I’m building a custom pleroma client so that my friends and I can have a cute, self-hosted social network to post about politics and art. Besides being much more visually interesting than our facebook messenger groupchat, e-worm also attempts to solve design problems around conversational, collaborative thinking. The biggest of these problems is the inherent ephemerality of our groupchat— it doesn’t really succeed as a collaborative thinking space because it has no long-term memory. When messages are constantly buried under new ones, it places the burden on us to remember previous conversations. So the ultimate design goal for e-worm is to create a self-archiving conversational interface that preserves thought and helps us keep thinking new things rather than going in intellectual circles.
More than ever, people are choosing how to spend their time based on the amount of attention they can garner—and you and I are no exception. Everyone is susceptible to this logic. But what I want to argue in this piece is that tech startup founders are particularly susceptible to this tendency.
Working at and around startups for several years, I’ve noticed many founders prioritizing culture, visibility, and perception over product, customer development, and strategy. Maybe this is to be expected in a time where culture moves faster and is perceived as more important than ever. But I find it unusual that the tech industry seems unaware of a whole class of typical mistakes founders make in pursuit of cultural relevance.
Early stage companies often deal with questions like “Why don’t we have as much adoption as we’d like at this time?” “Why aren’t we driving enough sales?” “Why is our churn rate so high and how do we raise retention?” and my favorite, “Why do we have no users?”
There are many ways to address these issues, but I find that companies frequently—and incorrectly—identify their public presence as the way to solve them.