When Joshua Tetrick founded his plant-based food company JUST, his goal was to disrupt the entire food industry—and to do that, he decided, he'd hire industry outsiders. He didn't want people with lots of food-industry experience, who'd just carry all the marketplace's old assumptions with them! But then his company began having massive problems, and losing massive amounts of money. And Joshua came to a realization: He was totally wrong about who to hire.