TheBridge profile: Niki Christoff
Name: Niki Christoff
Current city: Washington, DC
Current job: CEO of Christoff & Co
Past job: SVP, Strategy & Government Relations, Salesforce; Senior Director, Public Policy at Uber and lawyer/pollster/McCainiac/Googler
Q. Favorite spot for a coffee meeting? Eaton DC
Q. Describe how a skill you learned in a previous job helped you in your current job. To change someone’s mind you have to land your message effectively, a skill I learned moderating focus groups around the U.S. for a political polling firm. The audience needs to not just hear, but connect with and buy into your point of view.
Q. Job advice in three words? Never compromise ethics.
Q. How are you currently bridging the gap between innovation and regulation? Christoff & Co helps cutting-edge tech companies communicate effectively to advocate for their business interests in D.C. We also help bridge the gap between native-tech speakers, consumers of tech, and the tech-curious on our Tech’ed Up podcast.
Q. What can innovators learn from policymakers? The government moves slowly by design, not incompetence. Debate and compromise are not a bug, they are a feature.
Q. What can policymakers learn from innovators? Beta testing. Sunsetting is a regular practice in the lifecycle; statutes can auto-sunset too since regulation inevitably has unintended consequences.
Q. Favorite book and podcast you recommend? A recent must-read is Cecilia Kang’s book “An Ugly Truth” about Facebook. Two podcasts I enjoyed are The Lazarus Heist and a limited series called To Catch a Hacker.
Q. Every day is probably different, but can you describe a "day in the life" of your job? Read the latest tech news, send a flurry of emails, and check in with my team about the day’s work and their personal well-being. Meet with clients, try to get out of the office at least once a day, and get lost in research rabbit holes. You can’t advocate effectively if you aren’t maintaining relationships, so I prioritize that. In person is best.
Q. Looking back, what advice would you give yourself in the beginning of your career? Feedback is a gift.
Q. Most underrated virtue in an employee? Concision.
Q. Favorite app? Google Maps.
Q. Best advice you’ve received? “People don’t drown because they can’t swim; they drown because they panic.”
Q. Startup to watch? Aurora’s self-driving trucks.
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