A brand’s identity is often thought to originate at the top, defined by executives who set the tone and vision. Yet, in today’s interactive landscape, audiences wield unprecedented influence, shaping how brands are perceived in real time.

Striking the right balance between leadership vision and audience feedback isn’t just important — it’s essential for long-term success. Here’s how to understand this dynamic and build a brand that thrives.

Related: This Overlooked Leadership Trait Makes All the Difference in Your Ability to Captivate an Audience

1. Leadership sets the vision

A brand’s foundation is laid by leadership. Visionary leaders define the mission, values and tone, creating the blueprint for everything the brand represents. Think of iconic brand leaders like Steve Jobs or Elon Musk, whose personal convictions and leadership styles became synonymous with their brands. This clarity of purpose ensures the brand communicates consistently across every touchpoint.

However, leadership isn’t just about setting the tone. It’s also about action. Every decision — product offerings, pricing, sustainability practices — sends signals to the public. A leader’s choices either reinforce the brand’s message or create misalignment. For example, a brand positioning itself as eco-conscious must ensure its operations reflect this commitment. Any gap between message and practice risks eroding trust.

The challenge for leaders is to be steadfast yet adaptable. While consistency builds reliability, leaders must also recognize when audience preferences evolve. This doesn’t mean chasing every trend but staying aware of meaningful shifts that could impact the brand’s relevance. By holding firm to core values while adapting execution strategies, leaders ensure their vision remains intact even in a fast-changing market.

2. Audiences shape perception

In today’s social-first world, audiences are no longer passive participants in branding; they’re active collaborators. Social media, reviews and word-of-mouth amplify consumer voices, sometimes overshadowing leadership narratives. One viral story can reshape public perception in moments, highlighting the need for brands to remain vigilant.

Take the example of LEGO. When customers criticized its product line for reinforcing gender stereotypes, the company didn’t ignore the feedback. Instead, it introduced more diverse and inclusive options, showing a willingness to evolve without losing its identity. This response bolstered LEGO’s reputation as a forward-thinking brand and deepened its connection with its audience.

Listening to consumers doesn’t just mitigate risks — it also uncovers opportunities. Successful brands actively solicit feedback through surveys, forums and social media engagement. This creates a feedback loop where customer insights guide innovation and improvement. For instance, Nike’s ability to stay culturally relevant comes from its leadership’s foresight combined with a keen understanding of consumer sentiment.

The takeaway? Brands must treat their audience as partners, valuing their input and allowing it to shape the brand in meaningful ways while staying true to their mission.

Related: How to Build an Unshakeable Brand Voice and Win Over Loyal Customers

3. Finding the balance between vision and feedback

The most resilient brands succeed because they navigate the interplay between leadership and audience influence. It’s not an either-or dynamic; it’s a partnership. Leaders provide the strategic direction, while audiences validate and sometimes challenge that direction through their actions and feedback.

A key element of this balance is knowing when to adapt without losing authenticity. For example, Nike’s “Just Do It” campaigns consistently push the envelope with bold themes. While driven by a clear leadership vision, the campaigns are also deeply attuned to cultural conversations, striking a chord with consumers. This blend of foresight and responsiveness keeps Nike aspirational and relevant.

Brands that thrive in this space prioritize three strategies: maintaining a strong foundation of values, staying in tune with evolving audience needs and avoiding the trap of chasing fleeting trends. Collaborating with skilled brand strategists or design agencies can help companies fine-tune this balance, ensuring they neither lose sight of their mission nor ignore valuable audience insights.

The path forward

A brand’s identity thrives on balance — anchored by leadership vision yet enriched by audience engagement. The most enduring brands understand this interplay and harness it to build trust, foster loyalty and maintain relevance. However, achieving this balance requires a deliberate approach.

First, prioritize listening. Successful brands actively monitor conversations, solicit reviews and engage in meaningful dialogue with their audience. This creates a feedback loop that not only reveals how the brand is perceived but also uncovers opportunities for growth and alignment.

Next, embrace consistency without rigidity. A clear set of core values and messaging serves as the foundation for your brand, but staying relevant means adapting to audience insights when warranted. Flexibility doesn’t weaken a brand; it strengthens its connection to the people it serves, provided the adjustments remain authentic to the brand’s essence.

Finally, build avenues for engagement that foster loyalty. Consumers who feel heard are more likely to champion your brand. Create opportunities for your audience to be part of the story — through interactive campaigns, social media discussions or exclusive access to new initiatives. This not only strengthens relationships but also ensures your brand evolves alongside its community.

