Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World

CHAPTER ONE

Take Leadership Personally

“[M]y goal was never to just create a company. A lot of people misinterpret that, as if I don’t care about revenue or profit or any of those things. But what not being ‘just a company’ means to me is just that—building something that actually makes a really big change in the world.”

IN THE FALL OF 2007, Mark Zucker- berg turned down a $24 billion offer from Microsoft for his three-year-old social networking upstart, Facebook.² If he had taken the offer and handed over the reins, Zuckerberg, then just ...