How to Compete in the Talent War Without the Budget or Perks of Tech Giants

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When Apple® decided in 2015 to add a music service to its list of products and services, it used its tech platform, offering iPhone® owners a free 3-month subscription to Apple Music. Four years later, the tech giant again leveraged its built-in iPhone, Mac, and iPad® users to enter the TV scene, spending $6 billion to create content for Apple TV+. Apple has been using its seemingly unlimited coffers and market dominance to get what it wants, including top talent.

But this approach is not unique to Apple; practically all tech giants (including Google, Amazon, Facebook, and Microsoft®)

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