The Art of Smart Brevity: Building for a Highly Opinionated User Base

The Art of Smart Brevity: Building for a Highly Opinionated User Base

In today's digital age, we are constantly bombarded with information. The internet has given us access to an abundance of content, but it has also made us perpetually distracted. We skim through articles, rarely taking the time to truly read and absorb the information. And when we do find something worth sharing, we often do so without fully understanding or engaging with it.

This phenomenon was highlighted in a TEDxOshkosh talk by Jim VandeHei, where he discussed the concept of smart brevity. He noted that people were responding and sharing stories that almost nobody had actually read. This data-driven observation sheds light on the fact that we are consuming more information than ever before, but in a superficial and fragmented manner.

The same can be said for building products for a highly opinionated user base, as observed in the experiences of the Reddit team. Reddit is a platform known for its passionate users who have a strong affinity for the products and communities they engage with. The challenge lies in harnessing this passion productively and not trying to destroy it.

One key lesson learned from Reddit is the importance of filling the Trust Vault. Instead of dismissing or ignoring passionate users, it is crucial to listen to their feedback and address their concerns. However, it is equally important to discern whose feedback should be given priority. The loudest voices may not necessarily represent the majority or the ideal customer profile.

Interestingly, customers often do not provide feedback on features that they find useful or helpful. They consider these features as table stakes, something they expect and thus do not feel the need to comment on. This makes it difficult to gauge the attitudes and preferences of the user base solely based on negative feedback.

To effectively assess user feedback, two key factors should be considered. Firstly, determine whether the feedback represents a significant portion (at least 10%) of the user base. This helps in identifying if the issue raised is widespread or specific to a vocal minority. Secondly, evaluate whether the users providing feedback have the power to influence the opinions of others. This allows for a more accurate understanding of the impact of their opinions.

Moreover, it is important to create a safe environment for users to express their opinions and ideas. The public square, as seen on platforms like Reddit, is not the ideal space for nuanced product discussions. Public back-and-forths often lead to a desire to win the conversation rather than promoting clarity and alignment.

When asking for user feedback, it is crucial to consider the trust that users are placing in the product team. If feedback is solicited but not acted upon, it can result in a loss of trust and credibility. Therefore, the golden rule of feedback is to ask for it only if you are genuinely willing to consider and act on it. Transparency in decision-making is also important, as users appreciate knowing the reasoning behind certain choices.

In conclusion, the art of smart brevity and building for a highly opinionated user base share common themes. Both require a deep understanding of the audience and a deliberate approach to filtering and prioritizing feedback. Three actionable advice can be derived from these insights:

1. Prioritize feedback from users who represent a significant portion of your user base and have the potential to influence others.

2. Create a safe and conducive environment for users to express their opinions and ideas, fostering open and honest discussions.

3. Be transparent in your decision-making process and communicate the reasoning behind your choices, even if you cannot act on all feedback.

By incorporating these principles into product development and user engagement strategies, we can navigate the challenges of the digital age and build products that truly resonate with our users. Ultimately, the goal is to give people back their most valuable resource - time.