Most brands are out of focus. Focus not on technology, focus on talent please.
And here’s a perfect example to prove it. Recently, the world witnessed, live, as if it were a Netflix miniseries, the 72 craziest hours of OpenAI. What until a few days ago was the rival to beat for everyone in AI became a chaotic company where the staff threatened to resign en bloc if they did not restore the mandate of its CEO, Sam Altman, who had been dismissed unexpectedly..
OpenAI defined its vision in 2015, when it was starting out, making its goal clear: “the development of Artificial Intelligence (AI) for the benefit of humanity.”
By early 2023, OpenAI was estimated to be worth more than $29 billion. Today it would be valued in the range of $80 to $90 billion.
Altman’s abrupt dismissal gave rise to all kinds of speculation: misappropriation of funds? a sex scandal? the development of AGI?
The big miscalculation: staffing. Talent is scarce and in the hands of a few companies, such as Microsoft, Google, Meta or Amazon. If all the people who were threatening to leave left that would be a lethal blow. The mutineers had already taken it upon themselves to remind us how fateful a massive employee flight would be.
What followed was a revolution never seen before: 700 of the 770 employees signed a letter in which they demanded that the management board resign en bloc. If this did not happen, they would go the same way as Altman.
While employees threatened to resign, the message “OpenAI is nothing without its people” echoed on social media.
The most tense hours of the year for OpenAI seemed to end when Altman announced that he would return to lead OpenAI in a strengthened position, shaping a new board and retaining the backing of Microsoft.
At TOTEM Branding we say it again and again: What is a brand without its people? A company’s true brand resides in the talent of its employees.
We hope that what happened at OpenAI is a reminder of the importance of talent, team, leadership and people, who always make the difference.
Let them tell it however they want, but what really makes the difference between one brand and another is the talent and the human touch.
Investing in the people who bring your brand to life is the best investment.
“OpenAI is nothing without its people”, extensible to all: A brand is nothing without its people.
What do you think: is this a technological revolution or a people revolution?
