The Samwer brothers put Brian Chesky on the ropes. The Samwer brothers told Brian that they can have Wimdu for 25% stake in Airbnb. Regardless of the decision, each one faced a terrible consequence. If Brian rejected the offer and faced the Samwer brothers, they would be at a disadvantage because Wimdu had 10 times the number of employees and 10 times the amount of capital. Competing with Wimdu would be a treacherous task.
A rule of thumb when you’re going to do your grocery shopping is to never do it while you’re hungry. You’re always going to end up buying a lot more food than you were intending on buying because your hunger factored into your decision.
What about when you’re not hungry? Let’s take a look at how your local grocery store employs a combination of strategies to get you to buy more.