" My job is to architect the greenhouse. This is a useful insight into how Hsieh creates belonging because it implies a process. “I probably say the word collision a thousand times a day,” Hsieh says. “I’m doing this because the point isn’t just about counting them but about making a mindset shift that they’re what matters. When an idea becomes part of a language, it becomes part of the default way of thinking. "

― Daniel Coyle , The Culture Code: The Secrets of Highly Successful Groups