Airbnb’s 7M-home trust pledge, Coke’s new (caffeinated) sparkling water, Toyota’s “muda” hatred

Summary: Airbnb’s suffering a sudden trust crisis so it’s responding proactively(ish) with a bold move: Verifying all 7 million of its listings by next year. Coca-Cola’s trying to succeed in the flavored sparkling water market (again) with an aggressive anti-LaCroix move — caffeinated sparkling water for your mornings. And Toyota is the profitable surprise among Japanese car companies because it hates “muda.” A lot.