"The Audacity of Copying Well: How Successful Companies Leverage Differentiation and User Attention"

"The Audacity of Copying Well: How Successful Companies Leverage Differentiation and User Attention"

In the world of community services, creating a feature that goes against logical thinking can surprisingly lead to success. While most services aim to create shortcuts for users, taking the time to engage them in activities like typing can actually result in higher user satisfaction. It goes against the conventional thinking of logical reasoning, but in the realm of community services, it is essential to go against the grain.

One example of this is the creation of the "Thank You" button with a heart symbol on the community service platform, Mama Ri. This feature was not initially accepted by users, but it was believed to be an important element in maintaining the context of the platform. It became evident that it was necessary to have individuals who could follow the context and manage the operation of the platform.

Throughout the process of creating content, certain genres or areas where users may encounter difficulties began to emerge. In response to this, specific places were created where users could ask questions and receive answers, focusing on those particular genres. It was realized that religion is the longest-standing community in the world, highlighting the importance of creating a community where individuals can find happiness just by being a part of it.

One of the selling points of community services is the quick and empathetic responses to questions, with an actual response rate of 98 percent. Despite the heavy nature of some questions, responses are received within minutes. The goal is to lower the barrier for participation and encourage users to contribute, even if they have similar questions or thoughts. This fosters a sense of belonging and encourages users to increase their level of contribution.

Interestingly, the service does not encourage or enforce the act of following others. Instead, it focuses on creating an environment where individuals feel comfortable asking questions and waiting for responses. The initial users were attracted from various media sources, as they were seeking someone to notice and acknowledge their presence. The service is often used in moments when social communication seems to fade away, proving the importance of community services and their ongoing management.

To involve users intentionally in the operation of the platform, a category called "Hell" was created. Rather than deleting posts, users are sent to this category, resulting in a significant number of complaints and lengthy emails explaining why this feature is not appreciated. It was discovered that the desire was not only to receive information through the "Thank You" feature but also to express gratitude sincerely. By allowing information to be easily shared without the need for lengthy explanations, the platform unintentionally diminished the expression of gratitude. It was found that longer messages expressing gratitude were more effective in conveying genuine emotions.

Creating a compelling narrative and implementing seemingly irrational initiatives are essential in building a successful community service. These initiatives are carefully thought out to engage users and create a unique experience. The key performance indicator (KPI) is often determined by the number of posts, as it reflects the level of engagement within the community. Understanding whether users are seeking answers or simply looking for a sense of belonging is crucial in tailoring the platform's offerings.

While community services play a vital role in fostering a sense of community, they alone cannot build a brand. The media aspect is equally important in creating a brand identity. Precise information delivery is not well-suited for community services, highlighting the need for differentiation.

In the realm of successful companies, the audacity to copy well is evident. Companies like Apple and Google have the ability to ignore critics and focus on what is best for their business. However, the ultimate constraint for any product is the attention of the end user. Understanding their needs and providing a solution is key to success.

For instance, Instagram offers users the opportunity to present their best selves through carefully curated photos and receive instant feedback through likes. On the other hand, Snapchat's unique selling point lies in its ephemeral nature, allowing users to be themselves without the fear of judgment. While both platforms offer similar features, Snapchat's approach is distinct and orthogonal to Facebook and Instagram.

When incumbents respond to threatening competitors, the mistake they often make is focusing on features rather than differentiation. Nokia and Microsoft attempted to create a distinct product from the iPhone, emphasizing Live Tiles and content hubs. Similarly, Google touted features like Circles and Sparks for organizing friends and finding shareable content. However, they failed to recognize that the most important feature, friends, was missing.

Copying alone is not enough; companies must also identify what else they can leverage. Google successfully leveraged its advertising-based business model to offer Android for free, despite similarities to the iPhone's user interface. Microsoft embraced web standards, enhancing Internet Explorer with features like ActiveX, effectively extinguishing the threat of Netscape.

Instagram's introduction of Stories was a strategic move to eliminate the motivation for users to try out Snapchat. Building consumer adoption is challenging, especially when it requires a network. However, once a product reaches a critical threshold of friends, it becomes an accelerant for growth. Instagram's existing user base provides a significant advantage that cannot be easily replicated by competitors.

In conclusion, the audacity to copy well and differentiate is a crucial aspect of building successful community services and companies. Understanding user attention and needs, as well as incorporating unique ideas and insights, are key to creating a thriving community. Three actionable advice for creating a successful community service are:

1. Engage users in activities that require their time and effort, as it can lead to higher satisfaction.
2. Identify specific genres or areas where users may encounter difficulties and create specialized places to address their questions.
3. Foster a sense of belonging and encourage user contribution by lowering the barriers and allowing individuals to express themselves freely.

By following these advice, community services can create a unique experience that captures the attention and satisfaction of users, ultimately leading to success.