Being Yourself in an Era of Corporate Legitimacy Challenge: Lessons from the Coinbase Story
Faced with the legitimacy challenge they currently face, companies are often tempted to react defensively, bow to the zeitgeist, and hope for the best. Often, the only solution is to build a mask to protect themselves. The problem is that it creates a chasm between who they really are and who they pretend to be, which only increases suspicion. The story of Coinbase, a U.S. startup that found itself in the spotlight, shows that a radically opposite approach of asserting one’s uniqueness is not only possible, but pays off.
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