This morning, I did six– count em– SIX radio interviews for the book.
Here’s some stuff I kept reiterating, that I’ll say now for you, except I’ll expand on it, because you already get a lot of it.
Humans don’t change.
Only tools change. We’ve always trusted and liked the same kind of people + channels– those that were open with us, that are amusing and that tell us interesting things.
Social tools only succeed if they function around human needs.
If you’re creating a social tool, you need to think, “Is this a normal human behaviour?” If it seems off, you need to make it more natural by reducing friction. Seems to me that it’ll get you closer to success.
Some human needs aren’t yet satisfied by technology.
There’s a lot of stuff that can be duplicated today by social technology, such as allowing for trusted networks, finding work recommendations, and so forth. But not all.
Some human behaviours aren’t yet amplified by social technologies. The trick to success is to facilitate the creation of these tools, and reduce the friction around adopting and using them.
Think Seesmic Desktop. Its main purpose its to reduce friction; as long as it does that well, it succeeds. That’s a smaller job than to duplicate a human behaviour, but it’s still a big enough job that it’s capable of sustaining a company.
The ideal social technology duplicates all human behaviours.
If you can duplicate one social behaviour that we humans have, you’ve got a real success. Think Digg, Facebook, Twitter, even PlentyOfFish— all hugely successful sites that facilitate a natural human behaviour.
If you can do many of them, you’ve got a… well, I don’t know quite what, but something crazy.
Your job, then, is one of three things:
a) Build a tool that facilitates natural human behaviour.
b) Reduce friction in facilitating one of these behaviours through an existing tool.
c) Become a master at one of them.
Each of the above is a bigger job than one of the one below it– so if you just want to relax, choose a simpler one lower on the pyramid, it’ll be easier and you’ll have more time to ride your bicycle with your family or whatever you do.
Anyway, I’m thinking these are the only 3 ways to succeed with the social web. What do you think? Make sense?