The founders of Airbnb, Brian Chesky, Nathan Blecharczyk, and Joe Gebbia, (see yesterday’s post) were not looking to sell a trendy item like beanie babies. They were looking to change the framing of travel lodging. This entailed getting people to use their platform while having their new method benefit from all the classic institutional supports. Both hosts and visitors require safety, for instance. What are the ways people monitor for safety? They report objections. The site allows both parties to provide feedback.

A fad can take off when it strikes people’s fancy at a particular moment. When the Twins baseball team headed to the World Series twice in a handful of years, fans took to Homer Hankies as a sign of their support. The whole stadium flutter with the white kerchiefs. It’s a simple transaction: an object for cash. No further servicing or support is needed. It’s a perfect private market trade.

The sharing market, whether house sharing or car sharing, has added dimensions of safety and property damage. My son’s friend ran some cars through Turo while in college. One rental went awry when the leasor passed off the vehicle to an acquaintance. Fortunately, there was a tile in the trunk, so it was easy to track down at a nearby strip mall. The boys gained access to the parked car and waited. When the dude came out of the store, he saw the vehicle was occupied and realized his ride was over. The boys drove by him slowly to emphasize the game was up.

Some transactions, like selling stock out of your Merrilyn portfolio, are private. And then some require engaging circles of cooperative action to enforce the rules of the trade.