Users You Don't Want by Michael Seibel

TL;DR

Startups need to identify and remove hijack users who use their products in unintended ways, as they can harm the company more than they help.

Transcript

users you don't want and this one was Stannis yeah this was fun yeah when you're just getting started many startups will take every user they can get they have a strong idea of a problem and they want to attract as many users with that problem as possible unfortunately when you open up the barn doors you get all sorts of people with all sorts of pr... Read More

Key Insights

• 🚪 Startups often attract users with a problem they want to solve, but not all users are valuable. Some users may hijack the product for unintended purposes, and these hijackers are not users you want. However, some hijackers may actually become valuable users in the long run, like video gamers on Justin.tv.
• 🎮 Users who use the product as intended and create value are ideal, while users who use the product in interesting but non-valuable ways should be studied. On the other hand, hijack users, who create no value and may harm your business, should be identified and removed from the platform.
• 🔥 Startups often struggle to recognize and handle hijack users, focusing more on users who have some value. It is important to identify hijack users and kick them out, as they can do more harm than good.
• 🛠️ Hijack users may not have bad intentions, but if their actions on the platform hurt the business, they need to be removed. This includes users who consume excessive customer support time without generating enough revenue to justify it.
• 🏢 Airbnb faced challenges with hijack users, such as people using their platform for illegal activities like hosting drug parties. While hijack users may generate revenue, the negative impact and potential legal issues outweigh the positives.
• 💡 Startups should focus on solving one problem well and making a small number of users happy, rather than trying to cater to every user's needs. Letting hijack users steer the product roadmap can result in a subpar solution to multiple problems.
• 🎯 It is acceptable to explore and experiment with use cases outside of the original intention if they still align with the overall vision and can be valuable. However, hijack users should not be allowed to control the direction of the product.
• 🧠 Building a successful product requires having an opinion and guiding the product based on that opinion, rather than simply following wherever the market or customers take it. It is challenging to build a product without having some opinion and direction.

Questions & Answers

Q: How can startups differentiate between hijack users and users who are using their product in interesting ways?

Startups can differentiate between hijack users and users who are using their product in interesting ways by assessing the long-term value and potential for growth. While hijack users bring short-term value, users who find interesting ways to utilize the product may hold long-term potential that can be beneficial for the company's growth. Startups need to prioritize studying and understanding these users to leverage their potential.

Q: Why is it essential to identify and remove hijack users from a startup's user base?

It is essential to identify and remove hijack users from a startup's user base because they can harm the business more than they contribute. Hijack users may misuse the product in ways that create no value or actively decrease the value, leading to a negative impact on the network and reputation of the company. By removing hijack users, startups can focus on users who align with their intended goal and prevent any negative consequences.

Q: How can startups recognize hijack users and prevent them from influencing the product roadmap?

Startups can recognize hijack users by monitoring user behavior and analyzing their impact on the product and overall business. Metrics and feedback can help identify users who are misusing the product or causing harm. By prioritizing the needs and feedback of users who align with the intended purpose of the product, startups can prevent hijack users from steering and influencing the product roadmap.

Q: Is it ever acceptable for startups to explore use cases that are outside their original intentions?

Yes, it is acceptable for startups to explore use cases that are outside their original intentions, as long as those use cases align with the overall goals and values of the company. Startups can experiment and explore potential new user groups or functionalities that add value and contribute positively to the business. However, it is crucial to avoid letting hijack users control the product roadmap and features, as they may not align with the desired direction of the startup.

Summary & Key Takeaways

• Startups often attract users with a strong problem-solving idea, but they may also attract hijack users who misuse the product for unintended purposes.

• Hijack users may provide short-term value or even potential, but some create no value and can actively harm the network and reputation of the company.

• Startups should learn to recognize and remove hijack users to protect their business and ensure their product roadmap is not influenced by unwanted behavior.