11 Star Experience
By Airbnb
In an interview with Reid Hoffman, Airbnb co-founder and CEO Brian Chesky reveals his approach to designing a viral product and experience that your customers will want to talk about. The idea is to think through what a 5-star service would be like and then extrapolate that out to 11 stars. The point of this process is that the 10 or 11-star experiences are likely not feasible but there may be a sweet spot that you can achieve. This framework makes you think and design to the extreme and then work backward to develop a delightful and word-of-mouth worthy experience.