The author in this article, Patrick Sweeney, predicts that Foursquare will fail as a social media company because it did not follow the basic principles of maneuver marketing. Sweeney believes that Foursquare is not being disruptive, it is following industry leaders rather than leading an industry.
According to Sweeney, the core of maneuver marketing is getting through a decision loop called OODA faster than your competition.
- Observation: competition, users, substitutes, new entrants and changes in the market.
- Orientation: apply filters to observations based on what you know, such as your background, education, geography and other relevant factors.
- Decision: making a strategic decision.
- Act: last step before you start the loop over again.
- Observation: competition, users, substitutes, new entrants and changes in the market.
- Orientation: apply filters to observations based on what you know, such as your background, education, geography and other relevant factors.
- Decision: making a strategic decision.
- Act: last step before you start the loop over again.
Sweeney believes that by not following the basic concepts stated above, Foursquare has found itself stuck in a purgatory that is neither search nor social. He believes that their only hope to be bought out by Google or Yahoo which can help these companies improve their check-in and local business.
I believe that Foursquare has maybe been slower than other social platforms to scale in terms of customers, but they have been innovating their product and will be able to continue finding new, untapped areas of opportunity!
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