Airbnb: This HXC is invested in being a good global citizen, and doesn’t want to simply visit new places but to belong. “It’s the guest who wants to ‘live like a local’ and experience Paris as if they are living there,” says Supan. “They’re energized by the idea of staying in unique spaces and feeling welcomed, but are cost-conscious, too.”Startups like Airbnb that build a two-sided marketplace—guests and hosts, riders and drivers, buyers and sellers, etc.—may be wrangling twice the people, but their process for identifying the HXC doesn’t actually look that different. “The company does have to take a position. While Airbnb will say consistently that the hosts are their business—and that is true—the position of the company is toward the guest. It's about belonging,” says Supan.But there’s no rivalry there; hosts relate to that position. “They, too, want to open their homes to learn about different cultures, and increase their income to be more self-reliant. They understand who Airbnb’s guest is and want to welcome them,” says Supan. “And, many hosts are also Airbnb guests, which is typical of marketplaces where the top sellers can also be the top buyers. Messaging, in these cases, may change depending on which side of the marketplace you’re talking to, but your positioning should not.”
In Product Roadmaps Relaunched, Airbnb's Product Vision is used as example. It makes sense.