A new headline emerges every day to warn against building your business on someone else’s platform. Whether it’s Facebook changing its algorithm again, concerns with Apple News monetization, another pivot-to-video failure, or faulty podcast charts — the entire news industry is consumed by these “frenemy” relationships and the ensuing issues that result in misaligned incentives. In parallel, we’re seeing yet another rush towards shiny new objects like VR, AR, blockchain, AI, and IoT, which often seems like a frenzied attempt at “innovating.”
What will continue to lead media companies astray is not being grounded in the fundamental problem they’re solving for their audience. In any industry, the companies that will succeed over time and weather change are those that are aligned on the problems they’re solving now and in the future, and invest in user-first thinking to drive them along that journey.
At theSkimm, we’re often asked what we would do if people stopped using email. It’s pretty simple — we don’t believe the Daily Skimm is an email product. The Daily Skimm solves the problem of catching you up on what’s happening in the world so you feel like a confident, informed person starting your day. Today, that problem is well suited for email — the first thing our audience does when they wake up in the morning is check their email on their phone — but tomorrow that can readily adapt into to behaviors and routines our audience moves to instead.
This problem-first approach is a great opportunity for media companies to ground themselves in what they are best suited to do as technology rapidly changes. It also forces the entire organization to align around common goals and incentives. At theSkimm, we use our version of a product-thinking checklist that applies to any new product or content initiative:
Here are some examples of how this can be applied to news to reframe how we approach a changing industry:
The good news is that content will always be important, and delivering content to users to fit different needs is a problem that will always exist. In order to successfully adapt to changing behaviors and technologies, media companies will need to challenge themselves to be nimble to the problem at hand and not be wedded to specific platforms, delivery mechanisms, and business models.
Dheerja Kaur is head of product at theSkimm.
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