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Reeves Wiedeman

Billion Dollar Loser: The Epic Rise and Spectacular Fall of Adam Neumann and WeWork Hardcover – October 20, 2020

by Reeves Wiedeman (Author)

4.4 4,186 ratings

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A Wall Street Journal Business Bestseller

“Vivid, carefully reported drama that readers will gulp down as if it were a fast-paced novel” (Ken Auletta)

The inside story of WeWork and its CEO, Adam Neumann, which tells the remarkable saga of one of the most audacious, and improbable, rises and falls in American business history

In its earliest days, WeWork promised the impossible: to make the American work place cool. Adam Neumann, an immigrant determined to make his fortune in the United States, landed on the idea of repurposing surplus New York office space for the burgeoning freelance class. Over the course of ten years, WeWork attracted billions of dollars from some of the most sought-after investors in the world, while spending it to build a global real estate empire that he insisted was much more than that: an organization that aspired to nothing less than "elevating the world's consciousness."

Moving between New York real estate, Silicon Valley venture capital, and the very specific force field of spirituality and ambition erected by Adam Neumann himself, Billion Dollar Loser lays bare the internal drama inside WeWork. Based on more than two hundred interviews, this book chronicles the breakneck speed at which WeWork’s CEO built and grew his company along with Neumann’s relationship to a world of investors, including Masayoshi Son of Softbank, who fueled its chaotic expansion into everything from apartment buildings to elementary schools.

Culminating in a day-by-day account of the five weeks leading up to WeWork’s botched IPO and Neumann’s dramatic ouster, Wiedeman exposes the story of the company’s desperate attempt to secure the funding it needed in the final moments of a decade defined by excess. Billion Dollar Loser is the first book to indelibly capture the highly leveraged, all-blue-sky world of American business in President Trump’s first term, and also offers a sober reckoning with its fallout as a new era begins.

Print length

352 pages
Language

English
Publisher

Little, Brown and Company
Publication date

October 20, 2020
Dimensions

6.25 x 1.25 x 9.5 inches
ISBN-10

0316461369
ISBN-13

978-0316461368
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Popular Highlights in this book

What are popular highlights?

“There is a fool in every market,” Gurley wrote, quoting Warren Buffett. “If you don’t know who it is, it is probably you.”
Highlighted by 499 Kindle readers
Adam’s focus on growth at the expense of profitability fit with an emerging business theory that it was best to acquire customers by any means necessary and then figure out how to make money later.
Highlighted by 477 Kindle readers
The next day, they told Schreiber that WeWork, which didn’t have a single location, was worth $45 million. Without asking questions or pushing back, Schreiber agreed to commit $15 million to fund the idea in exchange for a third of a company that did not yet exist.
Highlighted by 417 Kindle readers
WeWork would be “a capitalist kibbutz,” he said. “On the one hand, community. On the other hand, you eat what you kill.”
Highlighted by 319 Kindle readers

Editorial Reviews

Review

New York Times’ Editors' Choice
Wired’s Books to Read This Fall
Bloomberg’s Nonfiction Title to Know this Fall
Newsweek’s Must Read Fall Nonfiction
Publishers Weekly Top Ten for Business & Economics
InsideHook's Best Books for October

“Billion Dollar Loser would be absorbing enough if it were just one man’s grandiosity, but Wiedeman has a larger argument to make about what Neumann represents.”―Jennifer Szalai, New York Times

“Wiedeman’s finest feat of reporting and double portraiture is his evocation of Neumann’s relationship with his financial savior (for a time) Masayoshi Son. . . to delve any further into their relationship would be to give away the plot of “Billion Dollar Loser,” which, like the most engrossing nonfiction stories, has a plot indeed, one that only reality could contrive.”
―New York Times Book Review, Editors Choice

"A frisky dissection of how a rickety real-estate leasing company tricked the world into seeing it as an immensely valuable, society-shifting tech unicorn....Wiedeman arranges the absurd details of their high lives in the C-suite into a pointillist portrait of wild hubris. "―Wired

"When life transcends art, tell it straight. That’s what Reeves Wiedeman, a New York contributing editor since 2016, has done with Billion Dollar Loser, the propulsive tale of WeWork’s, and Neumann’s, rise and fall."―The Atlantic

“A rollicking Hyperloop of a ride.”―San Francisco Chronicle

"An impressively reported and fast-moving tale of Neumann and WeWork's co-working house of cards...Wiedeman does a wonderful job uncovering the strange, surreal details that reveal what it was like to be in Neumann's orbit."―Pitchbook

"Wiedeman debuts with a thrilling page-turner. . . . What lifts this book to excellence is Wiedeman’s ease at presenting a complex business saga both understandably and entertainingly. Readers will feel like they are in the room with Neumann and his beleaguered colleagues during every twist and turn of this fascinating corporate train wreck.”―Publishers Weekly, Starred review