Related: 5 Steps to Position Your Brand for Maximum Success

Ultimately, the most successful brands recognize that leadership provides direction, but the audience shapes the journey. By staying attuned to feedback, remaining steadfast in values and fostering meaningful connections, your brand can achieve the perfect balance — one that leaves a lasting, positive impact.

Brian Thompson, 50, the CEO of UnitedHealthcare was fatally shot Wednesday morning in Midtown Manhattan.

Thompson was arriving at the Hilton hotel around 6:46 a.m. for UnitedHealth Group’s Investor Day, which was being held in the ballroom, where a masked man waiting for him.

“It appears the suspect was lying in wait for several minutes and as the victim was walking to the conference hotel, the suspect approached from behind and fired several rounds, striking the victim at least once in the back and at least once in the right calf,” NYPD Commissioner Jessica Tisch said in a Wednesday statement.

Thompson was taken to a local hospital before being pronounced dead.

“The shooter steps onto the sidewalk from behind the car, he ignores numerous other pedestrians, approaches the victim from behind and shoots him in the back,” said NYPD Chief of Detectives Joseph Kenny at the press conference. “The shooter then walks toward the victim and continues to shoot.”

“From watching the video, it does seem like he is proficient in the use of firearms,” Kenny added.

UnitedHealth Group canceled the Investor Day event.

“I’m afraid that we – some of you may know we’re dealing with very serious medical situation with one of our team members,” UnitedHealth Group staff said during the investor day, according to a transcript, per CNBC. “And as a result, I’m afraid we’re going to have to bring to a close the event today, which I’m sure you’ll understand.”

Thompson was named CEO in April 2021. UnitedHealth Group, which is UnitedHealthcare’s parent company, is No. 5 in the Fortune 500.

The investigation is ongoing and no arrests have been made, per the NYPD.

“We will not [rest] until we identify and apprehend the shooter in this case,” Tisch said.

This is a breaking news story and will be updated.

Apple CEO Tim Cook says AI is an unmistakable turning point for technology.

In an interview with Wired released on Wednesday, Cook discussed AI’s impact on Apple and said it will enhance all of Apple’s offerings at some point by changing the way users interact with their phones, tablets, and laptops.

“AI will reinvent and provide a new era and a new chapter for iPhone and iPad and the Mac and all of our products over time,” Cook said. “Because I think it changes the way you interface with the product.”

Related: Apple Intelligence ‘Changed My Life,’ Says CEO Tim Cook. Here’s How the New iPhone AI Saves Him Time.

Cook stated that he personally uses Apple Intelligence to summarize emails. Apple is an email-based company, he explained, so he gets a high volume of messages from all corners, including from employees and customers. Cook says Apple Intelligence summarizes and prioritizes his emails for him so he knows what to read first.

Siri also received an AI boost in October when Apple released iOS 18.1, which allows Siri to understand more context, handle tech support questions, and switch between text and voice commands with AI. There have been reports that Apple is preparing to launch a new and improved AI version of Siri in the coming months.

In the interview, Cook calls himself a Siri “power user” and says he’s one of the 1.5 billion requests that Siri gets per day. He explained that with AI, more Apple users will use Siri and develop a personal connection with the voice assistant.

“I already have a personal relationship with Siri, but I think more people will because Siri will become more personally relevant and be able to take tasks off your plate that you don’t have to do,” Cook said.

Related: Apple’s Next Device Will Reportedly Be Mounted on Your Wall: ‘They Feel Like They’re Going to Sell a Lot of These Things’

Though AI is expensive, costing over $100 million to train by one estimate, having AI-enhanced features on Apple products doesn’t mean paying extra for them, Cook says. He notes that there were “never” conversations about charging for AI services, like AI that can draft emails or texts from within iPhone, iPad, and Mac. Instead, Apple views AI as a core experience for using its products.

And when it comes to originality, Cook says that using AI to make writing sound more polished or friendlier still means the writing is yours.

“It’s still coming from you,” he stated.

Related: Apple Adds AI Writing Tools to the iPhone 16. Here’s Why That Could Be a Problem.

Irene Chen and Matthew Grenby, co-founders of functional luxury handbag and accessories brand Parker Thatch, are no strangers to well-timed pivots — having used them to build a business that’s been profitable since day one and will hit eight figures in revenue this year.

