Twitter co-founder Doxycycline: Learning to tell stories before success

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Twitter co-founder Dorsey (map)

If you want to successfully launch a new product, you should put yourself in the user's shoes and pinpoint the user's needs. It's like telling a story, you're editing the elements, and it's enough to make the most of the details at the same time overall.

According to Sina Education channel, February 9, 2011, Twitter co-founder Dorsey (Jack Dorsey) gave a speech at Stanford University in the United States to review his entrepreneurial path and experience.

More than 3 years ago, because of tensions with co-founder Evan, he had to opt out of Twitter and founder of the mobile payments company Square. 3 years later, the West returned to Twitter as chief executive. Doxycycline never hides his admiration for Apple, in his view, the success of the IT giant stems from a series of ups and downs: The return of founder Steve Jobs, the 2-year absence of products, the posting of posters that spark nostalgia, and the sudden launch of a range of imaginative innovative products ...

Doxycycline learned from this, good products like the written for the user's story, despite occasional unexpected and wonderful bridge section present, its forward-looking but always with the user needs closely related to, and in a subtle way to guide the user and market direction. Doxycycline told the audience that Twitter was working hard to tell the story to the world at an early date.

The following is an excerpt from the Dorsey speech.

Ideas and timing

When I grew up, I had skyscrapers, and I could feel the change as I walked. I like to see these tangible things on the map, to think about what's going on on the map or what's happening in the area, and how to get through the road faster, which I think makes sense.

Between 1984 and 1985, I had my first Apple Computer and IBM PC, and I wanted to study the maps on my computer so I could change them. So I taught myself programming, learn how to draw maps on the computer, and then I succeeded, it is actually quite simple, also very basic. The next challenge was how to fix those dots on the map, and I succeeded again, through the map, those dots showing the Saint Louis area, then the New York.

The problem is that those dots don't make any sense because they just move randomly around the city. My parents have a civil channel and a police channel, and what happens on the police channel is interesting, and you can keep hearing the ambulance, the fire engine, the police car report where and what is being done. So I put this message into the program to predict the speed, the direction, and the route they might choose. As the tests have grown, I've come to understand how to automate these tests, as the internet has emerged. We have a very good connection with backbone networks, BBS and so on, so I know all the data related to this information, although it is after the event, but it is really interesting.

I've always been focused on visualizing data and information, focusing on their flow. 2000, I finally realized that the city's beautiful scenery are all vertical high-rise buildings, where the people go? So I began to study the prototype of a simple product, inspiration from IM (instant messaging tools), this is a very simple diary blog application, you send content will be displayed in the friend's email. That's when I got my first BlackBerry, RIM 850, which is actually a mail pager, with it, wherever I am, I can share what I'm doing and maybe see what other people are doing.

So I spent a day or so writing a simple program to receive BlackBerry mail and send it to the users on the list. One time I e-mailed, I was watching bison at Golden Gate Park. Then I realized that, first of all, nobody cared where I was watching the buffalo, and secondly, the other people didn't have the BlackBerry----which means that I sent the mail only to receive it, and of course I didn't respond.

When a good idea is out of time, the idea can only be stranded.

Twitter comes from Curiosity

Later, I discovered the Odeo company Evan (Evanwilliams), a consumer blogging company. A few months later, Biz (Biz Stone) joined in. I've never written a resume, I'm not interested in podcasts (video sharing), but I'm a good programmer and I want to look at the Internet from a consumer's point of view, so I'm responsible for some work on the back end. At the same time, I hope that the interaction will be more direct and we will co-operate with Ivan-et-Buze. Soon I learned that other people didn't like podcasts, no one was keen on developing the product, not the consumer of the product-we weren't developing what we were interested in.

From the end of 2005 to the beginning of 2006, we divided into several groups, each with the task of developing their own products of interest. The first thought in my mind was 2000, but then we had a short message and I fell in love with the technology because it enabled every device to be used, even the simplest device. At the same time, SMS has a 160-character limit, although sometimes there are problems, there are need to improve the place.

So I had the idea that we just use text messages. You can send out what you are doing and pass it on to someone who is interested in it. This information can also be saved online, regardless of what device you are using. If it succeeds, it will be great.

