16‘Why’ Matters More Than ‘What’ with Customer Insight
Great innovation orients around specific ‘units of progress’ that customers want to make.
If you've ever rented a holiday property on Airbnb.com, the chances are you've shown up on a poster inside their San Francisco offices.
Don't worry, this isn't another story about hidden cameras inside apartment bedrooms. The reason you're on the wall is because Airbnb has designed its environment to help today, tomorrow and the future show up simultaneously on an innovation continuum.
It works, and anyone can do it.
That poster that you show up on is one of over 40 that distil insights that are the foundations of Airbnb's strategy. Each of these codified crown jewels captures what Airbnb calls an ‘emotional moment’. These are the most critical aspects of a host's or guest's experience that can make or break their relationship with Airbnb.
In other words, these emotional moments are the units of customer progress that matter most and that the company must deliver in order to grow. The company's ruthless focus is to eradicate any friction that shows up in any of these moments. Less friction, more progress, more customer satisfaction, more recurring revenue.
More Progress, Lower Risks
But there's more. Orientating around these units of progress also lowers the risks associated with innovation.
According to research ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month, and much more.
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.
Julian F.
Head of Cybersecurity
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.
Addison B.
Field Engineer
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.
Amir M.
Data Platform Tech Lead
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.
