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"You can tell someone’s values when things go badly." - Donald Davidoff In this episode, Donald Davidoff shares the journey of building REBA™, a modern analytics company changing how the rental housing industry uses data. From founding the industry-defining LRO system to launching REBA™, Donald brings a deep history of innovation, leadership, and strategic thinking. We talk about the role of core values in decision-making, building culture in growth-stage startups, and how REBA™ is creating clarity through better coordination, OKRs, and customer focus. The conversation also dives into the rental housing industry's lag in adopting modern tech, how REBA™ helps leaders make better decisions faster, and the transition from startup mode to scale. Donald unpacks lessons on internal service, process design, team dynamics, and why reverse engineering objectives can unlock alignment across functions. Takeaways: • You can tell someone's values when things go badly. • Strong leaders must balance zooming in and out. • The rental housing industry is traditionally behind in technology. • REBA™ aims to connect data systems for better decision-making. • Cultural fit is crucial in hiring processes. • Documenting goals helps teams stay on track. • Organizational clarity supports cross-functional success. • Process should serve the team, not hinder it. • Internal customer service matters as much as external. • Music matters: yes, he picked Meat Loaf. Chapters: 00:00 Values Revealed in Adversity 02:50 The Transition from Startup to Growth 06:00 Revolutionizing the Rental Housing Industry 12:07 The Birth of REBA™: Timing and Vision 18:07 Building a Strong Company Culture 23:04 Setting the Vision and Objectives 26:34 The Importance of Coordination and Focus 28:25 Understanding Roles and Responsibilities 32:01 Creating Clarity in Organizational Structure 36:24 Balancing Process and Flexibility 41:05 Customer Success and Internal Service 44:44 Desert Island Album Choice 📘 Learn more about the book Peak Teams – Mastering the Habit of Unstoppable Venture-backed Companies™: https://a.co/d/hp5Jtnu 🌐 Visit Collective Genius™ to build your venture-backed team with the Peak Operating System™: https://www.collective-genius.com/ Music by Andrew Applepie – / andrewapplepie #collectivegenius #peakoperatingsystem #peakos #vbos #reba #donalddavidoff #analytics #startupgrowth #leadership #founder #ceo #rentals #multifamily #realestate #teamculture #kpi #okr #customerexperience #venturecapital #techscenes #jeffjamesmartin