The Cult of We

Eliot Brown, Maureen Farrell

WeWork, Adam Neumann, and the Great Startup Delusion

18 min

Summary

The Cult of We provides a comprehensive examination of WeWork, a company that epitomized the startup culture of the 2010s, characterized by rapid growth, charismatic leadership, and a focus on community. Co-founded by Adam Neumann and Miguel McKelvey, WeWork emerged as a pioneer in the co-working space, transforming how people viewed office environments. The book details the company's rise, driven by Neumann's vision of creating a global community of entrepreneurs and innovators who could collaborate and thrive together. WeWork's unique selling proposition appealed to a generation seeking flexibility and a sense of belonging in their workspaces.

However, as the narrative unfolds, it becomes clear that this meteoric rise was built on shaky foundations. The book highlights the cult-like culture that developed within WeWork, where employees were expected to adopt the company's vision as their own, leading to an environment that stifled dissent and critical thinking. This culture, while initially a source of strength, ultimately contributed to the company's downfall, as it created an echo chamber that allowed poor decision-making to go unchecked.

The role of investors is another critical aspect explored in the book. Venture capitalists, drawn by Neumann's charisma and the promise of the shared economy, invested billions into WeWork, enabling its rapid expansion. However, this influx of capital also created immense pressure to scale at all costs, leading to unsustainable growth practices. The book raises important questions about the responsibilities of investors and the need for due diligence in the tech industry.

A significant theme in The Cult of We is the illusion of value that WeWork presented to the market. Despite its peak valuation of nearly $47 billion, the company was operating at a loss, and many experts questioned the sustainability of its business model. The narrative illustrates how the tech industry often values companies based on hype and potential rather than actual financial performance, creating a disconnect that can lead to disastrous consequences.

Leadership and governance at WeWork are critically analyzed, with a focus on Neumann's authoritarian tendencies. The lack of a robust governance structure allowed Neumann to operate without sufficient checks and balances, raising concerns about the concentration of power in startups. The book emphasizes the importance of sound governance practices to ensure accountability and prevent the pitfalls of charismatic leadership.

The impact of WeWork's rise and fall on the co-working industry is also examined. While WeWork popularized the concept of shared office spaces, its collapse forced other companies to reevaluate their business models and focus on sustainability. The narrative highlights how the industry adapted in response to WeWork's mistakes, emphasizing the need for community-driven approaches that prioritize long-term viability.

In conclusion, The Cult of We serves as a cautionary tale about the dangers of unchecked ambition, the importance of sustainable business practices, and the need for strong governance in leadership. It offers valuable lessons for entrepreneurs, investors, and anyone interested in the dynamics of the startup world, reminding readers that success is not just about growth but also about building a resilient and responsible business.

The 7 key ideas of the book

1. The Rise and Fall of WeWork

The book chronicles the meteoric rise of WeWork, a co-working space company co-founded by Adam Neumann and Miguel McKelvey. It highlights how WeWork transformed the traditional office space into a community-driven ecosystem, appealing to the millennial workforce's desire for flexibility and collaboration. The narrative dives into Neumann's charismatic leadership style, which attracted significant investments and a cult-like following among employees and investors alike. However, this rise was not without its challenges. The book explores how the company’s rapid expansion and Neumann's unorthodox management practices led to unsustainable growth and eventual scrutiny from investors. The story serves as a cautionary tale about the dangers of unchecked ambition and the importance of sustainable business practices.

The narrative begins with the inception of WeWork, a company that emerged as a pioneer in the co-working space industry, fundamentally reshaping how individuals and businesses perceive and utilize office environments. Co-founders Adam Neumann and Miguel McKelvey recognized a growing demand among the millennial workforce for flexible, collaborative spaces that foster community rather than the traditional, isolated cubicles. This insight was pivotal in creating an environment that not only provided physical space but also cultivated a sense of belonging and purpose among its members.

WeWork's business model was revolutionary, positioning itself as more than just a real estate company. It marketed itself as a lifestyle brand, appealing to the values and aspirations of a younger demographic that prioritized work-life balance, social interaction, and innovation. The company offered amenities and services that extended beyond mere desk space, including networking events, wellness programs, and community-building initiatives. This approach resonated deeply with its target audience, resulting in rapid membership growth and a vibrant community of entrepreneurs, freelancers, and established businesses.

