Building a company is basically taking all the irrational people you know... Putting them in one building and then living with them 12 hrs a day at least.

The more you simplify, the better people will perform. People can not understand and keep track of a long complicated set of initiatives. So you have to distill it down to one, two, or three things and use a framework they can repeat, they can repeat without thinking about, they can repeat to their friends, they can repeat at night.

I don't believe ever in shared office spaces. Peter talks a little bit about this, every good startup is a cult. It's very hard to create a cult if you're sharing space with people.

Don't accept the excuse of complexity.

It's never a metric, it's where the person is going or not. Metrics are used to make things work better, but don't necessarily make a business better.

Don't accept the excuse of complexity. A lot of people will tell you, this is too challenging, this is too complicated, yeah well I know other people simplify but that's not for me, this is a complicated business. They're wrong. You can change the world in 140 characters.

What you actually want to do with every single employee, every single day is expand the scope of their responsibilities until it breaks.