Parents may also use coercion such as grounding their child as punishment for noncompliance. The most extreme example of coercion is government dictators who threaten physical harm for noncompliance. Coercive power often works through fear, and it forces people to do something that ordinarily they would not choose to do. In contrast, coercive power is the ability to take something away or punish someone for noncompliance. When one of the companies, Citysearch, went public, all employees benefited from the $270 million valuation. The CEO’s salary was capped at $75,000 to maintain the sense of equity. That way, everyone had a stake in the company. If members could convince him that their ideas were viable, he gave the company a maximum of $250,000 in seed money, and gave the management team and employees a 30% stake in the company and the CEO 10% of the company. He created his company with the idea of launching other new companies as soon as they could develop viable ideas. Another example of reward power comes from Bill Gross, founder of Idealab, who has the power to launch new companies or not. When Steve Jobs ran Apple, he had reward power in the form of raises and promotions. Anyone can wield reward power, however, in the form of public praise or giving someone something in exchange for their compliance. Reward power tends to accompany legitimate power and is highest when the reward is scarce. Reward power is the ability to grant a reward, such as an increase in pay, a perk, or an attractive job assignment.