Brian Chesky’s new playbook - Deepstash
Brian Chesky’s new playbook

Brian Chesky’s new playbook

Lenny's Podcast: Product | Growth | Career



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Product Management Is Also Marketing

Product Management Is Also Marketing

In 2023, Bryan Chesky faced criticism for announcing that Airbnb would no longer employ product managers. However, what really occurred was that he merged building responsibilities with the "go to market" function.

The key realization was that many companies have product managers create a product and then rely on marketing to sell it. This approach is flawed. The individuals constructing the product should also possess sales knowledge. After all, they should have the most comprehensive understanding of the users.

A lot of this was inspired by Apple, where product is part of marketing.


103 reads

Marketing Framework: Lasers, Lightbulbs Chandelier

Understanding marketing and promotion techniques can be compared to lighting a room. Here's how:

  • 🔦 Paid advertising is like a laser beam, precisely targeting a specific area.
  • 💡 Organic promotion is like a lightbulb, illuminating a focused spot
  • 🕯🕯Branding, on the other hand, is like a chandelier, radiating light throughout the entire room.

A company like Airbnb invested heavily in branding, positioning themselves as a chandelier in the marketplace. As a way ro fight against who ruled performance.


98 reads

Details Matter

Details Matter

The mantra goes that a leader should worry about the big things. Should not be concerned about small design choices or marketing copy. Brian disagrees.

Bringing up details to yor team (usually in design reviews etc) informs people how you think. After a few of these sessions people would be able to make decissions on their own.

So focusing on small details is like a way to train your reports into thinking like you.


89 reads



Life-long learner. Passionate about leadership, entrepreneurship, philosophy, Buddhism & SF. Founder @deepstash.


Lenny discusses with his former boss about the new Airbnb methods for building product.


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