Imagine launching a product with the backing of one of the most powerful companies on Earth, instantly gaining millions of users, and still failing. That’s the story of Google+. It’s a cautionary tale that proves money and resources aren’t enough to guarantee success.
Before Google+, the company had already made several attempts to break into social media: Orkut, Google Buzz, Jaiku, and Google Wave. Each of these platforms failed to gain lasting traction or widespread adoption. Despite these setbacks, Google launched Google+ in 2011, determined to finally create a successful social network of its own.
The “Next Big Thing” That Wasn’t ➥
Do you remember where you were when Google+ launched in 2011? It was supposed to be the “Facebook Killer.” It had sleek design, innovative features like “Circles” to organize your friends, and the might of Google behind it.
On paper, it looked like a guaranteed winner. In fact, it reached 10 million users in just two weeks. By the end of the year, it had 90 million. Those are numbers most entrepreneurs would kill for.
The ground reality was different: most of the people who signed up for Google+ weren’t real users. Google made Google+ mandatory for everyone. If you had a Gmail account, you automatically had a Google+ account. If you wanted to comment on YouTube, you had to use Google+.
But here’s the twist: Nobody was actually using it.
It became known as the “Ghost Town” of the internet. You could sign up, look around, and hear the digital crickets chirping. Why did this happen? And more importantly, how can you avoid building your own ghost town?
The Engagement Illusion ➥
Google made a classic mistake: they confused signups with engagement.
This inflated their numbers artificially. They could tell the world, “Look! We have 500 million users!” But the reality was starkly different. Reports showed that 90% of user sessions lasted less than five seconds.
The Lesson: Don’t trick people into using your product. You can force a customer through the door, but you can’t force them to stay and buy. True engagement comes from value, not coercion.
Solving a Problem That Didn’t Exist ➥
Ask yourself this: What problem did Google+ solve that Facebook wasn’t already solving?
For most people, the answer was “nothing.” Facebook was already where their friends were. Google+ was technically impressive, but it didn’t offer a compelling reason to switch. It was a solution looking for a problem.
They built features like “Circles” which, while clever, were actually more work for the user. People didn’t want to spend hours categorizing their friends; they just wanted to share a photo of their lunch.
The Lesson: Your product must offer a clear, distinct benefit. “Me too, but slightly different” is rarely a winning strategy.
No matter who you are, don’t copy a business or product just because you have money, power, or resources. Success comes from solving real problems and delivering genuine value—not imitation.
The final blow wasn’t just low engagement—it was a breach of trust. In 2018, a bug exposed user data, and Google delayed disclosure. Another bug soon followed. Already struggling, Google+ shut down for consumers in April 2019.
A Story of Two Bakeries ➥
Think of it this way.
Bakery A (let’s call it “Google Plus Bakery”) opens up. They have a huge sign, free samples, and the owner stands at the door dragging people in. “You have to try our bread if you want to walk on this sidewalk!” they shout. People come in, grab a sample, and run out the back door as fast as they can. The owner looks at the foot traffic counter and says, “We’re a success!”
Bakery B opens across the street. They make the best sourdough in town. They don’t force anyone in. But the smell of fresh bread wafts down the street. One customer tries it, loves it, and tells a friend. Soon, there’s a line around the block.
Which bakery would you choose to buy from?
Common Mistakes Small Business Owners Should Avoid ➥
We can’t all be Google, but we can all make Google-sized mistakes if we aren’t careful. Here are the traps to watch out for:
✅ Key Learning Points for Small Businesses
- Build What Customers Actually Need : Don’t create products or services just because we can. Focus on what solves a real customer problem.
- Don’t Force Customers Into Anything : Never push unwanted features, products, or changes. Customers stay loyal when they feel respected.
- Focus on Real Results, Not Vanity Numbers : Big follower counts or high traffic don’t equal business success. What matters is sales, repeat buyers, and engagement.
- Keep Things Simple : Simple solutions win. When customers understand something easily, they use it more and trust it more.
- Protect Customer Trust : Trust is the most valuable asset. If we make a mistake, communicate clearly and fix it fast. Hiding issues destroys credibility.
Reflection ➥
Take a hard look at your business today. Are you focusing on metrics that look good on paper, or are you building genuine relationships with your customers? Are you solving a real problem, or just adding noise?
Success isn’t about being the biggest. It’s about being the most valuable to the people who matter—your customers.
What is one “vanity metric” you’ve been tracking that you can swap for a real measure of customer happiness today?
