Companies can add value and simultaneously promote themselves if their product or service truly improves the lives of their customers. I mean really improve lives, not wishful thinking, rationalization. That's the acid test.

Eat like a bird, poop like an elephant.

Take my word for it: More people will like you if you believe that people are good until proven bad.

Create something, sell it, make it better, sell it some more and then create something that obsoletes what you used to make.

It's hard to build community around mediocre and mundane writing.

Second, you need to spread the large amount of information knowledge that you've gained-pooping like an elephant. This means sharing information and discoveries with your fellow employees and occasionally even with your competitors.

Coming from the U.S., you tend to look at one homogeneous market with 350 million people. But in Europe, every country has its own customs and laws.