If you design something, keep iterating until they love it. And don't stop improving until that one person loves it.

And you're not allowed to get the second person to the first person loves it. And then you get the second person.

And you keep iterating until they love it. And then the third person. And what ends up happening is two things.

One, you design this perfect experience, which is a different part of your mind than the industrial

part of your mind that has to figure out how to scale this.

And the second thing is when people love your service, they become your marketing department.

They tell other people.

So the first day why come here is they give you this t-shirt.

And on the t-shirt, it says, make something people want.

And we thought, what if we went even

further, make something people love? And so we've now done these exercises. We had this process I named

after the movie Snow White. I learned that Walt Disney in 1937 created Snow White. It was one of the

first uses of the storyboard because it was like this

really long feature link animated movie. And he storyboarded the experience. And I thought to

myself, what if we storyboard the perfect experience of Airbnb? We actually hired Pixar

storyboard artists to do this. And then what we like to do is like pick one frame of the experience.

So the moment of truth in Airbnb is when you check in, right?

You're like, is this going to be what I think it is?

And there's a really bad version of check-in, like the host didn't show up.

And there's kind of a good version of a check-in.

They showed up.

But we wanted to think to ourselves, what would make the experience something people love?

...