"I don't get it," Pete said over coffee last week.
"What do you mean?"
"Who is going to miss VIVA if it disappeared tomorrow? No one, that's who. You need to create a product that people will miss, and will pay you to bring it back."
It wasn't the first time I heard this product design philosophy. I read it in a book once upon a time, and Nic Wright had told me exactly the same thing on more than one occasion.
"Right now, you are talking to nobody."
"Because I'm talking to everybody."
"Exactly, and so nobody is getting your message."
Peter Lord is one of Matt Vickers's friends. Several years ago, he created Money Brilliant, which was then purchased by AMP. Pete is now creating another startup called The Green Room.
We spoke a while about VIVA's strengths and weaknesses. Internally, I thought about all the difficulties we have had trying to solve different consumer use cases with one uniform design solution, trying to market one solution to all consumers, and trying to pitch the nebulous and ambitious idea of VIVA to investors. It was going to be much easier if we focused on a narrow application.
"I love the design of the app, you have put a lot of love into it, but you are talking to a hundred people with it, and maybe five people love it. You should try to talk to ten people, and have eight people love it."
It made a lot of sense... but I wondered how best to tackle this pivot. Is it to focus on P.A.L.S.? Performances, arts, and live shows?
My gut says yes.