Jim Collins' "First Who, Then What" is the most repeated principle in leadership — and one of the most misused. In this episode, we dissect why putting people before strategy sounds wise but gives executives a peer-reviewed excuse to avoid making hard directional calls. From Apple's 1997 turnaround to SpaceX's founding logic, the evidence keeps pointing the same way: great companies were built vision-first, talent second. We make the case for a better framework — and explain why Collins himself quietly violated his own rule.