See how Airbnb could better meet people's needs by changing a question. 


Airbnb asks “Where do you want to go?” – assuming people are looking for a destination. But what are people really looking for? People say: “I want to have a romantic weekend.” “I want to go somewhere where I can lay in the sun.” “I want to go shopping.” “I want to get into nature.” “I want to be at a beach.” “I want to be where it’s warm.” “I want to go somewhere where I can eat nice food, sit in cafes and relax.” “I want to be at a place which feels alive, with energetic, interesting people and parties.” “I want to go snorkling.” …. People don’t care where they get it. They don’t care about the destination.

airbnb copy.jpg

Airbnb should ask instead: “What do you want to experience?" This way people who want a romantic weekend who might have chosen Paris now see many romantic places they never knew of. Now they find the perfect place for them – maybe it’s this secluded bay with a cosy, little restaurant in the next village and the Milky Way you can see at night in the south of Portugal. Now people find the experiences they are looking for.



See how KLM could find a new market space and be more attractive for business people. 

When defining the business from the outcome of the end consumers KLM is not in the airline business but in the “business of bringing people together”. For business people KLM is in the “business of meeting business partners”. To make that a great experience one thing you need is actually meeting your ideal business partner. So KLM finds the ideal business partner for you – SAS is the business partner match-maker. 

By defining KLM’s business they are able to find a new market space and gain monopoly status. Furthermore, KLM is able to interact with business people earlier. They will later most likely choose KLM when it comes to booking a flight as well.


“KLM Business Match-Maker” is a new digital service. It taps into data about companies, industries, and business people. What if there is the ideal business partner for your upcoming project in a small village near Toronto? What if there is a tool that suggests this company and this team you never knew existed? What if that tool suggested it before you even asked?

At a time where collaboration is increasing what a great area for KLM to be in. 

Too far out? After publishing this concept in my book “Welcome To The Advertisingawesomeness” SAS took up the challenge and are working on making it happen.



See how Telenor Denmark sees new opportunities.

Telenor is not in the “business of selling Internet connection and mobile phones”. These are their products. Telenor’s business is the outcome of their products for the consumers. And what is the outcome of the Internet? Simplified the Internet enables you to do anything. To be more specific I divide the outcome into the long-term, mid-term, and the short-term. 

In the long-term the Internet enables you to truly live your dream. For example, if you want to be a published author you can get online help writing it, you can design it, you can self publish it and even crowd fund it, all with the web. 

In the mid-term the Internet enables you to act with confidence in any unfamiliar situation. For example, if you want to do beekeeping with your neighbors, you go online and find out how to do it and then you do it. 

In the short-term the Internet can make any moment greater. For example, while shopping you can compare prices online. 

What interesting and awesome business areas Telenor is in! 


Let’s start with Telenor’s “living your dream business”. The next step is to see what people’s needs are in that area for Telenor to serve those needs and make business. In other words: How could Telenor enable people to live their dream through the Internet?

One need at the beginning is that some people don’t even know what their dream is but would like to know. 

One idea could be that Telenor provides a site with a button on. When clicking the button the service asks your social network about your dreams. Isn’t it sometimes your friends know you better than you know yourself? Let’s call this service “Know Your Dream”. 

And why not have the option of you rambling on about your dreams and wishes and the service sorts through your rambling and formulates your specific dream.


To further help people in the pre-phase to get started living their dream a site resolves all those concerns that stand in the way of people living their dream, i.e. “I don’t have enough skill”, “I don’t have enough money”, “I don’t have enough time”, etc. It breaks the dream down into smaller pieces that are doable steps to reach your dream. 

For example, if your dream is to be an author but you have the concern of not having enough skill, you could learn the skill through online learning platforms or maybe see that you don’t need that skill, or can find a way to have someone else do it fo you. If you need money for your writing project you could use crowd funding platforms to fund your project. If you have the concern of not having enough time to write, how much time would you need? How much time would that be daily? The digital service could look at your weekly and daily schedule to help organize it better to find room for an half an hour daily writing. 

People want to see others go first and then follow. Telenor therefore launches “The Internet Show” on YouTube about a bunch of people at different stages of living their dream. 


People in the pre-phase have needs which people already living their dream could help with, and people in the post-phase have the desire to share and reach out to others to achieve as well, they could do so with people in the pre-, and during-phase. So Telenor could provide a platform for everyone to help and support each other. 

The forums are online platforms for different themes of dreams. For example, “living abroad”, “dream job”, “making a dent in the universe”, or “writing/crafts”. They have many Facebook groups and use a hashtag for each theme. They also run a conference about living your dream. On a YouTube channel people living their dream share their experience. And Telenor uses its retail spaces to host eve-ning workshops for people to share and learn from each other. All these forums are connected with each other. 

Wouldn’t it be awesome to go on a Thursday evening to the local Telenor shop to meet others who are writing a book and those who have written and published a book. Or on a Tuesday evening to meet like-minded people who are planning to spend the winter months in a sunny country and who start a web business to make it possible.


And of course the basics have to be right, the Internet connection and the Telenor service. 

Telenor could visit the people, there they would see that the Internet connection doesn’t always look pretty. The router might be together with an AirPort Express and cables all in a shoe box. Telenor could document its findings, publish them and ask the community for possible solutions. Together they create a solution. That’s their first co-creation experience.  

People often experience that new customers are treated better than old customers. In the future new offers are valid for old clients as well, and customer service line is as immediate to reach as the line for new customers. 

Do I need 5 or 10 GB? Those numbers are abstract for people – Telenor could adjust contract and payment to what you use (like Amazon does with AWS). 

Telenor’s website could be personalized, showing what each person most likely is interested in and needs.


Let’s look at Telenor’s area of B2B. What is the outcome of the Internet for businesses? The one outcome is that the Internet transforms “work”. With the Internet you can work anywhere with anyone. The second outcome is that the Internet transforms business organizations to so called “responsive organizations”, organizations that are able to adapt to change fast. That is Telenor’s business in B2B: The “work anywhere with anyone, and responsive organization”. 

How could Telenor serve the needs of companies there? How could Telenor enable organizations in that way? 

They could provide knowledge about working anywhere with anyone, and about a responsive organization. Telenor could consult companies, they could create an award for Denmarks most responsive organization, they could run business conferences, and teach at business schools. They could invite to discussions through articles in business papers, and they provide an online archive of business cases on those topics. 

This is an opportunity for Telenor to collaborate with digital business consultancies and others in that field and earn money. And most likely the companies they are interacting with get their Internet connection, mobile phones, and IT solutions from Telenor as well.



Seen from Telenor’s perspective: They are currently in a highly competitive market competing against similar companies and products; most often over the price. The redefining of the business from the outcome of the consumers opens Telenor to new market spaces and new opportunities. 

And seen from a consumer’s perspective: The needs of “living your dream, acting with confidence in any unfamiliar setting, and making any moment greater” as well as for organizations “work anywhere with anyone, and responsive organization” are real needs, and presently Telenor has unhappy customers as many of their needs are not served. When Telenor serves people’s needs more completely. Telenor will play a valuable part in people’s and organizations lives and will be successful. 

Overall Telenor is in a business area which is growing as digital is getting into all areas of life and business. What a great business area for Telenor to be in.