Novelist Jonathan Franzen gets it right when he says inauthentic people are obsessed with authenticity - Reid Hoffman

Social networks do best when they tap into one of the seven deadly sins. Facebook is ego. Zynga is sloth. LinkedIn is greed.

As he was doing his home visits, Brian developed a clever method for extracting valuable feedback. Instead of just asking what people thought about the product as it existed now, he’d ask what they thought about the product he might build. “If I ask, ‘What can I do to make this better?’ they’ll say something small,” Brian explains. So instead, he’d ask bigger, bolder questions, like “What can we do to surprise you?” or “What would it take for me to design something that you would literally tell every single person you’ve ever encountered?” In doing so, he invited users to join him in imagining a bigger, bolder version of Airbnb.

They scribbled observations in notebooks.