On Twitter, Everyone Knows You're a Dog
I’m feeling inspired, after ready Marty Cagan’s “Inspired: How to Create Products Customers Love.“ Marty describes some clear best practices for success when creating a new product, or updating an existing product. He references segmentation, and points out the importance of using personas when planning features and releases. I finished the book last night, and I immediately started to think about whether or not I truly know my user base. Truth be told, I don’t know as much as I need to about the users who come and quickly leave. But new tools such as Twitter and Facebook make it possible to understand your users better than ever before.
Peter Steiner created a famous cartoon, captioned “On the Internet, nobody knows you’re a dog.” Well, this is simply not true anymore.
Copyright Image from New Yorker cartoon by Peter Steiner.
Take Facebook, for instance. I know more about my real life friends than I ever did before. Just the other day, on Facebook, I got notified with what must be quickest spreading Facebook content ever; “xxxx tagged you in the note 25 Random Things About Me.” I read, in awe, that years after being the best man at his wedding, I still didn’t really know him. And here I was, learning more about a real life friend.
Twitter has a tremendous amount of following. People follow complete strangers to get them to follow back. People follow others they think might be interesting, and yet others that are accepted thought-leaders. If you analyze someone’s posts, you can quickly learn a great deal about them. And some tweeple’s fingers are like loose cannons, allowing you to even learn about their personalities. Take this rant from a well-followed Tweep, for instance. With some tools doing some basic analysis on a user’s tweets, you can learn an awful lot about this user.
This is where social media and social networking start to close the gap between a publisher and it’s users. With new features such as Facebook Connect, site publishers are gaining a lot more access to this valuable insight available based on users’ contributions to your site, and to others as well. This insight will really help to identify one or two of the personas you will undoubtedly need to create to ensure you’re building your product for the audience.
Truth be told, on the Internet, everyone knows exactly who I am.
Pulling Out the Monkey Wrench
You’ve heard it before. And probably many times, too. “They just threw a monkey wrench in my plans.”
Okay, so what now? Sorry for stating the obvious, but pull it out. I learned, long ago, the difference between those that succeed and those that fail. Those that succeed are the ones that can find a workaround, and don’t quit until they do. Here’s some advice for how to do it.
- Focus on the problem you’re trying to solve, not the problem caused by the wrench.
I find that most wrenches aren’t problems at all, if you focus on the real problem. Problem-solvers often get fixated in the details of their solution, and forget to consider other potential solutions. I’ve seen this just about every week of my career, be it a technical problem or a business problem. For example, let’s say you’re designing a car, and decide that it needs more battery power than any existing battery can provide. Instead of trying to solve the problem of creating the most powerful car battery, why not see if you can use a two-battery solution? - Don’t Go it Alone
You don’t need to be a hero, and you’re not the smartest person you know (usually). And even if you are the smartest person you know, others may be able to see things from another angle. Don’t be afraid to ask for help; even from those who may not be experts in the area of your problem. In fact, that can often be an advantage. - Don’t Get Discouraged
This is easier said than done. But depression and frustration inhibit creativity. If you find you’re getting down over a problem you’re trying to solve, it may be a good time for a small diversion. I’m not suggesting laziness or avoidance, but something to help you walk away and return with a clear mind. For example, if you’re editing your own writing, it’s best to walk away for a while and come back. Otherwise, your mind may recall what you were thinking while you’re reading, and inadvertently ignore mistakes seen with your eyes. Go watch a hockey game instead, and come back later. - Extend Your Circle
You asked your co-workers and friends, but they couldn’t help. Don’t stop there. Try your LinkedIn network (and build it up before you have a problem in the first place). Ask you friends and co-workers to ask friends, or to give you names of people who could help. Hire a consultant. Post your problem on bulletin boards. Hold a brainstorming session, and invite outsiders (offer beer and pizza).
The bottom line is don’t quit. Keep attacking the problem, and keep looking for help, but don’t let it consume you 24×7. Same of these things may seem obvious, but when the wrench is in the machine and the pressure is on, they could be forgotten, so it’s good to keep this handy.
Please post your suggestions too!
