I think Google+ 's mistake, like the author, has to do with a changing doctrine, but i think it has more to do with a branding issue than an innovation or technology issue. (it could be both, but i would argue perception comes before reality when it comes to success) I think "Google+ is a dud," has less to do with whether social is broken, but rather with human perception and branding. Much the way Google owned the c…
> 2. Building a product in a category that is already owned by another brand without positioning themselves opposite it. > This is classic... Burger King will never take over Mcdonalds market share because they are trying to convince people that they are better. Since the category is owned already, they need to claim, "We are different" For what it's worth, Apple's Jon Ive completely disagrees with you: http://www.th…
Now that Apple's winning, of course they want to try to convince you that different is bad, because different is the threat to their business. They don't want someone coming along and doing to them what they did to Microsoft and Dell.