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Robotics and artificial intelligence: Words typically accompanied by the backdrop of a neon cityscape full of high rises,and never ending streams of cars flying past. From Bladerunner to The Jetsons, a future of technology is often predicated on ideas of sprawling, gritty urbanity, where wired, manufactured components replace biological structures completely.

However, at Greenfield Robotics, the role of cutting edge technology is to support nature, not supplant it.

For decades, the agricultural industry has grappled with critical challenges such as the extensive use of harmful chemicals and the resultant environmental degradation. Phasing out herbicides and pesticides has been a difficult task due to the lack of alternatives that could function with the same efficiency at scale.

But Clint Brauer, the founder of Greenfield Robotics, realized that there was an unexpected answer to the problem. By harnessing AI-powered robotic technology to revolutionize no-till farming methods, he built a team at Greenfield to create technology that promises not only to mitigate environmental impact but also to enhance the sustainability and efficiency of farming operations, all without chemicals.

Greenfield Robotics leverages cutting-edge technology to power autonomous robots that are designed specifically for the agriculture industry. Brauer, who is himself a third-generation farmer, says, “The reason we created these initial robots was to solve a pretty basic problem. Weeds have become resistant to herbicides, and so then you have to use more of those chemicals… There’s no resistance to a blade.”

The fleet was built and developed in Cheney, Kan. to navigate fields independently, equipped with spinning blades to cut through even the hardiest, most stubborn stalks. The robots are able to keep crop damage to less than 1% during the process, which is a much better record than large-scale spray rigs. Machine vision and learning help them identify field boundaries and obstacles in real-time, while a smaller chassis allows them to operate more nimbly than traditional heavy machinery and avoid crushing crop rows.

By implementing Greenfield’s robots-as-a-service methodology, farmers will no longer need to purchase their own sprayers, which can run up to $1 million or more, and they would be able to cut the cost of post-plant herbicides out of their budgets, Brauer says.

A big part of what makes herbicide use so problematic is that long-term adoption of chemicals like glyphosate has resulted in generations of superweeds, which have become resistant and require stronger, more toxic solutions. Further, since glyphosate functions as an enzyme inhibitor, it can also stunt the growth of the very crops it’s meant to help and harm other species that are endemic to local biomes.

In recent years, many farmers have been shifting away from tillage and instead putting regenerative practices in place. Ideas like cover cropping and no tillage farming aren’t new, but they are being rediscovered as effective methods of naturally managing weeds as well as returning nutrition back into the soil—thus “regenerative.” These practices emphasize maintaining soil integrity by keeping it planted and undisturbed, allowing it to build a healthy ecosystem that helps prevent erosion, retain water, and even draw carbon out of the air and back into the earth. The result is land that increases the nutrient density of the crops grown, which also means that when growing season comes, the crops are stronger and more vital, too.

But adopting new practices while maintaining seasonal calendars can be taxing and difficult, sometimes impossible at the speed and scale required. Greenfield Robotics provides an automated solution. Unlike spray rigs, which require human operators and can only be driven safely during daylight hours, Greenfield’s robots run on rechargeable lithium ion batteries that go for five hours at a time for weeding. Since they follow AI-drawn paths based on overhead drone imagery, they can run deep into the night without issue. When there are storms, it can take a week before the ground is solid enough for heavy machinery to be able to go back to work, but soft ground and mud is less of an issue for the lighter robots. All of these factors allow the robots to shave entire days off of an arduous, expensive, and necessary task that must be done multiple times a year.

The implementation of Greenfield’s robots-as-a-service results in a “triple-win” solution for farmers, with positive impact for the climate, consumers, and on the bottom line for farmers.

Greenfield Robotics is not just changing farming practices on individual farms, but is also setting a precedent for the global agricultural sector. By demonstrating the effectiveness and efficiency of robotic weed control, Greenfield Robotics is opening the door to more sustainable farming methods worldwide.

This technology-driven approach is gradually shaping the thinking and practices around regenerative agriculture. Greenfield Robotics has worked live on farm fields for the past three years and continue to expand their reach.

Every year the systems take a big leap forward and Greenfield Robotics aims to refine their systems, increase the capabilities of their robots by developing new tools for farmers, and scale their solutions to meet global demands. Bauer shares more of their R&D, “Whether it is to improve sensors that can analyze plant tissue in real time and identify nutrient deficiencies or adding cover cropping capabilities, the team is always working to develop additional functionality to the fleet.”

Greenfield Robotics stands at the forefront of agricultural innovation, and are receiving support throughout the industry. With the backing of major industry players such as Chipotle, ILS Beef, and MKC agricultural co-op with 11,000 farming customers, Greenfield is leading the way toward a new era where technology and traditional farming work hand in hand.

By helping farms adopt concepts like cover cropping and no-tillage farming, Bauer and Greenfield Robotics are bringing agriculture back to the future. Combining time-tested practices with cutting-edge technology, it’s paving the way for a healthier, more sustainable future. The opportunity to remove toxic herbicides completely from farming and our food is within reach.

If you’d like to be a part of the Greenfield Robotics mission, visit to learn more: https://investgreenfieldrobotics.com/

*Disclaimer: In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. Greenfield Robotics has filed a Form C with the Securities and Exchange Commission in connection with its offering, a copy of which may be obtained here.*

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.