Equity in business attractive

The chance to get an exciting new job in a thriving business, and equity as well, is an irresistible proposition for executives.

"It's the great attraction," says Swann's Don Jaine. "They're capable of running big businesses but not buying them. This is the way in which they can ... acquire a piece of a business they can make much bigger or better."

Says Zee Tags GM Simon Tree, formerly with Trigon: "Equity was always very important to me. You want part of the bricks and mortar rather than clipping the ticket.

"I didn't want to end up being a corporate boy for the rest of my life, where you're only as good as your last dance."

There is usually a qualifying period before being offered equity - for Kelsall it is two years, and Guernier waited one. No one is willing to spill details, but Guernier says his shareholding is enough that he can't be outvoted.

The pluses are many, they say: less politics, more friendliness, more freedom, more fun. It's hands-on, and feedback from market and colleagues swift.

However, says Tree, there has to be a lot of trust. "Shareholders are giving up the running of the business."

Although giving up a guaranteed corporate income can be scary, a reduction is a chance to shine, says Kelsall. "And to put your money where your mouth is."

Guernier says the role demands that you are "strong enough to stamp your own mana on the organisation.

"The person has to be self-confident, creating a new agenda for the business. They can't be influenced by shareholders."