In the often murky world of corporate communication, a leaked MrBeast document has emerged as a beacon of clarity. Far from being your typical vague, jargon-filled memo, this onboarding document is a crystal-clear recipe for success that’s as refreshing as it is rare.
But first, let’s address the elephant in the room. MrBeast’s empire isn’t without its share of controversy. Reports of toxic work environments, unsafe conditions for contestants, and allegations of rigged games cast a shadow over his content creation machine and his leadership capabilities. These are serious issues that merit investigation and discussion. As a result, this post isn’t an endorsement of MrBeast as a leader, it’s an endorsement of an onboarding document that he wrote.
The Secret Sauce: Clarity Meets Innovation
What sets this document apart is its razor-sharp clarity and relentless focus on creativity. Unlike the vague platitudes that plague many corporate communications, job descriptions, and performance matrixes, this document clearly outlines expectations, success metrics, and the strategies and tactics to fuel continuous innovation.
This clarity is transformative for people and organizations. When team members understand both the guardrails and the goals, they channel their creative energy into groundbreaking ideas rather than second-guessing their approach and worrying about repercussions.
Expectations: Always Be Learning
The first principle is a clear directive: always be learning. In MrBeast’s world, this isn’t just about personal growth—it’s about staying ahead in a rapidly changing digital landscape. This commitment to continuous learning fuels innovation by ensuring the team is constantly exploring new technologies, trends, and creative techniques.
While some see the definition of A, B, and C-players as evidence of a toxic workplace, the fact is that it’s the reality in most workplaces. It’s the absence of clarity, usually disguised by claims of family-like cultures that value diversity, that makes workplaces toxic.
Metrics: The Start of a Feedback Loop
The focus on specific success metrics like Click-Through Rate and Average View Duration isn’t just about measurement—it’s about creating a feedback loop for innovation. Clear benchmarks developed over time allow teams to quickly assess the impact of new ideas and iterate accordingly. It also removes the temptation and ability to “move the goalposts” to create the appearance of success.
Strategy: Structure Meets Creativity
After describing what success looks like for employees and how they’ll be measured, the document outlines a structured content formula akin to an innovation strategy. It provides a clear framework of priorities, goals, and boundaries while encouraging creative experimentation within those boundaries.
Starting with a step-by-step guide to making videos with a “wow” factor, the document also emphasizes the criticality of focusing on “critical components” and managing dependencies and
Far from the usual corporate claims that direction and “how to’s” constrain creativity and disempower employees, this approach creates a safety net that allows employees to be successful while still pushing the envelope of what’s possible in content creation.
How to Become Your Version of (a non-controversial) Mr. Beast
You don’t have to be a content creator, social media savant, or company founder to follow MrBeast’s lead. You have to do something much more difficult – communicate clearly and consistently.
Clearly define what success looks like (and doesn’t) for your employees and projects.
Establish frameworks that encourage bold ideas while maintaining focus.
Define objective success metrics and consistently measure, track, and use them.
This leaked MrBeast document offers more than just a glimpse into a YouTube empire; it’s a masterclass in leadership in the era of hybrid workplaces, geographically dispersed teams, and emerging cultures and norms.
The document’s approach shows that innovation doesn’t have to be chaotic. By providing clear expectations and frameworks, leaders can create an environment where creativity thrives, and groundbreaking ideas can be rapidly developed and implemented.
When viewed in the bigger context of the MrBeast organization, however, the document is also a reminder that no matter how clear you think your communication is, you must be vigilant for those who claim that bad behavior is just a “misunderstanding.” Leaders know that no amount of views, clicks, or revenue is worth sacrificing the well-being of their teams.
Do you feel like you’re drowning in a sea of bad news? You’re not alone. We’re standing in the eye of a storm of war, political division, and endless layoffs. In times like these, why bother with innovation when we’re using all our energy to survive and make sense of things?
I’ve asked myself this question with increasing frequency over the past months. After hours of searching, querying, and reading to understand why you, me, or any other individual should bother with innovation, I can tell you two things:
There’s no logical, data-backed reason why any individual should bother innovating (there are many logical, data-backed reasons why companies should innovate)
Innovation is the only life raft that’s ever carried us from merely surviving to thriving.
If that seems like a big, overwhelming, and exhausting expectation to place on innovators, you’re right. But it doesn’t have to be because innovation is also small things that make you smile, spark your curiosity, and prompt you to ask, “How might we…?”
Here are three small innovations that broke through the dark clouds of the news cycle, made me smile, and started a domino effect of questions and wonder.
LEGO Braille Bricks: Building a More Inclusive World
You know them, and you love them (unless you’ve stepped on one), and somehow, they got even better. In 2023, LEGO released Braille Bricks to the public.
