Engineering Logic Mismatches Users

Shaan Puri shares his experience about the contrast between how engineers and socially-savvy people approach product development, particularly in social media. He emphasizes that technical logic often misaligns with actual user behavior and marketing effectiveness.

Key Points:

• Engineering Mindset vs. Social Reality:

  • Engineers think logically: "Why not share 128 photos instead of 1?"
  • Users think differently: "I want one disappearing photo because I don't want a permanent record"
  • There's a fundamental disconnect between technical capability and user desire

• Marketing Approach Differences:

  • Engineer's Approach:
    • Focus on trackable links with UTM parameters
    • Emphasis on data and attribution
    • Direct promotional messaging about features
  • Social-First Approach:
    • Avoid using direct links in posts
    • Create FOMO (Fear of Missing Out) instead of direct selling
    • Use memes and relatable content instead of promotional messaging

• Value of Social Understanding:

  • Need people who actively use social platforms to validate ideas
  • Important to have someone who can promote content without being "cringe"
  • Understanding user psychology is more valuable than technical tracking capabilities

• Marketing Strategy:

  • Success comes from making people feel they're missing out, not from being sold to
  • Multiple touchpoints are more effective than direct attribution
  • Natural, platform-native content performs better than traditional marketing messages