Sublime

first or second meeting with a seller often goes something like this: “This is what we’re prepared to pay for your business, on these terms. If this is acceptable, we can be signing a definitive agreement in two weeks.”

If they resisted, Adam would offer them two years, and if there was anyone left after that, he would give them three—all subsidized by the multibillion-dollar war chest Masa had just given him.

The company’s existing plans were ripped up and doubled, or more; WeWork’s marketing team tripled its spending. Masa told Adam he should have ten thousand salespeople—

was worried about pushing too hard, creating even greater risks of

WeWork began offering commercial real estate brokers a shocking commission: 100 percent of the first year’s rent paid by new tenants.

Beat Competitors Before They St art

For some reason, these days we tend to downplay the importance of aggression, of taking risks,