To mark the debut of their new book–Scaling Up ExcellenceBob Sutton and Huggy Rao have a new feature at Wired.

Facebook’s future is impossible to know. Despite stumbles including a botched public offering, some pundits predict it will become more dominant than Apple and Google; others predict that it will flail and fade away like America Online.

But today, exactly a decade since its founding, Facebook still demonstrates what it takes to instill and sustain a shared mindset even when its footprint is spreading like wildfire. We’ve witnessed their devotion and ability to grow and groom their people — no matter how wild and out of control the ride became — since 2006, when our conversations, interviews, and projects with people at Facebook began.


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