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Feature BY Emily McCrary-Ruiz-Esparza | June 19, 2025

The Quiet Excellence Among Federal Workers—and What Corporate America Could Learn From Them

The employees at NASA’s Jet Propulsion Laboratory are among the most high-performing teams on earth. They explore the farthest edges of galaxies, photograph cosmic events millions of years old, dream up some of the most advanced technology humans have ever made—and build vehicles to go where no one has gone before.More milestones are on the way. In 2027, the JPL will launch the Nancy Grace Roman Space Telescope—the most sophisticated to date—and, as the writer Dave Eggers puts it, they’re “within striking distance” of identifying not just the existence but also the location of life elsewhere in the universeThis is a world-changing pursuit for everyone born on terra firma, yet most of the folks at JPL don’t seek praise for what they do. When the writer Dave Eggers visited the lab in Pasadena, Calif., to write about its workers for the Washington Post, he noted that “no one at JPL—no one I met, at least—was willing to take credit for anything.”This work ethic, too, is worth some deep exploring. How can people making history by their excellence shun conventional appreciation? Corporate leaders in HR insist that a culture of recognition is essential to a healthy and productive workforce. True enough, yet Eggers found more dimensions of worker satisfaction that many corporate employers could learn from. Among them: an embrace of intrinsic motivation (curiosity and collaboration) rather than only extrinsic forms (compensation and celebrity); the challenges of answering big questions and solving societal problems; and the sense of leaving a generational legacy.“Yes, we are in the space business and in the knowledge business,” one manager told Eggers, “but I’ve always believed that we’re really in the inspiration business, the inspiration that we have lent out and inspired generations of engineers and scientists. It cannot be underestimated.”What’s even more remarkable, writers like Eggers have discovered: the JPL isn’t an outlier. It’s not an exotic planet among federal agencies, but representative of similar values across the workforce of 2.4 million civilian federal workers.At a time when the Trump administration has cut almost 59,000 federal employees and given buyouts to 76,000 as of mid-May, all the while vilifying the federal workforce as lazy and low-performing, a cadre of journalists have taken a closer look at who does the work that makes the U.S. government, and the country, run. The author Michael Lewis got curious about this at the dawn of the first Trump administration, when the incoming president and his team decided to skip the traditional briefing given by the previous administration on the complexities of the executive workforce. Lewis’s reporting produced a series of Washington Post stories and a bestselling book, The Fifth Risk, which explored what happens when the government is controlled by people who have little idea of how itworks.As a follow-up in 2024, Lewis and six colleagues, who include Eggers, the comic W. Kamau Bell, and Pulitzer Prize winner Geraldine Brooks, followed federal employees as they hammered through their day-to-day duties. The often-arcane pursuits included engineering structures that save miners from dying on the job, investigating cybercrime (and nabbing the criminals), burying and memorializing veterans, meticulously calculating the health of our economy, protecting our most treasured national relics, dispensing knowledge to the public, busting monopolies with verve.The series of profiles, called “Who Is Government?,” ran in installments in the Washington Post in 2024 and was published this year as a book by the same name, now a bestseller.Lewis and his co-authors describe a culture within the federal workforce that most business leaders, and HR teams, might only dream of: a high regard for management, routinely doing more with less, a painstaking commitment to measurement, high retention despite comparatively low pay, creativity and innovation with slim budgets, and a deep personal commitment to the cause of the organization. But there’s still that missing piece—no one’s singling them out for praise.One former assistant secretary of foreign affairs at the Veterans Administration tells writer Casey Cep, without apparent resentment, that to be a civil servant is to be invisible. “No one ever knows about the good you do.” What, then, takes the place of that?How Corporate America Is Different, But Could ChangeCorporate America tends to mingle with its own kind. Private-sector conferences seldom invite public-sector speakers, there are few federal bureaucratic influencers on LinkedIn, Fortune isn’t likely to profile cybercrime teams at the IRS, even though they’ve recovered billions of dollars for the American public.Yet, in many ways, the public sector has achieved what the private sector still grapples for.If anyone in the private sector knows about excellence, it’s Lawrence Price. He’s a West Point graduate, an Army veteran, and the holder of a Ph.D. in industrial and organizational psychology. In the private sector he has worn titles like “director of organizational development and continuous improvement” and “vice president of organizational excellence.” He’s currently the VP of people and culture at Brink’s, the company whose armored trucks transport wads of cash and diamonds.There are three types of corporate excellence, he said. Efficiency, innovation, and proficiency. The federal workforce, which is so large and so diverse in its purposes, contains all three.Companies that create the same product or service repeatedly want to be efficient. Bereaved families can call