The Difference Between Successful and Unsuccessful Product Managers and the "Hive Strategy" that Supports Snapchat's Success

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Aug 24, 2023

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The Difference Between Successful and Unsuccessful Product Managers and the "Hive Strategy" that Supports Snapchat's Success

As a product manager, one's role is to make decisions about what to create. While product managers do not have the authority to make personnel decisions like a CEO does, they still have the responsibility to lead teams and take ownership of the product and business.

Snapchat's success can be attributed to its focus on niche communities rather than targeting the masses. By acquiring localized communities, Snapchat has been able to expand its network. The key to user acquisition lies in "localization" and the "hive strategy." The idea is that by accumulating numerous closed communities, a platform can eventually be formed. This strategy, likened to a beehive, emphasizes the importance of fostering dense communication. Therefore, expanding the local map feature becomes a crucial element for Snapchat.

In this era, the power lies with local influencers who have a strong presence in their communities. The demand for those who are known by a select few rather than widely recognized influencers is expected to increase. Recognizing this trend, Snapchat is focusing on these "micro-influencers" who hold significant influence in their respective regions.

Snapchat has always been committed to a long-term strategy as a steadfast manufacturer. Starting with the development of a social media app and following the proliferation of smartphones, Snapchat has continuously reinvented the way people use cameras. Now, it has embarked on the development of augmented reality glasses, positioning itself as a manufacturer. This strategic evolution serves as an exemplary model for enduring competition in the market.

Based on the commonalities found in these two sources, we can draw actionable advice for aspiring product managers:

  • 1. Take ownership and lead: While product managers may not have the authority to make personnel decisions, they should still take responsibility for the product and business. Leading teams and making informed decisions are essential for success in this role.
  • 2. Emphasize localization and community building: By focusing on niche communities and fostering communication within these groups, a product can expand its network and ultimately become a platform. Developing features that enhance local connections can be a game-changer.
  • 3. Recognize the power of micro-influencers: In an era where local influencers hold more influence than widely known figures, it is crucial to identify and collaborate with these micro-influencers. Their impact on a product's success can be significant.

In conclusion, the key to success as a product manager lies in taking ownership, prioritizing localization and community building, and leveraging the power of micro-influencers. By incorporating these strategies, product managers can navigate the ever-changing landscape of the industry and drive their products to success.

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