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Brian Chesky, co-founder and CEO of Airbnb, is a master of reimagining what’s possible in customer experiences. His journey with Airbnb—from renting out air mattresses in his apartment to running a global hospitality giant—has been fueled by one guiding principle: creating experiences so extraordinary that people can’t help but tell others about them.
Photo: GES Photo
In one of his most famous thought experiments, Chesky asked a question that every entrepreneur should ponder: What would a 10-star experience look like? His answer reveals a powerful framework for building unforgettable customer loyalty.
From Good Enough to Extraordinary
Most companies aim for a “good enough” experience—something that meets customer expectations without major flaws. For Chesky, that’s just the starting point. He explains that on platforms like Airbnb or Uber, a five-star review often means “nothing bad happened.” But what if you aimed higher?
Take Airbnb’s check-in process, for example. A five-star check-in might mean the host is on time and the house is clean. But Chesky asked his team to imagine a six-star experience:
A bottle of wine waiting on the table.
A handwritten note welcoming the guest.
Fresh fruit arranged thoughtfully in the kitchen.
This small leap beyond expectations can create a sense of delight and surprise, transforming an ordinary stay into something memorable.
The Art of Thinking Big: 7 to 10 Stars
Chesky didn’t stop at six stars. He kept pushing the boundaries to explore what a seven, eight, or even 10-star experience might look like:
Seven Stars: A limo picks you up from the airport, and the host has tailored the home to your interests—like providing a surfboard if you love surfing.
Eight Stars: A parade greets you at the airport, complete with a giant elephant ride to your Airbnb.
Nine Stars: You arrive to a scene of screaming fans and a press conference on the lawn.
Ten Stars: Elon Musk himself greets you and takes you to space before dropping you off at your Airbnb.
Of course, these higher levels are fantastical. But by imagining the impossible, Chesky’s team could identify the unique, magical elements—like personalized welcomes or curated touches—that could realistically be scaled and implemented.
Why Thinking Beyond is Good Business
This approach isn’t just about impressing customers—it’s a business strategy. A six- or seven-star experience creates such a strong emotional connection that people become your biggest marketers. They tell their friends, post about it on social media, and keep coming back.
For example, Tesla is a brand that thrives on customer evangelism. Its fans don’t just buy the cars—they rave about the innovative features, the sleek design, and the bold vision of a sustainable future. Similarly, Airbnb’s most loyal customers often share their stories of extraordinary stays, creating organic word-of-mouth growth.
Reverse Engineering the Magic
Once Chesky’s team defined these high-star experiences, they worked backward to make them scalable. A six-star experience—like a bottle of wine and a handwritten note—is manageable for millions of hosts. The process of imagining higher levels helped Airbnb refine its core product to exceed expectations in a way that feels magical yet achievable.
The Lesson for Entrepreneurs
If you want customers to fall in love with your product, don’t settle for “good enough.” Ask yourself:
What would make people rave about your product?
How can you surprise and delight them in ways they don’t expect?
What small, thoughtful touches can you add to turn a good experience into a great one?
Final Thoughts: Build the Extraordinary
Brian Chesky’s philosophy is a challenge to every entrepreneur and business leader: dream bigger. Even if you never deliver a 10-star experience, aiming for it can uncover the unique, magical elements that set your product apart.
Because in today’s crowded market, it’s not enough to be good. To win hearts and loyalty, you have to be extraordinary.
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