John Wiley & Sons Trampled by Unicorns Cover An insider's revealing and in-depth examination of Big Tech's failure to keep its foundational promi.. Product #: 978-1-119-73064-4 Regular price: $21.81 $21.81 Auf Lager

Trampled by Unicorns

Big Tech's Empathy Problem and How to Fix It

Gavet, Maelle


1. Auflage Oktober 2020
224 Seiten, Hardcover

ISBN: 978-1-119-73064-4
John Wiley & Sons

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An insider's revealing and in-depth examination of Big Tech's failure to keep its foundational promises and the steps the industry can take to course-correct in order to make a positive impact on the world.

Trampled by Unicorns: Big Tech's Empathy Problem and How to Fix It explores how technology has progressed humanity's most noble pursuits, while also grappling with the origins of the industry's destructive empathy deficit and the practical measures Big Tech can take to self-regulate and make it right again. Author Maëlle Gavet examines the tendency for many of Big Tech's stars to stray from their user-first ideals and make products that actually profoundly damage their customers and ultimately society.

Offering an account of the world of tech startups in the United States and Europe--from Amazon, Google, and Facebook to Twitter, Airbnb, and Uber (to name a few)--Trampled by Unicorns argues that the causes and consequences of Big Tech's failures originate from four main sources: the Valley's cultural insularity, the hyper-growth business model, the sector's stunning lack of diversity, and a dangerous self-sustaining ecosystem. However, the book is not just an account of how an industry came off the rails, but also a passionate call to action on how to get it back on track.

Gavet, a leading technology executive and former CEO of Ozon, an executive vice president at Priceline Group, and chief operating officer of Compass, formulates a clear call to action for industry leaders, board members, employees, and consumers/users to drive the change necessary to create better, more sustainable businesses--and the steps Western governments are likely to take should tech leaders fail to do so. Steps that include reformed tax codes, reclassification of platforms as information companies, new labor laws, and algorithmic transparency and oversight.

Trampled by Unicorns' exploration of the promise and dangers of technology is perfect for anyone with an interest in entrepreneurship, tech, and global commerce, and a hope of technology's all-empowering prospect. An illuminating book full of insights, Trampled by Unicorns describes a realistic path forward, even as it uncovers and explains the errors of the past. As Gavet puts it, "we don't need less tech, we need more empathetic tech." And how that crucial distinction can be achieved by the tech companies themselves, driving change as governments actively pave the road ahead.


Part I Monsters of Scale

Chapter 1 Making the World a Better Place

Driver of Economic and Social Progress

Hidden Effects

Chapter 2 Culture Bubble

"What Do Engineers Know about the World!"

"Steve Jobs Didn't Build Apple by Being Humble and Caring about People"

Chapter 3 Emerald Cities

"Landlords Pounding on the Door"

"We Know Our Responsibility to Help Starts at Home"

"Shockingly Poor Value for Taxpayers"

Chapter 4 The New Feudalism

The Human Impact of Tech Disruption

"They Do a Lot More Revenue with a Lot Fewer People"

$1.42 per Hour

Chapter 5 Anti-Social Networks

"The Vaccination-Deniers Are Getting Traction"

Democracy Under Attack

Unrelenting Hate

"When She Showed Me the Messages, I Just Felt Sick"


"The Ugly"

YouTube Recommended Alex Jones 15 Billion Times

Section 230

"You're Arguing About Whether the Baby's Dead"

"I'm Going to Show You More Car Crashes"

Chapter 6 Venture Capital and the Holy Grail of Scale

The Good, the Bad and the Ugly

"It's All About Scale"

"You Don't Scale Fast if You Try to Get Everything Perfect"


Harvard or Stanford?

A New Investor Class?

Chapter 7 'Psychos of the Valley'

1. "A Grandiose Sense of Self-Worth" and "Poor Behavioral Controls"

2. "Shallow Affect" (i.e. Superficial Emotional Responses)

3. "Pathological lying"

4. "A Lack of Remorse or Guilt" and "A Failure to Accept Responsibility for One's Own Actions"

5. "Callousness and Lack of Empathy"

6. "Juvenile Delinquency"

Chapter 8 Between Scylla & Charybdis -- What Happens If We Do Nothing 88

The Orwell scenario

The Huxley Scenario

As These Futures Converge...

PART II Fixing the Chaos Factory

Preface to Part II

Chapter 9 We Should All Be Chief Empathy Officer

What Does an Empathetic Company Look Like?

1 - People

"It all starts and ends with the CEO"

"The toilet paper isn't soft enough"--Employees have a responsibility too

"I desperately wanted to not have to interact with HR ever again"

2 - Processes and Key Decisions

Product decisions

People decisions

3 - Business Model and Economics

Chapter 10 A Multiplayer Game--Corporate Governance in Tech

1. Investors

2. Boards

3. Stock Exchanges

4. Investment Bankers and Proxy Advisors

5. Industry Bodies

Chapter 11 Breaking Up Big Tech?

Big Tech's Anticompetitive Behavior

The Anti-Antitrust Cocktail

Reinvigorating Antitrust

Aligning on antitrust goals

Revising merger approval process

Levying punishing fines

Breaking up companies

Zuckerberg's Push-Back (And Where He's Wrong)

Antitrust Is Not a Universal Tool

"Senator, We Run Ads"

Chapter 12 Tax, Privacy, and Other Running Sores

Implementing Fair and Equitable Taxation

Modernizing Employment and Labor Protections

Protecting Privacy and Rethinking Data Ownership

Fighting for the Preservation of Facts and Civil Discourse

Setting Standards for Algorithms, Artificial Intelligence, and Facial Recognition

Chapter 13 Big Tech Broke the News Media--What's Next?

"Sign a Big Check. Then Get Out of the Way."

Facebook and Google ARE New Versions of Media Companies

News Organizations Need More Than Ever to Keep Big Tech Accountable

Chapter 14 People Power

Epilogue: A Manifesto for Change


About the Author Index
MAËLLE GAVET has been named one of Fortune's 40 under 40, a Young Global Leader by the World Economic Forum, one of the Most Creative People in Business by??Fast Company and was on Time magazine's list of the 25 Top 'Female Techpreneurs'. She has been a senior executive at numerous large tech companies around the world, including the Priceline Group (OpenTable, Kayak,?? and Compass. She was also a Principal at the Boston Consulting Group for 6 years.