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    Employment Agreement deep dive: IP assignment, offer letters, side hustles & more with Becki DeGraw | Wilson Sonsini Startup Legal Basics

    en-usDecember 10, 2020

    Podcast Summary

    • Establishing clear terms with legally binding documentsStarting a business requires legally binding employment and equity agreements to prevent disputes and misunderstandings. Consult a lawyer to ensure proper documentation.

      Starting a business involves more than just a handshake or an email agreement. Having legally binding documents in place is crucial to establish clear terms and prevent potential disputes. Employment agreements and equity agreements are two essential types of documents. Employment agreements outline the terms of an employee's service relationship with the company, including salary, bonus, and equity awards. Offer letters can serve as the first document in the hiring process, but they are not legally binding. It's important to consult a great lawyer to ensure that all agreements are formalized, signed, and reviewed by both parties. Neglecting to do so can lead to costly disputes and misunderstandings. As the founder, investing time and effort into getting the legal basics right from the start is essential for the success of your business.

    • Secure IP with agreements from the startStarting a business or hiring employees? Prioritize IP assignment agreements to protect your company's ideas, from trademarks and patents to business plans and conversations, and avoid potential disputes and financial losses.

      During the process of starting a business or hiring employees, it's crucial to prioritize having intellectual property (IP) assignment agreements in place from the very beginning. A term sheet may help you move forward, but it's the at-will employment agreement that contains the essential provisions, such as confidentiality and IP assignment clauses. IP refers to a range of ideas, from trademarks and patents to business plans and casual conversations. Without an IP assignment agreement, the default is that the employee owns the intellectual property, not the company. This can lead to potential disputes and financial losses. Keeping these agreements securely stored and accessible is essential, as they can serve as crucial evidence in resolving any IP-related claims.

    • Importance of separation agreements for founders and key employeesHaving clear and signed separation agreements is crucial for handling potential disputes and outlining terms for departing founders and key employees, including vesting and IP assignment details. Be aware of employment laws and regulations in your region.

      When dealing with potential legal disputes or separating from employees, having clear and signed agreements in place is crucial. For regular employees, it's not necessary to have them sign a separation agreement for every departure. However, for founders and key employees, it's important to have a separation agreement that outlines the terms of their departure, including any vesting or IP assignment details. At-will employment, common in the US, means that either party can terminate the employment relationship without notice. However, employment laws and regulations can vary significantly from state to state and country to country, so it's essential to be aware of the specific rules in your region. For instance, California, known for its employee-friendly laws, does not enforce non-compete clauses in at-will employment agreements.

    • Impact of Non-compete Clauses on Employment AgreementsNon-compete clauses in employment agreements impact their enforceability, especially concerning state laws. They must be reasonable and not prevent an employee from earning a living. IP provisions remain in effect indefinitely and violations can result in penalties.

      Non-compete clauses in employment agreements can significantly impact the enforceability of the entire agreement, including confidentiality and IP assignment provisions. The enforceability of non-compete clauses varies greatly depending on the state where the employee is located, not where the company is located. With the rise of remote work, it's essential for employers to have employment agreements tailored to each state where their employees reside. Non-compete clauses are intended to promote employee mobility and a vibrant economy, but they must be reasonable and not prevent an employee from making a living. Misappropriation of intellectual property (IP) is a serious issue, and employees cannot take IP from their current employer when they leave, even if they developed it. These provisions remain in effect indefinitely, and violations can result in both civil and criminal penalties.

    • Complexities of IP ownership for side projectsWhen pursuing side projects, use personal equipment and ensure no company connection to avoid potential IP ownership conflicts with employers.

      When it comes to intellectual property and side projects, ownership can be a complex issue. While individuals may be listed as inventors on patents obtained during their employment, those patents typically belong to the companies they worked for. This system is in place for various reasons, including credit and historical precedent. For side hustles or projects pursued outside of work hours, it's essential to use personal equipment and ensure they have no connection to the employer. Employers may have the right to claim ownership if the projects are competitive or use company resources. These rules can vary, and it's essential to consult with a patent attorney or legal expert for specific situations. Ultimately, clear communication and transparency between employees and employers can help avoid potential conflicts and misunderstandings.