At the helm of this transformation was Adam Neumann, whose magnetic personality and visionary outlook inspired both employees and investors. His charismatic leadership style created a culture of enthusiasm and loyalty, where employees felt they were part of something larger than themselves. This sense of purpose was instrumental in attracting substantial investments, allowing WeWork to expand aggressively into new markets and locations. The company’s valuation soared, with investors drawn to the promise of a new way of working that aligned with contemporary societal shifts.

However, the rapid ascent of WeWork was accompanied by significant challenges that would ultimately lead to its downfall. The narrative delves into the complexities of Neumann's management style, which, while initially effective in fostering a dynamic corporate culture, began to raise concerns as the company scaled. His unorthodox decision-making processes and a tendency to prioritize growth over sustainability created a precarious business model. The emphasis on expansion often overshadowed the fundamentals of financial discipline, leading to mounting losses and operational inefficiencies.

As WeWork's valuation reached dizzying heights, scrutiny from investors intensified. The book highlights the turning point when the company’s financial practices and governance came under fire, prompting a reevaluation of its worth. The once-cult-like following began to wane as stakeholders demanded accountability and transparency. This shift marked the beginning of a tumultuous period for WeWork, culminating in a failed IPO attempt that exposed the vulnerabilities of the business.

The story serves as a cautionary tale, illustrating the risks associated with unchecked ambition and the allure of rapid growth at the expense of sound business practices. It underscores the importance of maintaining a balance between innovation and sustainability, emphasizing that a strong vision must be coupled with a pragmatic approach to management. Ultimately, the rise and fall of WeWork reflect broader themes in the tech and startup landscape, where the promise of disruption must be tempered by the realities of operational viability and ethical governance. The lessons learned from this saga resonate widely, offering critical insights for entrepreneurs, investors, and business leaders navigating the complexities of a rapidly evolving market.

2. Cult-like Culture

One of the most striking aspects of WeWork was its cult-like culture, which is thoroughly analyzed in the book. WeWork's environment was designed to foster a sense of belonging and community, often blurring the lines between work and personal life. Employees were encouraged to adopt the company's vision as their own, leading to an intense loyalty that some likened to a religious devotion. This culture, while initially a strength, became problematic as it stifled dissent and critical thinking. The book examines how this culture contributed to the company's downfall, as it created an echo chamber where bad decisions went unchallenged.

The concept of a cult-like culture within WeWork is a central theme that reveals much about the company's internal dynamics and the broader implications of such an environment. At its core, this culture was meticulously crafted to create a strong sense of community among employees, which was seen as essential for fostering collaboration and innovation. The physical spaces were designed to facilitate interaction, with open layouts, communal areas, and a vibrant aesthetic that encouraged socialization. This environment was not just about physical space; it extended to the emotional and psychological realms, where the company's mission and vision were heavily emphasized.

Employees were often encouraged to see themselves as part of a larger movement, one that was not just about real estate but about redefining how people work and interact. This sense of belonging was reinforced through various means, such as company events, team-building exercises, and a shared language that celebrated the WeWork ethos. The leadership promoted a narrative that positioned the company as a revolutionary force in the workspace industry, which further deepened employees' emotional investment in their roles.

However, this intense focus on unity and shared purpose had its drawbacks. The culture began to resemble a form of groupthink, where dissenting opinions were not only discouraged but often outright silenced. Employees who might have had critical insights or concerns about the company's direction felt pressured to conform to the prevailing narrative. This lack of open dialogue stifled innovation and critical thinking, leading to a situation where poor decisions went unchallenged. The book delves into specific instances where this culture led to significant missteps, illustrating how the echo chamber effect allowed for a series of increasingly risky choices that ultimately contributed to the company's downfall.

Moreover, the emotional ties that employees formed with the company's vision created a sense of loyalty that transcended typical workplace relationships. This loyalty, while initially beneficial in promoting a strong work ethic and dedication, became problematic as it blurred the lines between personal and professional lives. Employees often found themselves prioritizing the company's needs over their own well-being, leading to burnout and dissatisfaction. The book highlights how this devotion, which some might liken to a religious fervor, can become a double-edged sword, fostering a toxic environment where questioning the status quo is seen as betrayal.

In summary, the examination of WeWork's cult-like culture provides a cautionary tale about the dangers of fostering an environment that prioritizes loyalty and conformity over critical thought and open dialogue. It serves as a reminder that while a strong sense of community can drive success, it is equally important to cultivate a culture that values diverse perspectives and encourages healthy dissent. The exploration of this theme illustrates how such dynamics can profoundly impact an organization's trajectory, leading to both remarkable achievements and significant failures.

