Business 2.0: Secrets of the Leaders Success

CNN Money portal has summed up the business-year results by asking a number of leading american companies top-managers to tell about their success secrets. Under the title "Business 2.0" there were published opinions of media companies directors, famous technics manufacturers etc. Here I've sited large Internet projects managers.

Kevin Rose (Founder, Digg.com):

Letting users control your site can be terrifying at first. From day one we were asking ourselves, "What is going to be on the front page today?" You have no idea what the system will produce. But stepping back and giving consumers control is what brought more and more people to the site. They have a sense of ownership and discovery at the same time. If you give users the tools to spread and share their interests with others, they will use them to promote what is important to them.We have 17 employees, and we have 4,500 submitted stories a day. We could hire more staff, but that's not what the site is about. It's about allowing users to define the site and police the site themselves.

Stewart Butterfield (Co-founder, Flickr):

One of the biggest lessons I've learned is that there has got to be a reason for what you're doing. You actually have to care about what you're doing. The business has to be about something. Whatever the point of it is does not have to be inconsistent with making money, but usually if that's the sole reason, it is not very successful. Because you have to have confident employees, happy customers, and reliable suppliers to run a company as much as profits. I am still here to win. All the people on the Flickr team are committed to what we're doing, which is to be the eyes of the world. Otherwise, I would say fuck it, go back to the beach, and get in shape.

Craig Newmark (Founder and Chairman, Craigslist):

As part of my job, I put in at least 40 hours a week on customer service. I'm just a customer service rep. My two biggest projects are dealing with misbehaving apartment brokers in New York and lightly moderating our discussion boards.

We are a very open, very democratic site, which means we get all sorts of people. We do get some bad guys who are a few fries short of a Happy Meal. So we have to enlist the aid of our community to help us. The lesson implicit in this is that people will help you out and behave in a really good way. If you trust them, they will respond to that trust.

American corporate culture seems to devalue customer service in a big way. I say, go the other way. Do it right. Trust your customers. Give them power to do things right. Service costs will drop, and customers will become more devoted to your products and services. This ain't rocket science.

Chris DeWolfe (Co-founder, Myspace):

The key is to be true to your community's norms and values. You can't just force yourself on people and try to sell them something they don't want - that's good advice for marketers generally, but particularly on community-driven sites like MySpace. You have to find ways to add value to your members' lives while being consistent with your brand's identity.

Brad Garlinghouse (Senior VP for communications and communities, Yahoo):

It's certainly not a simple thing to keep our 350 million users happy. The first thing is you have to fundamentally understand what users care about the most. Too often businesspeople try to deliver the coolest, most whiz-bang widget they can that will appeal to 1 percent of users. You have to understand what the mainstream users care about the most. I think it helps that I am from Kansas.

Chad Hurley (Co-founder, YouTube):

Give Your Startup a Fighting Chance

1. Test first. Launch your product or service before you have funding. See how people respond to it before you have a PowerPoint and business plan - have something people can use, and go from there.

2. Seek outside feedback. As you start building the product, don't assume that you know all the answers. Listen to the community and adapt. We had a lot of our own ideas about how the service would evolve. Coming from PayPal and eBay, we saw YouTube as a powerful way to add video to auctions, but we didn't see anyone using our product that way, so we didn't add features to support it.

3. Give partners what they want. Approach your business partners with concepts that they can get their heads around, and try to respond to their needs. An interesting example is what we've done with the music labels. With Warner and others, we saw an opportunity to protect the labels' rights and create a new market. Now we can do things like add music to people's travel videos. It allows users the freedom to create and to do it legally.

Sergey Brin (Co-founder, Google):

Simplicity is an important trend we are focused on. Technology has this way of becoming overly complex, but simplicity was one of the reasons that people gravitated to Google initially. This complexity is an issue that has to be solved for online technologies, for devices, for computers, and it's very difficult. Success will come from simplicity. Look at Apple, the success they have had, and what they are doing.

We are focused on features, not products. We eliminated future products that would have made the complexity problem worse. We don't want to have 20 different products that work in 20 different ways. I was getting lost at our site keeping track of everything. I would rather have a smaller set of products that have a shared set of features.

All these people take part in work of the most popular resources used by millions of users every day. Their opinions have to be considered. So, just read this article again while thinking of a new project.

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