Your cat-picture-project is saving the world, thank you!

This is a response to the video (http://www.youtube.com/watch?v=vKmQW_Nkfk8) in which Steve Yeagge quit his position at Google live while giving a talk.
The reason: he didn’t want to work on another “cat-picture-project”, rather do something of the likes of helping to decode the genome and find a cure for cancer.

TL;TR: The higher number of people you impact, the higher the chances are something meaningful will be done with your work. Silicon Valley employees are in such a privileged position, where even a cat-picture-project will improve the world.

Allow me to start with a story of a truly remarkable person, a person long gone and forgotten by history.
A person whose work arguably saved more lives until today than antibiotics, MRI’s and similar technologies ever will. We have no way of finding out more about this “savior of civilizations”, but we can be pretty sure that he, or she, had no idea of the ramifications of this invention.
Most probably this person just tried to get a few bloodstains out of a shirt, or mud of hands. I am talking about the one who has invented soap. Soap is used to clean our hands, kill germs and has therefore saved billions of lives, from the newborn, to the sick, to soldiers, to the elderly.

Now, you might argue that this is an easy example with no connection to “cat-picture-projects” like Google+, or alike. 
In this case allow me to direct your attention to another individual, someone we know a great deal about. He lives today and a brainchild of him is one of the main factors for revolutions swiping through numerous countries. His work is one of the driving forces overthrowing regimes & dictators who have killed thousands. 
Yes I am talking about the one who brought to you “What I had for breakfast in 140 characters and less”, Jack Dorsey.

Twitter may be considered to be the most mundane service imaginable, seemingly made to broadcast breakfast and toilet habits to countless spam bots, in 140 characters or less.
As it turns out, twitter might be used by many as a “cat-picture” service, but it can be more, so much more.

In this spirit, the “what is my Ex doing” service (Facebook) helped to save a little boy’s life, the “only reason why imgur.com exists” (reddit) has a surprisingly altruistic community, etc…

Not every cat-picture-project can help overthrow a dictator (there are not enough dictators around). Still they can do great good to the entire human race. 
I argue that it is impossible to foresee what your inventions will be used for. The only thing you can hope for is, that your technology will not be used to harm others (Einstein certainly wished for that). 
In a perfect scenario your work will not effect most, be harmless to many and improve the life of a handful.
The insane technological & medical advancements in the past decades cannot be attributed to a few ivary-tower scientists, but to hundreds of thousands of profit-oriented companies.

Scientists don’t create much new life changing technologies, for-profit companies do. Scientists then benefit from open-sourced projects.
Edit: a commenter at HN pointed out that the contributions of Science are enormous. I absolutely agree and want to clarify this point.
Fewer life changing technologies can be attributed to Scientists than to for-profit companies. This is due to the higher budgets and bigger number of people working in companies, compared to staff employed by Universities. Furthermore companies are bound to create something people are willing to pay for. Universities don’t have this kind of “restrictions” and can do work on a more abstract level, which may not translate into anything tangible for years to come.

There are 3 distinct ways I can think of on how a seemingly unimportant project can make the world a better place.

  • The project is directly used to do good, free a dictator-ridden country, help find a cure for a dying kid, etc.
  • You don’t know what your work will be used for. Your project to port features from one programming language to another is somehow used by, or inspired a researcher to find a cure for cancer.
  • The third way is very intricate, hidden to almost everyone who did not devote a lot of time and energy in understanding how societies work: You are improving the life quality of people.

Allow me to elaborate on this last point.

Today the life quality of the average person is much higher than the life quality of a king 100 years ago.
We have running hot water wherever we go, every fruit we can imagine available to our delight all time, all year long. Today almost every person in the first world has access to medical care which the richest of the rich 20 years ago could not have dreamed of. Television, Cars, the Internet are all things which make our lives so much better than a king’s 100 years ago.

But this increase in life quality is not just good for people in the first world. Do you remember the really cheap microwave you bought a while back? It was made in China. Somewhere in the south of China in a sweatshop Mrs. Li was working on it, 70 hours a week for 1 $ per hour.
Now you might fear you are exploiting Ms. Li, but she might disagree. She saved up most of the money she earned and send it back home. Her village has electricity. Her mother saw the first TV show in her life. Soon Ms. Li might save enough to buy an old tractor.

