1. The first example is the tussle between startup Benefits and ADP. By way of background, Zenefits is attempting to shake-up a sleepy industry for HR, Payroll & Benefits software. While most think of ADP as being a payroll company they have become a dominant force in HR and benefits as a result of the relationships they have in corporations big and small.
Zenefits was not content to sit back and let this happen and after trying to resolve the issue they went on the offensive which is documented in this blog post. The campaign was complete with a hashtag, a petition.org account and targeted media coverage.
One of the statements that stood out to me in the blog post includes this quote that is all to familiar to us at Corporate Bravery:
"we believe ADP is using a tried and true tactic in enterprise software: whenever a new, innovative company enters a market, the incumbent tries to spread fear, uncertainty and doubt about the new market entrant. This tactic is so common it even has an acronym—FUD (Fear, Uncertainty, & Doubt)."