What to focus on as product builders during inception – A large number of users or a very narrow user base
As product builders, we face a critical choice during inception – appeal to a large number of users or pare down the offering to a very narrow user base. A smart product builder always chooses the lat
As product builders, we face a critical choice during inception – appeal to a large number of users or pare down the offering to a very narrow user base.
A smart product builder always chooses the latter option because they are aware of the Paradox of Specificity.
What is the Paradox of Specificity?
According to The Paradox of Specificity, by focusing our efforts to address the needs of a specific audience, we create solutions that have a far broader appeal.
For example, rather than trying to meet the needs of all our users, look at how to help a very specific user or a set of users with the most specific needs.
The “suits” and their excel sheets will tell you otherwise. But here are a few examples to help your case.
Products that embody the Paradox of Specificity
1. Rollaboard Suitcase
Though an unsuccessful version of a suitcase with wheels existed, Robert Plath, a pilot, built his version specifically for pilots and flight crews.
How?
Well, he designed his suitcase to fit between the seats of a plane and was small enough to fit in an overhead bin. Though he focused on a very narrow user base, the appeal far exceeded what he originally envisioned.
2. Airbnb
Originally pitched as a way to make a few bucks on the side, catering to the designers who were in town for a conference, the idea has morphed into a lifestyle.
This email changed my life and the lives of so many others. It starts with an idea. https://t.co/1eWVA6dYxW
— Joe Gebbia (@jgebbia) September 24, 2020
3. Swiss Army Knife
Originally commissioned by the Swiss Military as a portable, multi-purpose tool for its personnel, the tool is now a tradition amongst civilians in many parts of the world.
4. Uber
Originally conceived as a luxury alternative to black cabs and limos, the founders targeted the “Professionals in American cities”. They wanted to offer everyone the experience of a professional chauffeur with the convenience of a cab.
Product, traction, team, social proof. There’s no better résumé for a startup. https://t.co/rnD6cUrkL1 pic.twitter.com/4D29f1XrF5
— Nivi (@nivi) May 14, 2019
5. OXO Good Grips Peeler
Sam Farber designed the first OXO tool, a peeler, inspired by his wife Betsey. Her arthritis had made it difficult to perform common kitchen tasks and that got Sam to wonder why kitchen tools hurt people’s hands.
This led Farber to design the wide-handled OXO tools that are now a staple in most kitchens surpassing the original user base it was designed for.
The Social voice for the Paradox of Specificity
A number of people have done a great job capturing this concept in a single tweet:
Build for everyone and you build for no one.
Build for one person and you build for thousands.
— Sahil Lavingia (@shl) April 25, 2020
It’s good to start out in a niche, but not to crawl into one.
— Paul Graham (@paulg) August 5, 2020
The more experience I get with product, the more I feel that designing for 1,000,000 users ultimately gets you 0 users and designing for 1 user gets you to 1,000,000 users.
— Ravi Mehta (@ravi_mehta) September 22, 2020
THE PARADOX OF SPECIFICITY
On the internet, the narrower your brand, the more opportunities come to you.
The internet is best matching tool ever invented.
Pick an niche.
Learn all about it.
Share what you learn by writing online.
And watch your life improve.
— David Perell (@david_perell) November 1, 2019
As a product, if you try to become everything for everyone before you become something for someone, you end up becoming nothing for no one.
— Kunal Shah (@kunalb11) July 17, 2020
The Conclusion
So the next time you are faced with a choice, the right answer is to always pick the option that narrows your scope to the needs of a specific audience.
Other products or success stories come to mind?
I’d love to hear from you about other examples of products or services that have successfully exploited the Paradox of Specificity.
References:
- https://uxplanet.org/the-paradox-of-specificity-what-it-is-and-how-it-works-935594e1c251
- https://productcoalition.com/the-rollaboard-suitcase-and-the-paradox-of-specificity-e94e1ba567c9
- https://www.vox.com/2017/8/23/16189048/uber-pitch-deck-2008-ubercab-travis-kalanick-founder-startup
This twitter thread is by @_karthiknarayan