    • Leaving a job and starting a new business? Understand non-solicitation agreementsWhen starting a new business, be aware of non-solicitation agreements in your employment contract. They prevent you from soliciting former employer's employees for a certain period. Hiring unsolicited applicants is generally permissible. Be transparent and consult a lawyer for guidance to avoid potential legal issues.

      When considering starting a side hustle or leaving a current employer to start a new business, it's crucial to leave on good terms and understand the non-solicitation agreement in your employment contract. Non-solicitation agreements typically prevent you from soliciting employees from your former employer for a certain period after leaving, usually one year. However, if an employee applies unsolicited, it's generally permissible to hire them. It's essential to be transparent with your former employer and have good legal representation to avoid potential legal issues. The consequences of a messy departure can negatively impact your reputation and future business opportunities, as the business world is interconnected. The specifics of non-solicitation agreements can vary by state, and the laws are currently evolving. Therefore, it's advisable to consult with a lawyer for guidance.

    • Approaching a company exit with care and empathyCommunicate openly and considerately with your employer, avoiding aggressive actions. Companies may offer support or opportunities. Emotions can escalate disputes, so be reasonable and respectful.

      When considering leaving a company to start a new one with colleagues, it's crucial to approach the situation with care and empathy. Have open conversations with your employer, avoiding any actions that could be perceived as aggressive or soliciting other employees. Companies may surprise you with their support, potentially investing, offering consulting roles, or becoming customers. Remember, emotions play a significant role in disputes, so being reasonable and considerate can lead to a better outcome. A story was shared about an employee who, despite expressing a desire to leave, took the company's customer database and planned to create a competing product. The employee's actions were discovered, and the situation could have been avoided with thoughtful communication. Overall, treating everyone involved with respect and understanding can lead to more positive outcomes.

    • Former employee stole intellectual propertyEmployees should respect intellectual property, as taking it can harm individuals and companies, and have long-lasting consequences.

      Intellectual property theft, including idea and customer list theft, is a serious issue that can significantly harm individuals and companies. The speaker in this conversation was understandably upset when she discovered that a former employee had stolen documents and customer information from her company. She was determined to take legal action and make an example out of the situation. However, she ultimately decided against it after the employer expressed their appreciation and support. The incident served as a valuable lesson for the speaker and a reminder that employees should respect the intellectual property of their former and current employers. It's important to recognize that taking such information can have long-lasting consequences, even if it seems as simple as an email to oneself. Companies invest a great deal in their ideas and strategies, and it's essential to protect them.

    • Being transparent about legal issues during fundraisingDuring fundraising, disclose any legal issues, even minor ones, to maintain trust and avoid potential legal issues in the future.

      During the process of raising capital for a startup, it's crucial to be transparent about any legal issues or potential disputes, even if they haven't resulted in formal demand letters or lawsuits. During diligence, investors will ask about any legal issues, and failing to disclose them could lead to damage to the relationship with the investor and potential legal issues down the line. Even if you believe the issue is minor or that it won't result in a lawsuit, it's important to err on the side of transparency. This not only helps maintain a strong relationship with your investors but also shows that you value honesty and integrity in your business dealings. It's always better to disclose potential legal issues upfront rather than risk the consequences of hiding them.

