Thales Teixeira

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Thales Teixeira is the Lumry Family Associate Professor of Business Administration at Harvard Business School. His work has been published widely in scholarly journals such as Journal of Advertising Research, Journal of Marketing Research, and Marketing Science, as well as in Forbes, the Economist, the New York Times, and Harvard Business Review. Before joining HBS, Teixeira consulted with Microsoft, HP, and Prudential, and he has given strategic counsel to Nike, Unilever, and countless tech startups.
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What Airbnb, Uber and Etsy Can Teach You About Acquiring Your First Thousand Customers

The following is excerpted from "Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption" Copyright © 2019 by Thales S. Teixeira. Published by Currency, an imprint of Penguin Random House LLC. Let’s consider how Airbnb acquired its first one thousand customers. In 2008, three friends—Brian Chesky, Joe Gebbia, and Nathan Blecharczyk—were living in San Francisco...