The Cult of We: WeWork, Adam Neumann, and the Great Startup Delusion by Eliot Brown and Maureen Farrell

Title: The Cult of We: WeWork, Adam Neumann, and the Great Startup Delusion 
Series: n/a
Author: Eliot Brown and Maureen Farrell
Source/Format: Purchased; Paperback
More Details: Nonfiction
Publisher/Publication Date: Crown; July 20, 2021

Goodreads     Amazon     Barnes & Noble

Synopsis from Goodreads...

The definitive inside story of WeWork, its audacious founder, and what the company's epic unraveling exposes about Silicon Valley's delusions and the financial system's desperate hunger to cash in--from the Wall Street Journal reporters whose scoops hastened the company's downfall.

In 2001, Adam Neumann arrived in New York after five years as a conscript in the Israeli navy. Just over fifteen years later, he had transformed himself into the charismatic CEO of a company worth $47 billion--at least on paper. With his long hair and feel-good mantras, the 6-foot-five Neumann, who grew up in part on a kibbutz, looked the part of a messianic Silicon Valley entrepreneur. The vision he offered was mesmerizing: a radical reimagining of work space for a new generation, with its fluid jobs and lax office culture. He called it WeWork. Though the company was merely subleasing amenity-filled office space to freelancers and small startups, Neumann marketed it like a revolutionary product--and investors swooned. 

As billions of funding dollars poured in, Neumann's ambitions grew limitless. WeWork wasn't just an office space provider, he boasted. It would build schools, create WeWork cities, even colonize Mars. Could he, Neumann wondered from the ice bath he'd installed in his office, become the first trillionaire or a world leader? In pursuit of its founder's grandiose vision, the company spent money faster than it could bring it in. From his private jet, sometimes clouded with marijuana smoke, the CEO scoured the globe for more capital. In late 2019, just weeks before WeWork's highly publicized IPO, a Hail Mary effort to raise cash, everything fell apart. Neumann was ousted from his company--but still was poised to walk away a billionaire. 

Calling to mind the recent demise of Theranos and the hubris of the dotcom era bust, WeWork's extraordinary rise and staggering implosion were fueled by disparate characters in a financial system blind to its risks, from a Japanese billionaire with designs on becoming the Warren Buffet of tech, to leaders at JPMorgan and Goldman Sachs who seemed intoxicated by a Silicon Valley culture where sensible business models lost out to youthful CEOs who promised disruption. Why did some of the biggest names in banking and venture capital buy the hype? And what does the future hold for Silicon Valley unicorns? Wall Street Journal reporters Eliot Brown and Maureen Farrell explore these questions in this definitive account of WeWork's unraveling.

I remember the promotion for a company called We Work—which sublets office spaces—and, at one point, it seemed like it was everywhere. Building off of trendy marketing and a purported core purpose of being an interconnected space—a “community”—to appeal to those looking for a different office experience. However, with the pandemic, I forgot about them. So when I recently heard about a book called The Cult of We by Eliot Brown and Maureen Farrell I was, to say the least, intrigued, because I somehow missed the majority of the news as it was happening—and what I did hear about I didn’t delve too deeply past the surface.

The Cult of We does exactly as the synopsis promises, by delivering an in-depth look at the rise and fall of WeWork. Mapping out the company’s earliest days (and prior iteration)—as well as the founder’s life and the turning point when greed, a convoluted purpose, and false representations—warped what was promising on paper into a colossal mess with far reaching consequences. And the further I read, the more the first two sentences of the author’s note stuck in my mind, as what it had already succinctly explained was bolstered by a detailed recounting.

“The implosion of WeWork in September 2019 was an astounding moment in business. Nearly $40 billion in value on paper vanished, virtually overnight, as the investment world woke up to the reality that America’s most valuable startup wasn’t a tech company but simply a real estate company—one that was losing more than $1.6 billion a year.”—from the Author’s note

This book read like one long news report. Parts of it could be a little dry and, given the subject of the book, it was filled with financial jargon. However, I never felt lost when reading it, and by the midway point I was thoroughly engrossed.

So if you’ve wanted to know more about WeWork’s situation, then I’d recommend The Cult of We.