Don't leave out the impossible

Someone had to taste the first egg

“When the final result is expected to be a compromise, it is often prudent to start from an extreme position.”

–John Maynard Keynes

To generate ideas at AirBNB, they think about a horrible 1-star experience and work their way up to a mind-bending 11-star experience.

The 11-star ideas don’t have to be realistic. They don’t even have to be possible. Founder …