the National Cemetery Administration (part of the VA) most times of day or night to make funeral arrangements. Though every military member who dies is unique in their way, their burials are democratically the same: Republican and Democrat, male and female, black and white, officer or enlisted. It’s worth noting that they have so mastered efficiency with strict process and deep respect that the NCA ranks above any organization—public or private—on the American Consumer Satisfaction Index.Those that make new things want to be innovative (and are seldom concerned with efficiency). It makes sense that the JPL satisfies this criteria, but, as Sarah Vowell’s story in Who Is Government? shows, so does the Food and Drug Administration, whose CURE ID website allows doctors all over the world to report cases of rare disease and log the treatments that work and don’t work. It’s the first of its kind. And they did it on a shoestring.Companies that gather groups of experts—like a hospital or a robotics firm, for instance—want to be proficient. Most federal departments are proficiency hubs in one fashion or another. IRS cybercrime investigators are experts in digital forensics, archivists are experts in preservation and knowledge dissemination, the Department of Justice’s antitrust division is a concentration of experts in monopolies and mitigating them.All companies want some level of financial sustainability, Price noted. The same is true for government agencies, which need to meet their budgets even as they make difficult decisions between competing programs, dreams, and expectations.And all organizations want engaged employees, a goal easier for those that prize proficiency and harder for those that prize efficiency, but not impossible. Casey Cep writes that the private sector could learn a thing or two from the National Cemetery Administration, especially in the way of commitment. “There is no mission more sacred than honoring these heroes and helping their families through such a hard time, and it’s a job that [the NCA does] with excellence and compassion every single day,” Denis McDonough, the former secretary of Veterans Affairs, told Cep.Price believes that intrinsic motivation and sense of duty–a feeling that it’s a privilege to serve–are far more powerful than what corporate America might call a culture of recognition. “It’s stickier,” he said. “I’m ex-military, and it’s amazing to me what a piece of tin going on a person’s uniform—how it will motivate them, how it makes them feel seen.”Finding Motivation in the Mission It’s easy to imagine self-generating motivation if your mission is to support and defend the Constitution of the United States–an oath sworn by both military and civil servants. But what if you make windshield wipers, or build software, or paint houses? Where–and how–will employees find motivation?It may be a matter of identifying the human dignity in what the company does. Adam Weber, an executive coach in the private sector, told From Day One that organizational excellence begins with a clear vision for the future: “That flag on the moon, that deep understanding of why the business exists and where it’s headed,” he said. This needn’t be some altruistic dream nor a sappy myth about changing the world, but a clear-eyed description of the effects of what your employees do.A commercial painting business beautifies homes simply and efficiently. A sportswear brand helps keep people active and healthy. A payments software company helps people get paid on time. And a cybersecurity company ensures those paychecks in the accounts where they belong.The federal employees profiled in Who Is Government? are acutely aware of the downstream effects of their work, and they’re aware of who’s footing the bill. “The scientists I met [at JPL] were exquisitely aware that they’re spending taxpayer money, and they were determined to justify the faith put in them,” Eggers wrote. The sense of dignity in their work is immensely high. In corporate speak: They’re engaged with the company mission, and accountable to their stakeholders.Even so, long before the Trump administration declared open season on federal workers, their advocates decided that they could use a little more limelight in their own interest. Each year since 2002, the Partnership for Public Services gives out what’s called the Oscars of their field. At the award ceremony this week, the top price went to David Lebryk, a former top Treasury Department who “was forced out of his career position for refusing to grant Elon Musk and his Department of Government Efficiency what he considered unlawful access to the government’s payment system,” as the New York Times reported.In accepting his award, Lebryk noted that “most of my career was spent trying to be unnoticed.” But now he was in the spotlight and wanted to encourage his successors. The night before the awards, he addressed a group of incoming federal interns, encouraging them to pursue public service, the Times reported. Eventually, he said, “things will break,” and the administration “will have to turn to people who know how to fix things.” He said he tells government colleagues to “take care of yourself, and take the long view; your skills are going to be needed in the future.”Emily McCrary-Ruiz-Esparza is an independent journalist and From Day One contributing editor who writes about business and the world of work. Her work has appeared in the Economist, the BBC, The Washington Post, Inc., and Business Insider, among others. She is the recipient of a Virginia Press Association award for business and financial journalism.(Featured photo: a portrait of employees at the Jet Propulsion Laboratory, from left. Tiffany Kataria, Bertrand Mennesson, Vanessa Bailey, and Kim Aaron, photo ©Jay L. Clendenin)

