Lost in Transaction: How B2C Software Forgot to Be Fun
The motivation to build and use B2C software is not about learning something new or having fun anymore. Instead, it’s about making money.
What sells?
I ask this question whenever I come across a new B2C or consumer software product on the internet.
I also ask this question when a product I love fails to make money and gets shut down.
What sells?
A team puts their heart and soul into solving a problem. But in the end, they throw in the towel because the product they were so sure customers would love and celebrate… fails.
What went wrong? Why didn’t customers buy it? Why did they fail to celebrate it?
Who’s at fault here? The marketing team? The product team? The competition? The economy?
All these questions circle back to that one ultimate question.
What sells?
Successful B2C or consumer internet products — be it courses, books, paid communities, YouTube channels, templates, newsletters, or software — often share a common theme: making people rich.
These products directly or indirectly motivate people to increase their wealth, educate them on how to do so, or assist them in effectively managing their finances and time. Health might come second.
You either have to build something that helps others make money, or you sell your product with a narrative that makes people believe they could achieve more and make more money if they use your product or service.
Everything else you do will fail.
In today’s world, even a meditation program is marketed with the narrative of “This is the first thing billionaires do when they wake up”.
A book about interpersonal skills is sold with a quote from a founder that says “This book is a game changer! It made me earn my first million.”
A creative product like design software, which was once seen as a means for artistic expression or just a canvas to have fun, has now become a means to make money.
Having a passion is no longer acceptable by society. You have to make money from it. That’s how you justify spending on a product. The motivation has shifted from having fun or learning something new to upskilling to make money.
This is what I miss about the internet the most. The innocence of it, the fun of it, and the wonder that comes with using software — all of it is gone.
When you discover a new product or find a hack in a product you love, the first thing that comes to mind is “This would be great for a TikTok.”
I’m not against content creation.
If you look at everything through a “this will help me get rich” lens, you’re setting yourself up for disappointment. Because that’s not how getting rich works… or maybe it does (I don’t know because I’m not rich 😂)
But, I’ve got one thing to say to you.
As a consumer, you have the power to shape the market. Support products that align with your values and bring joy, not just those promising to fatten your wallet.
By doing so, you might just help rediscover the wonder and creativity that once defined the internet.
