“When you align individually high-performing people around the idea that they are collectively underdogs, you tap into the cohesive gel that brings early adopters together. We created an enemy for us to rebel against (this belief that our approach was “impossible”), which is one of the fastest ways to unite people around a common goal. And with each new person who joined our volunteer army, we received both the validation and the skills necessary to prove that we could carve a different path from those who came before us.”