kill the metrics in your head

Get in, loser, we’re doing an old-fashioned conversation-by-blog-post. Dan Sinker wrote recently about the Who Cares Era: The writer didn’t care. The supplement’s editors didn’t care. The biz people on both sides of the sale of the supplement didn’t care. The production people didn’t care. And, the fact that it took two days for anyone to discover this epic fuckup in print means that, ultimately, the reader didn’t care either. It’s so emblematic of the moment we’re in, the Who Cares Era, where completely disposable things are shoddily produced for people to mostly ignore. Then Les Orchard wrote in response that Only the Metrics Care: The user isn’t the customer. And they’re not the product either. The real product is behavioral optimization—metrics on a dashboard. The paying customer is somewhere else entirely, and the “content” is just a means to nudge behavior and juice KPIs. … The point isn’t to communicate. It’s to simulate relevance in order to optimize growth. It’s all goal-tracking, A/B tests, fake doors, and dark patterns. Both of those posts are great and you should read them, but reading them is not a prerequisite to reading this one. I just wanted to place this post in context of the conversation I’m dropping into.

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