Yeah, nice story, but how on earth will a “cat-picture-project” make the lives of anyone better? This is where the layers of society show their delicate nature. In order to connect them, one has to understand the mysterious workings of the human brain.

People spend a great amount of time & energy on entertaining themselves, this is what makes us happy. Ergo looking at cat pictures, many of them.

This, right there, is where the life quality improved. 

Now it is hard to ague how a king 100 years ago was worse off, having a lower supply of cat pictures, than people today, but think from the standpoint of an adolescent. People get a lot of joy out of cat pictures, so much that they might not feel the need to go down to the bar and get drunk. And they are willing to pay for it, not directly, but indirectly, via advertisements. See, right next to all those pictures there was a little ad showing a really cheap microwave and inspired by it, the adolescent decided to spend the booze budget of a week on a cheap microwave, with regards to Ms. Li.

This is obviously just one example on how the story might play out, 99.99% of the times you don’t buy a microwave, but something else. Innovation improves our life in very little incremental steps. It might give us more joy, more functionality, or lower the price. This makes more of our disposable income available to acquire constantly better and better products. 
All of this adds up.
It adds up so much that today we don’t live like kings, we live like gods. Average people fly half way around the globe, while looking at cat pictures. Tell that to a person 100 or 200 years ago, they might ask you what a “picture” is.

Of course not every project is good for the society. Take the health system as an example. Companies earn more money, the more sick people there are. We need hospitals and medication without a question, but we are incentivizing the wrong behavior. Doctors should get rich the healthier you are and the quicker you get healthy again, not the other way around.
So as long as you are not an insurance salesmen, or investment banker your work is making the word a better place. The more people you impact, the more effect you have on the wellbeing of the planet. Oh, patent lawyers; they are pretty evil as well, if you are one, you are most likely hindering the world on advancing.

I would kindly ask you to give the last point some additional thought. The more people you impact, the more of an impact you have. Who could have claimed 100 years ago to influence millions? Only kings, queens and a hand full of highly esteemed individuals to the likes of Guttenberg & Luther could have claimed that. If you are working at Google, Facebook, or one of the other Silicon Valley heavy-weights you can claim to influence the life of thousands, millions, hundreds of millions of people every day. Yes your work will most likely be used to share cat-pictures, but this is what people love doing and they do it 90% of their time.
But know just this, of all the people to use your service, if only 1% use it to help each others, or learn new things, you are doing more good than the average citizen ever could. Not many have the immense privilege to touch on the lives of more of a few hundred people, even in the first world, today.

To all those Googlers and other Silicon Valley employees who worry that they don’t provide enough good to the world. Pleas stop worrying! As long as you are producing something, innovating, inventing you are part of the most important community in the word. The internet changes lives, it changes nations, you are at the pulsating center of it all. Be proud of yourselves, you lucky bastards. 
In the case you don’t like your current job, quit it. Life is too short to do something you don’t like. Chances are, if you do the thing which makes you happy, you are much better at it anyway. Much better translates into much more productive equals more good for the world.

Another comment at HN stated:

There is a fundamental flaw in this argument.
People choose to spend a lot of time watching nyan cat. I don’t believe that their quality of life is actually improved by this.
Zynga is very good at delivering games that cause compulsive over-playing. I don’t think that Farmville has improved the world.
Going back farther, a lot of people choose to smoke, yet are very clear that they would be happier if they could make the opposite choice.
Just because people choose to do X does not mean that X is good for those people.

I agree with “Just because people choose to do X does not mean that X is good for those people.” To clarify I would like to add:
Lets say you take all decisions of people in their life and at the very end of it added it up. Smoking, drinking, the second mortgage on the house to go on holiday, brushing your teeth every morning, buying a newer car, everything. One can only guess what we would find, but my guess is: on average the people tend to do what is good for them.
I argue, by looking at the big picture, on average, over decades, people tend to make the decisions that are good for them.
As a provider of tools, this is all you can hope for, again, Einstein certainly did

Posted in Strategy | 1 Comment

Reincarnation of the TV-Industrial complex: Facebook

Those familiar with the work of Seth Godin will not need an explanation of the phrase “TV-Industrial complex”.
For those who are not: The Author Seth Godin wrote around the hypothesis that TV advertisements and business were in a symbiotic relationship. The more TV ads the industries bought, the more the stations could produce better and more programs, bringing more people in-front of the screen, seeing more ads, buying more products, ad infinitum…
Since there are too many stimuli competing for the consumers attention and with the emergence of the Internet the TV-Industrial complex is broken.

