:
Toward the end of the piece, Neumann asks Bloomberg journalist Ellen Huet what her superpower is, he then responded with his own. “My superpower is change,” he said, “and change is painful.”
Neumann’s approach is in-keeping the company’s mission on its website: “A place you join as an individual, ‘me,’ but where you become part of a greater ‘we,’” it writes. “A place where we’re redefining success measured by personal fulfillment, not just the bottom line. Community is our catalyst.”
(Source - Cult of WeWork Laid Bare in a Revealing Interview With Adam Neumann)
Also, regarding the whole is it a real-estate play or a tech play:
“If you had positioned this as a real-estate company, it wouldn’t be worth this,” Barry Sternlicht, who runs Starwood Capital Group LLC, told The Wall Street Journal in 2017. "Mr. Neumann “dressed it up and made it into a community, and that turned it into a tech play.”
(Source - Cult of WeWork Laid Bare in a Revealing Interview With Adam Neumann)
The S-1 says :
“The entire member experience is powered by technology designed to enable our members to manage their own space, make connections among each other and access products and services, all with the goal of increasing our members’ productivity, happiness and success.”
This is also in the S-1 filing - WeWork “may elect not to comply with certain corporate governance standards” (e.g. compensation committee for the board…):
Because Adam will control a majority of our outstanding voting power, we will be a “controlled company” under the corporate governance rules for [BLANK]-listed companies. Therefore, we may elect not to comply with certain corporate governance standards, such as the requirement that our board of directors have a compensation committee and nominating and corporate governance committee composed entirely of independent directors. For at least some period following completion of this offering, we intend to take advantage of these exemptions.
But prior to that—in response to the reports that the CEO leases properties to WeWork—WeWork said they a have review process for related party transactions (Fortune magazine in January 2019):
A company statement said, “WeWork has a review process in place for related party transactions. Those transactions are reviewed and approved by the board, and they are disclosed to investors.”
(Source - WeWork CEO Adam Neumann Responds to Conflict of Interest Report | Fortune)
Up is down, down is up.