The Danger of Early Hype in Consumer Social and How Creativity in Humor, Art, and Science Works

The Danger of Early Hype in Consumer Social and How Creativity in Humor, Art, and Science Works

In the world of consumer startups, hype is both a blessing and a curse. It can propel a startup to success, but it can also doom it before it even has a chance to prove itself. The timing of hype is crucial, and as tempting as it may be, it's often better to avoid it for as long as possible.

Hype acts as a subsidy on engagement in a consumer social network. It creates the illusion that something is bigger and more important than it actually is. Consumers are drawn to this hype, investing their time and engagement in a platform because they expect to be rewarded for it in the future. They want to be part of the next big thing.

However, the danger lies in the fact that hype is out of a founder's control. Once hype starts, it's difficult to know how consumers will engage once the hype subsidy is removed. The actual average experience on the network may not be able to catch up to the hype fast enough. This can lead to a sudden drop in engagement when the hype subsidy is gone, causing the network to hit an air pocket.

To avoid this risk, it's important to wait until you have a product and a flywheel that is really working. This means achieving product-market fit before stoking hype. Being underestimated in the early days can be an advantage. Companies like Pinterest, Robinhood, and Etsy were all seen as niche at first, allowing them to grow and succeed without the burden of excessive hype.

On the other hand, creativity in humor, art, and science operates on a different principle. Arthur Koestler's theory of bisociation explains how creativity works in these fields. It involves the perceiving of a situation or idea in two self-consistent but habitually incompatible frames of reference. This is similar to the concept of a pun, where a single phonetic form is tied to two meanings through an acoustic knot.

Koestler's concept of bisociation highlights the independent and autonomous nature of the matrices that are brought together in the creative act. It is the combination of previously separate components that leads to a "good combination" and true originality. This process of bisociation occurs on all levels, but objective novelty only emerges when subjective originality operates at the highest level of existing knowledge.

In the realm of art and humor, creativity is achieved through the transitory juxtaposition of matrices. This allows for the creation of new ideas and perspectives. In contrast, science aims to integrate these matrices into a cumulative and hierarchic order, creating a permanent structure of knowledge.

Overall, understanding the danger of early hype in consumer social and the principles of creativity in humor, art, and science can provide valuable insights for startups and creative individuals alike. To navigate the world of consumer startups, it's important to avoid hype until you have a solid product and flywheel that is truly working. And in the realm of creativity, the ability to bring together disparate ideas and perspectives can lead to truly innovative and groundbreaking work.

Actionable Advice:

1. Focus on achieving product-market fit before stoking hype. Ensure that your product and flywheel are working effectively before seeking excessive attention.
2. Embrace being underestimated in the early days. Use this advantage to quietly build and grow your startup without the burden of excessive hype.
3. Foster creativity by embracing the concept of bisociation. Explore the juxtaposition of different ideas and perspectives to create new and innovative work.

In conclusion, the danger of early hype in consumer social can have detrimental effects on a startup's success. It's important to wait until you have a solid product and flywheel before embracing hype. On the other hand, creativity in humor, art, and science operates through the bisociation of incompatible frames of reference, leading to new and innovative ideas. By understanding these principles, startups and creative individuals can navigate their respective fields more effectively.