Shishir Mehrotra knows: You need more than a good product to scale – you need good rituals. The right rituals in the right places will help build your culture, cohere your team, and hone in on your targets. The wrong ones don’t just lead you astray – they’re harmful and destructive. He's used this insight to grow YouTube views to an audacious goal -- and now to re-invent the document at Coda. Cameos: George Kembel of Stanford d.school; Tobi Lütke of Shopify; Akhila Cadet, founder and CEO of Change Cadet.