^{Image Credit: Courtesy of Parker Thatch}

Drawing inspiration from Chen’s background in fashion (as director of product development at Donna Karan) and Grenby’s in UX and design, the couple got their start in entrepreneurship with an e-stationery company called iomoi, which launched in 2001.

Although people liked the idea, it was ahead of its time, the co-founders say. The internet wasn’t yet mainstream, and potential customers weren’t willing to pay for a product they thought should be free. So iomoi began to offer physical products, expanding into home goods with a focus on customization.

Related: She Used $10,000 in Savings to Turn Her Side Hustle Into an 8-Figure Brand You’ve Probably Seen

“I’m like, I want that on a tote bag.”

Then Grenby figured out how to put their popular monogram designs onto 100% cotton — “and the wheels started turning,” Chen says. “I’m like, I want that on a tote bag.” The business was (and still is) entirely bootstrapped, so the couple had to find a creative, cost-effective way to develop the new product.

“When you don’t have a huge sum of funding, it really tests your ability — how do I do this?” Chen says.

They did it by enlisting the help of Chen’s dry cleaner in Danville, California. It was a family business; the woman who hemmed Chen’s pants did excellent work and had a design degree, so they asked her to create a pattern, and she agreed. The bags were made of canvas with two strips of leather attached by rivets for handles. The Goyard stripe was popular at the time, so Chen and Grenby added a stripe design to their own bag.

It was 2009, and the timing was just right, the co-founders say: They “threw a bunch of Hail Marys out there,” which landed iomoi’s bags in holiday gift guides just in time for the seasonal shopping rush. Their “Mimi” bag was an instant hit, even catching Reese Witherspoon’s eye, and is still a bestseller today.

^{Image Credit: Courtesy of Parker Thatch}

Related: Reese Witherspoon Shares Her Ambitious New Daily Habits, and Ina Garten Hilariously Responds With More Realistic Goals: ‘Drink More Large Cosmos’

“In order to scale and really become what we wanted to become, we needed to pivot.”

Chen and Grenby continued to grow the brand over the next several years, moving their operation from their garage to a small office in Lafayette, California before they outgrew it and transitioned to a larger space in Orinda in 2015. The new office had a great window, which inspired the co-founders to open a showroom.

That same year, Chen and Grenby’s friends and mentors Kate and Andy Spade, the husband-and-wife team behind fashion company Kate Spade New York, gave them some important advice. It was time to rename the company, which “nobody could remember or pronounce,” Grenby recalls.

The co-founders often spent time in Napa with the Spades, and after some evening brainstorming sessions, playing around with different ideas, Kate mentioned how she’d always loved the name “Thatch.” Chen and Grenby’s daughter’s name is Parker and their son’s is Thatcher; “Parker Thatch” was a natural fit.

Customization was an integral part of the brand’s handbags and accessories, but eventually, it became clear that it wasn’t sustainable. “It’s really difficult to scale that,” Chen says. “We had a great bag and a great business, but in order to scale and really become what we wanted to become, we needed to pivot.”

“That had been our bread and butter for all those years,” Grenby adds, “and that’s what had allowed us to grow as far as we had, but we sort of went as far as we could with that approach. There were just so many operational inefficiencies and bottlenecks that wouldn’t let us [continue to expand].”

^{Image Credit: Courtesy of Parker Thatch}

Related: Crush Your Growth Goals — Make These 5 Bold Moves to Scale and Keep Your Vision Intact

The co-founders also wanted to introduce new colors and materials, including leather, to Parker Thatch’s line.

Although moving away from the brand’s original customizations was the right decision, it was still a difficult one. Chen likens the experience to jumping off a diving board and being unsure of where you’ll land, and Grenby agrees, adding, “You know it’s water, but how deep is it? Is there a rock? Is there a shark? You just have to take that leap of faith.”

“I want things to be elegant and beautiful.”

Taking that chance paid off — and helped Parker Thatch redefine itself as a brand that’s “all about functional and elevated luxury.”

“I find that’s where we hit our stride, and that’s who I am as a person,” Chen says. “I’m not a fussy person, but I want to look good, and I want things to be elegant and beautiful. But I want to use it every day, and I want you to use your bag every day.”

Parker Thatch let go of one version of customization to scale, but it’s since embraced another. Customers can personalize their bags with interchangeable straps — like 100% cow hair in camo print with cognac leather trim or navy and white beading with suede sides — and charms: hearts dangling from acrylic tortoise chains, mother-of-pearl evil eyes, and so much more.

