a husband-and-wife founding team has to care about growth and profits, but such a team (if it is truly operating under a social logic, as one would expect) would choose a suboptimal business outcome if the optimal outcome could be achieved only at the cost of their marriage. When it comes to splitting equity, teams operating under a social logic will find the rule of equal distribution—distributing rewards equally, even if individuals have very different levels of contribution4—to be most aligned with the priority they give to their relationships.