3. The Role of Investors

The book delves into the significant role that investors played in WeWork's journey. It discusses how venture capitalists, enamored by the potential of the shared economy and the charismatic leadership of Neumann, poured billions into the company. This influx of capital allowed WeWork to expand rapidly, but it also created a pressure cooker environment where the focus shifted from sustainable growth to scaling at all costs. The narrative highlights the complicity of investors in enabling Neumann's vision, raising questions about due diligence and responsibility in the investment community.

The discussion surrounding the role of investors in the trajectory of WeWork is multifaceted and critical to understanding the company's rise and fall. Investors, particularly venture capitalists, were drawn to the allure of the shared economy, which promised revolutionary changes in how people utilized workspaces and engaged with their environments. The charismatic leadership of Adam Neumann played a pivotal role in attracting this investment; his vision was compelling and painted a picture of a future where traditional office spaces were transformed into vibrant communities.

As a result, billions of dollars flowed into WeWork, which enabled the company to embark on an aggressive expansion strategy. This influx of capital was not merely a financial boost; it created a cultural and operational ethos within the company that prioritized rapid growth over sustainable practices. The investors' enthusiasm for Neumann's vision led to a lack of scrutiny regarding the company's financial health and operational viability. Instead of fostering a culture of accountability, the environment became one where the mantra was to scale at all costs, often disregarding the foundational aspects of business sustainability.

The narrative also underscores the complicity of these investors. By failing to conduct thorough due diligence, they not only contributed to the unchecked ambition of Neumann but also raised critical questions about their own responsibilities. Investors are often seen as gatekeepers who should ensure that the companies they fund adhere to sound business practices. However, in the case of WeWork, the focus was predominantly on the potential for exponential growth rather than on the underlying business model's viability. This negligence ultimately led to dire consequences, not just for the investors themselves but for employees, customers, and the broader market.

Furthermore, the dynamics of investor relationships with startups like WeWork highlight a troubling trend in the venture capital landscape, where the allure of high returns can overshadow the need for ethical considerations and long-term planning. The narrative invites readers to reflect on the broader implications of such investment behaviors, emphasizing the necessity for a more balanced approach that prioritizes both innovation and responsibility. This examination of the investor's role in WeWork serves as a cautionary tale, illustrating how the intersection of ambition, charisma, and capital can lead to both groundbreaking innovation and catastrophic failure.

4. The Illusion of Value

A critical theme in 'The Cult of We' is the illusion of value that WeWork presented. The company was valued at nearly $47 billion at its peak, despite operating at a loss and having a business model that many experts deemed unsustainable. The book explores how the perception of value in the tech industry can often be disconnected from actual financial performance, driven by hype and the allure of innovation. This phenomenon is not unique to WeWork but reflects a broader trend in the tech landscape, where companies are often valued based on potential rather than proven profitability.

A critical theme explored in the narrative revolves around the concept of the illusion of value, particularly as it pertains to WeWork's rise and fall in the business world. At its zenith, WeWork was assigned a staggering valuation of nearly $47 billion, a figure that, on the surface, signified immense potential and success. However, this valuation was starkly contrasted by the reality of the company's financial performance. WeWork was operating at a significant loss, raising questions about the sustainability of its business model.

The book delves into the intricacies of how value is perceived in the tech industry, highlighting a disconnection between market valuation and actual financial health. This phenomenon is often fueled by a combination of factors, including media hype, investor enthusiasm, and the allure of innovative concepts that promise to disrupt traditional industries. In the case of WeWork, the narrative showcases how the company was able to cultivate a narrative of community, collaboration, and a new way of working, which resonated with the zeitgeist of modern entrepreneurship.

However, beneath this captivating narrative lay a business model that many experts critiqued as fundamentally flawed. WeWork's approach relied heavily on leasing large amounts of office space and then subleasing it to startups and freelancers, a strategy that inherently involved significant risk, especially in a fluctuating real estate market. The book emphasizes that the tech industry's valuation metrics often prioritize potential over proven profitability, leading to inflated assessments of companies that may not have a viable path to sustainable earnings.

