The starting point is to realise that brand, in whatever type of organisation, is the most important and sustainable asset you've got. People may leave or die, buildings may dilapidate or fall down, products and services may become obsolete… The thing that lives on is brand.

At WeWork, we believe creators are anyone that's pursuing their passions and contributing to a mission. You may be an artist who is working on an innovative new project, a freelance software engineer providing client services or a director of HR at a Fortune 500 company that's trying to build a dynamic work environment for employees – regardless of your company size, title or function, you are working towards creating meaning, intention and purpose within your life.

We can prove, with over 150 companies we've invested in – that you can simultaneously create value for the investor, and society. The reality is this- you can create value economically and socially in parallel – there isn't a contradiction.

The human species is different now to thirty years ago, we have an electronic extension to our DNA that gives so many distractions, so much multi-tasking, and so little time to focus on a single thought for any extended period of time.

While participatory culture can create a Wikipedia, it is not likely to produce something like the Star Wars franchise. I don't think that's a problem, because I don't think we have to choose between participatory and top-down culture – both will thrive.