By modifying the studs (those bumps on the top of the brick) to correspond with the braille alphabet, numbers, and symbols and complementing the toy with a website offering a range of activities, educator resources, and community support, LEGO built a bridge between sighted and visually impaired worlds, one tiny brick at a time.
How might a small change build empathy and connect people?
The Open Book: Fulfilling a Dream by Working on Vacation
Have you ever dreamed of going on vacation so that you could work an hourly job without pay? Would you believe there is a two-year waitlist of people willing to pay for such an experience?
Welcome to The Open Book, a second-hand bookstore in Wigtown, Scotland, that offers “bibliophiles, avid readers, kindred book lovers, and adventure seekers” the opportunity to live out their dreams of running the bookstore by day and living above it in a tiny apartment by night. The bookstore is owned and operated by a local nonprofit, and all proceeds, about $10,000 per year, go to supporting the Wigtown Book Festival.
How might you turn your passion into an experience others would pay for?
The Human Library: Checking Out Books That Talk Back
If used books aren’t your thing, consider going to The Human Library. This innovative concept started in Copenhagen in 2000 and has spread to over 80 countries, offering a unique twist on traditional libraries. Readers “borrow” individuals from all walks of life – from refugees to rockstars refugees, from people with disabilities to those with unusual occupations – to hear their stories, ask difficult questions, and engage in open dialogue.
How might you create opportunities for dialogue and challenge your preconceptions?
Small Things Make a Big Difference
In a world that often feels dark, these small innovations are helpful reminders that if you are curious, creative, and just a bit brave, you can spark joy, wonder, and change.
How will you innovate, no matter how small, to brighten your corner of the world?
How many times have you proposed a new idea and been told, “We can’t do that?” Probably quite a few. My favorite memory of being told, “We can’t do that,” happened many years ago while working with a client in the publishing industry:
Client: We can’t do that.
Me: Why?
Client: Because we already tried it, and it didn’t work.
Me: When did you try it?
Client: 1972
Me: Well, things certainly haven’t changed since 1972, so you’re right, we definitely shouldn’t try again.
I can only assume they appreciated my sarcasm as much as the idea because we eventually did try the idea, and, 30+ years later, it did work. But the client never would have enjoyed that success if my team and I had not seen through “we can’t do that” and helped them admit (confess) what they really meant.
Quick acknowledgment
Yes, sometimes “We can’t do that” is true. Laws and regulations define what can and can’t be done. But they are rarely as binary as people make them out to be. In those gray areas, the lie of “we can’t do that” obscures the truth of won’t, not able to, and don’t care.
“I won’t do it.”
When you hear “can’t,” it usually means “won’t.” Sometimes, the “won’t” is for a good reason – “I won’t do the dishes tonight because I have an urgent deadline, and if I don’t deliver, my job is at risk.” Sometimes, the “won’t” isn’t for a good reason – “I won’t do the dishes because I don’t want to.” When that’s the case, “won’t” becomes “can’t” in the hope that the person making the request backs off and finds another solution.
For my client, “We can’t do that” actually meant, “I won’t do that because it failed before and, even though that was thirty years ago, I’m afraid it will fail again, and I will be embarrassed, and it may impact my reputation and job security.”
You can’t work with “can’t.” You can work with “won’t.” When someone “won’t” do something, it’s because there’s a barrier, real or perceived. By understanding the barrier, you can work together to understand, remove, or find a way around it.
“I’m not able to do it.”
“Can’t” may also come with unspoken caveats. We can’t do that because we’ve never done it before and are scared. We can’t do that because it is outside the scope of our work. We can’t do that because we don’t know how.
Like “won’t,” you can work with “not able to” to understand the gap between where you are now and where you want to go. If it’s because you’re scared of doing something new, you can have conversations to get smarter about the topic or run small experiments to get real-world learnings. If you’re not able to do something because it’s not within your scope of work, you can expand your scope or work with people who have it in their scope. If you don’t know how, you can talk to people, take classes, and watch videos to learn how.
“I don’t care.”
As brave as it is devastating, “we can’t do that” can mean “I don’t care enough to do that.”
Executives rarely admit to not caring, but you see it in their actions. When they say that innovation and growth are important but don’t fund them or pull resources at the first sign of a wobble in the business, they don’t care. If they did care, they would try to find a way to keep investing and supporting the things they say are priorities.
Exploring options, trying, making an effort—that’s the difference between “I won’t do it” and “I don’t care.” “I won’t do that” is overcome through logic and action because the executive is intellectually and practically open to options. “I don’t care” requires someone to change their priorities, beliefs, and self-perception, changes that require major personal, societal, or economic events.
Now it’s your turn to tell the truth
Are you willing to ask the questions to find them?