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    https://www.justice.gov/opa/pr/united-states-files-complaint-against-adobe-and-two-adobe-executives-alleged-violations

    https://www.justice.gov/opa/media/1356176/dl?inline

    https://www.sec.gov/Archives/edgar/data/1997859/000119312524162032/d396527ds1a.htm

    https://www.color.com/blog/colors-copilot-and-partnership-with-openai

    https://leginfo.legislature.ca.gov/faces/billTextClient.xhtml?bill_id=202120220AB390

    https://frame.work

    https://creators.wattpad.com

    https://www.royalroad.com/home

    https://www.ft.com/content/e33cb565-6d44-4f9a-9105-f3afc03aa732

    *

    New TWIST500 companies:

    https://albedo.com

    https://www.dawnaerospace.com

    https://about.webtoon.com

    https://www.spacex.com

    https://www.color.com

    https://www.biltrewards.com

    https://sakana.ai

    *

    Follow Alex:

    X: https://x.com/alex

    LinkedIn: ⁠https://www.linkedin.com/in/alexwilhelm/

    *

    Follow Jason:

    X: https://twitter.com/Jason

    LinkedIn: https://www.linkedin.com/in/jasoncalacanis

    *

    Thank you to our partners:

    (11:58) Vanta - Get $1000 off your SOC 2 at http://www.vanta.com/twist

    (23:42) .Tech Domains - Apply for the Jam Session with JCal contest today at https://jamwithjcal.tech

    (33:00) Lemon.io - Get 15% off your first 4 weeks of developer time at https://Lemon.io/twist

    *

    Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland

    *

    Check out Jason’s suite of newsletters: https://substack.com/@calacanis

    *

    Follow TWiST:

    Substack: https://twistartups.substack.com

    Twitter: https://twitter.com/TWiStartups

    YouTube: https://www.youtube.com/thisweekin

    Instagram: https://www.instagram.com/thisweekinstartups

    TikTok: https://www.tiktok.com/@thisweekinstartups

    *

    Subscribe to the Founder University Podcast: https://www.founder.university/podcast

    This Week in Startups
    en-usJune 19, 2024

    Woke Google Maps, how Wells Fargo is losing money on fintech, and the global AI race | E1967

    Woke Google Maps, how Wells Fargo is losing money on fintech, and the global AI race | E1967

    This Week in Startups is brought to you by…

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    LinkedIn Ads. To redeem a $100 LinkedIn ad credit and launch your first campaign, go to http://www.linkedin.com/thisweekinstartups

    Mercury. With Mercury, you can simplify your financial operations with banking and software that power your critical financial workflows, all within the one thing every business needs, a bank account. And with new bill pay and accounting integrations, you can pay bills faster and stay in control of company spend. Apply in minutes at ⁠https://www.Mercury.com

    *

    Todays show:

    Alex Wilhelm joins Jason to discuss woke Google Maps (1:57), Bilt & Wells Fargo dynamics (16:20), AI progress in China and Japan (32:00), and more!

    *

    Timestamps:

    (0:00) Jason and Alex kick off the show

    (1:57) Woke Google Maps

    (9:44) Squarespace - Use offer code TWIST to save 10% off your first purchase of a website or domain at http://www.Squarespace.com/TWIST

    (16:20) Bilt and Wells Fargo fintech dynamics

    (17:00) CNBC interview with Bilt founder Ankur Jain

    (25:50) LinkedIn Ads - Get a $100 LinkedIn ad credit at http://www.linkedin.com/thisweekinstartups

    (32:00) AI progress in China and Japan

    (39:41 ) Mercury - Join 200K startups who use Mercury to operate at their best at http://www.mercury.com

    (45:09) Defining AGI and its implications

    (49:06) McDonald's AI ordering systems and their challenges

    (1:04:37) Audience question on EU's AI Act and its impact on startups

    *

    Subscribe to the TWiST newsletter: https://www.ticker.thisweekinstartups.com

    *

    Subscribe to This Week in Startups on Apple: https://rb.gy/v19fcp

    *

    Mentioned on the show:

    https://www.ft.com/content/357f3c68-b866-4c2e-b678-0d075051a260

    https://www.theinformation.com/articles/openais-japanese-rival-gets-1-billion-valuation-from-silicon-valley-investors

    *

    Follow Alex:

    X: https://x.com/alex

    LinkedIn: ⁠https://www.linkedin.com/in/alexwilhelm/

    *

    Follow Jason:

