They have a deliberately drawn out process that is common in the success / online space which usually consists of time wasting appointments. The idea is supposed to be about transparency and rapport building etc but like most processes created by success space folk, they never really believe or adhere to them.
What they really want is for people to buy-in, meaning believe in, their top guru's book which takes common sense themes about content and morphs it into some philosophy about giving customers what they want. Nothing wrong with that however they cleverly trick employees to brand themselves with the company's image, themes, book's title etc leveraging THEM into content to promote themselves. Not cool. Requiring employees to advocate and become brand ambassadors on video and social media isn't fair and could potentially hurt the employees reputation in the future when the guru makes the news for something illegal like most gurus do.