Trevor Hubbard has spent the last decade thinking about what leads to failure. His process around identifying weak points is core to his work at Butchershop, the agency he founded in 2009. In fact, during one retreat a couple years ago, Trevor and the executive team listed out potential conditions that could lead to Butchershop’s demise. Among them? A global disaster that prevents them from leaving San Francisco or going to the office. We talk to Trevor about how moving to a distributed workforce opened the door to new business perspectives for Butchershop, the non-profit his team launched seemingly overnight at the start of COVID-19, his system for minimizing meetings, and how his process has helped many massive companies swim, rather than sink.