When Ulysses is shipwrecked again, this time on Phaeacia, he is hosted by Alcinous, king of the island, without having to explain himself or his situation. Alcinous does not know the identity of Ulysses, and yet, there is a part of the ancient Greek culture, ξενία, the code of hospitality demanding he be open to accepting strangers.

Through ξενία the ξένος, i.e., the foreigner or stranger shall always be trusted, even without initial validation. On their side, the guest needs to be respectful of the host, and is encouraged to share more about themselves to allow for better knowledge.

Those who build something also present their product as a stranger; nobody can know if it is truly great, if it works in the intended way, and how much value is provided, besides the builder themselves. This asymmetry is what causes hardship in the initial phases of a business: after building, there must be recognition from clients, and recognition can only come through openness to try out.

Only through ξενία, thus “inviting in” the product, someone can test it and validate it in a proper way. But these days, it is not custom anymore to be hospitable towards a stranger, and that is reflected in business too; people are not necessarily open to testing one’s unknown product.

But for all sailors, there is still hope left. That hope carries the name of the early adopters, who apply ξενία and are willing to “host” the product, validate it, and provide feedback.

We need to note, however, that after a product is allowed to enter, it is the quality and value brought by it that makes it stay, as ξενία goes both ways: being hospitable on the one side, but also respectful of the host and ensuring to bring some sort of value on the other.

And once the identity of the product is revealed and its value confirmed, it will not just be early adopters carrying out hospitality towards it, but the broader market: and when that happens, sailors will recognise they are finally starting to sail with the wind at their back.