    X: https://twitter.com/Jason

    LinkedIn: https://www.linkedin.com/in/jasoncalacanis

    *

    Thank you to our partners:

    (9:44) Squarespace - Use offer code TWIST to save 10% off your first purchase of a website or domain at http://www.Squarespace.com/TWIST

    (25:50) LinkedIn Ads - Get a $100 LinkedIn ad credit at http://www.linkedin.com/thisweekinstartups

    (39:41 ) Mercury - Join 200K startups who use Mercury to operate at their best at http://www.mercury.com

    *

    Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland

    *

    Check out Jason’s suite of newsletters: https://substack.com/@calacanis

    *

    Follow TWiST:

    Substack: https://twistartups.substack.com

    Twitter: https://twitter.com/TWiStartups

    YouTube: https://www.youtube.com/thisweekin

    Instagram: https://www.instagram.com/thisweekinstartups

    TikTok: https://www.tiktok.com/@thisweekinstartups

    *

    Subscribe to the Founder University Podcast: https://www.founder.university/podcast

    This Week in Startups
    en-usJune 17, 2024

    Lessons in Unreasonable Hospitality with Will Guidara | E1966

    Lessons in Unreasonable Hospitality with Will Guidara | E1966

    This Week in Startups is brought to you by…

    Oracle - Oracle Cloud Infrastructure, or OCI, is a single platform for your infrastructure, database, application development, and AI needs. Take a free test drive of OCI at https://www.oracle.com/twist.

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    *

    Todays show:

    Will Guidara joins Jason to discuss the book Unreasonable Hospitality and how it relates to all businesses including startups (3:44), Will’s annual “The Welcome Conference” in NY (14:32), how the show The Bear lifted Will’s ‘NY street hotdog’ story and made it their own - which then led to his involvement with future seasons (36:19), and more!

    *

    Timestamps:

    (0:00) Will Guidara of Unreasonable Hospitality joins Jason.

    (3:44) Important premises from the book Unreasonable Hospitality and how it relates to all businesses including startups.

    (6:26) Will explains how it felt to see parts from his book appear on the hit show The Bear.

    (8:13) Iconic examples of hospitality and how it can turn customers into advocates for your brand.

    (10:04) Oracle - Take a free test drive of OCI at https://www.oracle.com/twist.

    (11:08) Powerful examples of going above and beyond for your customer.

    (14:32) Will’s annual “The Welcome Conference” in NY.

    (20:57) DevSquad - Get an entire product team for the cost of one US developer plus 10% off at http://www.devsquad.com/twist

    (22:13) Jason shares an anecdote of how he helps others.

    (24:17) Will and Jason riff on interesting examples of unreasonable hospitality, including one that should exist for airplane passengers.

    (30:44) LinkedIn Ads - Get a $100 LinkedIn ad credit at http://www.linkedin.com/thisweekinstartups

    (32:12) A perspective shift that changes the value of call centers.

    (36:03) How the show The Bear lifted Will’s ‘NY street hotdog’ story and made it their own - leading to his involvement for future seasons.

    (40:21) Will feels that The Bear was able to craft and articulate his message spot on in one of their best episodes.

    (42:22) How to gain from the addictive personality traits in the restaurant business.

    (51:15) The “Chicken for Two” at the NoMad hotel.

    (53:31) Breaking down the state of tipping culture and how its removal from Eleven Madison Park was highly successful.

    *

    Subscribe to This Week in Startups on Apple: https://rb.gy/v19fcp

    *

    Check out Unreasonable Hospitality: https://www.unreasonablehospitality.com/

    Sign up for Will’s newsletter: https://www.unreasonablehospitality.com/newsletter

    Check out “The Welcome Conference”: https://www.thewelcomeconference.com/

    Check out Will’s hospitality agency “Thank You”: https://www.thankyou.nyc/

    *

    Follow Will:

    X: https://x.com/wguidara

    LinkedIn: https://www.linkedin.com/in/willguidara/

    *

    Follow Jason:

    X: https://twitter.com/Jason

    LinkedIn: https://www.linkedin.com/in/jasoncalacanis

    *

    Thank you to our partners:

    (10:04) Oracle - Take a free test drive of OCI at https://www.oracle.com/twist.

