The Value of Reading Unsummarizable Books: Canva's Journey to Launch

The Value of Reading Unsummarizable Books: Canva's Journey to Launch

When it comes to books, the question often arises: "If a book can be summarized, is it worth reading?" This raises the debate about whether a book that can be adequately "summed up" actually holds any value. It suggests that the harder it is to summarize a book, the more valuable it may be. As time goes on, and as we read and digest more information, we begin to connect the dots and find connections and patterns.

Interestingly, even before a book is written, it can be summarized in the form of a book proposal. A book proposal serves as the marketing copy for a book that doesn't yet exist. It is a summary of what the book will contain and aims to entice publishers and readers alike. This emphasizes the importance of a book's content being more than just a summary; it needs to be rich and meaningful.

Similarly, works of art are not just abstract and conceptual; they convey implicit messages and emotions. When we take an element out of context and place it in the spotlight of attention, we change its meaning. It is crucial to understand the entirety of a work of art to fully appreciate its value. This notion further supports the idea that books, like works of art, should not be easily summarized, as they hold a depth that cannot be captured in a few sentences.

In the case of Canva, a design tool that launched in 2013, the journey to its public debut was a strategic one. Instead of immediately releasing the product to the public, Canva created buzz within the design community and adjacent groups needing design help. They reached out to blogs, podcasts, and conferences to offer "early access" to their audiences, with the intention of generating reviews and building anticipation.

Canva's approach to onboarding new users also played a vital role in their success. Before entering the product, new users went through a "how-to" guide, which boosted their confidence and ensured they understood the platform's features. The Canva team also developed starter challenges, such as changing the color of a circle or adding a hat to a monkey, to help users acclimate to the platform and feel more comfortable using it.

One of the key drivers of Canva's growth was the creation of Facebook templates. These templates encouraged users to invite their colleagues to collaborate on designs, leading to increased referrals. When users shared their Canva graphics on Facebook, others would ask how they made them, sparking curiosity and word-of-mouth promotion.

During Canva's first holiday season, they collaborated with artists to create over 30 templates for beautiful digital cards. These templates were distributed mainly via Facebook and email, driving users back to Canva and further expanding their user base.

Looking at the journey of Canva, we can draw a parallel to the value of reading unsummarizable books. Canva's success stemmed from the complexity they were able to simplify, making design accessible to a wider audience. Similarly, books that cannot be easily summarized hold the potential to offer profound insights and unique perspectives.

So, how can we apply these lessons to our own endeavors? Here are three actionable pieces of advice:

1. Embrace complexity: Don't shy away from complexity in your work or your reading choices. The more complex a book or a project is, the more potential it has to offer unique and valuable insights.

2. Focus on onboarding: If you're launching a product or service, invest time and effort in creating a seamless onboarding experience. Provide users with clear instructions, tutorials, and challenges that help them get acclimated to your platform or offering.

3. Foster word-of-mouth promotion: Encourage users to share their positive experiences with others. Provide them with tools or templates that make it easy for them to showcase their achievements and spark curiosity in their social circles.

In conclusion, the value of reading unsummarizable books lies in the depth and richness they offer. Just as Canva's journey to launch emphasized the importance of complexity and onboarding, we can apply these lessons to our own endeavors. Embrace complexity, focus on onboarding, and foster word-of-mouth promotion to create successful and impactful projects.