“Move over Theranos, there’s a new fallen unicorn in town. Wiedeman deftly takes us inside the much-hyped WeWork and its once venerated founder to find out what really happened—and what really went wrong.”―Newsweek

“In the distant future, when historians recall the geyser of cash that banks and venture capitalists directed to Silicon Valley, they will almost certainly use the catastrophic collapse of WeWork as a cautionary tale.” ―Bloomberg

“A swift, tragicomic saga of idealism, avarice, and unfettered ambition—as illuminating about WeWork as the past decade of venture-funded grandiosity, and an excellent case study in the power of branding. Reeves Wiedeman has a talent for the artfully deployed, jaw-dropping detail; there seems to be one on every page. Reading this book gave me the sensation of visiting a Potemkin village after a storm: wires dangling, trompe l'oeil flats at a tilt. Batshit, unsettling, and wholly satisfying.”―Anna Wiener, author of Uncanny Valley

“Adam Neumann thought he was the next Steve Jobs. In a vivid, carefully reported drama that readers will gulp down as if it were a fast-paced novel, Reeves Wiedeman follows the charismatic Neumann as he climbs to the mountaintop, then falls off, leaving readers to ponder whether he was a charlatan or a believer, or both, and ponder what this tale teaches about those who blindly followed WeWork up the mountain.”―Ken Auletta

About the Author

Reeves Wiedeman is a contributing editor at New York magazine, and has written for the New Yorker, the New York Times Magazine, Rolling Stone, Harper's, and other publications.

Product details

Publisher ‏ : ‎ Little, Brown and Company (October 20, 2020)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 352 pages
ISBN-10 ‏ : ‎ 0316461369
ISBN-13 ‏ : ‎ 978-0316461368
Item Weight ‏ : ‎ 1.3 pounds
Dimensions ‏ : ‎ 6.25 x 1.25 x 9.5 inches

Best Sellers Rank: #498,366 in Books (See Top 100 in Books)
- #891 in Workplace Culture (Books)
- #1,396 in Business Professional's Biographies
- #4,938 in Leadership & Motivation

Customer Reviews:
4.4 4,186 ratings

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Reeves Wiedeman

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Reeves Wiedeman is a Contributing Editor at New York magazine. He has written for The New Yorker, The New York Times Magazine, Rolling Stone, Harper's, Men’s Journal, and other publications.

Billion Dollar Loser, about the rise and fall of WeWork, is his first book.

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Jerry Kowalski

A great read

Reviewed in the United States 🇺🇸 on May 8, 2023

Verified Purchase

Exceptionally well written and a real page turner. Adam Neuman, a dyslectic college dropout built a cult following through audacity and fearlessness. Like other cult leaders, such as L. Ron Hubbard, Keith Ranieri, Elizbeth Holmes, he promised his victims he alone could lead them to the promised land. Their victims all get sucked into a vortex built on delusions and narcissism.

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P. Schneider

The bigger they are, the harder they fall

Reviewed in the United States 🇺🇸 on May 1, 2023

Verified Purchase

This book is a lesson on the dangers of investing. Anything that sounds too good to be true usually is. Failure is 9/10 of the world. If 99% of earth’s species have died, what will be next? Make the most sense of a sensible life.

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Sasha

doesn’t talk enough about the aftermath

Reviewed in the United States 🇺🇸 on March 7, 2023

Verified Purchase

Perhaps as a consequence of when this book was written, it is mostly about weWorks golden years when Adam is still doing ridiculous stuff and spending ridiculously. The book documents every ridiculous largesse and inappropriate dealing Adam did till the point of tediousness that I was hoping this would lead to a huge climax about the fall of we work that would be documented with the same excruciating detail. Instead that never happens, the book wraps up weWorks fall in the last 10%. Apparently the same banks that loved Adam, decided to throw him out relatively quickly, the same for SoftBank which almost makes me think that the author wasn’t prepared for this sad ending and had to write this up quickly before sending the book out to publication.

Reviewed in the United States 🇺🇸 on April 2, 2023

Verified Purchase

This book does a great job filling in the blanks of the Apple TV version WeCrashed! Most remarkable was the failure of the investment community to run a check and balance on what in reality was a simple office leasing company with no competitive advantages.

Helpful

The Curdling of the Charismatic Leader of WeWork

Reviewed in the United States 🇺🇸 on September 21, 2022

Verified Purchase

Reeves Wiedeman has written a complex, nuanced critique of fraudster billionaire Adam Neumann in his aptly titled book Billion Dollar Loser. The handsome brother of a supermodel, Neumann stands six feet five, serves in the Israeli Navy, and comes to America to promote baby knee pads. When that venture fails, he smells out money, marries Rebekah, the rich cousin of Gweneth Paltrow, and teams up with Miguel McKelvey to start the WeWork business, which flourishes like a religious cult for a decade.

Wiedman observes that there is an 18-month work cycle at WeWork. Fresh employees began in a state of euphoria as they worked in a “family,” but within 6 months, they got burned out, and within 18 months they were gone.