    (20:57) DevSquad - Get an entire product team for the cost of one US developer plus 10% off at http://www.devsquad.com/twist

    (30:44) LinkedIn Ads - Get a $100 LinkedIn ad credit at http://www.linkedin.com/thisweekinstartups

    *

    Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland

    *

    Check out Jason’s suite of newsletters: https://substack.com/@calacanis

    *

    Follow TWiST:

    Substack: https://twistartups.substack.com

    Twitter: https://twitter.com/TWiStartups

    YouTube: https://www.youtube.com/thisweekin

    Instagram: https://www.instagram.com/thisweekinstartups

    TikTok: https://www.tiktok.com/@thisweekinstartups

    *

    Subscribe to the Founder University Podcast: https://www.founder.university/podcast

    This Week in Startups
    en-usJune 14, 2024

    Inflation cools, how Waymo handled a crash, and the next startups to go public | E1965

    Inflation cools, how Waymo handled a crash, and the next startups to go public | E1965

    This Week in Startups is brought to you by…

    Eight Sleep. Good sleep is the ultimate game changer. The newest generation of the pod, the Pod 4 ultra has arrived. Head to https://www.eightsleep.com/twist and use code TWIST to get $350 off the Pod 4 Ultra.

    Zendesk. The best customer experiences are built with Zendesk. Qualifying startups can join their Startup program and get Zendesk products free, for six months! Visit http://www.zendesk.com/twist today to get started.

    CLA. Innovation takes balance. CLA's CPAs, consultants, and wealth advisors can help you get from startup to where you want to end up. Get started now at ⁠https://www.claconnect.com/tech

    *

    Todays show:

    Alex Wilhelm joins Jason to discuss Waymo crash implications (3:53), Apple's AI announcements post-WWDC (17:17), inflation cooldown (27:21), and more!

    *

    Timestamps:

    (0:00) Jason and Alex kick off the show

    (3:53) How Waymo handled a crash and self-driving car standards

    (8:08) Eight Sleep - Head to https://www.eightsleep.com/twist and use code TWIST to get $350 off the Pod 4 Ultra.

    (10:04) Car safety technology

    (17:17) Apple's AI announcements and stock impact

    (25:41) Zendesk - Get six months free at

    http://www.zendesk.com/twist

    (27:21) Inflation update: Recent CPI data and its implications

    (33:34) High interest rate environment and venture capital

    (40:48) CLA - Get started with CLA's CPAs, consultants, and wealth advisors now at ⁠https://claconnect.com/tech

    (42:12) 10 companies most likely to IPO

    *

    Subscribe to the TWiST newsletter: https://www.ticker.thisweekinstartups.com

    *

    Subscribe to This Week in Startups on Apple: https://rb.gy/v19fcp

    *

    Mentioned on the show:

    https://www.reddit.com/r/SelfDrivingCars/comments/1cxo27o/waymo_car_crashes_into_pole/

    https://www.theverge.com/2024/6/12/24175489/waymo-recall-telephone-poll-crash-phoenix-software-map

    https://techcrunch.com/2024/02/13/waymo-recall-crash-software-self-driving-cars/

    https://techcrunch.com/2024/06/12/waymo-second-robotaxi-recall-autonomous-vehicle/

    https://www.cnbc.com/quotes/AAPL?qsearchterm=aapl

    https://www.bls.gov/news.release/cpi.nr0.htm

    https://x.com/ashugarg/status/1800658425040253309

    https://www.cnbc.com/quotes/US2Y

    https://www.wsj.com/livecoverage/fed-meeting-fomc-interest-rate-decision-cpi-inflation-june-2024/card/traders-firmly-expect-a-rate-cut-in-september-q8qGgjh8jorUx56RBpK8

