The Audacity of Copying Well: The Design of Effective Public Digital Organizations

The Audacity of Copying Well: The Design of Effective Public Digital Organizations

Introduction:
In today's rapidly evolving digital landscape, successful companies have shown the audacity to ignore naysayers and focus on what is best for their organizations. Similarly, effective public organizations need to embrace digital transformation to stay relevant and serve their constituents efficiently. This article explores the commonalities between successful companies like Apple and Google and the key principles that can be applied to design effective public digital organizations.

Understanding User Needs:
Regardless of the industry, the ultimate constraint for any product or service is the attention of the end user. To create products that meet user needs, organizations must understand what users want to do and how their product can help them achieve those goals. Instagram, for example, allows users to present the best version of themselves while receiving feedback through likes. Snapchat, on the other hand, gave users the freedom to be themselves by starting with ephemerality, making it appealing to teenagers seeking privacy.

Differentiation Beyond Features:
When faced with competition, incumbents often make the mistake of focusing on features to differentiate their products. However, category-defining products already get the user experience right, making it challenging to compete solely on features. Nokia and Microsoft, for instance, tried to create something distinct from the iPhone but failed to prioritize user experience. Google+ touted features like Circles and Sparks but overlooked the most crucial feature – friends. Effective differentiation lies in leveraging other aspects, such as business models or unique functionalities.

Leveraging Business Models:
Successful companies like Google and Microsoft have demonstrated the power of leveraging their existing business models to gain a competitive edge. Android's success, despite similarities to the iPhone, can be attributed to Google's ability to offer it for free due to its advertising-based business model. Similarly, Microsoft embraced web standards with Internet Explorer and extended its browser's capabilities with features like ActiveX, ultimately outpacing Netscape. By identifying what can be leveraged, organizations can create unique value propositions.

Copying to Remove Motivation:
Copying another product is not enough to succeed. However, learning from successful formats and applying them to one's own network can be a powerful strategy. Instagram Stories, for example, eliminated the motivation for Instagram users to try out Snapchat. Consumer adoption of new products is challenging, particularly when it requires a network effect. Leveraging existing networks, like the one Instagram had, can accelerate the adoption of new products.

Actionable Advice:

1. Prioritize user needs: Understanding what users want and how your product can help them is crucial. Conduct user research, gather feedback, and iterate to ensure your product aligns with user expectations.

2. Embrace differentiation beyond features: Instead of solely focusing on features, identify other aspects that can be leveraged to create unique value propositions. Consider business models, functionalities, or network effects that can set your organization apart.

3. Learn from successful formats: Rather than reinventing the wheel, study successful formats and apply them to your own network. By adapting proven strategies, you can capture user attention and accelerate adoption.

Conclusion:
In today's digital age, public organizations must embrace digital transformation to remain effective and meet the needs of their constituents. By understanding user needs, prioritizing differentiation beyond features, and leveraging existing networks, organizations can design effective public digital organizations. The audacity to copy well lies in learning from successful companies and applying their strategies to create impactful digital products and services.