I recently listened to a podcast in which the speaker talked about his hike to Machu Picchu. He spoke about the difficulty of the hike and the moments when his confidence wavered. “But ultimately,” he said, “I was so compelled and pulled onward by the opportunity to see such a wonder, that I was able to push through.”
That was not my experience.
Many years ago, I did the same hike (in three days instead of four due to a scheduling error). And at no time did a feel “compelled and pulled onward.” In fact, about halfway through the first day’s hike, I had a complete meltdown in the middle of a beautiful grove of flowering trees. Luckily, I was so far behind the rest of my group that only my guide saw and heard the half-hour, expletive-laden beating of walking sticks against trees as I accused him of leading us to our deaths.
A few hours later, we reached our camp and the sherpas gave me tea and popcorn as they prepared dinner. I don’t know what was in the tea, but I felt much better after a cup and was grateful that a steady supply was offered throughout the next two days.
WHY you start matters
It was not the “opportunity to see such a wonder” that put me on the path. It was FOMO (fear of missing out), knowing that my friends were going on an adventure and not wanting to miss out.
Opportunity or FOMO. One of those is at the start of every journey and steels your mindset for the work ahead. If you see opportunity, you’re optimistic, resilient, and maybe even a bit idealistic. If you’re afraid, you rush through things, missing important signals and only seeing how far behind you are.
Companies do the same thing with innovation. They see a new technology, trend, or framework appear, sense an opportunity to use it to kickstart growth and leapfrog competition, and they start building. Or they see a new business model or competitor gain share and rush to mimic their approach.
WHAT you choose along the way determines how you end
It wasn’t “knowing where my journey was going, and what the journey was all about” that kept me moving forward. It was the knowledge that, unless I planned to join one of the Indigenous communities we passed through, I had to keep going.
No matter how you start, you will face a choice – continue, stay, or turn back – and that choice determines how your journey ends. If you turn back to the old ways because the new ways failed, you’re giving up. If you stay where you are, you’re stuck somewhere between the safety of what you knew and the opportunity ahead. If you keep going, you’ll stay ahead of those you never started, turned back, or stopped AND you’ll achieve the opportunity that “compelled and pulled [you] onward.”
Companies face the same decision moment with innovation. There’s a market downturn, geopolitical uncertainty, or a major global event, so executives shut down anything that’s not mission-critical while they wait out the uncertainty. A new leader takes the helm and wants to put her mark on the organization, so she rejects the old strategies and approaches and institutes her own, ignoring the counsel of others in the organization. A new competitor suddenly finds itself embroiled in controversy or bankruptcy, and executives chuckle and shake their heads because they knew all along that the only way that works is the old way.
What do you choose?
Do you start because you see the opportunity to do better or because you’re afraid of losing out?
When you face the inevitable challenge, do you turn back to “how we’ve always done things,” take up residence where you are because it’s good enough, or do you bravely persevere?
Most importantly, when you face the challenge, do you take a break, talk and listen to the people around you, and have some tea and popcorn before you make your choice?
You know the stories. Kodak developed a digital camera in the 1970s, but its images weren’t as good as film images, so it ended the project. Decades later, that decision ended Kodak. Blockbuster was given the chance to buy Netflix but declined due to its paltry library of titles (and the absence of late fees). A few years later, that decision led to Blockbuster’s decline and demise. Now, in the age of AI, disruption may be about to claim another victim – Google.
A very brief history of Google’s AI efforts
In 2017, Google Research invented Transformer, a neural network architecture that could be trained to read sentences and paragraphs, pay attention to how the words relate to each other, and predict the words that would come next.
In 2020, Google developed LaMDA, or Language Model for Dialogue Applications, using Transformer-based models trained on dialogue and able to chat.
Three years later, Google began developing its own conversational AI using its LaMDA system. The only wrinkle is that OpenAI launched ChatGPT in November 2022.
“In early 2023, months after the launch of OpenAI’s groundbreaking ChatGPT, Google was gearing up to launch its competitor to the model that underpinned the chatbot.
.
The search company had been testing generative AI software internally for several months by then. But as the company rallied its resources, multiple competing models emerged from different divisions within Google, vying for internal attention.”
That last sentence is worrying. Competition in the early days of innovation can be great because it pushes people to think differently, ask tough questions, and take risks. But, eventually, one solution should emerge as superior to the others so you can focus your scarce resources on refining, launching, and scaling it. Multiple models “vying for internal attention” so close to launch indicate that something isn’t right and about to go very wrong.
“None was considered good enough to launch as the singular competitor to OpenAI’s model, known as ChatGPT-4. The company was forced to postpone its plans while it tried to sort through the scramble of research projects. Meanwhile, it pushed out a chatbot, Bard, that was widely viewed to be far less sophisticated than ChatGPT.”