“That all stems from when we first started monogramming our bags,” Chen explains. “Everyone has different personalities, and it should reflect on their bags. So I give you a bag that everyone could carry, but I believe that the straps [and charms] that you choose [are] a reflection of you.”

Related: ‘Rules Are Suggestions’: This Fashion Founder Is Using AI to Eliminate the Industry’s Massive Sizing and Waste Problems

“If it’s not authentic, people sense that.”

Parker Thatch continues to sell direct-to-consumer from its website, but it’s also added a store to its Orinda showroom. Customers can make virtual or in-person appointments to shop and customize their look.

“We value connecting with our customer in that way,” Grenby says, “and they value it too because they get to touch and feel the product.”

Next year, the co-founders look forward to growing the brand via new channels of distribution and finding continued success with its designs, like the increasingly popular broken-in leather concept that’s attracting buyers to the “Jack” tote (which quickly sold out and is now available for pre-order).

Chen and Grenby have learned a lot over their past 20-plus years in business, including how to stay competitive in a crowded market — and the difference between entrepreneurs seeking flash-in-the-pan success and those who want to build a company with longevity.

^{Image Credit: Courtesy of Parker Thatch}

Related: Want a Company That Lasts Forever? This Simple Business Strategy is the Secret to Longevity

Doing the latter requires a certain level of “grit,” the co-founders say. “Sometimes people [think] grit means you have to hang on as tight as you can and just keep going and go hard,” Chen explains. “But I’ve discovered it’s more the longevity of it and the consistency of it. It’s just sticking to it.”

And, yes, Parker Thatch makes handbags, but its “true mission” is about giving customers a confidence boost, Chen says: “I want to make a handbag that when you put it on, you feel like you got a little swagger. So when you’re not feeling great that day, [you put that bag on and are like], Okay, I can do this.”

Finding that “why” helped supercharge the company — and serves as a solid defense against inevitable industry challenges, like competitors that produce knock-offs, Grenby says.

“That ‘why’ is not something that’s not easily copyable,” he explains. “If it’s not authentic, people sense that, and they value authenticity.”

Leadership isn’t one-size-fits-all, but if you break it down, I believe there are four main pillars that most leaders lean on: performance, process, people and planning. Every leader brings a unique approach to the table, and, often, one specific style becomes a primary driver of how they lead.

Today, we’re going to focus on performance-oriented leaders. Performance-oriented leaders are focused on results, action and tangible outcomes. When business needs to move quickly, leaders who prioritize performance can adapt, establish a fast pace and ensure objectives are met.

Like any leadership style, this approach has its challenges. Here’s an in-depth look at what it means to be a performance-driven leader, how to make the most of it and how to overcome its potential pitfalls.

Related: The 4 Pillars of Leadership Success

What is a performance-oriented leader?

Performance-oriented leaders are laser-focused on results. They thrive in environments where productivity, efficiency and achieving goals are paramount. They set high standards, expect accountability and often drive their teams to hit ambitious targets.

In contrast to process-oriented leaders who might take a more methodical approach or people-oriented leaders who emphasize team well-being, performance-oriented leaders prioritize outcomes and often make quick decisions to keep things moving forward.

Strengths of performance-oriented leadership

Results and goal orientation:

Performance-driven leaders are often results-driven to the core, setting big goals for themselves and their teams. They’re skilled at creating an environment that encourages productivity and efficiency, which can propel the entire team toward meeting and exceeding expectations.

This approach helps create a culture where everyone understands the value of getting things done, and progress is measurable and constant.

Effective and fast decision-making:

Performance-oriented leaders know that not every decision requires hours of deliberation. They’re adept at assessing situations, trusting their instincts and making quick calls to keep the momentum going. This decisiveness can help businesses stay agile and responsive, especially in times of change or uncertainty.

Strong delegation skills:

Performance leaders understand that time is a limited resource, so they’re comfortable with delegating tasks to the right people. They know which team members are best suited for each job and empower them to take ownership of specific aspects of a project. By breaking down large projects into smaller, actionable steps and assigning them across the team, performance-oriented leaders keep things on track without becoming overwhelmed.

Accountability and clear expectations:

Setting expectations and holding the team accountable are core tenets of performance-driven leadership. Performance-oriented leaders communicate clearly and ensure each team member knows their role in achieving the desired outcome. This clarity fosters accountability, as each person understands what’s required of them and can measure their progress.

