How to Shock Your Team Into Greatness: The Secret Power of Unforgettable Rules

Picture this: you walk into a new office and see that every desk is made from a door. Or you hear that a revolutionary army banned its leaders from taking concubines. Weird? Yes. Effective? Absolutely. Ben Horowitz, in 'What You Do Is Who You Are,' explains that shocking rules are the fastest way to reset expectations and signal what really matters in your culture.

Why do these rules work? Because they’re impossible to ignore. When something is unexpected, it grabs attention and sparks curiosity. People ask, 'Why do we do this?'—and in answering, leaders get to reinforce the core values behind the rule. Shocking rules also make it clear that things are different here. They break people out of old habits and force everyone to engage with the culture, not just coast along.

The best shocking rules are simple, memorable, and tied directly to a core value. Amazon’s door desks? A daily reminder of frugality. Louverture’s ban? A stand for trust and discipline. The lesson: If you want your values to stick, make them visible and a little bit weird. Don’t be afraid to challenge expectations—because what people remember, they’ll live by.

Ready to shock your team into greatness? Start by identifying your most important value, then invent a rule that makes it impossible to forget. Explain it, live it, and watch your culture transform.