Catch - 22 Business Model
‘what brings proﬁt annoys users’
Beneﬁtting from broadening
Undermined by those who
don’t use it intelligently.
free, sharing, open, social, equal,
A Feeling of Togetherness
• Reason why:
Facebook is a stage that exchanges
the narrative of your life with your
• Character: The Middle-Man
• Essence: Open Mic
Brand Strategy: Status
• Five people
• Friend count:
70 - 800
Key Areas of Discussion
1. Annoying applications
2. Privacy controversy
3. Organisation of friends
1. ‘Applications? I hate them. With passion!’
2. ‘I don’t trust Facebook, and don’t really
understand privacy either. There are so many of
us, how would they use my data?’
3. ‘The organisation of my friends is a chaos. It
took a lifetime to sort it out! I don’t think many
people even tried it.’
Applications continuously reorganised and notiﬁcations turned off.
Privacy settings continuously explained and tightened.
Friend organisation simpliﬁed and sharing easily monitored.
Facebook is like the guy
who works extra hours
that nobody acknowledges.
Get Facebook talking
about what it is doing!
trustworthy, responsive, social,
Enhanced Social Life
• Reason why:
We are new to this and constantly working
to make Facebook the best it can be.
• Character: The Perfect Facilitator
• Essence: Catch-Up Party
Brand Strategy: Vision
In place of the usual ads
Open forum with employee contributions
Temporary return old interface to illustrate
tutorials about updated features
• Technology website takeovers, e.g. Wired, Gizmodo