Nothing signals the threat of disruption more than “good enough.” If Google, like most incumbent companies, defined “good enough” as “better than the best thing out there,” then it’s no surprise that they wouldn’t want to launch anything.
What’s weird is that instead of launching one of the “not good enough” models, they launched Bard, an obviously inferior product. Either the other models were terrible (or non-functional), or different people were making different decisions to achieve different definitions of success. Neither is a good sign.
“When Google’s finished product, Gemini, was finally ready nearly a year later, it came with flaws in image generation that CEO Sundar Pichai called ‘completely unacceptable’ – a let-down for what was meant to be a demonstration of Google’s lead in a key new technology.”
“A let-down” is an understatement. You don’t have to be first. You don’t have to be the best. But you also shouldn’t embarrass yourself. And you definitely shouldn’t launch things that are “completely unacceptable.”
What happens next?
Disruption takes a long time and doesn’t always mean death. Blackberry still exists, and integrated steel mills, one of Clayton Christensen’s original examples of disruption, still operate.
AI, LLMs, and LaMDAs are still in their infancy, so it’s too early to declare a winner. Market creation and consumer behavior change take time, and Google certainly has the knowledge and resources to stage a comeback.
Except that that knowledge may be their undoing. Companies aren’t disrupted because their executives are idiots. They’re disrupted because their executives focus on extending existing technologies and business models to better serve their best customers with higher-profit offerings. In fact, Professor Christensen often warned that one of the first signs of disruption was a year of record profits.
In 2021, Google posted a profit of $76.033 billion. An 88.81% increase from the previous year.
It’s easy to get caught up in the hunt for unique insights that will transform your business, conquer your competition, and put you on an ever-accelerating path to growth. But sometimes, the most valuable insights can come from listening to customers in their natural environment. That’s precisely what happened when I eavesdropped on a conversation at a local pizza joint. What I learned could be worth millions to your business.
A guy walked into a pizza place.
Last Wednesday, I met a friend for lunch. As usual, I was unreasonably early to the local wood-fired pizza joint, so I settled into my chair, content to spend time engaged in one of my favorite activities – watching people and eavesdropping on their conversations.
Although the restaurant is on the main street of one of the wealthier Boston suburbs, it draws an eclectic crowd, so I was surprised when a rather burly man in a paint-stained hoodie flung open the front door. As he stomped to the take-out order window, dust fell from his shoes, and you could hear the clanging of tools in his tool belt. He placed his order and thumped down at the table next to me.
A Multi-Million Dollar Chat
He pulled out his cell phone and made a call. “Hey, yeah, I’m at the pizza place, and they need your help. Yeah, they hate their current system, but they don’t have the time to figure out a new one or how to convert. Yeah, ok, I’ll get his number. Ok if I give him yours. Great. Thanks.”
A few minutes later, his order was ready, and the manager walked over with his pizza.
Hoodie-guy: “Hey, do you have a card?”
Manager: “No, I don’t. Something I can help you with?”
H: “I just called a friend of mine. He runs an IT shop, and I told him you’re using the RST restaurant management system, and you hate it…”
M: “I hate it so much…”
H: “So my buddy’s business can help you change it. He’s helped other restaurants convert away from RST, and he’d love to talk to you or the owner.”
M: “I’m one of the co-owners, and I’d love to stop using RST, but we use it for everything – our website, online ordering, managing our books, everything. I can’t risk changing.”
H: “That’s the thing, my friend does it all for you. He’ll help you pick the new system, set it up, migrate you from the other system, and ensure everything runs smoothly. You have nothing to worry about.”
M: “That would be amazing. Here’s my direct line. Have him give me a call. And if he’s good, I can guarantee you that every other restaurant on this street will change, too. We all use RST, and we all hate it. We even talked about working together to find something better, but no one had time to figure everything out.”
They exchanged numbers, and the hoodie guy walked out with his pizza. The manager/owner walked back to the open kitchen, told his staff about the conversation, and they cheered. Cheered!
Are You Listening?
In just a few minutes of eavesdropping, I uncovered a potential goldmine for a B2B business – 15 frustrated customers, all desperate to switch from a system they hate but unable to do so due to time and resource constraints. The implications are staggering – an entire local market worth tens of millions of dollars ripe for the taking simply by being willing to listen and offer a solution.
As a B2B leader, the question is: are you truly tapping into the insights right in front of you? When was the last time you left your desk, observed your customers in their natural habitat, and listened to their unvarnished feedback? If you’re not doing that, you’re missing out on opportunities that could transform your business.
The choice is yours. Will you stay in your office and rely on well-worn tools, or venture into the wild and listen to your customers? Your answer could be worth millions.