Related: How Your Leadership Style Impacts Your Business Goals

Potential drawbacks of performance-driven leadership

Lack of attention to process:

Because performance-oriented leaders are often so focused on achieving the end goal, they may overlook the details of how work gets done. This can lead to short-term wins but may create long-term issues if the processes aren’t sustainable or scalable. Without a structured approach, teams might achieve their goals, but potentially at the cost of inefficiencies or inconsistencies that could slow them down later.

Risk of overlooking team well-being:

Performance leaders sometimes prioritize results over relationships. While this can drive impressive outcomes, it can also contribute to high levels of stress within the team. In focusing so intently on outcomes, there’s a risk of overlooking employee satisfaction, morale and well-being. When left unaddressed, this can lead to burnout or even high turnover, ultimately hindering performance in the long run.

Reduced focus on big-picture vision:

The quick decision-making style of a performance-driven leader is great for immediate results but can sometimes overshadow the big picture. When decisions are made rapidly and focused solely on achieving results, leaders may miss opportunities to refine strategy or anticipate future challenges. Over time, this can lead to a disconnect between the team’s daily actions and the larger organizational vision.

How to maximize performance-oriented leadership

Add a layer of strategic reflection:

To counterbalance the drive for fast action, make time for regular reflection on both the processes and results. Review recent decisions with an eye on how they fit into long-term objectives. By creating space for strategic thinking, you’ll gain insights into the effectiveness of your approach and can identify areas where a slower, more thorough process might benefit the team.

Make employee well-being a priority:

Performance-oriented leaders can strengthen their approach by taking a few moments to connect with their team on a personal level. Checking in with team members, asking how they’re doing and actively listening to their concerns can help create a more balanced and supportive work environment. This doesn’t mean slowing down or reducing expectations, but it does mean showing genuine interest in the team’s well-being to create a positive culture that sustains high performance.

Stay open to collaborative input:

Collaboration doesn’t need to slow down decision-making — it can actually make it more effective. By welcoming team feedback, especially on high-stakes decisions, performance-driven leaders can ensure that critical insights and alternative perspectives aren’t overlooked. This helps to refine decisions and build team trust without sacrificing the results-focused drive.

Create accountability without overpressure:

Holding people accountable is critical, but performance-oriented leaders need to make sure expectations are realistic. When setting ambitious goals, consider the team’s workload and capacity. Encouraging open communication around challenges and roadblocks can help the team feel supported rather than pressured, leading to a more sustainable, engaged approach to high performance.

Related: This Leadership Technique is the Secret to Optimal Team Performance

Leaning into a performance-driven approach as a leader can be incredibly powerful. It builds a culture of results, encourages accountability and ensures quick progress toward goals.

But, like any leadership style, it’s essential to balance strengths with self-awareness, paying attention to team well-being, process and strategic reflection. By keeping these potential drawbacks in mind, performance-oriented leaders can continue to drive results while creating a positive, sustainable work environment.

Welcome to another episode of Entrepreneur Elevator Pitch, the show where entrepreneurs looking to uplift their lives must prove to our elite panel of investors that they have what it takes in 60 seconds or less.

As many of our contestants learn, getting your pitch out in time is no easy task — but sealing a deal can be even harder. Our board of investors comes at them with all kinds of questions, digging into their costs, marketing strategies and sales traction (or lack thereof). On this show, you have to know your numbers — and be able to think fast — if you want to make it out with a life-changing deal.

Related: A Near-Tragedy Spurred This Dad’s Invention — Now Worth Millions

If you’re planning to make a pitch to investors in the near future, you’d be wise to take in these valuable words of advice from Marc Randolph, co-founder of Netflix: “When you’re making your pitch, I want you to tell it, not sell it. Sure, describe your product, but I’m not your customer — I’m an investor. I want to know that other people are going to like it. I want to know how that’s going to make my investment profitable. And most importantly, I want to see that you have the chops to make your business work.”

Find out who makes it into the boardroom and comes out with a deal on an all-new Entrepreneur Elevator Pitch!

Season 12, Episode 7 Board of Investors

Season 12, Episode 7 Entrepreneurs

• Khalid David, founder of TracFlo, an online platform that provides a central location to input, track and approve changes to project costs for subcontractors, general contractors, designers and owners
• Seena Chriti, founder of Paktli Foods, gluten-free, organic puffed quinoa and ancient grain snacks
• Jasmine Johnson, founder of Parent Co, innovative electric outlet covers for baby childproofing

How to Watch

Season 12 of Entrepreneur Elevator Pitch is presented by Amazon Business. New episodes stream on Wednesdays on Entrepreneur.com and EntrepreneurTV. Follow Entrepreneur Elevator Pitch on Facebook, YouTube and IGTV.

