'Activate the space': WeWork founder Adam Neumann made staff sit at empty desks, throw parties, and play The Notorious B.I.G. when investors toured buildings, new book says
Before tours, WeWork told staff to fill empty desks so it seemed business was booming, a book says.Neumann reportedly told staff to play the Notorious B.I.G. song"Juicy" when he came with investors.
Staff were then tasked with throwing parties on the fly during tours. A manager would email staff and members to alert them to the free food and drinks in the common area while leaving out the fact that investors were present, the book says. The parties created the appearance of community among members. As they passed by the parties, Neumann sometimes told investors that events like those were common at WeWork, according to the book.
For WeLive, the company's dorm-like apartments concept, staff were also critical to influencing investors' perception of the space. When investors came for tours, employees were again told to leave their desks and fill the empty space, the book says. Neumann specifically requested that the Notorious B.I.G. song"Juicy" be playing whenever he walked in with investors.
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