Paranoid, egotistical, charismatic, Neumann has all the qualities of a religious cult leader. He talks about love, changing the world, and bringing people together, but his life contradicts his message. We learn that he crams more and more employees into smaller and smaller office spaces while he continually expands his own office. His reckless spending on private jets and other lavish indulges speak to how unhinged he is and there “is no adult in the room,” including his narcissistic wife, to put guardrails on his reckless behavior.

If you want to read a clear, compelling account of this dumpster fire, I can give Wiedeman’s narrative account a strong recommendation.

6 people found this helpful

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Chris A

Full WeWork explainer but a disappointment

Reviewed in the United States 🇺🇸 on May 8, 2021

Verified Purchase

This is a book about the rise and fall of WeWork's founder. This is also a book about the birth of a company and how it became an established, global force in the co-sharing / shared office sector.

I read this on a Kindle as I commuted daily to a WeWork. I'm a big fan. After working in a 'proper' office for years, WeWork was/is a refreshing change from the drudgery of a traditional office.

Right off the bat, two things put me off about Billion Dollar Loser. The book title and the ridiculous pulled quote in the beginning.

Maybe my joyful experience at WeWork clouded my enjoyment / interest but I felt the author did everything they could to discredit the founder.

I accept there are parts of AN's life that are odd / outrageous but this guy had a vision and when all was done and dusted, WeWork survived and he walked away with nearly a billion dollars. How's that losing or being a loser?

[As usual, when companies are riding high and there are whispers of something wrong, no one does a thing in fear of upsetting the apple cart. Something that happened here.]

Saying that, it's clear a lot of research went into the book and there some fine details that keep the book trotting along. The how, why and background is all explained well.

Overall, I was disappointed about the book's negativity and inability to try to inject a more balanced view. Remember, no laws were broken.

Maybe if I wasn't experiencing WeWork first hand then my view would be different.

16 people found this helpful

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Interesting

Reviewed in the United States 🇺🇸 on February 27, 2021

Verified Purchase

Fast-paced and entertaining, the story of Adam Neumann and WeWork provides an inside look at what a charismatic leader can lead to. I was expecting more of a Theranos-type story, but I would not classify Neumann in the same category. Holmes is a criminal and should be prosecuted whereas Neumann, while definitely shady and hypocritical, was not blatantly dishonest, he was just unable to turn his strategy of growth into profitability. One highlight of the book is you get to meet Masayoshi Son, who has the distinction of losing the most money ever. He is the owner of Softbank and it was largely his capital infusions that allowed Neumann to grow and last so long. This book is written well and the story will keep you intrigued, although at times it seems like the author is taking some liberties to exaggerate for the entertainment factor. This book shows the self-reinforcing mechanisms of hype and not wanting to miss out on the next big thing and is also surprising in how large WeWork's evaluation soared before the inevitable crash.

7 people found this helpful

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Jorge Manuel Mendoza Irene

Una reseña de las empresas de nuestros tiempos

Reviewed in Mexico 🇲🇽 on November 18, 2021

Verified Purchase

Se trata de un viaje al desarrollo y caída de una empresa emblemática, cuyo desarrollo estuvo ligado a la personalidad de sus fundadores. Para un CEO, la lección seria tener claros los signos del momento en que se tiene que retirar.

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Jilla Lonsdale

Wow -- what a meglomaniac ...

Reviewed in Canada 🇨🇦 on March 17, 2021

Verified Purchase

A great recounting of one of the biggest business failures in recent history. A page turner that does a deep dive into the debacle that was WeWork -- he's a meglomaniac of the highest order and the story is a great lesson on how business runs these days. Well researched and a front row seat supported by facts and interviews of those who were ringside for this trip.

One person found this helpful

読書マン

スタートアップ企業への、過剰な期待の終わり

Reviewed in Japan 🇯🇵 on September 23, 2022

Verified Purchase

ソフトバンクのビジョン・ファンドは、WeWorkへの投資で大金を失った。
そのWeWorkの内情と軌跡を描いた本。

この会社、一言で言うとデタラメ。
孫さんは、ろくなデューデリもせずに投資をし、大金を失うのは、然もありなん。

投資家、従業員は誰もが損をした。得をしたのは、創業者のアダム・ニューマンだけ。

現在、WeWorkは上場しているが、その株価はお笑い種。

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Amazon Customer

Great read

Reviewed in Australia 🇦🇺 on November 25, 2020

Verified Purchase

Hard to put down; a rollicking tale where fact surpasses fiction - you could not make most of this stuff up - no one would believe it. A Pre sequel to the demise of a President. Hubris will out!

Amazon Customer

Decent read. Lacks a bit of excitement.

Reviewed in Canada 🇨🇦 on December 20, 2020

Verified Purchase

Generally really good read, but doesn’t deliver the same level of excitement or twists and turns of Bad Blood.

I would still recommend, if only to get a sense of how wild tech company valuations come to be.

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