From fighting taxis to liberating drivers: Uber shifts its corporate narrative

Mid-September, I was one of the “few” lucky 150,000 persons that attended “the largest tech conference in the world to take place in San Francisco”, Dreamforce 2015. The week-long event, organized by Salesforce in its birth city, is a powerful demonstration of the mix of business acumen and outward corporate generosity that characterizes its CEO, […]

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“Parlez-vous Eurospeak?”

English vs multilingualism in EU influencing Walking down the streets of Europe’s capital, passing the tunnel-ridden Avenue des Arts, one enters EU territory. And there, the language changes. Forget Belgium’s French or Flemish. In the area stretching west to the Schuman roundabout, one can hear any of the 24 EU official languages1. But the language […]

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6 common mistakes US tech companies lobbying in Europe make – #5 and #6

The last two mistakes, #5 and #6, focus on the message and its delivery to European audiences, in particular policy-makers. Mistake #5: Evangelizing (or “saving the world”) We often hear US tech companies say that their products will change the world. The HBO TV series Silicon Valley has turned this into  a recurring joke – […]

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6 common mistakes US tech companies lobbying in Europe make – #3 and #4

Mistakes #3 and #4 relate to the way companies prepare their presence in Europe, whether it’s their advocacy campaigns or their product launches. Mistake #3: Replicating Washington DC tactics Before taking interest in Europe, Silicon Valley companies usually establish a presence in DC. Often, when coming to Europe, they take with them approaches and habits […]

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6 common mistakes US tech companies lobbying in Europe make – #1 and #2

If a decade of working for international companies in Europe has taught me one thing, it is that engaging with EU policy-makers is not rocket science. Brussels is a pretty open and transparent policy town, especially compared to some European countries’ capitals. One can have a relatively efficient presence without spending huge amounts of money. […]

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