The future of social is Bringing People Together. In the early days, social media tools were rudimentary, and the builders were naively optimistic that a more open and connected world would lead to a better world where everyone had a voice. However, as time went on, we saw the rise of likes and follows dominating our perception of ourselves. Instead of sharing our true selves, social interactions became warped into social competitions.

The future of social is Bringing People Together. In the early days, social media tools were rudimentary, and the builders were naively optimistic that a more open and connected world would lead to a better world where everyone had a voice. However, as time went on, we saw the rise of likes and follows dominating our perception of ourselves. Instead of sharing our true selves, social interactions became warped into social competitions.

Recognizing this shift, Facebook itself is now repositioning its efforts around more private communications. The idea is that in private conversations, people express more of their true selves and share more authentically than they do on their feeds or "media channels". This change reflects a growing understanding that true social connection is about more than just accumulating likes and followers.

One of the main revenue drivers for top social companies today is advertising, which is heavily influenced by the time users spend on the app. However, revenue models built on time spent are zero-sum business models. They prioritize keeping users engaged for as long as possible, rather than fostering meaningful connections and experiences.

This is where the next wave of social products comes in. Instead of focusing on media and accumulating followers, the future of social will be about creating experiences. Going to a concert together, sharing a meal, or simply hanging out with friends in person are the real experiences that matter. These moments create the best memories and foster genuine connections. Connection and inclusion are what truly matter in social interactions.

In the realm of international growth, companies must establish product/culture fit before they can expand efficiently. Just as a company needs to achieve product/market fit before growing domestically, it must also adapt to the cultural nuances of different markets before expanding abroad. This means understanding the local needs and preferences of customers and tailoring the product accordingly.

A common mistake that companies make is seeing early traction in a market and assuming they have achieved product/culture fit. However, they might be fooled by a small subset of users who do not represent the majority of the market. It's important to conduct thorough research and truly understand the unique strategic advantage a company has in each market.

Another mistake that companies often make when expanding internationally is underestimating local competitors. Each country has its own culture and habits, and it's crucial to identify a strategic advantage that differentiates the product offering from local competitors. Success in one country does not guarantee success in others without a deep understanding of the market.

To navigate the process of internationalization, a 4-phase framework can be helpful. It starts with making the product available in English, followed by language-level localization, investing in local content, and finally, incorporating market-specific features. This gradual approach allows companies to adapt to the needs of each market and ensure product/culture fit.

Measuring progress toward product/culture fit can be done by analyzing customer retention and looking for accelerating organic growth. A flattened retention curve or a smile curve can indicate areas for improvement. Additionally, companies must ensure that their product is accessible to local customers. This means optimizing website and app performance for slower internet speeds and adapting pricing and payment methods to match the local market's needs.

Interestingly, seemingly inferior products can gain traction in certain markets because they are more accessible to customers. It's not always about having the most advanced technology; it's about meeting the customers' needs and making the product easily accessible to them.

Furthermore, companies can leverage universal currencies like cash, content, or connectors to fuel their growth loops across international borders. By reinvesting cash generated from mature markets into ad campaigns in nascent international markets, companies can jumpstart their growth in new territories.

An example of successful international expansion through content is Pinterest. The visual medium allowed Pinterest to expand rapidly into countries even before significant efforts were made in language-level or content-level localization. By manually translating popular reviews and integrating on-demand translations, TripAdvisor also made their platform accessible to international travelers, bridging the language barrier and allowing travelers to access reviews from any language.

In conclusion, the future of social lies in bringing people together through meaningful experiences. Likes and follows are no longer enough to foster genuine connections. Similarly, international growth requires companies to adapt to the cultural nuances of each market and establish product/culture fit. By understanding the unique strategic advantage and tailoring the product to meet local needs, companies can successfully expand abroad. Additionally, optimizing accessibility, pricing, and payment methods are crucial for sustaining growth in international markets.