A great read to learn the backend view of a guy making perpetual ideas a reality and constantly evolving towards a version of perfection. The stories and letters shared made it real and hearing feedback from actual employees added a personal touch. Its never easy taking an idea from thought to multi-million dollar business that balances both customer satisfaction AND employee work/life quality. If your business is struggling or you have too many bad reviews on Yelp, Google or any customer focused rating system…read this book. If you have stellar reviews from customers but candid negative feedback from internal employees…read this book. The main thing to learn from it is not about reading the words, rather, listen to people you manage, listen to customers, follow through on your own idea of what you want, then LEAD by example with a plan.