There are some companies whose reputations speak for themselves—Enron, Lehman Brothers, Madoff, Theranos—where the scandals were so dishonorable you’d think there would be zero chance of a comeback.

Well, you’d think.

On Monday, a “new” Enron released a press release revealing its “relaunch” to “solve the global energy crisis” just in time for the 23rd anniversary of the company’s collapse.

Related: How Bernie Madoff’s Niece Turned a Family Scandal Into a Mission to Fight Against Pay Inequities

There’s a new Enron.com website that looks spookily legit, with “Who We Are,” “Careers,” and “Company Store” options. The store is selling merch (T-shirts, hoodies, vests, sweatshirts), and there’s even an “employee” portal. They also have new social channels.

The website says a “big” announcement is coming in six days.

Is Enron Really Back?

It’s doubtful. The relaunch appears to be an elaborate prank to sell merchandise. Ars Technica suggests the announcement that is coming in six days could be a crypto coin.

Publicly available documents found by CNN reveal that an LLC out of Arkansas called The College Company bought the Enron trademark in 2020 for $275. Connor Gaydos, the co-creator of “Birds Aren’t Real,” a joke that became a Millennial and Gen Z conspiracy theory, is connected to the LLC.

Under the terms and conditions, the website says that it is “protected parody” for “entertainment purposes only,” per USA Today.

When CNN reached out to the press contact on the new website, they received a reply from New York communications firm Stu Loeser & Co that said they’ll “have more to share soon,” and declined further comment.

Related: From Tom Brady to Kevin O’Leary – See Who Lost Big in the Wake of the FTX Crypto Collapse

What Happened to Enron?

Formerly based in Houston, Texas, Enron was an energy and commodities company that collapsed in 2001 after executives were found to have majorly overstated earnings and the financial health of the company.

Executives, including the CEO as CFO, went to prison after receiving criminal convictions for lying to investors. At the time, Enron held more than $60 billion in assets and the scandal left thousands of victims in its wake.

It was one of the biggest bankruptcy filings in the history of the U.S., per Britannica. The corruption also led to the dissolution of Arthur Andersen LLP, which was then one of the largest auditing and accounting companies in the world.

Related: From Enron to Bernie Madoff to FTX, This Oil Tycoon Lost Billions to Bad Investments and Ponzi Schemes

Though it can help start a business, act as a personal tutor, and even roast Instagram profiles, ChatGPT has its limits. For example, ask it to tell you about David Faber. Or simply ask it who Jonathan Turley is.

Those names, plus a few others, will cause ChatGPT to spit out an error message: “I’m unable to produce a response.” The user is then unable to write another prompt to continue the conversation; the only option left is to regenerate the response, which yields the error again.

^{Screenshot. Prompt: Tell me about Brian Hood.}

ChatGPT users discovered over the weekend that a few words could break the AI chatbot, or cause it to stop working. The trend started with the name “David Mayer,” which ChatGPT users on Reddit and X flagged.

404 Media found that the names “Jonathan Zittrain,” which refers to a Harvard Law professor, and “Jonathan Turley,” which is the name of a George Washington University Law professor, also caused ChatGPT to stop working.

Related: Here’s How the CEOs of Salesforce and Nvidia Use ChatGPT in Their Daily Lives

Ars Technica noted that “Brian Hood,” the name of an Australian mayor, “David Faber,” which could refer to a CNBC journalist, and “Guido Scorza,” which is the name of an Italian attorney, all yielded error messages.

ChatGPT refuses to say the name “David Mayer,” and no one knows why.

If you try to get it to write the name, the chat immediately ends.

People have attempted all sorts of things – ciphers, riddles, tricks – and nothing works. pic.twitter.com/om6lJdMSTp

— Justine Moore (@venturetwins) November 30, 2024

As of the time of writing, ChatGPT no longer produces an error message when asked about David Mayer and instead gives the generic response, “David Mayer could refer to several individuals, as the name is relatively common. Without more context, it’s unclear if you’re asking about a specific person in a field such as academia, entertainment, business, or another domain. Can you provide more details or clarify the area of interest related to David Mayer?”

However, for the other names — Brian Hood, Jonathan Turley, Jonathan Zittrain, David Faber, and Guido Scorza — ChatGPT persistently produces an error message.