Looking at one of the most impressive companies, in terms of market capitalization, and influence: “Google”, one is inclined to agree with Mr. Seth Godin.
I agree very much with him. Growing up at a time when the Internet was not yet in the public conscious I spend long hours in my youth watching TV. I think I was close to being a TV-addict spending 10 hours a day or more staring at moving pictures.
My behavior changed fundamentally once I discovered the Internet’s vast amount of information and funny pictures (there were no videos at that time). In other words, I went from ignoring TV ads to ignoring online ads (as good as I could).

Now Google serves ads to people who explicitly express interest in the topic. Instead of showing dipper ads to teenagers, companies can now show dipper ads to expecting mothers. This is an ongoing revolution in the advertisement world.

So far everything points towards Mr. Godin’s prediction to the decline of “classical” advertisement.

In the last months, the online world changed again. Google is no longer the most visited online destination, there is a new 500.000.000 pound gorilla around, Facebook.

With the rise of Facebook as the most visited website on the planet, a new advertisement platform arose.
Well, at first glance it does not seem new in any way. Facebook ads show text and a little picture of the product. Almost identical to Google’s offerings.
People who tried Facebook ads have very strong opinions about their effectiveness. There are those who call it a “Ponzi scheme” and those who experience amazing ROI.
Let’s have a look at those who have very bad responses from users:
Bad experience with Facebook ads: startups, sell online products / services
Great experience with Facebook ads: Local events, big brands (red bull, H&M,…)

The idea behind this is simple, Facebook is not a place one goes to to look for something specific. People go there to “hang out”. Just like people switched on the TV when they didn’t feel like doing something else.
Google on the other side is a place where people go with an specific goal in mind. They want to find some kind of information, they don’t open Google just to “hang out”.

A dipper company targeting every 20 to 40 years old women with their ads will not achieve a great ROI.
A dipper company targeting every person searching for “best dipper”, “baby care” or similar topics can expect a much higher ROI for their advertisements.

When consumers are aware of a problem (e.g. I need good dippers for my baby) targeting them is best done not utilizing demographics, but other indicators.

So when there is Google; Why would anyone ever want to target demographics!? Well lets consider the case of a new Tech-conference. People who might want to go there would not search frequently for “Tech-conference in my city”.
How about targeting people who live in the area of your conference and like Techcrunch. This would yield good results it seams. And where to target them? Best done at a place where they “hang out”; Enter Facebook.

The other companies who see positive ROI on their Facebook campaigns are big brands who can afford massive amounts of advertisements (constant exposure) and are in it for the long run.
Think of why people buy one shampoo over the other. One of the most important factors is brand exposure, this is why TV-ads were so successful. For consumer goods with products of homogeneous quality, brand exposure can make or break a product.

My argument is as follows: The TV-Industrial complex might be broken as it is, but the fundamental idea to target consumers by demographics, rather than search behavior, is still a very valid idea, for some cases.

Google and TV-networks did not compete for the advertisement budgets. Those companies who had an positive ROI from TV ads kept advertising there.
Google and Facebook might compete for some advertisement budgets, but in the long run, they will be much more complimentary than competitive.
If there is one thing TV-networks should be very, very worried about it is Facebook. People “hang out” at Facebook and it is more rewarding to many than watching the 5th replay of some “sop-opera”.

PS: Google is a direct competitor for TV networks, but not with their search tool, rather with YouTube. Yet I am not aware of any possibility for Youtube ads to target videos who appeal to a specific demographics.

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Google Bot crawling: don’t restart the server

We learned it the hard way.

When the Google Bot is crawling your site and bringing it to a complete crawl because your code is just not good enough.

Don’t restart your server.

This is what we have done and we learned the hard way what the consequences are pretty devastating.
In the following chart you see what happened to our search engine traffic the day we disturbed the Google bot crawling our webpage.
Search Engines Server Restart

Compare this to our traffic from referring sites:
Search Engines Server Restart Direct Traffic

Unfortunately the Google rankings have not picked up since, but we need to make quite a few performance changes before we are ready to challenge the Google bot again.

Posted in SEO | Leave a comment