Just before Facebook went public in 2012, Mark Zuckerberg had a bound red book titled Facebook Was Not Originally Created to Be a Company placed on every employee’s desk. The book, written by Zuckerberg himself, ended with an urgent, even ominous rallying cry: If we don’t create the thing that kills Facebook, someone else will. “Embracing change” isn’t enough. It has to be so hardwired into who we are that even talking about it seems redundant.

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