Set Them Free
(August 06, 2007)
If you create something, the only way to make it grow is to
let it go.
Sending people away is the only way to get them to come back. The
greatest platforms don't
ever try to
lock in their customers. Pure innovation requires pure freedom. If
you love somebody,
set them free.These are the
underlying guidelines for the development of successful web enterprises
and networks. They are really hard to execute successfully. In fact, the
more momentum you have, the easier it is to slip into the sort of
grasping that destroys the things you want to create.
The problem is further complicated by
the range of perceptions you must incorporate as you grow. The
paradoxical thing about fast growth is that every step requires that you
learn to incorporate the opposite of what you just believed. Sound
crazy?
So, Harry Joiner, who is a responsible
and effective recruiter, just got
banned from using the
facebook. Why? Because when he tried to emulate
Robert
Scoble's usage of the facebook, he tripped over anti-spam
protections. Scoble himself (which must have been quite a wound) joined
in the hazing of Mr. Joiner.
At the very same time, I was having a
conversation with my son about the commercialization of the Facebook (He
and his friends - who consider themselves indigenous to Facebook - all
call it "the" facebook. He says you can tell someone who is new because
they drop the "the".). He figured that the facebook had to make money so
they would be making deals with people who would buy and sell his
information. "They always wreck a good party", he said.
The third angle in this parade of
conflicting realities is the customer service desk at Facebook. As the
company's growth continues, what the company is will be hard for
existing employees to figure out. Is it the commercial environment that
Joiner seeks? Is it the anti-commercial environment that customer
service pretends? Is it the tragedy of
the commons that my son imagines? Is it all three simultaneously? Is
it something different (say, ummm, a platform)?
Whose righteous indignation is right?
There sure seems to be plenty of it.
As hinted
here,
a lot of the social contract associated with services like the Facebook
is still under deep negotiation. My son, who has been using the Facebook
for a long time, is a part of a generation of citizens who expect their
institutions to morph with rapid growth. The services they rely on for
communications (email, IM cell phones, the Facebook) are always in
various states of evolution. A relationship with the service providers
is an ongoing negotiation. The users always hope for the sorts of
platitudes that I opened this article with.
Commercial users find ongoing reciprocal
negotiation to be the antithesis of good business judgment. The want to
know the rules and how to play within them. Often, they want to know how
to legally break them. Their procedural best bets depend on a fixed and
level playing field.
Typically, communications companies are
more closely aligned with their users than they are with their
(potential, in this case) customers. When the company is changing
rapidly, policy has a hard time catching up. Emotionally charged areas
like "spam" are particularly hard to keep under some sort of policy
control. Everyone believes that they are an expert on spam (my son,
Harry and the customer service guy at the Facebook). Sadly, they all
seem to subscribe to the "spam is something that somebody else does"
definition.
From here, the conflict seems to be
caused by grasping for control. My son and his friends are leaving the
Facebook while Harry and the customer service desk fight over who is
right. The Facebook has to figure out who their customers are and
support them. It looks like they've made the decisions required to loser
their original users. This episode makes it seem like they want to lose
the new ones, too.
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John Sumser © TwoColorHat. All Rights Reserved.
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