Facebook vs Google+: How incumbent companies are fighting a battle of vision

Anything that’s a something of something isn’t anything of anything. – Lisa Simpson

Teaching a young puppy new tricks.

It’s remarkable that Facebook recognizes that it’s responsible for defining the Vision for social networking – and understands in a very deep way that the product it ships is merely a manifestation of this vision. This remarkable self-realization will be the core issue Google+ will have to grapple with.

Products are merely manifestations of Company Visions

Every successful company gets to be that way through a combination of clear, overarching vision; methodical execution, and stellar, competent teams. While execution and team make a product sing, it’s really the vision that users and customer are ultimately buying.

Competitors, like Google+ in this case, have to contend with this dilemma – either build a product close to the existing product manifestation, or redefine the vision, and build a completely different product to serve that new vision.

Unfortunately, redefining the vision is like building up a whole new business; if you’re trying to be a fast-follower, the logical approach is to follow the existing product manifestation, but make enough significant changes, and add new features, that the existing users of the incumbent service switch over.

However, if the incumbent decides to (a) throw out their primary product manifestation, and (b) convince the users that the new product is now the right manifestation of the vision they’re selling – the competition is in deep trouble! They’d always be playing catch-up with yesterday’s product!

Google+’s dilemma – be stale, or be lame?

Therein lies Google+’s dilemma. They can engineer the hell out of a product that’s significantly better than what Facebook looks like right now. But if Facebook changes that product entirely – it’s Timeline today, but could be something else next year – what are they going to do? Copying the latest product iteration makes them look lame; and not copying makes them look stale.

Apple and Facebook – Vision trumps Product

Most visionary companies don’t have the cojones to start from scratch and build a product that’s significantly different from what they’re known for, but that fits right into the vision they’ve set from themselves.

Apple is such a company – if the iPad cannibalizes their Mac group entirely, they won’t blink an eyelid – since it’s all about personal computing, whatever the product manifestation be.

We can now add Facebook to this list. Kudos!

UPDATE: Reworded the post title – suggested by @trueventures.



3 thoughts on “Facebook vs Google+: How incumbent companies are fighting a battle of vision

  1. Pingback: Google’s “Plusify” feels like Yahoo!’s Searchify initiatives (what can we learn?) « @akumar overflow

  2. The problem with Google+ is that social is not in Google’s DNA. Look at Google Wave dying right away. Look at Google Buzz being announced to great hype and being an absolute joke and being killed off. Right now Google sees Facebook’s dominance in the social sphere and wants a platform to sell ads. That’s their only interest and everybody knows it. But this is a fight that Google can’t win. Facebook is nearing a billion users and companies are so desperate for traction on Facebook that there are tons of companies on Facebook at http://www.buyfacebookfansreviews.com that do nothing other than promote Facebook pages to businesses. Google can’t do anything to touch this market right now. Google’s hiring practices and managers are focused on algorithms and tough engineering problems. I know some Googlers and there mentality is not a great fit for competing with Facebook. I think that Google is going to have a tough time competing in the long run with Facebook because the market is trending towards social and thats just not something that Google can engineer their way out of. Over time, Facebook is going to make serious inroads on Google’s search market and cause them some serious problems.

  3. Pingback: New Facebook Timelines are Beautiful…and Smart | Justin Paterno

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