WeWork, a modern Icarus

Did you see the movie WeWork: The Making and Breaking of a $47 Billion Unicorn?

The documentary holds some great lessons on entrepreneurship.

As WeWork is created as a co-working space, we are embarked on the very compelling vision of Adam Neumann, the charismatic founder.

His vision, beyond renting space, is about belonging to a vibrant community of entrepreneurs and doers. "WE not ME," he says.

As the company's vision unfolds, the We Company missions become “to elevate the world's consciousness”.

Even with this strong purpose-led, almost spiritual marketing, the business model is still about renting space for that community.

But the revenues don't add up to the company's valuation, even after spending investors money over and over to grow.

So eventually, the empire collapses and the WE becomes ME: Adam Neumann, who left the company with a few billion.

The fall of the empire left members disappointed and believers enraged, realising the hard truth behind their dream.

Surprisingly, the investors were also fooled and blinded by this inspiring vision and did not see the reality behind the company.

This vision lifted WeWork above the rest but hid the lack of a sustainable business model. It was the cause of success and fall of the company.

A modern Icarus.