The social media manager at my friend Paul Cartmel’s company needs to track 3 different Twitter accounts on Klout, so he sent an email to their support team to find out how to log out of their iPhone app. This was the response, which Paul kindly forwarded to me:

Yep. You have to delete the app to log out of it. This example reminds me of what Adaptive Path calls the cake model of product strategy. Watch this short video about it before you continue reading:

What Klout did with their iPhone app is a classic “Dry Cake” approach. Even though they probably have additional functionality planned to make the app tasty with filling and icing, the current iteration is dry and not very exciting since key functionality is missing. You can’t do anything except see the Klout scores of yourself and a few other people connected to you — there is no way to search for other users.

What they should have done is build a cupcake first — an iteration that feels complete, even if it doesn’t have an entire roadmap’s functionality built out yet. It should support basic actions like logging out and searching for other users. And despite not having all the features of the web site, it should be an app that can stand on its own, one that is engaging and desirable with the functionality it does have. It’s so much fun to go from cupcake to cake to wedding cake if that first iteration is something that users are excited about.

So when you think about building your own product, remember to make your minimum viable product a tasty cupcake, not a dry cake with some vague promise of filling and icing somewhere down the line.

In The Great Big Opportunity Matt Salisbury talks about subsidiarity — the idea that decisions are better made where they have immediate effect:

There has been a lot of talk about the advent of the “information age.” For the first time since the industrial revolution, we have experienced a real disruptive change in business context. The age of communication is now, but if you pay too much attention to the technology, you’ll miss what’s really happening.

What’s “really happening” is that we now have the chance to work like humans instead of machines.  Communication and information’s advance is restoring subsidiarity to our brave new world.

I like his conclusion:

Ultimately, the information age is not about the information. It’s about human dignity and happiness informing how, where, and why we work.

In Facebook threatens to ‘Zuck up’ the human race, Andrew Keen makes the following observation:

Sherry Turkle, Professor of the Social Studies of Science and Technology at MIT, tells us there’s a shift from an analog world in which our identities are generated from within, to a digital world in which our sense of self is intimately tied to our social media presence.

In other words, on Twitter and Facebook, we become who we follow. Or perhaps more accurately, we envy who we follow. The big problem with this is that none of us are really who we portray ourselves to be online. We are all the better, happier, more successful versions of ourselves:

(Source: Comical Concept)

But even though we take in all this information from people who we know aren’t real (and sometimes don’t even like), we are incapable of stopping. There is always more to know, more to discover, another person to compare ourselves to. In Noise and Signal, Nassim Taleb explains why this is so counterproductive:

The more frequently you look at data, the more noise you are disproportionally likely to get (rather than the valuable part called the signal); hence the higher the noise to signal ratio. And there is a confusion, that is not psychological at all, but inherent in the data itself. Say you look at information on a yearly basis, for stock prices or the fertilizer sales of your father-in-law’s factory, or inflation numbers in Vladivostock. Assume further that for what you are observing, at the yearly frequency the ratio of signal to noise is about one to one (say half noise, half signal) “” it means that about half of changes are real improvements or degradations, the other half comes from randomness. This ratio is what you get from yearly observations.

But if you look at the very same data on a daily basis, the composition would change to 95% noise, 5% signal. And if you observe data on an hourly basis, as people immersed in the news and markets price variations do, the split becomes 99.5% noise to .5% signal. That is two hundred times more noise than signal “” which is why anyone who listens to news (except when very, very significant events take place) is one step below sucker.

Most of the information we get on social media is not just noise, it also makes us less likely to discern between what’s important and what’s not. Greg McKeown explains in The Unimportance of Practically Everything:

Social media did not create the problem of distraction, but it is clearly an amplifier. Indeed, a study [PDF] by Clifford Nass et al. at Stanford showed that heavy media multitaskers are more susceptible to interference from irrelevant environmental stimuli than light media multitaskers. Heavy multitasking may encourage even heavier multitasking because it leads to a “reduced ability to filter out interference.” Could the part of our brain that is processing deeper cogitative thought actually be atrophying in the process?