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Feature BY Willow Pawlisch | June 05, 2025

Authentic Marketing That Actually Resonates With Gen Z

Sol de Janeiro’s skin and haircare products might not be in everyone’s house yet, but ask Gen Z and you’ll quickly learn it’s the gold standard for brand authenticity.At its core, authenticity means transparency, communication, and a deep understanding of the consumer base. Interaction with customers is essential for any brand claiming to be “real,” and AdAge has dubbed Sol de Janeiro the darling of Gen Z for passing this authenticity test.Long considered a buzzword, authenticity has proven its worth: it helps build loyal customer bases who return and recommend products to others. In fact, 86% of consumers say authenticity matters when deciding which brands to support. Gen Z especially values authenticity, and brands that don’t adapt risk losing their trust. However, the difference between succeeding and failing at authenticity marketing might be simpler to navigate than it first appears.A Case-Study in Authentic Marketing: Sol de JaneiroSol de Janeiro threw its hat in the fragrance and body care ring just about a decade ago with bright colors to appeal to younger audiences, body-positive messaging, and a diverse, disruptive stance on the industry. It has since become a household name for Gen Z, with a focus on quality and viral skin routines fitting into their desire for an authentic consumer experience.“Our brand ethos stems from the beaches of Rio de Janeiro, where we accept, embrace, hug and celebrate everybody, every curve, every fold and every truth,” founder Heela Yang said to the Moodie Davitt Report. “Treating our skin every day comes as naturally as showering or brushing our teeth. It is more than a daily habit, but an exciting and invigorating part of our day.”Advertisement of Cheirosa 59 highlighting the meaning behind its name and its signature scent notes (photo via Sol de Janiero)They used the full breadth of their authentic marketing when they launched their new scent Cheirosa 59 and its accompanying product line in early 2024. The product sold out in store-fronts and online during its launch week.The brand appeals to authenticity by paying homage to its Brazilian roots, featuring diverse body types and skin tones in its imagery, naming most products in Brazil’s native language, Portuguese, and using bright color-coding by scent to make its wide selection easy to navigate for new consumers. The brand goes beyond imagery to build a consistent and recognizable persona.With Cheirosa 59, the brand kept things consistent with naming their scent after a significant year in Brazilian culture, and introducing the new scent through influencer and pop-up events encouraging the testing of the scent's perfume, body butter, and shower oil.The secret to Sol de Janiero’s success in Gen Z with each scent launch is meeting customer expectations, a grassroots approach to social media, and alternating emphasis on body positivity or experiential campaigns. They also offer refills for products at a fraction of the cost to conserve plastic in manufacturing. It appeals to a desire for sustainability and affordability: important qualities in Gen Z audiences.So while they might not be recognized by all generations, for Gen Z they hit a perfect storm of experiential marketing, social-awareness, and trend-setting.Common Mistakes in Authentic MarketingTrying and failing at authenticity can backfire, especially when a company gets called out. It results in bad reputations, losing customers, and being written off as a brand entirely. A poll found that 20% of people have unfollowed brands on social media when they felt they were inauthentic. So how can brands avoid the pitfalls of inauthentic authenticity?At a time when purchases have increasing political implications, Gen Z seeks reassurance that the brands they choose are morally aligned. However, when taking a moral stance is not true to a brand’s persona, it can drive consumers away.A survey of 800 Gen Zers found 47% of respondents agreed that a brand that advertises around an unrelated cause is engaged in no more than a sales ploy. The balancing act of authenticity is a desirable goal, but the real goal is finding a brand-aligned moral stance and sticking to it.The main culprit is a lack of commitment to brand morals. Target serves as a prime example. The company has long touted its support for the LGBTQ+ community through its annual Pride collection, launched in 2013, along with advertisements celebrating Black History Month. This past year, it took a step back from their previously established moral stance, rolling back their DEI and LGBTQ+ support initiatives. This was done out of fear of federal backlash, leading to a similarly negative backlash: boycott campaigns, lawsuits, and a drop in stock price by as much as $27.27 per share. It seems the only thing worse than not taking a moral stance is taking one and eventually backing out. Another common mishap in authentic marketing is passively partaking in trends. “There’s nothing worse than companies jumping on every Twitter trend for likes while ignoring their own actions,” Lynn Rosenthal, CEO and founder of Periscape VR said to Rolling Stone. “Companies need to stop acting like teenagers and realize they have a social, ecological, and ethical obligation to the world. Focus on your customers and workers. That will deliver lasting returns, both financially and socially,” she said.A clear example of Gen Z’s aversion to fake branding morals was their reaction to numerous corporate Twitter accounts posting for International Women’s Day. In response, a bot program flooded the comment sections with reminders about each company’s gender wage gap.Companies often lean on moral stances and trends to prove their authenticity to Gen Z, but low-effort attempts in these areas risk backfiring over time.How to Authentically Market to Gen ZThe most common way a brand will appeal to Gen Z’s authenticity is by giving their brands a face through influencers. However, influencer-based marketing can lead to more problems than revenue. Between over-saturation of sponsored content and managing the reputation of the influencer, there are a lot of ways to go wrong when making a social media personality the face of your brand.Some studies have found that sponsored influencer posts actually drive down brand engagement while unsponsored influencer posts seem to perform exceedingly well in building brand reputation. The difference is a very fine line.The way to create unsponsored influencer content is through focusing on electronic word-of-mouth. By encouraging content creation, exposure, and quality of content surrounding the brand, brands can cater to increases of organic, user-generated content.An example of this done effectively is Cotopaxi, an outdoor gear brand focused on sustainability and accessibility. Most of their branded content focuses on outdoor lifestyles and how their products are made using recycled fabrics. Their sponsored influencer content is posted directly onto their corporate account to avoid claims of  “selling out” while they respond consistently to feedback from consumers in the comment section about product design. Another brand doing this well, especially for Gen Z is athletic clothing company, Gym Shark. Gymshark’s philosophy is to sponsor influencers who create fitness content wearing their clothing, rather than content that deliberately advertises the product. They also focus on long-term partnerships with influencers instead of paying for one-off videos.“It’s all about being authentic,” Gymshark’s Head of PR Stephanie O’Neill said. “The vast majority of Gymshark ambassadors were once fans and consumers of the brand. Who better to represent the brand than those who actually love Gymshark?”It’s no mystery that brands with a two-pronged approach to social media content tend to fare better in terms of building rapport with Gen Z. They have tailored corporate promotions and unique influencer campaigns to make a web of content that creates a feedback loop of normal people making content around the product too. The Case for AuthenticityGen Z, ages 13 to 28, continues to grow as a consumer base. For marketers, the biggest challenge is delivering an authentic, unique experience to each individual within this group.By leveraging transparency in marketing strategies, understanding the consumer base, and having clear communication with returning customers, brands can achieve a more authentic brand experience, but misusing those marketing tactics can always backfire if the brand doesn’t commit fully to using authenticity strategies. Authentic marketing is just one approach to engaging Gen Z and their preferences. It’s important to assess whether authenticity marketing fits your brand or if other strategies might better resonate with this audience.Either way, it’s clear that individuality, consistency, transparency, and communication are the true markers of authenticity that Gen Z values.Willow Pawlisch is From Day One’s summer fellowship reporter. She's a student at the University of Wisconsin-Eau Claire, double majoring in Journalism and Latin American Studies/Language. (Featured photo by Makidotvn/iStock)