    https://kalshi.com/markets/ratecutcount/number-of-rate-cuts#ratecutcount-24dec31

    https://www.cnbc.com/2024/06/12/fed-meeting-today-on-interest-rate.html

    https://www.crunchbase.com/organization/databricks

    https://www.crunchbase.com/organization/gusto

    https://archive.is/fGJav#selection-2217.0-2226.0

    https://www.crunchbase.com/organization/shein-b79e

    https://www.sec.gov/cgi-bin/browse-edgar?action=getcompany&CIK=0001514587&owner=exclude&count=40&hidefilings=0

    https://www.crunchbase.com/organization/turo

    *

    Follow Alex:

    X: https://x.com/alex

    LinkedIn: ⁠https://www.linkedin.com/in/alexwilhelm/

    *

    Follow Jason:

    X: https://twitter.com/Jason

    LinkedIn: https://www.linkedin.com/in/jasoncalacanis

    *

    Thank you to our partners:

    (8:08) Eight Sleep - Head to https://www.eightsleep.com/twist and use code TWIST to get $350 off the Pod 4 Ultra.

    (25:41) Zendesk - Get six months free at http://www.zendesk.com/twist

    (40:48) CLA - Get started with CLA's CPAs, consultants, and wealth advisors now at ⁠https://claconnect.com/tech

    *

    Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland

    *

    Check out Jason’s suite of newsletters: https://substack.com/@calacanis

    *

    Follow TWiST:

    Substack: https://twistartups.substack.com

    Twitter: https://twitter.com/TWiStartups

    YouTube: https://www.youtube.com/thisweekin

    Instagram: https://www.instagram.com/thisweekinstartups

    TikTok: https://www.tiktok.com/@thisweekinstartups

    *

    Subscribe to the Founder University Podcast: https://www.founder.university/podcast

    This Week in Startups
    en-usJune 12, 2024

    Apple’s WWDC 2024: Reactions, Highlights & Breakdowns with Jason and Alex | E1964

    Apple’s WWDC 2024: Reactions, Highlights & Breakdowns with Jason and Alex | E1964

    This Week in Startups is brought to you by…

    Squarespace. Turn your idea into a new website! Go to http://www.Squarespace.com/TWIST for a free trial. When you’re ready to launch, use offer code TWIST to save 10% off your first purchase of a website or domain.

    LinkedIn Jobs. A business is only as strong as its people, and every hire matters. Go to https://www.linkedin.com/twist to post your first job for free. Terms and conditions apply.

    The Equinix Startup program offers a hybrid infrastructure solution for startups, including up to $100K in credits and personalized consultations and guidance from the Equinix team. Go to https://www.equinixstartups.com to apply today.

    *

    Timestamps:

    (0:00) Jason and Alex kick off the show

    (1:50) Jumping into the keynote from Apple and whether or not it impressed.

    (5:24) “Apple Intelligence” has landed!

    (8:32) Reactions to the new Siri.

    (10:00) Squarespace - Use offer code TWIST to save 10% off your first purchase of a website or domain at http://www.Squarespace.com/TWIST

    (12:42) The importance of Apple’s addition of “on-screen awareness”.

    (16:30) Breakdown of Apple’s use of data with their AI.

    (19:48) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist

    (23:53) ChatGPT’s integration with Siri.

    (26:32) Unpacking the “free” use of ChatGPT with Apple products.

    (30:01) Equinix - Join the Equinix Startup Program for up to $100K in credits and much more at https://deploy.equinix.com/startups

    (31:07) Discussing the relationships between OpenAI and Microsoft and now Apple.

    (34:44) More “ooohs” and “ahhhs” from Apple’s new Image Playground.

    (40:25) Jason breaks down other key announcements from WWDC 2024 including a password manager and Apple TV’s new “Insights”.

