People Differentiation
You know my feelings behind the thought that personality is king when it comes to your sites and business. This becomes even more apparent anytime I take a trip over to Tyme’s site and interact with her readers. I joke with them, talk shit about them, party with them and finally pull my pants down to show my butt while walking away. And you know what? We know each other so it always works out.
With 9rules I like to always think that we created the most kickass site on the planet, but I know that isn’t the case. 9rules is a great site, but there are some people who wouldn’t visit it if we weren’t running it. I used to cringe at that thought because it can be scary having your company tied to your personality so tightly.
Then I realized that is part of how we differentiate ourselves from the competition. Take a look at the social media sites out there today and tell me what comes to mind.
When I think of Digg I think of Kevin Rose. When I think of the other three I don’t come up with a person. Many of the original people on Digg probably think the same way I do. There is an attachment to Kevin because he is a human and therefore an attachment to Digg that you just can’t find on the other sites. By no means am I saying that is why Digg is at the top, but how many of the other sites can say they have rabid fans like Digg does?
37signals is a great company that does great things. However, don’t you get the feeling that the people who love them feel a connection with Jason and David that they don’t feel with other design and development companies? You get to see their personalities in action and that brings their audience closer to them.
That is why I have no problem being me in a blog entry, podcast or video. The sites I run are part of my personality and I think people should understand where I am coming from. If the personalities here (3by9) all clashed then it wouldn’t be a good thing. Fuck looking for a skillset, find people you get along with first then pray they can get the job done.
Few people get to see Mike’s personality because he hides it behind his writings. When we are able to get him in front of people during a podcast or streamcast people are often caught off-guard by how entertaining he is and they love it. I can’t think of a more entertaining designer than him when he is running on all cylinders.
Don’t get me started on the personality of Tyme. She has a following like no other and it’s amazing how she can get people to think she is a complete bitch when they read her words then catch her during a streamcast and think she is the Good Witch Glenda.
The thing is you get to see all sides of us, which also means you get to see all our strengths and weaknesses. My weakness to many will always be that I have too much fun, party too hard and don’t take anything seriously. If showed you the serious side of me what would you get out of it? If there is a time to be serious I will be serious, but if there isn’t then I’m sure as hell not going to pretend to be serious. You ever watch Zuckerberg speak in his sandals and attire and think to yourself there is no way that guy is really like that? I do.
If you are lucky though sooner or later your company’s audience will grow to the point that it isn’t your personality that shines, but the community around it. When ArsTechnica was sold last week many sent out congratulations to Caesar (Ken Fisher, owner) because of what he created. Many flocked to the site at its beginning stages because of what Caesar brought to the table, he really is a cool dude. Now though the site is about the massive community they have built so although there is that attachment to Caesar, there is a larger attachment to the community.
In this world where it’s almost impossible to separate yourself with features you have to consider what your draw to people will be. With 9 sites coming out soon we have to think of this as well. We can’t push out 9 sites and expect the web to come. Each site will be at the beginning stages where not only the content on them will bring people in, but also the personalities that shine through. Our personalities are an asset and we will utilize them to their fullest capabilities. That means if you don’t like seeing my pretty face on the screen, stay away because we are coming. Faults and all.
Oh and if there is someone in your company that you don’t like, don’t put them in front of your audience. It just won’t work.
Terry Ng # —
Great post Scrivs. I think everyone joined MySpace because they wanted “Tom” to be their friend. :p
Designkai # —
Well said, couldn’t agree more. I think this is an important lesson for everyone who owns a company, or is working on doing so. I know it was an important lesson for myself at least.
If a company doesn’t have personality, it has nothing. It will be like every other one similar. Its the same as humans, were separated primarily by personality, and I think this is something which should be applied and reflected in companies as well.
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