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Emerging Business News of the Week – 5.29.23

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* How Great Companies Give Their People What They Want [Inc]

* Why Successful Entrepreneurs Understand the Power of Brand Equity [Entrepreneur]

* The #1 Reason AI Poses A Tougher Challenge For VCs And Entrepreneurs [Forbes]

* Musk’s Brain Implant Firm Says US Approves Human Tests [Businessweek]

* Ethical AI explained: Why companies need to think about their tech’s potential harms [FastCompany]