On a recent business trip to London, I surprised the conference organizers by turning down the opportunity to stay at the posh hotel hosting the conference in favor of a rather modest Airbnb flat. The hotel was clearly much more luxurious. The flat would require me to take the tube or an Uber to the event. Who in their right mind would make such a choice?
"What Airbnb Understands about Customers' "Jobs to Be Done"" is from hbr.org, published on August 18, 2016.