Beyond Engagement: Escaping the Core Loop Prison and Building Truly Innovative Products
Is your product truly innovative, or just incrementally less awful than the competition? This is the question that keeps sleep-deprived product managers up at night, fueled by lukewarm coffee and the gnawing dread of irrelevance. But what if the relentless pursuit of user engagement – that siren song of core loop optimization – is the very thing preventing you from building something genuinely new?
The Cult of the Core Loop: A Dystopian Vision
We’ve all been there: A/B testing button colors until our eyes bleed, tweaking notification schedules to the millisecond, all in the name of boosting Daily Active Users (DAU) by a measly 0.001%. The church of engagement metrics demands sacrifice. We sacrifice bold ideas on the altar of short-term retention.
Think of Duolingo. They optimize their core loop to near perfection. But does anyone actually become fluent using it? It’s arguably gamified vocabulary memorization. A more disruptive approach might focus on immersive experiences or personalized tutoring. This would likely have a lower initial engagement rate, but potentially a far greater impact.
The Innovation Graveyard: Where Good Ideas Go To Die
The problem is that innovation, by its very nature, is risky. It’s unpredictable. It doesn’t fit neatly into A/B test frameworks. Ideas that challenge the status quo often perform poorly in early engagement metrics. They’re deemed “unsuccessful” and swiftly euthanized.
Consider the case of Google Glass. It was a bold, arguably flawed, attempt to redefine how we interact with information. It failed spectacularly, but it paved the way for the augmented reality technologies we’re now seeing emerge. Had Google been solely focused on optimizing existing core loops (search, ads), they would never have taken that leap of faith.
The Perils of the Engagement Echo Chamber
Focusing solely on optimizing existing core loops creates an echo chamber. Development teams become hyper-focused on the needs of existing users. The needs of potential users, or the possibilities of entirely new user experiences, are ignored. This is like trying to improve a horse-drawn carriage by adding a cup holder. It completely misses the invention of the automobile.
Imagine a social media platform solely focused on optimizing for ad engagement. They will endlessly promote divisive content to fuel engagement. Innovation would mean finding ways to foster genuine connection. This might reduce ad revenue in the short term, but build a more valuable and sustainable community.
Escaping the Core Loop Prison: A Call to Rebellion
So, how do we break free from this engagement-obsessed dystopia? It requires a fundamental shift in mindset. We need to value experimentation over optimization. We need to embrace failure as a necessary step towards innovation.
First, allocate a significant portion of development resources to “moonshot” projects. These are high-risk, high-reward projects that have the potential to fundamentally disrupt the market. Second, create a culture where failure is not punished, but rather seen as a learning opportunity. Encourage developers to experiment with new technologies and ideas. Third, broaden your definition of “success.” Look beyond DAU and retention rates to measure the long-term impact of your products.
Concrete Steps: Building an Innovation Sandbox
Here’s a practical guide to fostering innovation in your organization.
Establish a dedicated “Innovation Lab.” This team should be separate from the core product team. It should be free to experiment with new technologies and ideas without the pressure of meeting short-term engagement goals.
Implement a “20% Time” policy (or similar). Allow developers to dedicate a portion of their time to working on personal projects. Google famously used this practice to develop Gmail and AdSense.
Organize regular “Hackathons.” These events can be a great way to generate new ideas and foster collaboration.
Invest in research and development. Keep abreast of the latest technological advancements. Explore how they can be applied to create new and innovative products.
Embrace “Design Thinking.” Focus on understanding user needs and pain points. Develop solutions that are not only engaging, but also address those needs in a meaningful way.
The Pitfalls of Innovation (and How to Avoid Them)
Of course, innovation is not without its challenges. One common pitfall is “feature creep.” This occurs when new features are added without a clear understanding of how they will benefit the user. To avoid feature creep, always start with a clear problem statement. Then, validate your solutions with user testing.
Another pitfall is “shiny object syndrome.” This is the tendency to chase after the latest technological fad without considering its practical applications. To avoid shiny object syndrome, focus on solving real-world problems. Then, use technology as a tool to achieve that goal.
Beyond Engagement: Building a Legacy
The obsession with core loop optimization is ultimately a short-sighted strategy. It may lead to incremental improvements in the short term. It will ultimately stifle innovation. By shifting our focus from engagement to impact. We can build products that not only delight users, but also make a meaningful difference in the world. Isn’t that worth more than another 0.001% increase in DAU?