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.

So that's your job too, to clarify and simplify for everybody on your team. The more you simplify the better people will perform.

The way you scale that is you create notes for every meeting and send it to the entire company.

I'd actually argue forging a company is far more harder than forging a product

You really need to spend a lot of your time focussing people.

It's easy to shortcut when you get busy explaining the why's of the world, but it's very important to try.

The key to culture is it's a framework for making decisions. And if it's baked into your culture, people learn how to make decisions across that culture without you ever saying anything. You never have to really do anything except watch and promote and move people around.