None of this would matter if activity and reward were linearly related. But we live in a world where almost everything is worthless and a very few things are exceptionally valuable. This is a counterintuitive idea. After all, the idea that 50% of results come from 50% effort is appealing. It seems fair. Yet, research across many fields paints a very different picture.

As I read through these articles it became clear to me that most of us are not being very good stewards of our time and attention. We are seduced by the lure of constant affirmation that social media promises, and blind to the reality that what we mostly get from it is a sense that we’re not as good, happy, and successful as those around us.

We have a responsibility to ourselves to follow and interact with those who support us and want to make the world a better place. And we have an obligation to cull and surrender the people and the information that make us feel inferior and stunt our growth. This is difficult, because we’ll never get rid of our fear that we might be missing out on something. But it’s necessary if we want to hang on to our sanity and our ability to tell the vital from the trivial — so that we can continue to do good work.

Of course I can’t tell you what to do. But for myself, I’m going to start ignoring constant negativity, unimportant noise, and empty criticism. I’m actively going to seek out positive, driven people and honest critique. Nassim Taleb says it well at the end of his article:

To conclude, the best way to mitigate interventionism is to ration the supply of information, as naturalistically as possible. This is hard to accept in the age of the Internet. It has been very hard for me to explain that the more data you get, the less you know what’s going on, and the more iatrogenics (“an inadvertent adverse effect or complication resulting from medical treatment or advice”) you will cause.

Be careful who you listen to, because sooner or later, they end up defining you.

Christopher Butler wrote a good post on the relationship between Ego and Design, and how to structure design feedback better. It’s called Your Ego Is a Bad Designer, and he starts by explaining why development projects usually begin to go wrong during the design phase:

Design—specifically, when we start making visual decisions—is the first point in a project when we begin to engage one another in emotionally vulnerable ways. Every point in the process is an opportunity to second guess who is in control? and how do I feel about that? but design lacks the social decorum of sales negotiations and the regimentation of information architecture planning that would otherwise provide some structure for handling these potential conflicts. There’s simply no way to anticipate how the client will feel upon seeing that first mockup, or how you will respond, designer, to that initial deluge of feedback.

He then shares his approach to sharing work with clients, and structuring their feedback in a positive and helpful way. I also like the way he makes us as designers responsible for the success of a project:

We don’t fail at design because we lack tools, time, money, or the right clients. We fail at design because we lack insight. We don’t fail at design, we fail our design.

For more on design critiques, see these three great posts:

• Do you want critique, or a hug? How to gain valuable criticism on your design
• Moving from Critical Review to Critique
• Giving Better Design Feedback

Oliver Reichenstein takes on the tendency to put social media sharing buttons all over a site in Sweep the Sleaze. This part in particular is something I’ve thought about as well:

If readers are too lazy to copy and paste the URL, and write a few words about your content, then it is not because you lack these magical buttons. If you provide excellent content, social media users will take the time to read and talk about it in their networks. That’s what you really want. You don’t want a cheap thumbs up, you want your readers to talk about your content with their own voice.

By the way, in case you haven’t seen it — Oliver’s team just did a gorgeous redesign of their iA site. Be sure to check out his post Responsive Typography, which goes into some of the details.

I’ve collected quite a few articles about Facebook in the period immediately preceding and following the IPO, so I thought I’d share them all in a single post. These are not primarily about the IPO and the issues surrounding that process. It’s a collection of interesting (and sometimes controversial) viewpoints about where Facebook is headed, and what that means for the wider web. I don’t necessarily agree with all of it, but it’s always good to look at a variety of perspectives and then find a version of the story that you feel comfortable with.

The articles are listed in chronological order, starting with the oldest. Enjoy!

