Discover why WeWork failed after burning $22.0B. WeWork promised to revolutionize commercial real estate by transforming sterile office spaces into vibrant 'communities' with flexible memberships, modern design, and a lifestyle brand that made work feel aspirational. They sold the dream that you weren't just renting a desk—you were joining a movement that would 'elevate the world's consciousness.' The psychological hook was powerful: escape corporate drudgery, surround yourself with ambitious peers, and access premium amenities at a fraction of traditional office costs. For freelancers and startups, it was liberation. For enterprises, it was agility. The timing was perfect—remote work was emerging, the gig economy was exploding, and millennials craved experiences over ownership.