Once upon a time, “full stack” meant coverage of the technical layers, from server to user interface. That’s gotten too easy.

Chris Dixon and Balaji Srinivasan recently explained that the new full-stack approach is to build a complete, end-to-end product. One that covers all aspects of an industry: Technology, design, marketing, supply chain management, sales, partnerships… The best way to disrupt an industry is to rebuild it. New startups must go for the full Apple.

Airbnb is becoming a hospitality company, a standardized service that aims to control the customer’s travel experience from touchdown to departure. Other examples cited include Tesla, Warby Parker, Uber, and Nest. These are all clearly lifestyle companies. A full stack startup controls how customers live their lives.

Next month: Full stack startups control customers’ bodily functions.