In 2010, self-described “serial entrepreneur” Adam Neumann and architect Miguel McKelvey founded the shared-workspace company WeWork.
WeWork, he claimed, was actually more like a tech start-up, and he was offering the chance to invest in a “physical social network”.
The story of WeWork ends up serving as a timely reminder of a fact any schoolchild could tell you: unicorns don’t exist.
Neumann pitched his company to excitable investors as more than just a real estate company.
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