I spent the better part of a decade working "inside the Beltway" (the insider's term for the Washington, DC area). Most who work there for any length of time develop a healthy concern for "inside the Beltway thinking." That is, being overly concerned with what other professionals think, say, and do. When that happens, the focus on what grassroots America -- "beyond the Beltway" in DC parlance -- believes gets lost. This usually leads to bad decision making.
The current Web 2.0 hype chamber often consumes those of us who live in the world of high-tech entrepreneurship. Like the Bubble Boy of unfortunate 80's fame, our universe isn't as large as I'd like it to be. The danger comes, though, when we believe it is.
I'd like to think I learned the lessons of Beltway thinking and can now avoid "inside the Bubble thinking." I admit it is very difficult.
I read TechMeme and follow what's happening on Digg. I follow the blow by blow of the Jason Calacanis/Kevin Rose soap opera and hunger for the latest installment of Greg Galant's Venture Voice podcast to hear from founders in their own words. I read Steve Rubel and Scoble religiously. I devour the latest news from TechCrunch to see what's new. I chuckle as much as the next geek over Ken Yarmosh's t-shirts, mugs, etc. Heck, I know more about how Brad Feld spends his time than my own brother. And I take seriously the restaurant recommendations I get from reading Fred Wilson and his wife, Gotham Gal.
Every morning I get my news via RSS feeds -- first my Red Sox news, then the blogs noted above and more. All told, I read something on the order of 170 feeds every day. I go to conferences like DEMO and follow others like Gnomedex through web video and audio feeds, just to get my fix and spur the creative juices.
I learn a lot from all of this, but so much of what's covered in these sources is inside baseball to the extreme. Seriously, how many people outside the Bubble care about the Windows Vista startup sound? And the recent collapse of calendar site Kiko (and its subsequent sale on eBay) shows the risk in creating a startup so heavily dependent on Bubble Boys and Girls.
Ironically, Paul Graham -- who invested in Kiko and is widely regarded as a pretty smart guy -- recently took Google to task for this very notion:
So far Google only seems to be good at building things for which Google employees are the canonical users. That's because they develop software by using their own employees as their beta users-- sometimes for years before they release to the general public. This works well when the product is something smart hackers would use at work, and not so well otherwise.
Yet Graham points out in the same post "a large fraction of Kiko's users had Gmail addresses." Now we all understand the early adopter concept, but a successful startup needs to strive for "real" users right from the get-go in most cases.
Not everyone uses RSS (Business 2.0 recently reported that only about 12 million of the 295 million monthly page views on the New York Times web site came from their RSS feeds). Most real consumers don't even know what a blog is let alone read them. They've never heard of Gmail and wouldn't imagine to use an online calendar. To them, a wiki is that thing on Survivor.
Real consumers don't care about being able to tag their photos, they just want to share them easily with friends and get prints made. The folks who will actually end up generating revenue for startups don't care if they can connect to a WiFi network at the ballpark or that the Motorola Q isn't as cool as everyone thought it was going to be. And the death of Boeing's in-flight Internet service (Connexion) should be a clear signal to all of us that not everyone subscribes to the notion of constant connectivity.
I write this not to inspire gloom and doom thinking, but to help me -- and my readers -- make a much-needed reality check. We constantly need to be asking ourselves, who are we creating our products for? It's one thing to put in a couple of neat features to help get some early adopter juice, but the core product must be designed with the eventual customer in mind. (And those customers need to be using the product as soon as possible to ensure the early adopters don't take over the product and drive it in a direction that's not helpful to the goal of marketing to a wider audience.)
It's time we all look outside our Bubble.
UPDATE: Rick Segal offered a similar admonition over the weekend.
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