The Pair

I was sitting outside of a cupcake shop in SoHo, next to a pair of elderly people. I could not tell what their relationship was yet, but it was certainly familial. A few minutes later I learned that the two were mother and son.

Few words were uttered between the two. The silence they shared was serene, peaceful, and understanding. Long intervals of silence followed by a few abrupt sentences. One interaction particularly stood out. The man — who looked like he could be an Alfred, asked his mother if she wanted a cupcake.

“Ma, you want a cupcake?”

“What?”

“Ma. Want a cupcake?”

“No I don’t want a cupcake! Leave me alone and get back to your thoughts.”

So many questions about the dialogue I just overheard started to flood my brain. Did Alfred ever communicate his true feelings to his mother? Did she ever know what was on his mind? If he didn’t, was it because she conditioned him to think he couldn’t? Was he generally just introverted with his thoughts? Is there someone in the universe that knows what lies in the depths of Alfred’s mind?

This also got me thinking about the way we project ourselves in different social groups. Sociology has always been an interest of mine; I spend a lot of time thinking about human behavior, interaction, and communication.

We all communicate and behave differently within various social groups. The combination of the two create this ‘projection’ of who we are to those people, and how they interpret what type of human being we are (An interpreted self image). This is completely normal; it’s what makes us animals and allows us to evolve socially. These projections of ourselves vary from group to group, because we tailor our behavior to specific social circles.

Projection may sound distant, and fake, but it is the closest I can come to conceptualizing the thought. Synonymously, you can think of this as understanding. The way people understand you based on how you present yourself.

I want to avoid confusion by saying that I don’t mean we our not our true selves, when we project differently. It is just that we are a different version of our true self. This version is affected by the people we are surrounded by. I can be completely carefree and ‘real’ around different individuals, or groups, while slightly altering my projected self image. I find real beauty in this; it is part of our sociological make-up as humans.

Humans bunch groups of people into generalized individuals. Think of a few of the groups you associate with. Your family, your coworkers, your friends. Sure there is overlap within the groups, but generally there is expected behavior from each one of these clusters. Furthermore, within these groups there are sub-groups. Your friends that are yuppies, friends that are artsy, friends that enjoy cats. You like them all; each group fulfills certain needs, but your behavior changes when around each group. In addition, we clump people into generalized groups, we stereotype them - intentionally or not, because it’s easy. Our brain does a much better job digesting generalizations.

We tailor our ‘projected self image’ to these clusters. Whether we like it or not, that is what happens. Rarely do we project to individuals, but when we do, it’s unique and special. This version of you, this way you are perceived will not be replicated with anyone else. Think back to all the lovers you had. They probably all know you very well, they may or may not have loved you as much as you did, but there is one thing that remains certain. The version of yourself that they know, will be something ONLY they know.

Alfred was merely acting in the most natural way; the only way he knew. He was projecting a candid, custom tailored image, of who he is to his mother. It’s the only Alfred she knows, and she is the only version of a mother he knows. Twenty minutes later, Alfred and his mother got up from the bench, and continued their unique journey through life; their projections of themselves onto the other. That journey is all they know, and it belongs only to them.

Why my first startup in the valley “flopped”

On May 1st 2011 I exchanged stability for variability. I quit my job at Zynga and began the journey of building a product and a company with my good friend Ben Bloch. We had good momentum, and an excellent support team to accompany us on the journey. We took a small friends and family round and began crafting a new communication tool that would enable close friends to quickly meet up. Our first iteration of the product was complete in approximately 4 months and we began distributing it to some of our close friends. We quickly identified a major flaw in the product by listening to our beta users and observing how the service was being used. The second version was a big improvement, but still wasn’t there. We were convinced we nailed it on our third iteration, but ultimately we never achieved any type of product market fit. Everyone knows startups are hard, but not everyone experiences the hardships. In an attempt to keep it short and sweet, I’ll identify four key factors that lead to our demise.


Identifying a problem vs fabricating one

Were people really in need of a new way to gather? Did the existing tools really suck as much as we thought they did? I think we underestimated these questions greatly and naively assumed that there should be a better way to quickly get close friends together. The reason Instagram became so popular and achieved the level of adoption they did, was that they identified real problems in the mobile photo sharing space and tackled them head on. This delighted users because they were used to such a shitty prior experience. Consumer applications that do this are golden. I am still not convinced that any of our competitors will breakthrough and gain mass adoption because of one simple fact: They are all trying to modify human behavior, and if your offering isn’t 100 times better than the current solutions then you are going to fail. 


Changing consumer behavior

Simply put, we were trying to replace sms, email, and phone communication. These were our biggest competitors, not the plethora of other services that tried to compete with ours. Now I am not saying that services should not attempt behavior modification, but if they do they have to make people feel like their product is something they could not live without prior to its existence. It has to be magical. We were trying to convince people to first, download an app, then use it over their built in communication tools. Yeah, we had some nifty features, such as location tracking, user presence, and proximity based friend notifications, but these were not enough to retain users, and change their mindset. We saw a lot of people give us a shot and then immediately drop off after their friends did not use the application, or were annoyed by getting yet another set of notifications that didn’t add much value.


