Great essay by Paul Graham on founding a company and participating in the things that you cannot scale. He uses specific examples of companies that did it right, and AirB&B is one of them. They actually met with everyone who signed up to list their home and take them out for coffee, as well as take professional photographs of their homes. Not something that you can scale as you grow but it made all the difference for them. Definitely a read worth checking out.
The Business Dan 