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Adam Neumann’s New Business Plan

He’s got something new to sell you.
Photo: Michael Kovac/Getty Images for WeWork

A luxury afforded to billionaires is that they don’t have to fade away no matter how spectacularly they fail, and Adam Neumann, who both co-founded and was exiled from running WeWork, is a prime example. When he was the CEO of the real-estate company, the footloose Silicon Valley entrepreneur marketed expensive shared office space by using a kind of spiritual gibberish. “Our mission is to elevate the world’s consciousness” was the infamous pitch to Wall Street investors in WeWork’s initial 2019 securities filing. The document attempted to explain the We parent company’s patchwork of seemingly unrelated companies, including wave pools and private schools. Why be a real-estate…

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