Ultimately, I don't believe that you can build a company without a lot of effort, and that you need to lead by example.

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.

The real thing you do is you ask a lot of questions.

The key metric of whether you've succeeded is what fraction of your employees use that dashboard everyday.

Every good startup is a cult. And it's really hard to create a cult if you are sharing space with people. Because a cult means you think you are better than every other startup, you have a special way of doing things that's better than anyone else in the world.

Some people can't learn to play the guitar by reading a book. You have to actually try to manage a bit and you won't do well at first.

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.