None of My Business

Uber, Lyft, and Instacart aren’t the only companies that don’t want to be defined by what they actually do.

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Gig companies use the platform myth—that a business is not defined by the service it provides but the technology it uses—to evade treating their workers like employees. Yet this branding switcheroo has spread beyond Silicon Valley. Some of the companies that have embraced the trend of insisting that they’re so much more than their core businesses:

Audi: “We are a tech company that happens to make cars.”

Zappos: “We’re a service company that just happens to sell shoes.”

Big River Steel: “At our core, we’re a technology company. We just happen to make steel.”

Shea Homes: “We’re a service company that just so happens to build homes.”

Wild Alaskan: “Wild Alaskan is a tech company that happens to sell seafood.”

Delta: “We’re a Customer Service Company that just happens to fly airplanes.”

WestJet: “A digital company that happens to fly airplanes.”

Fidelity: “A technology company that happens to be in financial services.”

Sweetgreen: “We want to go beyond a food company and become a platform.”

Metals.com: “We’re not really a gold and silver company, we’re a technology company.”

Facebook: “We’re a technology company. We’re not a media company.” 

Marriott: “We are a media company now.”

Juul: “We’re not a big tobacco company.”

WeWork: “We are not a real estate company…We are a community company.”

White Castle: “We’re not a hamburger company, we’re a slider company.”

McDonald’s: “We’re not just a hamburger company serving people; we’re a people company serving hamburgers.”

Equine Express: “We are not a transportation company who does horses, we are horse people who do transportation.”

(Honorable mention) Amazon CEO Jeff Bezos, 1999: “We’re not a book company. We’re not a music company. We’re not a video company. We’re not an auctions company. We’re a customer company.”

SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

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SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

payment methods

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