anticipated restaurant. Before the debut, customers (like investors with an IPO) must be informed and excited about the launch. A well-orchestrated launch requires marketing and PR teams to work hand in hand well before the IPO to get the word out and build the buzz to make the opening day a success. That is only the beginning. Managing investors’ expectations, the public and internal stakeholders require constant vigilance with a solid communications program at the core.

After two years of slow initial public offering (IPO) activity, the start of 2024 had U.S. investors and companies cautiously optimistic that IPO activity would gain momentum. EY reports that IPO proceeds over the first three quarters of 2024 outpaced 2023’s full-year levels. For companies with strong differentiators in hot demand, an IPO could be a very real strategic business option in 2025. To optimize your chances of getting there, PR and marketing leaders must have a seat at the table early on to lay the groundwork effectively.

Related: PR or Marketing? Here’s the Difference

The role of PR and marketing in IPO success

An IPO isn’t just a financial event. It’s a transformation of a company’s public image. PR and marketing teams are crucial in guiding this transformation, ensuring the company’s brand and message resonate with investors, media and other stakeholders. Responsibilities include:

• Shaping the narrative: This should be established long before going public, but it is especially essential during an IPO. PR and marketing teams must work closely with leadership to build a narrative that conveys the company’s value, growth potential and vision for the future.
• Managing media relationships: Before, during and after an IPO, PR and marketing teams are responsible for managing communications to control the company’s narrative, handle media inquiries and avoid potential negative press.
• Investor communication: Clear, transparent communication with investors is vital. PR and marketing leaders must ensure that messaging about the IPO is consistent across all channels and reaches key audiences, from analysts to institutional investors.
• Expanding and improving brand trust: PR and marketing teams are tasked with bolstering the company’s credibility and developing and improving its trustworthiness with key audiences.

Related: How Being Transparent Helps Scale Your Company

IPO comms challenges to overcome

With the unique challenges IPOs present, PR and marketing teams must be prepared to navigate various elements. One of these elements is regulatory and compliance considerations. Public companies are subject to heightened scrutiny and regulations. PR and marketing leaders must ensure that all communications align with regulatory requirements and maintain transparency.

An example of this is Sarbanes-Oxley (SOX). While SOX governs financial reporting, marketing must be aware of its influence on communications and ensure all public statements align with these standards. Additionally, SOC 2 and ASC 606 regulations influence how companies present their operational and financial data to the public, which PR teams must understand to communicate the company’s integrity and compliance effectively.

Market conditions can affect the timing and pricing of an IPO. PR, IR and marketing teams must be prepared to manage the company’s image and investor sentiment, especially during market volatility. Building confidence is a primary goal here. In uncertain markets, it’s critical to communicate stability and vision, framing challenges as opportunities for growth. Depending on the market’s performance, the messaging tone may need to shift, highlighting resilience and long-term value while addressing short-term fluctuations.

Related: PR vs. Marketing — Which One Delivers Better ROI for Your Business?

Developing a PR and marketing strategy

For many companies, an IPO is a once-in-a-lifetime event, and PR and marketing leaders must be proactive in their approach. Begin communications planning well before the IPO to ensure the narrative is solid, clear and impactful across all channels. Align all messaging—from press releases to social media content — with the company’s long-term vision and the IPO’s goals.

Engage with key audiences, including the media and analysts and work alongside the investor relations team to foster positive relationships with investors that build trust in the company. Prepare for increased media attention by training spokespeople, developing a crisis communication plan, and staying on top of news that may impact the company’s public image.

A successful IPO involves more than just meeting financial goals — it’s about managing the expectations of investors, the public and internal stakeholders. Transparency and clarity are indispensable. Open, honest communication is critical to navigating the heightened scrutiny of the IPO process. PR teams must ensure that all communications are clear, accurate and consistent. In the event of negative press or unforeseen challenges, PR teams must be prepared with a crisis management plan allowing quick, strategic responses.

Navigate your IPO successfully

With IPOs expected to become a more viable option for liquidity events in 2025, the role of PR and marketing in ensuring a successful transition to the public market has never been more vital. PR, IR and marketing teams manage an IPO’s communication strategy, brand positioning and market perception. These are the linchpins of a successful IPO. From crafting compelling narratives that resonate with investors to navigating media relations and maintaining stakeholder trust, these are the keys to building investor confidence and setting the stage for long-term success as a publicly traded company.

Sixty-nine percent of American adults set a money-related goal for the new year — and 74% of them are confident they’ll be able to achieve it, according to a survey from Motley Fool Money.

Unfortunately, many of them might find it difficult to sustain that level of optimism into January and beyond.

When it comes to personal finance, U.S. respondents are insecure about how much they know: Only one-third (36%) consider themselves confident in their financial literacy, a recent report from professional survey software provider Checkbox found.

Related: Are You on Track for a Comfortable Retirement? Here’s How Much Money You Should Save Every Month Depending on Your Age and State.

So it’s perhaps not surprising that Americans’ saving habits and retirement planning aren’t necessarily setting them up for success in their golden years.

Checkbox’s research reveals that 40% of Americans save less than 5% of their income.

According to LendingTree data, the average salary in the U.S. in 2023 was $65,470, which means that people could be putting as little as $273 a month toward emergency funds or retirement accounts.

Seventy-seven percent of Checkbox survey respondents said a high cost of living prevented them from saving more, but 10% said they plan to open savings accounts, and 17% felt they’d be able to save more effectively if they had better financial knowledge.

Related: Your Retirement Savings Won’t Last If You Make These 3 Common Mistakes, Financial Advisor Warns

Nearly 60% of Americans feel insecure in their retirement plans, according to Checkbox’s data.

Over a third of Americans have no retirement plan at all, and of those who do have a retirement strategy, just a quarter began preparing before the age of 25. Almost half (42%) of those are saving for retirement with a “basic 401k scheme,” while 24% feel they don’t know enough about their retirement savings options.

“For all ages, it’s important to talk to an advisor who can help create a tailored path specific to your financial goals and set you up for a realistic retirement lifestyle,” Stacey Black, lead financial educator at Boeing Employees Credit Union (BECU), told Entrepreneur in August.

Related: Are You Actually on Track to Retire Well? A Financial Expert Reveals the Critical Milestones to Hit at Every Age — Plus 3 Common Oversights.

According to Black, it’s also important to consider how much you’ll need to save amid rising costs and inflation — because what seems like a “comfortable nest egg” today might not provide enough financial stability in the future.