Do Not Disturb

Your ability to intentionally block out the world when needed. Used for recovery, focus, or boundary-setting.

Do Not Disturb captures Square's strategy of deliberately blocking out Amazon's threatening presence. While every startup instinct said they needed to respond to Amazon's competition, Square chose to protect their focus and energy by essentially putting up a 'do not disturb' sign against the threat. They refused to let Amazon's presence change their course.