Delaying the inevitable

We should have identified that our service was not adding much value and moved on. We should have done this 6 months in and not waited a year to cut our loses. This would have given us 6 months of runway to think up something else and give that a shot. By the time we came up with another idea, we were at the end of our funding cycle and had a lot to consider moving forward. Raising more money and going in for round two of the fight was not something Ben and I took lightly. Do we struggle trying to bring another product to market while living in a 1 bedroom apartment on a tight budget? Or do we step away, do something else and give it another shot when the time is right? Ultimately we chose the latter. This choice was made because we didn’t believe as strongly in the new idea we came up with. If it were something we absolutely wanted to try than the outcome might have been different.


Not Incubating

Over confidence is dangerous. Ben and I were convinced we could go at this process alone and bypassed applying to YCombinator or 500 startups. We truly thought that we knew enough of the right people to get things rolling. I quickly learned that unless your product has mass appeal and traction, or you are Kevin Rose, high profile Angels are not going to throw money at you. Therefore we needed to seed ourselves with credibility. The network and credibility that a team gets when they are part of a good incubator is priceless and well worth the equity loss. We ended up applying to YC at a later stage, got an interview, but ultimately didn’t get in. If we had gone through several products, and applied multiple times our chances of getting in would have been higher and who knows if I’d be writing this blog post today.

All in all this was a great experience. I learned so much, and the outcome was favorable for both us and our early investors. I have no regrets and would do it all over again in a heartbeat. I ended up joining a great crew at WillCall, where we are trying to redefine the way people experience live music. This is something I am very passionate about and I am in early enough to be impactful and have a stake in the success of the company. I couldn’t ask to be part of a better group of people and wake up everyday with a huge smile on my face, because I know we have the opportunity to make a huge impact and flip an entire industry on its head.  

My message to everyone who is thinking of taking the leap is to go balls out and never be afraid to fail. The biggest failure in my book is not trying to pursue your dreams. Now get out there and live your dreams!

My Top 5 albums of 2012

Here are my top 5 thus far for 2012 (unordered), plus a bonus entry.

1. Fort Lean - 7” single

The best way to describe Fort Lean is to imagine a 90’s british pop vibe mixed with a classic american rock band from the late 70’s. Very spacey at times, with lots of highs and lows in front man’s Mitchell’s voice. Their new 7” single is inspiring and hopeful. 

Image courtesy of biguglyyellowcouch.com


2. Bear in Heaven - ”I love you, it’s cool”

These guys have been around for a while and need no further introduction, their new record “I love you, it’s cool” is just pure dance gold. 

Bear in heaven

Image courtesy of http://proflosers.files.wordpress.com/


3. Lower Dens - Nootropics

Baltimore based lower dens make some pretty dense electronic tracks with an eerie feel to them. Can’t wait for Nootropics to drop. In the meantime listen to their single Brains.

lower dens

Image courtesy of http://www.gnomonsong.com/


4. You Won’t - Skeptic Goodbye

Pretty solid indie folk record. Reminiscent of the shins.

You Won't

Image courtesy of http://youwont.bandcamp.com/

You can listen to their entire recorde here:  http://youwont.bandcamp.com/

5. Yellow Ostrich - Strange Land

Yellow Ostrich is one of my favorite bands and their new album does not disappoint. It could very well be better than their debut album. Marathon Runner, Daughter, and I have no time for you are stand outs.

Yellow Ostrich

Although this album is from 2010, it’s worth mentioning since Port St. Willow is super underrated. Look for some new stuff soon.

Port St. Willow - Even//Wasteland (Mini Album)

Mysterious mini album including a 10 minute song. Overall pleasant harmonies.

Port St. Willow

Image courtesy of biguglyyellowcouch.com

http://portstwillow.bandcamp.com/

The time has come.

Today will be my last day at Zynga, as I’ll be leaving to embark on a new adventure. I’ll be starting a new company with my good friend Ben Bloch (Foodspotting)

The last year and few months at Zynga have served as a tremendous learning experience. The gratification of writing, and architecting code that is served to millions of people everyday is tremendous and I will forever be grateful to everyone at Zynga that enabled me to thrive in such an environment. As bitter-sweet, and difficult as it is, the time has come for me to leave Zynga, and build my own product. We have some excellent people on our side and are ready to jump in and execute.

It’s very clear that social, mobile location based applications are on the rise right now, and building a solution to a problem in that space is what we intend to do. What we are going to make is a dead simple social utility for organizing and participating in spontaneous events. It could be gathering friends for Sunday brunch, or organizing a nice bike ride along the Embarcadero. The point is that we are going to facilitate these types of gatherings, and solve a lot of inherent group communication problems. Of course this is only the foundation, and many more avenues will be explored once this basic system is in place and proven.

I am very excited, and passionate about getting to work on our product full time. Now that it has our full attention we will be able to put the best effort forward in quickly releasing a kick ass product and building out our company’s vision. Expect updates and announcements in the next coming months, including the name of our company and a better idea of when we will release our private alpha.

If you are interested in working with us, or being part of the private alpha, you can hit me up on twitter or email me for more information.

Wild Flag - Future Crimes

Yelle - Que Veux-Tu

Really catchy tune from these guys

TV On The Radio - Will do

Really loving this new single. Kind of forgot about them since “Return to Cookie Mountain” 

Mother Mother - Oleander

Been listening to this one a lot lately.

Airwaves - Ride

Angus and Julia Stone - And The Boys

The lead up to the chorus on this song is pure gold