By Joel Magalnick
The world is completely lit up this morning with the release of Meta’s new product. It’s the Twitter killer. It’s Instagram for text—literally. It’s a way to communicate without starting from scratch. It’s breathlessly new and exciting.
Notice how that last sentence doesn’t have an exclamation point?
Really, it’s because I’m welcoming this news with the digital equivalent of a 🤷🏻 ♂️. From the perspective of #valueproposition, it’s becoming clearer and clearer that Meta’s value prop is that they can copy other products and promote the heck out of them with their deep pockets and tying them to their suite of offerings.
So, in a nutshell, this Twitter clone will do what Twitter does today while Twitter itself continues to reinvent itself. Don’t take this as a defense of X Corp., which is what Elon Musk changed the company’s name to after he bought it. The goal is for X to become an everything app like WeChat in China if — and this is clearly a big if — the company can stop angering its users and scaring away its advertisers. If the X app is a success, however, that’s still quite a forward-thinking value proposition.
Perhaps reverse engineering somebody else’s idea is a profitable value proposition in the short term, but it doesn’t make for a great legacy.
How do you explain your value proposition without having to refer to somebody else’s value proposition? North Then West can help. Reach out and we’ll have a conversation!
