The Personality of Your Product and the Story of Atrium: Lessons in Building Social Products

The Personality of Your Product and the Story of Atrium: Lessons in Building Social Products

When it comes to building social products, one of the key factors for success is ensuring that your customers find your app enjoyable and fun to use. Without this basic feeling, your product is unlikely to resonate with users and gain traction in the market. But what exactly determines the personality of a product? Is it the physical location where it is created, or is it something more intangible?

Interestingly, the personality of a product often depends on the leader of the product team. Just like people, products can have distinct personalities that shape the way they are perceived by users. If you were to think about your own product, what words would you use to describe its personality? Take a moment to reflect on this and then ask your teammates for their thoughts. It can be enlightening to see how different perspectives shape the perception of your product.

To further explore the importance of product personality, let's take a look at the story of Atrium, a startup that experienced both success and failure. The founder, Justin, initially had grand dreams of creating a massive company. However, he soon realized that success in the startup world is not guaranteed for everyone, and it may not be the right path for everyone at every stage of their lives.

In the early stages of Atrium, Justin and his team focused on gaining customers without fully figuring out their product. They hired rapidly to capitalize on the initial burst of momentum, but this approach had its downsides. By prioritizing customer acquisition, they neglected to differentiate their product as an effective and efficient solution to the problem they were addressing. This lack of differentiation ultimately hindered their growth.

Hiring too quickly also led to cultural challenges within the company. Without a clear vision and defined goals among the co-founders, friction arose, and people didn't feel supported. Justin realized that he hadn't set his co-founders up for success, and this lack of support contributed to the company becoming a leaky bucket. As co-founders, friends, and customers left, it became clear that Atrium was in trouble.

One of the crucial red flags that emerged was the company's inability to identify who they were building for. Justin himself wasn't particularly interested in the legal service and legal tech aspect of the company, which made it challenging to create a product that resonated with the target audience. This lack of alignment between the product and its intended users further contributed to Atrium's struggles.