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What Our Attendees are Saying

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“The panels were phenomenal. The breakout sessions were incredibly insightful. I got the opportunity to speak with countless HR leaders who are dedicated to improving people’s lives. I walked away feeling excited about my own future in the business world, knowing that many of today’s people leaders are striving for a more diverse, engaged, and inclusive workforce.”

– Jordan Baker, Emplify
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“Thank you, From Day One, for such an important conversation on diversity and inclusion, employee engagement and social impact.”

– Desiree Booker, ColorVizion Lab
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“Timely and much needed convo about the importance of removing the stigma and providing accessible mental health resources for all employees.”

– Kim Vu, Remitly
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“Great discussion about leadership, accountability, transparency and equity. Thanks for having me, From Day One.”

– Florangela Davila, KNKX 88.5 FM
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“De-stigmatizing mental health illnesses, engaging stakeholders, arriving at mutually defined definitions for equity, and preventing burnout—these are important topics that I’m delighted are being discussed at the From Day One conference.”

– Cory Hewett, Gimme Vending Inc.
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“Thank you for bringing speakers and influencers into one space so we can all continue our work scaling up the impact we make in our organizations and in the world!”

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“From Day One provided a full day of phenomenal learning opportunities and best practices in creating & nurturing corporate values while building purposeful relationships with employees, clients, & communities.”

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“We always enjoy and are impressed by your events, and this was no exception.”

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“We really enjoyed the event yesterday— such an engaged group of attendees and the content was excellent. I'm feeling great about our decision to partner with FD1 this year.”

– Katy Romero, One Medical
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“The From Day One Conference in Seattle was filled with people who want to make a positive impact in their company, and build an inclusive culture around diversity and inclusion. Thank you to all the panelists and speakers for sharing their expertise and insights. I'm looking forward to next year's event!”

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“I had the pleasure of attending From Day One. My favorite session, Getting Bias Out of Our Systems, was such a powerful conversation between local thought leaders.”

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“Inspiring speakers and powerful conversations. Loved meeting so many talented people driving change in their organizations. Thank you From Day One! I look forward to next year’s event!”

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“I had the distinct pleasure of attending From Day One Seattle. The Getting Bias Out of Our Systems discussion was inspirational and eye-opening.”

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“From Day One did an amazing job of providing an exceptional experience for both the attendees and vendors. I mean, we had whale sharks and giant manta rays gracefully swimming by on the other side of the hall from our booth!”

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“Last week I had the honor of moderating a panel on healthy work environments at the From Day One conference in Atlanta. I was so inspired by what these experts had to say about the timely and important topics of mental health in the workplace and the value of nurturing a culture of psychological safety.”

– Alexis Hauk, Emory University