Granting stock options is only half the battle. To make equity a powerful motivator, leaders must constantly communicate a clear and believable narrative for a future liquidity event, such as an acquisition. This vision is what transforms paper ownership into a tangible and valuable incentive in the minds of employees.

Private companies like SpaceX neutralize the talent-attraction power of public company RSUs by running regular, predictable tender offers. This provides employees with consistent liquidity, making private stock nearly as compelling as its public counterpart, but without the market volatility.

The trend of allowing employees to sell shares in secondary transactions before investors get liquidity is a problem. Lior Susan argues this creates a fundamental misalignment, as historically, employees and investors realized returns at the same time. The system needs rethinking for long-duration private companies.

When founders cash out millions early, it can create a disconnect. They become rich while their team and investors are not, which can reduce their hunger and create a 'moral hazard.' The motivation may shift from building a generation-defining company to preserving their newfound wealth.

Taking a small amount of money off the table via a secondary sale de-risks a founder's personal finances. This financial security empowers them to reject large acquisition offers and pursue a long-term, independent vision without the pressure of life-changing personal wealth decisions.

In Europe, the value of startup equity is not widely understood. ElevenLabs' CEO had to convince new hires and even their families that equity was a valuable part of compensation, sometimes having to "almost force" employees to accept it, a stark contrast to the US tech scene.

When you can no longer genuinely sell your startup's vision to employees or investors because you've lost faith in its mission or viability, it's a sign to leave. This internal conflict, or cognitive dissonance, is detrimental to the company and your own integrity.

When a founder faces a major acquisition offer, the pivotal question isn't just about valuation, but temperament. A board member should ask, "Are you built to be a public company CEO?" The intense stress and public scrutiny aren't for everyone. Pushing a founder who isn't an "IPO guy" to reject an offer can be a disastrous long-term decision.

Top private companies like SpaceX run regular tender offers, allowing employees to sell vested stock. This provides predictable liquidity, effectively competing with the quarterly RSU payouts offered by public tech giants without the market volatility.