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Performance is going to affect and those are the two main dimensions that ceos have to do but it shouldn't come from their own personal opinions because then it comes off as heavy handed and you'll see a revolt from consumers and employees. >> well, and i think to what you were saying before, tom, it's almost not fair to the organization if this comes out of nowhere. rig right? it has to be we are all on the same page here, this is our mission, join us or not. >> right. >> it's up to you, but because there may be a negative effect on your company. >> of course. on your company, on your employe...

>> we now have the top two tips you need to know to help you grow your business. let's introduce our panel and get their advice. jennifer doelski, the author of the new book "purposeful." and tom davidson is the founder and ceo of everfy. you've grown your company from zero to 1,600 people. congratulations. what's something you've learned thing others should copy or avoid? >> i think the best thing we've learned over time is to be very authentic and very transparent to the extent that you can. employees these days are coming into companies just craving transparency and authenticity. one of the...

Natural for a customer to say, i saw your statement about the environment, we just pulled out of the paris agreement, what do you think about it? and it's those expectations that are driving a lot of this and that companies are finding that they made some statements in the past that are coming back and they're going to have to honor them. >> so do you think, tom, that if you are not willing to put your money where your mouth is, then, then you need to stop standing for something, right? i mean, as a company now, do you not only need to stand for something in the way you run your own business, ...

Performance is going to affect. and those are the two main dimensions that ceos have to do. but it shouldn't come from their own personal opinions, because then it comes off as heavy-handed. and you'll see a revolt from consumers and employees. >> well, and i think -- to what you were saying before, tom. it's almost not fair to the organization if this comes out of nowhere, right? it has to be, we're all on the same page here, right? this is what we believe. this is our mission. join us or not? it's up to you. but because there may be a negative effect on your company. >> of course. on your co...

To make a wedding cake for a same-sex couple on religious grounds. as business owners, this begs the question, how wise is it to reject any customer based on their beliefs. >> daniel has conducted research on employee and consumer reactions to companies that takes controversial political stands. and tom is the chairman of the del fyi group, author of eleven groups and an adjunct professor at boston's school of management. good to see both of you. >> thank you, j.j.. >> this is so interesting to me. and i actually want to flip this discussion. because there are some cases where you want to make...