The economics of digital sharecropping:

Because Facebook’s content is created by its members, ARPU (Average Revenue Per Users) also tells us the monetary value of each member’s labor. If the average Facebook sharecropper were to be paid a revenue share for his or her work on the site, that member would make a buck and change every three months – about enough for one crappy cup of coffee. Needless to say, the amount is so small that Facebook members never think about it. The amounts only become economically interesting when, as I wrote earlier, you aggregate them on a massive scale.

I would argue, in fact, that while Facebook very much wants ARPU to grow steadily, it probably doesn’t want the number to get so large that it becomes a meaningful amount to its members. If that happened, members might start thinking about the cash value of their labor rather than just its attention value.

Back Off, Mark Zuckerberg!:

An appreciably abashed John Smith struggled to figure out how his reading habits had become public knowledge. After clicking on the Kardashian headline, he hadn’t clicked a Facebook ‘recommend’ button or anything. So why were all his Facebook friends being informed that while perusing the Huffington Post he’d surrendered to primordial yearnings?

Because at some point over the past year he had clicked a button without reading the fine print and thus had entered the world of “frictionless sharing.” In this world, if you’re on a website that permits frictionless sharing, every time you click on a headline, the site can report this behavior to your Facebook friends.

Facebook’s business model:

The good news for Facebook is there is a lot of room to target ads more effectively and put ads in more places. The bad news is that, if there is one consistent theme in both online and offline advertising, it’s that ads work dramatically better when consumers have purchasing intent. Google makes the vast majority of their revenues when people search for something to buy or hire. They don’t have to stoke demand ““ they simply harvest it. When people use Facebook, they are generally socializing with friends. You can put billboards all over a park, and maybe sometimes you’ll happen to convert people from non-purchasing to purchasing intents. But you end up with a cluttered park, and not very effective advertising.

Facebook vs. Twitter:

In the long run, people will trust Twitter more than they do Facebook. And when it comes to building a long-term, trusting relationship with its users, Twitter will take it slowly and steadily, and in doing so, could win the race.

How Mark Zuckerberg Hacked the Valley:

Zuckerberg and his crew have made a series of high-risk moves – five hacks that have changed Silicon Valley forever “” that were far more daring than wearing a hoodie to an IPO roadshow.

The Facebook Fallacy:

I don’t know anyone in the ad-Web business who isn’t engaged in a relentless, demoralizing, no-exit operation to realign costs with falling per-user revenues, or who isn’t manically inflating traffic to compensate for ever-lower per-user value.

Facebook, however, has convinced large numbers of otherwise intelligent people that the magic of the medium will reinvent advertising in a heretofore unimaginably profitable way, or that the company will create something new that isn’t advertising, which will produce even more wonderful profits.

After Facebook fails:

The distance between what tracking does and what users want, expect and intend is so extreme that backlash is inevitable. The only question is how much it will damage a business that is vulnerable in the first place.

There’s a Zucker Born Every Minute:

While playing on the audienc’s desire to get rich quick has often been enough to launch a tech stock into the stratosphere, it doesn’t seem to have been enough to help Facebook reach escape velocity. Why is that? Well, from a story perspective, we believe it’s because of an inherent dissonance between the gold rush mentality and the meaning of the brand.

Facebook was trying to tell both stories at the same time. The social network is about community and connectedness, while the public stock offering was all about getting rich quick. Of course, every successful brand has a human story and a money story living side by side. The question is, do the two stories complement each other in some interesting way, or do they cancel each other out?

I like this mental image of the “product in search of a solution” phenomenon we see so much of of these days:

Your organization invents something no one else does. The rest of the process goes like this: I have this tail. I put it on the donkey. I spend money testing and fixing the tail to get it closer to what the donkey wants it to do. I also spend money on marketing and sales people to convince the donkey I have what it needs.

There is, of course, a better way.

Nishant Kothary takes a passage from a Jay-Z book and turns it into a great commentary on grid-based design in Rap it in a Grid:

The reality is, a grid makes the act of solving design problems seem predictable, but says nothing for supplying the appropriate design solution. The grid is akin to the beat. But it’s hardly ever the flow, which is the true design solution.