Nir Eyal

This is what we value.

This is what we would like to see around here.

This is how we are going to succeed.

This is how we're going to fail.

So we don't want to do this.

We want to do that.

Is any of this a fact?

No, it's just a belief.

It's our best guess at, hey, we have to have these standards or we want to do things this way or this matters here and that doesn't.

This is based on the company and it's not universal.

That a company that has one set of values, if you transfer it to an industry, it might work in one industry, but it won't work in a different industry.

So it has to be a lock and key of the right company culture with the right beliefs for each and every company.

Now, if you don't think of that company culture, if you aren't consciously aware of those beliefs, you're going to get a bunch of crappy default states that are not going to help you succeed.

You're going to get just the collective background of whoever you hire.

This is why founders have such a profound impact, because of course people look to the founder, they look to the founder's beliefs, and there's no better example of that than Steve Jobs.

In his biography, Walter Isaacson talked about how Steve Jobs used to have a reality distortion field, meaning he would see a future that nobody else could see.

We call this founder vision.

That is nothing more than a belief.

It's not a fact, right?

Steve Jobs didn't always predict the future correctly.