Air BnB, the company that is now competing with modern day lodging as we know it, was started by two college students: Joe Gebbia, and Brian Chesky.  They had somebody stay with them and had the idea to make a ‘designer bed and breakfast’.  They then realized that maybe others would be interested in this concept of allowing other people to stay in their homes for a fee for a certain amount of time.  They saw a need and a potential to crowd source the services they saw such a strong need for.  They presented at SXSW but they had a hard time finding investors.  Investors believed that users wouldn’t want strangers living in their home and it would be a potential safety hazard and lawsuit.  Many people had a hard time believing this idea would work.  They were trying everything they could to get capital to start their business.  They even illustrated a special limited edition Cereal box line with doodles of political candidates to try and raise capital for their business.  After cutting cards for months, they finally got enough capital to start their business with the help of some forward thinking investors.  They did end up facing the problem of customers not wanting to use the service because of fear.  They combated this PR problem by purchasing camera equipment and personally going to host homes and taking pictures for them, while also instructing host’s on how to arrange better lighting, make more appealing posts, and how to better host guests and represent the company.  Through this marketing effort they were able to start becoming more popular, and as investors saw the rising popularity more jumped on the business as investors.  Through growing capitol and more and more exposure they grew to become the household name that we know today.  I think the story of these founders really showcases the power of perseverance.  I think this is a story about entrepreneurship that truly doesn’t glamorize or hide the gritty truth.  Often entrepreneurship can be difficult and can take years and years before you see the fruits of your labor, and I think that’s a powerful message to remember.