Often, when people discuss problems that occur in group transactions, they single out an individual experience and hold it up as a representative example. That’s out of line. If you want to talk about individual outcomes, stick to that setting. If you want to talk about group outcomes, don’t exemplify one individual’s experience.
That’s what I like about the following clip from the Airbnb founders. They’ve come up with their house-sharing idea and worked out the logistical aspects to take it to market. Now, they just need people to try it. Not one person. That won’t make the platform start humming. They need a group.
They are trying to link the two groups of people with rooms to rent and the people who are taken with the idea and feasibility of renting from a homeowner. But they need something more. They need a common cause, an affinity that overlays the group and makes them feel like one. This elevates the sense of trust and is the little push needed to overcome the hesitancy of a new experience.
In groups, no one host can make the system move, no one guest. The individual is nothing on its own. Group analysis has group features, including an underlying group shared value.
Complete text:
Brian Chesky explains how Airbnb solved the chicken-and-egg problem “Marketplaces are incredibly defensible at scale, and maybe it’s because they’re incredibly hard to start. And the problem is simple – they call it the chicken and egg problem.” As Brian explains, it was tough to bootstrap Airbnb in the beginning because travelers couldn’t book homes if there was no inventory, and homeowners didn’t want to list their homes unless people were going to book them. “We didn’t know what to do for a while .We tried a lot of different things. And I can tell you what worked. Summer of 2008, the press announces that Barack Obama is moving from a 20,000 seat basketball arena to an 80,000 seat football stadium. And we said, that’s our shot. You have 60,000 people that don’t have housing, surely at least a few of them are going to need a place to stay… And so we literally started with local people in Denver. Then we started emailing bloggers. We got the bloggers. Then the Denver Post and the Rocky Mountain News covered us. Then the local ABC and NBC and CBS affiliates. And then the Wall Street Journal. Then the New York Times and CNN are in our living room… We did that in a matter of three weeks.” Brian continues: “We started these little infernos. You start getting a few users here, a hundred here, fifty there… And we did the same thing with the inauguration. And when you have a hundred people here and there, then you obsessively meet them… Paul Graham, our first investor, said it’s better to have a hundred people love you than a million people kind of like you. And the reason why is it’s really hard to build off of a really wide but shallow base. But with a hundred people, you can find out everything they want… You meet them, you spend a ton of time with them, and once they fall in love with your product, they’ll tell every one of their friends. That’s why [Airbnb] took a really long time to start, but it grew much faster later on.”
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