"What are they really trying to accomplish and why isn't what they're doing now working? What is causing their desire for something new? One simple way to think about these questions is through storyboarding. Talk to consumers as if you're capturing their struggle in order to storyboard it later. Pixar has this down to a science: as you piece together your customers' struggle, you can literally sketch out their story: Once upon a time . . . Every day . . . One day . . . Because of that, we did this . . . Because of this, we did that . . . Finally I did . . . You're building their story, because through that you can begin to understand how the competing forces and context of the job play out for them. Airbnb's founders clearly understood this. Before launching, the company meticulously identified and then storyboarded forty-five different emotional moments for Airbnb hosts (people willing to rent out their spare room or entire home) and guests. Together, those storyboards almost make up a minidocumentary of the jobs people are hiring Airbnb to do. "When you storyboard something, the more realistic it is, the more decisions you have to make," CEO Brian Chesky told Fast Company. "Are these hosts men or women? Are they young, are they old? Where do they live? The city or the countryside? Why are they hosting? Are they nervous? It's not that they [the guests] show up to the house. They show up to the house, how many bags do they have? How are they feeling? Are they tired? At that point you start designing for stuff for a very particular use case."