Soul-searching

Why?

Our prime purpose in this life is to help others. And if you can't help them, at least don't hurt them. (Dalai Lama)

Why do we do this?  Why do you do this? What drives us all in creating new software and new social networks? BoonEx has been building community software for online communities for well over a decade, always motivated by the idea of uniting people. But, why?

We face proliferation of virtual socialising, with various tools available for just about any kind of human activity or mode of communication. These tools evolved and have become very efficient. In fact, one may argue that we have too much online social networking in our lives today. To the point when it makes us less social in offline world. To the point, even, that it conditions more gullible to become addicted, zombielike junkies, constantly craving a virtual ego-boost. Yet another source for daily dopamine hit. Opium for the masses.

Where do we sit in this environment? Perhaps we are a little too emotionally "involved" into what BoonEx does (or rather why BoonEx does what it does) as a business, but we just can't bare to witness deterioration of what used to be high-ground motives happening across the industry. It has never been and will never be just about money for us. We absolutely must see how do we help the world become better by what we are doing. And now, just before the New Year, just before two major software releases and just before the biggest transformation of BoonEx in over a decade I ask you to join us in pondering the big "why" question together. Together, because ultimately BoonEx just makes the tools, while you are the ones who's using them to shape the present and the future of social web. 

Do we reeeally have a problem?

A perfection of means, and confusion of aims, seems to be our main problem. (Albert Einstein)

After all, like with porn and gambling, as long as it is legal, whatever consenting adults choose to do is fine, right? Trends come and go. We've been sheepishly watching tellies for a century, now it's "The Feed"... so what? At least we can curate better. Smart ones can even train the dragon to bring only good stuff.  The smartest ones manage to ration their own screen time and actually stay connected with tangible reality. And if someone is shallow enough to completely dissolve into "the matrix", well... good riddance, right?

No. 

First, we are all connected. Millenia ago humans have become social, interdependent and caring. It is absolutely vital for us all to look after each other and help each other. We can't just let things like bullying, depressions, suicides, family collapses and aggression slide. Too many of them are happening due to feeling of isolation and inadequacy brought by illusions delivered in daily dosages by social networks. 

Second, we have children. Discrimination skills are generally not inborn. They're learned. And children are infinitely trusting. They trust our words, but more so they trust our deeds. What we say they consider, what we do they imitate. Now, we may come with a perspective that helps us to keep one foot out of the mud, but they don't have that experience. They're born into the world of shiny screens. Their parents seem to love these screens, too. So, the screens seem good. Whatever comes out of the screens seems to be good and exciting. Kids are also THE target consumers of most social networking products. Apps and sites are honed to hook teenagers and young adults before anyone else. That's where engagement and growth is. Through social networking and the Internet in general our children are often exposed to professionally crafted "traps" that present as handy services or exciting content. Traps designed to lure attention and convert "views" into profit, without giving much of real value. 

Third, we have a glut and a monopoly. As far as online social networking is concerned we have every tool imaginable. Facebook, Google+, Instagram, Twitter, Tumblr, Pinterest, Snapchat, etc. etc. Our phones and computers have all possible "sharing" tools built-in. All those services evolved so much that there's hardly anything you can technically do better or simpler. They're not rigid, too! They've all learnt the hard lessons of MySpace and Friendster. They keep moving. They're incredibly efficient, well-funded, fast and addictive. Big chunks of functionality became standardised, making services easily interchangeable. They all do it all, and in almost the same way. The space has largely converged and commoditised. Hardly anyone is looking for "a" social network anymore. There are online monopolies that everyone is complacent about. The game is impenetrable and players are increasingly self-serving. 

So, yes, we do have a problem.

And, yes, we do have a solution.

A problem is a chance for you to do your best. (Duke Ellington)

As web-entrepreneurs you and we are uniquely positioned to not only solve the problem, but also benefit from the solution. We can introduce products that will disrupt current trends and redefine the way people use social web. We can transform social networking into something meaningful, motivating and uplifting. Something we can let our kids use without reservation. Something that makes the world better. And if not us, there's hardly anyone else capable of stopping the collective slide. 

So, why us and what exactly it is that we can do?

We are independent builders. We build niche social networks. Absolute majority of BoonEx clients are bootstrapped startups, part-time businesses, hobby sites, mom-and-dad ventures and solo gigs. People that have fresh ideas, true motives and freedom of choice. People that are part of the greater community, which they serve by bringing to life crazy plans, while funding them by family savings and lunch money. Real people that somehow dare to believe that they can launch The Next Big Thing. It takes this kind of people to make a difference.

We should build websites that serve good purposes. This would be an incredibly powerful paradigm shift. Social networking must turn into a tool that aids in achieving real-life goals. The more specific and the more targeted - the better. Laser-focused communities that support authentic interests without distraction of generic entertainment.

To illustrate... I have a 9 y/o son, who's very inquisitive. Naturally, he's very attracted to technology and especially the Internet. He can't control his screen-time very well (we checked). So, we generally don't allow any kind of unattended screen-time. The only exception is research that aids to real-life experience. When he's doing origami, he is allowed to watch YouTube instructions. When he's growing crystals, he is allowed to read wiki-how. When he plays violin, he is allowed to search for new sheet music. He may not do research without doing the thing. So far it works. In a few years, however, he'll be free to make his own choices and will certainly want to widen his scope of online experiences. Social networking, engaging as it is, will allure him. He will have the world of choices. If we succeed in building enough niche social networks that would further amplify his interests, he'd continue pursuing excellence in what he does. If, however, we let generic social networks dominate, he'd be distracted and sucked into mindless wasteland of rehashed sensations, daily selfies and coffee-cup mugshots. 

And thus, BoonEx will concentrate on building software that works best for purpose-driven, content-centric, interest-based social websites. Take the cue and make a difference.