When the beaten and weary buzzword of “innovative” comes up, it’s inevitable that tech companies come to mind first. Whether we’re talking about 3D printing or the cloud, social or mobile networks, tech businesses are the ones that are thought of as brave barrier breakers.
Many are also leading the way in creating distinct, value-driven organizations. Google’s famous motto, “Don’t be evil,” has guided the company down an interesting path. The search giant has taken firm stands on the FCC’s net neutrality ruling, the NSA’s cloud monitoring and, most recently, climate change legislation. Facebook has exhibited a similar tact – launching a worldwide nonprofit, Internet.org, to help everyone in the world access opportunities on the Internet.
These big moves can make a big difference. One study found that 60 percent of a consumer’s inclination to buy, recommend or work for a company is driven by corporate reputation – not products and services.