The answers to these questions change over time. For instance, where do Bita and Ena get the homes to showcase on the site? Initially, they would probably need to solicit hosts personally — much as my mother and her partner Lea did for their first clientele. As they begin to scale, Bita and Ena would need to use online advertising to bring users to the first iteration of their digital interface. They would need to sell those users the value proposition, which would cause them to join the service. Before I get into conversion (Chapter 9), it’s time to learn how to test drive your solution prototype by running face-to-face experiments on customers. It’s time to engage your potential users in a guerrilla user research attack.