In Simon‘s teaching If You don’t Understand People, You don’t Understand Business, he shows that companies should be a group of people with a common set of values and beliefs. When people are surrounded by others possessing common beliefs, trust happens. When there is trust, people are more likely to experiment which will lead to failure. This will lead to people asking for help. While that’s not going fix our weakness, it amplify the strengths of the group. When a company is built on common values and beliefs, it shows authenticity to our customers.