This trend is not isolated to WeWork; rather, it reflects a broader pattern within the tech landscape where companies are frequently valued based on their projected growth and market disruption potential rather than their current financial realities. The narrative serves as a cautionary tale about the dangers of chasing perceived value without a solid foundation, urging investors, entrepreneurs, and industry observers to critically assess the underlying business models and financial health of companies before succumbing to the allure of hype and innovation. Through this exploration, it becomes clear that while the tech industry can foster incredible innovation, it also harbors risks associated with overvaluation and the potential for significant financial fallout when the illusion of value is shattered.

5. Leadership and Governance

The book provides a critical analysis of leadership and governance at WeWork, particularly focusing on Adam Neumann's leadership style. Neumann's charismatic and visionary approach attracted many followers but also led to authoritarian tendencies that stifled dissent. The lack of a robust governance structure allowed Neumann to operate without sufficient checks and balances. The narrative emphasizes the importance of sound governance practices in startups, especially those experiencing rapid growth, to prevent the concentration of power and ensure accountability.

The discussion surrounding leadership and governance within the context of WeWork provides a nuanced look at how the dynamics of power and influence can shape an organization, particularly one that is experiencing rapid growth and transformation. At the center of this analysis is Adam Neumann, whose leadership style is characterized by a blend of charisma and vision. This combination initially served to galvanize employees, investors, and stakeholders, creating a strong sense of purpose and community around the WeWork brand. Neumann’s ability to articulate a grand vision for the future of work attracted a fervent following, as many believed in his promise of creating a new paradigm in the workspace industry.

However, this charismatic leadership also harbored significant drawbacks. As Neumann's influence grew, so did his authoritarian tendencies. The book delves into how his leadership approach often discouraged dissent and critical feedback, creating an environment where questioning decisions or policies became increasingly difficult. This culture of compliance and fear stifled innovation and honest communication, which are essential in any thriving organization. Employees felt pressured to align with Neumann's vision, leading to a lack of diverse perspectives that could have contributed to more balanced decision-making.

Compounding these issues was the absence of a robust governance structure within WeWork. The narrative highlights that the rapid expansion of the company outpaced the establishment of necessary checks and balances that are vital in any organization, particularly one experiencing such explosive growth. Neumann, as the co-founder and CEO, wielded significant power without sufficient oversight from a board of directors or governance framework that could hold him accountable for his actions and decisions. This lack of oversight allowed for a concentration of power that ultimately led to decisions that were not always in the best interest of the company or its stakeholders.

The analysis underscores the critical importance of sound governance practices, particularly in startups that are scaling quickly. It posits that without a solid governance framework, organizations risk falling into the trap of unchecked authority, which can lead to detrimental outcomes. The narrative encourages leaders to establish clear governance structures that promote accountability, transparency, and inclusivity, thereby preventing the pitfalls associated with centralized power. By fostering a culture where diverse viewpoints are valued and dissent is not only tolerated but encouraged, organizations can better navigate challenges and ensure sustainable growth.

In summary, the examination of leadership and governance at WeWork serves as a cautionary tale about the potential dangers of charismatic leadership devoid of accountability. It illustrates the need for a balanced approach where visionary leadership is complemented by strong governance practices to safeguard the interests of all stakeholders and maintain the integrity of the organization as it evolves.

6. Impact on the Co-Working Industry

WeWork's rise and fall had a significant impact on the co-working industry as a whole. The book discusses how WeWork popularized the concept of shared office spaces, paving the way for a new way of working. However, its collapse also sent shockwaves through the industry, leading to a reevaluation of business models among co-working spaces. The narrative examines how other companies responded to WeWork's downfall, adapting their strategies to focus on sustainability and community-driven approaches without replicating WeWork's mistakes.

The rise and subsequent fall of WeWork had profound implications for the co-working industry, fundamentally altering how shared office spaces are perceived and operated. Initially, WeWork emerged as a disruptor, capturing the imagination of entrepreneurs, freelancers, and companies seeking flexible work environments. By creating aesthetically pleasing and community-oriented spaces, WeWork not only popularized the concept of co-working but also transformed it into a cultural phenomenon. The allure of shared office spaces became synonymous with innovation, networking, and a modern approach to work, attracting a diverse clientele that ranged from tech startups to established corporations.

However, the dramatic decline of WeWork brought to light the vulnerabilities inherent in the co-working model, prompting a significant reassessment across the industry. The collapse revealed the risks associated with aggressive expansion, unsustainable financial practices, and a lack of coherent business strategy. As WeWork's valuation plummeted and its business model was called into question, other co-working companies were forced to reflect on their own operations and strategies.