^{Screenshot. Prompt: Who Is Jonathan Turley?}

It’s unclear why these specific names cause the AI bot to malfunction and to what effect.

Ars Technica theorized that ChatGPT being unable to process certain names opens up new ways for attackers to interfere with the AI chatbot’s output. For example, someone could put a forbidden name into the text of a website to prevent ChatGPT from accessing it.

Social media users speculated that certain names being blocked meant that ChatGPT would be monitored and tightly controlled by powerful people. They also found that other AI chatbots, like Google’s Gemini, were able to process the names with no problems.

Comment
byu/Kasvanvliep from discussion
inChatGPT

OpenAI did not respond to Entrepreneur‘s request for comment.

Related: ChatGPT Finally Gives Businesses What They’ve Been Asking For

Artificial intelligence (AI) and machine learning (ML) are not new concepts. Equally, leveraging the cloud for AI/ML workloads is not particularly new; Amazon SageMaker was launched back in 2017, for example. However, there is a renewed focus on services that leverage AI in its various forms with the current buzz around generative AI (GenAI).

GenAI has attracted lots of attention recently, and rightly so. It has great potential to change the game for how businesses and their employees operate. Statista’s research published in 2023 indicated that 35% of individuals in the technology industry had used GenAI to assist with work-related tasks.

Use cases exist that can be applied to almost any industry. Adoption of GenAI-powered tools is not limited to only the tech-savvy. Leveraging the cloud for these tools reduces the barrier to entry and accelerates potential innovation.

Related: This Is the Secret Sauce Behind Effective AI and ML Technology

Understanding the basics

AI, ML, deep learning (DL) and GenAI? So many terms — what’s the difference?

AI can be distilled to a computer program that’s designed to mimic human intelligence. This doesn’t have to be complex; it could be as simple as an if/else statement or decision tree. ML takes this a step further, building models that make use of algorithms to learn from patterns in data without being programmed explicitly.

DL models seek to mirror the same structure of the human brain, made up of many layers of neurons, and are great at identifying complex patterns such as hierarchical relationships. GenAI is a subset of DL and is characterized by its ability to generate new content based on the patterns learned from enormous datasets.

As these methods get more capable, they also get more complex. With greater complexity comes a greater requirement for compute and data. This is where cloud offerings become invaluable.

Cloud offerings can be generally categorized into one of three categories: Infrastructure, Platforms and Managed Services. You may also see these referred to as Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), and Software-as-a-Service (SaaS).

IaaS offerings provide the ability to have complete control over how you train, deploy and monitor your AI solutions. At this level, custom code would typically be written, and data science experience is necessary.

PaaS offerings still offer reasonable control and allow you to leverage AI without necessarily needing a detailed understanding. In this space, examples include services like Amazon Bedrock.

SaaS offerings typically solve a particular problem using AI without exposing the underlying technology. Examples here would include Amazon Rekognition for image recognition, Amazon Q Developer for increasing software engineering efficiency or Amazon Comprehend for natural language processing.

Practical applications

Businesses all across the world are leveraging AI and have been for years if not decades. To illustrate the variety of use cases across all industries, take a look at these three examples from Lawpath, Attensi and Nasdaq.

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

Challenges and considerations

Whilst opportunity is plenty, harnessing the power of AI and ML does come with considerations. There’s lots of industry commentary about ethics and responsible AI — it’s essential that these are given proper thought when moving an AI solution to production.

Generally speaking, as AI solutions get more complex, the explainability of them reduces. What this means is that it becomes harder for a business to understand why a given input results in a given output. This is more problematic in some industries than others — keep it in mind when planning your use of AI. An appropriate level of explainability is a large part of using AI responsibly.

The ethics of AI are equally important to consider. When does it not make sense to use AI? A good rule of thumb is to consider whether the decisions that your model makes would be unethical or immoral if a human were making the same decision. For example, if a model was rejecting all loans for applicants that had a certain characteristic, it would be considered unethical.

Getting started

So, where should businesses start with AI/ML in the cloud? We’ve covered the basics, a few examples of how other organizations have applied AI to their problems and touched on the challenges and considerations for operating AI.

The starting point on any business’s roadmap to successful adoption of AI is the identification of opportunities. Look for areas of the business where repetitive tasks are performed, especially those where there are decision-making tasks based on the interpretation of data. Additionally, look at areas where people are doing manual analysis or generation of text.

With opportunities identified, objectives and success criteria can be defined. These must be clear and make it easy to quantify whether this use of AI is responsible and valuable.

