Brand Storytelling and Positioning

A hero’s journey—for your website’s homepage hero. In this 🧵, I’ll use Airbnb’s hero evolution to chart the path from newcomer to established category leader.

That companies are supposed to have a “vision” and a “mission” is confusing as hell and I’ve never met anyone who can explain the difference. Much easier and more useful: What do you do? For who? How do you do it? WHY?