Stephen London

And you will be shocked, if you do this right, how powerful this exercise is.

Last couple things.

Culture, another thing we learned from rocket ship standpoint.

Your internal culture reflects your external culture.

And it's not...

some words on a slide.

So we used to, we had five, 10 employees.

We used to write these exact core values down and have people read it every meeting.

And it's just bullshit.

It's only bullshit because your real core values are what you are every day.

It's a radiation of kind of the team.

And to determine them, it's very simple.

You just have to think through which employees didn't make it and why, and which employees made it and why.

And those are your core values.

So as you think about this person didn't make it because they weren't gritty enough, or they got pissed when I asked them hard questions,

At 4.30, they checked out every day, and that just made me so angry.

Those are your core values as a company.

And that reflects and radiates outwards into your external culture, which is so important.

And this goes back to the community.

I would say overspend on your community.