The Story Behind How Pocket Hit 20M Users with 20 People: Lessons in Team Size and Cultural Focus

The Story Behind How Pocket Hit 20M Users with 20 People: Lessons in Team Size and Cultural Focus

In the world of business, it is often believed that the size of a team directly correlates to the scale of its impact. However, the success story of Pocket, a popular app that allows users to save articles, videos, and other content to view later, proves that this is not always the case. With only 20 people on their team, Pocket managed to amass an impressive user base of 20 million. So, how did they achieve this feat?

One of the key factors behind Pocket's success is their razor-focused approach. When Nate Weiner, the founder of Pocket, first started talking to Evernote about a potential acquisition, he was amazed by the size of their team, which consisted of around 60 people. He couldn't understand how such a large team could be productive and efficient. He questioned what they would all work on and why a team of ten couldn't accomplish what one person could. This realization led Weiner to believe that with a smaller team, it becomes much harder to deviate from what is critically important. The smaller the team, the more focused they are on the core objectives.

Additionally, having a small headcount allowed Weiner to maintain a concentrated culture within Pocket during its formative years. This was possible because the company's culture was not a vague and abstract concept. Instead, it was defined by trust, scrappiness, and ownership. There is a saying in the tech industry that 80% of a company's eventual culture is shaped by its founder and their personality traits. It's like making a stew rather than a salad when it comes to company culture. You start by letting a few choice ingredients simmer together, allowing the bonds and common worldviews to form more quickly without complex hierarchies getting in the way.

Another advantage of operating with a small team is the ability to make people outside of the company feel like a part of it. Pocket's team constantly asks themselves, "How can we make it simpler for all involved?" By not requiring people to reinvent the wheel, they ensure that their product is as simple and intuitive as possible. This inclusive approach helps to build a sense of community and encourages users to engage with the app.

The story of Pocket's success resonates with the idea that attention is often undervalued. In an article titled "過小評価されているアテンションを探せ" (Find Undervalued Attention), the author points out that many platforms are initially underestimated because they are seen as "platforms used by young people that we don't quite understand." However, it is crucial for brands to consider these platforms and be present where attention is concentrated.

When brands aim to expand their reach, one effective strategy is to localize their content in terms of language and location. It is recommended to translate interesting English content, as English is spoken fluently by only about 20% of the global population. This simple step alone can significantly increase the number of users and broaden the brand's appeal.

Investing in content is a long-term game. It may not lead to immediate monetization, and many people give up before they can gain audience recognition and trust. The key is to "trust the process." Consistency and perseverance are essential in building a loyal audience and establishing a brand's credibility.

Based on the insights from both Pocket's story and the "Find Undervalued Attention" article, here are three actionable pieces of advice:

1. Stay razor-focused: Regardless of the size of your team, ensure that everyone is aligned with the critically important objectives. Avoid getting distracted by tasks that can be delegated or delayed.

2. Cultivate a strong company culture: Start with a few key ingredients and allow them to simmer together. Encourage trust, scrappiness, and ownership within your team. A concentrated culture can be more powerful than a diluted one.

3. Embrace undervalued attention: Don't dismiss emerging platforms or underestimate their potential. Be present where attention is concentrated, and consider localizing your content to reach a wider audience.

In conclusion, the story of Pocket's success with a small team highlights the importance of focus and cultural cohesion. It shows that size does not always determine impact. By staying razor-focused, cultivating a strong company culture, and embracing undervalued attention, businesses can achieve remarkable results, even with limited resources. So, trust the process, invest in the long-term, and let your unique ideas and insights guide your path to success.