    *

    Subscribe to This Week in Startups on Apple: https://rb.gy/v19fcp

    *

    Links:

    Watch Apple’s WWDC 2024 Keynote: https://developer.apple.com/videos/play/wwdc2024/101/

    Article on Fearless Fund: https://www.bloomberg.com/opinion/articles/2024-06-06/the-fearless-fund-should-keep-fighting-racism-in-venture-capital

    *

    Follow Alex:

    X: https://x.com/alex

    LinkedIn: ⁠https://www.linkedin.com/in/alexwilhelm/

    *

    Follow Jason:

    X: https://twitter.com/Jason

    LinkedIn: https://www.linkedin.com/in/jasoncalacanis

    *

    Thank you to our partners:

    (10:00) Squarespace - Use offer code TWIST to save 10% off your first purchase of a website or domain at http://www.Squarespace.com/TWIST

    (19:48) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist

    (30:01) Equinix - Join the Equinix Startup Program for up to $100K in credits and much more at https://deploy.equinix.com/startups

    *

    Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland

    *

    Check out Jason’s suite of newsletters: https://substack.com/@calacanis

    *

    Follow TWiST:

    Substack: https://twistartups.substack.com

    Twitter: https://twitter.com/TWiStartups

    YouTube: https://www.youtube.com/thisweekin

    Instagram: https://www.instagram.com/thisweekinstartups

    TikTok: https://www.tiktok.com/@thisweekinstartups

    *

    Subscribe to the Founder University Podcast: https://www.founder.university/podcast

    This Week in Startups
    en-usJune 11, 2024

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    S2E4 - Camille Duthoit (Directrice du site Montchavin les Coches à l‘Office de tourisme de la Grande Plagne) : la promesse

    La promesse de marque est un bénéfice, un avantage ou une qualité plus ou moins différenciante dont le client va pouvoir bénéficier lorsqu’il consomme le produit, le service ou la destination touristique. Il s’agit des standards qu’une marque s’engage à respecter à tout moment. Ils sont souvent présentés sous la forme d’un énoncé bref et accrocheur, mais ce n’est pas un slogan, ni une signature. Cela dit, si la promesse touche des concepts forts – comme la sécurité, l’efficacité ou le plaisir – elle peut devenir la base d’un storytelling riche, puisqu’elle se rattache à des problématiques vécues par les clients. La promesse de marque se distingue donc d'une promesse publicitaire par son caractère plus général et plus stable dans le temps. 

    Une organisation a évidement intérêt à respecter sa promesse de marque, notamment si celle-ci est fortement mise en avant, car elle peut impacter le niveau de satisfaction ressentie. Ce phénomène est particulièrement exacerbé dans les domaines des services, du luxe et du tourisme. Plus une marque ou une destination pourra tenir sa promesse de marque annoncée de façon répétée dans le temps, plus sa valeur augmentera aux yeux des clients. De même, plus une marque est connue, plus les clients s'attendent à ce que la promesse de marque soit tenue, à chaque fois. La promesse de marque va également au-delà de l'expérience client. Elle s'applique aussi à ce à quoi les employés peuvent s'attendre lorsqu'ils travaillent pour une certaine organisation. Certaines marques peuvent notamment valoriser un environnement de travail respectueux, solidaire et passionné.

    Pour rédiger une promesse de marque réussie, il y a 3 fondements à respecter. Elle doit être :

    Simple. Plus elle est courte et facile à comprendre, plus elle aura d’impact.

    Honnête. Si l’expérience vécue par les clients ne concorde pas avec la promesse de marque, c’est toute la crédibilité de l’organisation ou de la destination qui en souffrira. Elle doit pouvoir être tenue dans toutes les situations, par tous les employés… d’où l’importance de faire simple !

    Enfin, elle doit être inspirante. Simple et honnête ne signifient pas banal ! Il faut éviter de promettre le strict minimum. Votre garantie devrait être un brin audacieuse pour marquer l’esprit de vos cibles et vous distinguer de vos concurrents.

    Pour parler davantage de la promesse de marque, nous avons invité Camille Duthoit, Directrice du site Montchavin les Coches à l‘Office de tourisme de la Grande Plagne.

    Merci pour votre fidélité et votre aide !

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