Only once this is defined can you start building. Start small and prove the concept. From the solutions mentioned, those at the SaaS and PaaS end of the spectrum will get you started quicker due to a smaller learning curve. However, there will be some more complex use cases where greater control is required.

When evaluating the success of a PoC exercise, be critical and don’t view it through rose-tinted glasses. As much as you, your leadership or your investors may want to use AI, if it’s not the right tool for the job, then it’s better not to use it. GenAI is being touted by some as the silver bullet that’ll solve all problems — it’s not. It has great potential and will disrupt the way a lot of industries work, but it’s not the answer for everything.

Following a successful evaluation, the time comes to operationalize the capability. Think here about aspects like monitoring and observability. How do you make sure that the solution isn’t making bad predictions? What do you do if the characteristics of the data that you used to train the ML model no longer represent the real world? Building and training an AI solution is only half of the story.

Related: Unlocking A.I. Success — Insights from Leading Companies on Leveraging Artificial Intelligence

AI and ML are established technologies and are here to stay. Harnessing them using the power of the cloud will define tomorrow’s businesses.

GenAI is at its peak hype, and we’ll soon see the best use cases emerge from the frenzy. In order to find those use cases, organizations need to think innovatively and experiment.

Take the learnings from this article, identify some opportunities, prove the feasibility, and then operationalize. There is significant value to be realized, but it needs due care and attention.

Are you struggling with how to best handle a bad contractor? No doubt, working with contractors ranks among the hardest parts of real estate investing.

However, as a real estate investor, unless you have a property manager, working with contractors unavoidably comes with the job, whether building a property, remodeling or making repairs.

Be proactive when learning about hiring or firing contractors so that if trouble arises, you are prepared.

Assemble All Evidence

The first step when dealing with a bad contractor is to gather all paperwork and evidence. During the hiring process, you should have collected copies of their license, bonding, and insurance paperwork and a clear written contract with the scope of work.

Take photos throughout each project stage, take notes about progress or lack thereof, delays, and so forth.

In addition to information about their work, keep records of all communication, including phone calls, emails, and texts. Specifically, any important agreement between the two of you should be put in writing. Unfortunately, we cannot trust the old “handshake” agreement in situations involving thousands of dollars.

Finally, keep track of all deposits, materials provided, and payments to the contractor. Make all payments either electronically or via check. Where is the money trail if you paid half of their bill in cash?

Additional Documentation to Support Your Case

Remember to maintain a collection of supporting evidence beyond the basic paperwork to strengthen your position if issues with the contractor escalate. Below are some of them:

Fire the Contractor

While this seems obvious, it is not always the most comfortable thing to do. Initially, your contractor will most likely challenge the firing as a breach of contract. This is precisely why having a record of how they actually breached the contract agreement first is key. Some things to consider as you document their misdeeds:

• • Did they ever not show up when they were supposed to?
  • Were non-agreed materials used?
  • Did they consistently stick to the schedule?
  • Did they go over budget?

Don’t dig yourself into a deeper hole. After you have compiled sufficient evidence of the contractor’s poor job, fire them immediately so that you are not continuously paying for bad or mediocre work.

File a Bond Insurance Claim

Before proceeding, note that you can only file a claim if the contractor is bonded. Therefore, you should only work with bonded and insured contractors for large projects.

You can reclaim the money you already spent by communicating with the contractor’s insurance company. Even the threat of filing a claim often persuades wayward contractors to finish the work. But do it properly! You never know when you need to escalate to the real thing. 

File a Complaint to the State Licensing Board

If the contractor is licensed, you can file a claim to the state board if needed. No contracting company wants this to happen. Licensed contractors can charge more and earn more projects, so they don’t want to jeopardize their licensing in any way.

You can force the state board to act by threatening a complaint. In these cases, they will usually want to resolve the conflict, and you are also more likely to receive your money back. Look up your specific state’s complaints process for more information. 

Go to Court

By filing a suit in a small claims court, you can receive justice at a small price. Not only are suits in small claims affordable, but they also offer the option for you to represent yourself with no attorney or legal fees.

Of course, if you paid your contractor a large amount, consider hiring an attorney even if the amount falls under the jurisdiction of small claims court.

Post Public Reviews

Although this strategy may not yield financial gains, the threat of posting poor reviews on many websites might convince the contractor to fix their faulty work.

Even if that doesn’t work, at least the next person looking to hire a contractor may think twice before hiring them.