In the aftermath, many co-working spaces began to pivot towards more sustainable practices. This involved rethinking their financial models to ensure long-term viability, focusing on profitability rather than rapid growth. Companies started to prioritize community-driven approaches, recognizing that fostering a sense of belonging and collaboration among members was essential for retention and satisfaction. This shift often included providing more tailored services, enhancing member engagement, and creating environments that genuinely supported productivity and creativity.

Moreover, the narrative highlighted how some co-working spaces began to differentiate themselves by emphasizing niche markets or specific industries, thereby creating unique value propositions that set them apart from the generic offerings of WeWork. This strategic pivot allowed them to cultivate dedicated communities, ensuring that they catered to the specific needs of their members rather than adopting a one-size-fits-all approach.

Additionally, the experience of WeWork served as a cautionary tale, prompting leaders within the co-working sector to adopt more transparent governance structures and ethical business practices. The emphasis shifted towards building resilient businesses that could withstand economic fluctuations, focusing on creating real value for their members instead of simply chasing growth metrics.

In essence, the impact of WeWork's trajectory on the co-working industry catalyzed a broader movement towards sustainability, community engagement, and strategic differentiation. It reshaped the landscape of shared office spaces, encouraging a new generation of co-working companies to learn from past mistakes and build more robust, member-centric businesses that could thrive in a competitive market.

7. Lessons Learned

Ultimately, 'The Cult of We' serves as a repository of lessons learned from WeWork's journey. The book distills key takeaways about the dangers of unchecked ambition, the importance of sustainable business practices, and the need for strong governance in leadership. It encourages entrepreneurs and investors alike to reflect on their values and the long-term implications of their decisions. The narrative serves as a reminder that success in the startup world is not just about growth but also about building a resilient and responsible business.

The narrative surrounding the lessons learned from the journey of a prominent co-working company provides a comprehensive examination of the pitfalls that can arise from unbridled ambition in the startup ecosystem. It emphasizes that while the drive for rapid growth and market domination can be intoxicating, it often leads to a neglect of fundamental business principles that are crucial for long-term sustainability.

One of the central themes is the danger of prioritizing expansion over responsible governance and ethical considerations. The story illustrates how the allure of scaling quickly can cloud judgment, leading entrepreneurs to make decisions that may yield short-term gains but ultimately jeopardize the integrity and viability of the business. This serves as a cautionary tale for founders and investors alike, highlighting the necessity of establishing robust frameworks for accountability and oversight within organizations.

Moreover, the importance of sustainable business practices is underscored throughout the narrative. It argues that growth should not come at the expense of environmental and social responsibilities. Entrepreneurs are encouraged to consider the broader impact of their business models, advocating for a balance between profitability and ethical stewardship. This perspective urges leaders to integrate sustainability into their core strategies, ensuring that their ventures contribute positively to society rather than merely exploiting opportunities for financial gain.

The discourse also delves into the critical need for strong governance in leadership. It posits that effective leadership is not solely about vision and charisma but also about fostering a culture of transparency, collaboration, and ethical decision-making. The book illustrates how a lack of checks and balances can lead to a toxic corporate culture where dissenting voices are stifled, ultimately resulting in poor decision-making and diminished trust among stakeholders.

In reflecting on these lessons, the narrative encourages entrepreneurs and investors to reassess their values and the long-term implications of their choices. It advocates for a shift in mindset, where success is not measured solely by rapid growth metrics but by the resilience and responsibility demonstrated by the organization. The emphasis is placed on the idea that building a sustainable and principled business is as crucial as achieving financial milestones, advocating for a more holistic view of what it means to succeed in the competitive landscape of startups.

Overall, the insights gleaned from this journey serve as a profound reminder that the entrepreneurial path is fraught with challenges that require careful navigation. It calls for a reevaluation of priorities, urging leaders to foster a culture that values integrity and sustainability alongside ambition. This multifaceted approach to entrepreneurship is essential for creating businesses that not only thrive in the market but also contribute positively to the world around them.

For who is recommended this book?

This book is ideal for entrepreneurs, investors, business students, and anyone interested in the dynamics of startup culture and the tech industry. It provides valuable insights into the challenges and pitfalls of rapid growth, the importance of governance, and the impact of company culture on overall success.