Social Media is a Human Problem, not an Engineering Problem
So, with App.net getting the death sentence yesterday, I have been thinking a lot about why it failed. I've written a lot about the leadership vacuum already. Now I'd like to talk about some of the false assumptions I think many proponents of App.net were operating under - including the founders. Something I run into a LOT in gamedev are people who think that just building something cool means traction in the market. These people are typically engineers. I think this is a serious fallacy - and I think you have to aim big in a market where users are drowning in choices and noise. Look at Revolution 60. I knew for us to get any kind of traction we had to aim much larger than the average indie game. The development time for R60 stretches into YEARS, not months. We've created a game more ambitious than any studio our size should be expected to make. We did this because we knew we'd fail if we didn't create a new, compelling experience. And a game is drastically simpler to sell to the public than social media. A game is a one time purchase and play thing. Social media has to change your daily habits and friends. And you're competing with people with essentially infinite money. And you're fighting institutions that already have the network effect going for them. This is non-trivial. Even Google, one of the mightiest institutions in the world, cannot get traction with Google+. The social media networks that have gotten traction post-Twitter/Facebook seem to solve problems. Look at Snapchat. This is an idea someone in their 30s simply could not have invented. It aims at teenagers that want to express ideas without their parents finding out. It's simple, ephemeral and now it's worth billions. What'sApp is the same situation. It's my opinion, a major problem that can be solved with social media is the following. "I don't want to give vast amounts of my private data to a company. I'm an adult with a job and a credit card - can't I just pay for this?" Was App.net ever the right product for that, though? More than anything, App.net was a product that tried to solve an engineering problem, not a human problem. Engineers wanted the freedom to create things on top of a social network, and Twitter was cutting down on that. That's a fine problem to want to solve, but no one steering the ship paid much attention to the human problem, "Why should I use this?" along the way. By neglecting Alpha and seeing it as an extraneous problem someone else could solve, App.net never managed to shake the feeling it was nothing more than a Twitter clone. And, by making engineers building cool stuff the priority they neglected to ever answer the human question, "Why should I pay $36 a year for this?" They couldn't ever communicate a single sentence explanation about what App.net was. In hindsight, App.net would have done better to throw all their resources into Alpha and create an experience that was compelling beyond simply being a Twitter clone. It was unreasonable to expect 1-2 person dev teams without marketing support to do a job App.net could not. I've been talking to a lot of engineers thinking of picking up the open source pieces of Alpha and giving it a go. It's my opinion this is a fool's errand. App.net never made a serious marketing push - and without one with the pieces, indie devs will be dealing with a product perceived as failure. At the least, anyone attempting this should place the human problem first, and the engineering problem second. Anything less will result in mission failure.