When I was with 2 foreigners in the playground of the park, we all thought it was awesome and took a week to pass it on to the company. The company passed this program, giving me, biz and another programmer 2 weeks to complete. On the last day of 2 weeks, I sent out the first tweet to invite my colleagues, all the Odeo company colleagues are here, they like this product very much. Then we gradually put both human and material resources into the Twitter project until we sold Odeo and set up an independent company.

This is what we want to see what the world is doing, and how to guide the birth of Twitter--something I've always dreamed of. Twitter comes from curiosity, you wonder what's going on in every part of the world, and you wonder how to get the information and upload it to the media. Now, more and more people around the world are using Twitter, and we can see what is happening in every corner of the world more quickly.

Learn to tell stories

In this process, if you ask me what is the biggest benefit, that is, I learned how to become a good narrator, I know the power of the story. If you want to launch a product, and this product is closely related to the needs of people, then you should put yourself in the user's perspective, from the user's point of view to design the story. We spend a lot of time writing the description of what's called user needs, and if you can write it, all of the design, optimization, and coordination of these products will naturally be implemented. You can edit the story, and can trigger the company at all levels of people and the story of the resonance, you have to constantly think about this story to see if you need to add new elements; we want to tell the world an epic story, so it's important for us and we're working on it.

Of the many things we do every day, only one or two of them are the most important. In order to better tell the story, we need to concentrate on our efforts. As an editor--in fact, I'm the editor-in-chief of the company, I'm going to keep absorbing the information and sifting through the meaning. I am most concerned about the first team, we have to absorb the best people, so that there will be good stories, roles, all for the team cohesion. In the final analysis, we are a group of people working for a common goal, if not in unison, we will fall apart. Who will use the product developed by such a messy company?

The other thing I'm most concerned about is internal and external communication, including what we're doing, why we're doing it, what the goal is, why it's the goal, and so on. If you can do this, it will be easy to set priorities for the company, or to schedule the employee's work based on importance. External communication is the product, is to the world to tell stories. We're going to pour all the content into this product, not just one person. We have to tell people what this product can do, how it fits into life, and that's the most powerful story.

My 3rd concern is to make money out of the bank. There are two sources: one is the money from the investors--the investors have paid the credit card without reacting; Luckily, Foursquare has revenue since the first day of its creation, so we can keep on growing, focusing on raising revenue without worrying about investment.

The revelation of Apple

These are the three issues that I am most concerned about in order of importance, as well as the CEO I need to constantly revise and adjust the content. With this understanding, it is easier to manage a company that is growing rapidly. There's only one thing you need to do: get the most out of every little detail and be good at mastering the number of "details", that's enough. When you focus on the details, it's important to know what is the most important and macroscopic. If you can do this, you will succeed no matter what position you are in.

A long time ago I found that when I was daydreaming about something, I always said to myself: I can make it. Then I really started to do it, and I found that what I was doing was actually making excuses for not acting. When the chance slips away, I get nowhere. So, write down the idea or use the program, and when the content is removed from your mind and displayed in front of you, you will find that it presents something else. As long as you can see it, you can get out and judge, weigh whether the idea is realistic, and whether you can share it with others.

The sooner you start, the more you can see the momentum of the whole thing and decide to put it or put it aside for a while. I think that for those ideas that have been stranded for a while, there is a consensus that you can get them back, and that these ideas will be revealed in other ways. This ability to move forward is very important, after all, you can't try too much at the same time.

There is such a company, I often draw inspiration from this, I believe that many people in the minds of this will emerge, this is Apple. I think Apple is a theater, with a strong sense of rhythm and storytelling, and a strong executive power that is driven by events and stages. You can imagine what happened to Steve Jobs when he came back to the company, the first thing he did was to stop the entire production line, and then for two years, there were no Apple products on the market, only posters all over the world saying, "Think again."

In fact, Apple just keeps mentioning its brand, let people remember it, and remember the special stories and feelings about the brand. Then they launched the imac, followed by Iturn and ipods. They realized that people had to listen to music on their mobile phones, so they had an iphone. The whole story is very interesting, especially since Jobs returned to Apple. I've learned a lot from this company and other companies with the same business philosophy.