Joe Liemandt

I was like, whatever.

And I ignored him.

And then he went and he interviewed every single person in the company.

And it took him basically months.

And he came back and he pulled me into his office and showed me on the whiteboard.

And he's like, this is what actually people think your strategy is.

Because I just asked him all.

And I'm like, wow, that's like literally the opposite of our strategy.

He's like, yes, because in a 23 strategy document, there's always one line that someone can attach to and say, see, I'm aligned because you said something.

And he's like, you need to go create your strategy where there's no escape, where your message is so simple.

Everybody can sit there and they have to read it.

And if they feel discomfort because they're not aligned, that's what you're looking for.

That lesson.

And feel it in the alpha school.

Kids must love school.

Three commitments.

Yeah, yeah, yeah.

Kids must love school.

And he's always about the edge.

He's like, and how are you going to measure that, Joe?