The customer isn’t always right. As the founder and CEO of Beyond Meat, Ethan Brown has spent years navigating misconceptions about plant-based foods. But smart entrepreneurs listen instead of arguing. Only by obsessing over what customers say they want has Brown been able to create a product that succeeds in the marketplace. What every entrepreneur should learn: You must first build trust from customers, making sure they feel heard, before you can educate them about the value of your innovation.

No one knows the fundraising game like Mark Cuban, serial entrepreneur, investor, and star of Shark Tank. For founders, identifying the right source of capital, under the right terms, can provide a thermal updraft. But as Cuban explains, there are always strings attached when you bring on a financial partner — and those strings can pull you crashing down if you don’t understand them properly. Cuban shares what investors look for in a founder, and what entrepreneurs should be looking for in return.

From Pixar to Marvel to Lucasfilm, Disney’s Bob Iger defied expectations, acquiring world-renowned brands and meshing them seamlessly with the House of Mouse. In Part 2 of our epic conversation with Iger – Disney’s executive chair and former CEO – we delve into the next phase of the process, how he helped build a diverse, sustainable ecosystem for Disney companies in the China market, and how all the lessons learned played out in the massive acquisition of 20th Century Fox.

We’re taking questions from our listeners, on the topics that are top of mind right now for every founder: emerging tech, company culture, the investment climate. Plus the big question: Would Reid ever go on Shark Tank? Host Reid Hoffman and editor Bob Safian dig into questions from entrepreneurs right now.

Great entrepreneurs aren’t just product obsessed; they’re impact obsessed. Rana el Kaliouby, co-founder and CEO of Affectiva, has spent most of her career thinking about how to project – and steward – the possible uses of artificial intelligence. Affectiva uses AI to read people’s emotional states, but Rana won’t put her software to work for just anyone. She’s walking a fine line between thoughtfully nurturing her idea and being a cranky custodian: potentially throttling the scale of her business. It’s a risk she’s willing to take. She understands that entrepreneurship isn’t just about providing a product or service that people love, or creating jobs; it’s about asking: “Am I making a net contribution to society – not just right now, but for future generations?”

Salesforce’s president Bret Taylor talks about how the pandemic helped Salesforce and Slack bring their businesses together.

Onboarding isn’t just for employees. The step-by-step process to join a product or company lays the foundation for everything that follows. No one knows this better than Melanie Perkins, co-founder and CEO of Canva. From the moment she started the Australia-based graphic design platform, she knew she had to engage newcomers with simplicity and speed. First, onboard early users to her product; then, onboard investors and employees to help her build her values and her vision.

Small business is being taxed emotionally as well as financially, and that tax is rising, says H&R Block CEO Jeff Jones. As the pandemic hit, entrepreneurs did what entrepreneurs do: solved problems, protected teams, served customers. But their anxiety keeps riseing, according to an H&R Block study from which Jones shares important takeaways.

You need more than a good product to scale – you need strong rituals that help build your culture, cohere your team, and home in on your targets. Shishir Mehrotra learned this when he scaled YouTube to a billion hours of watch-time each day. In his new role as CEO and founder of Coda, he’s learned to constantly ask: What old rituals are holding us back? And what new rituals can we create together that keep us all moving forward?

How can you be transparent – but inspiring – with your board and your team? What does the future of blitzscaling look like now? Reid Hoffman answers questions from Endeavor entrepreneurs, alongside founder Linda Rottenberg.

To survive a crisis, you have to double down on who you already are as a company. This is something Ellen Kullman knows, having led DuPont through the 2008-2009 financial crisis, and taken the CEO role at 3D-printing unicorn Carbon only weeks before Covid hit. Through her years as a leader, Ellen has developed four crisis principles that allowed her to lead teams and thrive through pandemic, economic meltdown, and beyond. The key? Practicing the principles in calmer times, before crisis hits. Because as Reid says: there’s no such thing as a crisis playbook. There’s just your playbook. Cameos: Amy Shira Teitel (spaceflight historian), Jonah Peretti (BuzzFeed), Brian Chesky (Airbnb), Neil Blumenthal (Warby Parker), Stacy Brown-Philpot (TaskRabbit).

Forget writing that business plan. Design an experiment instead. So many products and companies fail because the assumptions in their beautiful business plans were just wrong. So stop writing and start testing. No one knows this better than Eric Ries, author of The Lean Startup and founder of the Long Term Stock Exchange. After his first product failed, he developed a new method of product design based on running small, fast experiments, measuring the results, and learning from them. It’s a system built on data, not assumptions, and it works with almost everything — from app development to airplane design. It starts with establishing your own measure of success — then experimenting, improving, and trying over and over again. The feedback loop never stops.