Book of the week: The Cult of We by Eliot Brown and Maureen Farrell
Two Wall Street Journal scribes chart the downfall of WeWork’s ‘messiah’

When Adam Neumann got on a private jet, the crew “would often be in for a rough ride”, said Tom Knowles in The Times. His friends would down shots, spit tequila at each other and throw up. On one occasion there was “so much marijuana smoke in the cabin that the crew were forced to pull out the jet’s oxygen masks and put them on”.
Neumann isn’t a rock star or a Hollywood actor. “He was the boss of a company that provided office space on flexible leases in trendy-looking buildings.” Eliot Brown and Maureen Farrell’s “fascinating and highly entertaining” new book is “packed with marmalade-dropper stories” like this about Neumann and his mismanagement of WeWork, a shared office space company that many investors mistook for the “new Apple”.
WeWork was going to transform the way we work, “just as Airbnb has revolutionised the way we travel”, said John Arlidge in The Sunday Times. Instead of leasing “sterile office blocks” for long periods, companies would use Neumann’s platform to rent desks on short leases in fashionable offices, with free coffee, beer and yoga classes thrown in. “There were a few problems: first, Neumann’s business plan was hopelessly flawed; second, he was too greedy for his own or his firm’s good; and, third, he was bonkers.”
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Neumann had a “messiah complex”. He stated that his firm’s mission was “to elevate the world’s consciousness”, and that its overblown valuation was “much more based on our energy and spirituality than a multiple of revenue”. He also “flat-out lied”, claiming the business had 30% profit margins when the real figure was less than 10%.
Eventually, as preparations were made to float WeWork on the stock market, it all came crashing down, and Neumann was pushed out by the board of directors. Brown and Farrell, who work at The Wall Street Journal, are “meticulous” rather than flashy, and “the book will appeal to business readers rather than regular folk. There aren’t many jokes. But their attention to detail is second to none.”
They can be funny, in a wry and understated way, said Katherine Rosman in The New York Times. Neumann “scoffed” at suggestions that he hire an experienced executive to advise him, as Mark Zuckerberg had by hiring Sheryl Sandberg at Facebook. He repeatedly told lieutenants, “I am both Mark and Sheryl.” As Brown and Farrell point out: “he wasn’t.” They tell this amazing story well, of how the business world fell hook, line and sinker for Neumann’s supposedly revolutionary new idea: “office space”.
Mudlark 464pp £20; The Week Bookshop £15.99
The Week Bookshop
To order this title or any other book in print, visit theweekbookshop.co.uk, or speak to a bookseller on 020-3176 3835. Opening times: Monday to Saturday 9am-5.30pm and Sunday 10am-4pm.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
May 31 editorial cartoons
Cartoons Saturday's political cartoons include how much to pay for a pardon, medical advice from a brain worm, and a simple solution to the national debt.
-
5 costly cartoons about the national debt
Cartoons Political cartoonists take on the USA's financial hole, rare bipartisan agreement, and Donald Trump and Mike Johnson.
-
Green goddess salad recipe
The Week Recommends Avocado can be the creamy star of the show in this fresh, sharp salad
-
Green goddess salad recipe
The Week Recommends Avocado can be the creamy star of the show in this fresh, sharp salad
-
Ancient India: living traditions – 'ethereal and sensual' exhibition
The Week Recommends Hinduism, Jainism and Buddhism are explored in show that remains 'remarkably compact'
-
6 well-preserved homes built in the 1930s
Feature Featuring a restored 1934 colonial in Arizona and a cold-storage warehouse turned loft in New York City
-
Things in Nature Merely Grow: memoir of 'harsh beauty' after loss
The Week Recommends Chinese-American novelist Yiyun Li's 'devastating' memoir explores the deaths of her two sons
-
Sirens: entertaining satire on the lives of the ultra-wealthy stars Julianne Moore
The Week Recommends This 'blackly comic affair' unfurls at a 'breakneck speed'
-
Mrs Warren's Profession: 'tour-de-force' from Imelda Staunton and daughter Bessie Carter
The Week Recommends Mother-daughter duo bring new life to George Bernard Shaw's morality play
-
Critics' choice: Steak houses that break from tradition
Feature Eight hours of slow-roasting prime rib, a 41-ounce steak, and a former Catholic school chapel turned steakhouse
-
Tash Aw's 6 favorite books about forbidden love
Feature The Malaysian novelist recommends works by James Baldwin, Toni Morrison, and more