The critical thing is to have a goal. To strive for something big and hard and important to you. Then every step you take toward that goal, even if it’s a stumble, moves you forward.

This means we don’t just obsess upon our financial results; we look at our long-term impact on the communities we serve and we adapt policies and programs to be a positive force. And, given there’s much less cofounders’ drama than most other companies, our employees can focus on how this start-up, which became one of the world’s most valuable hospitality companies nearly overnight, can live its mission helping our customers ‘belong anywhere.

9. Going Forward

In its place, Churn proposes a strategy of trust building— predicated on the assumption that we trust those, independent of their identity, who help us function well in a setting.

Can this approach be formed into a usable strategy for building foundational trust and lowering churn in diverse settings? I believe so, and propose a strategy with three goals: seeing, welcoming, and supporting.

• Help should be less about getting outcomes and more about supplying the knowledge and know-how needed by people in the setting to achieve those outcomes.