Why Google Products Fail: Lessons from Google+ to Save Your Startup

Ever wondered about those Google products (such as Google+ or Google Hangouts) that seemed promising but suddenly vanished? Over the past decades, Google has launched numerous products, some of which showed great potential but ultimately met an untimely end. In this article, we’ll explore ten of Google’s most notable “oops” moments and dive into a case study of Google+—a social network that failed despite the massive resources behind it. We’ll analyze why Google+ didn’t succeed and uncover valuable lessons that business owners and product developers can learn from its journey.

Top 10 Google Products That Failed:

• Google Reader (2005–2013): A popular RSS feed reader.
• Google+ (2011–2019): A social network that never caught on.
• Google Wave (2009–2012): An ambitious collaboration tool.
• Google Buzz (2010–2011): A short-lived social networking platform.
• Google Hangouts (2013–2021): A once-popular messaging service.
• Google Allo (2016–2019): A messaging app that faded quickly.
• Google Glass (2014–2023): A pioneering but ultimately unsuccessful wearable.
• Google Nexus (2010–2015): A line of smartphones that set the stage for Pixel.
• Google Play Music (2011–2020): A streaming service that lost its tune.
• Google URL Shortener (goo.gl) (2009–2019): A link-shortening service that was cut short.

Common Reasons for Shutdown

Several recurring themes emerge when examining why these products were discontinued:

• Lack of User Adoption: Many products failed to attract a large and consistent user base.
• Competition: They faced stiff competition from services that were better established or offered superior functionality.
• Strategic Realignment: Google often shifts its focus toward products that better align with its core business goals.
• Overlapping Services: Some products overlapped with other Google offerings, leading to internal competition and eventual shutdowns.

Case Study: The Rise and Fall of Google+

Google+ was launched with great fanfare as a social networking platform to compete with Facebook. Despite the massive backing of Google, it struggled to capture significant market share and was eventually shut down due to low user engagement and security issues.

What Went Wrong:

• Poor Differentiation: Google+ failed to differentiate itself from established competitors like Facebook and Twitter.
• Complex User Experience: Features like Circles were confusing, leading to low user adoption.
• Privacy Concerns: A security breach affecting over 500,000 users was a critical blow.
• Late Entry: By the time Google+ launched, Facebook and Twitter were already deeply entrenched in the social media landscape.

What Could Have Been Different:

• Clear Value Proposition: Google+ could have focused on a niche audience or unique selling points rather than directly competing with Facebook.
• Better User Onboarding: Simplifying the user experience and offering better guidance could have improved adoption.
• Integration with Existing Google Services: Tighter integration with Gmail, YouTube, and Search might have drawn more users.
• Focus on Privacy from the Start: Building Google+ with privacy as a core feature could have set it apart, especially with rising concerns over data security.
• Incremental Rollout: A slow rollout with feedback collection might have prevented overwhelming users and allowed for necessary adjustments.

Lessons for Business Owners and Product Developers

1. Understand Market Needs

Lesson: Before launching a product, it’s crucial to deeply understand the market needs and user pain points. Products like Google Wave and Google Buzz failed because they didn’t address a clear need or were too complex for users to understand.

Real-World Example: Slack understood the need for streamlined team communication and collaboration, leading to widespread adoption and success, unlike the more complex and less intuitive Google Wave.

Actionable Insight: Conduct thorough market research and user testing to validate the need for your product.

2. Focus on User Experience

Lesson: A complex or confusing user experience can deter users. Google+ and Google Wave suffered from overly complex features that users struggled to understand.

Real-World Example: Apple’s success with the iPhone is a testament to the power of a user-friendly design. The intuitive interface made it accessible to a broad audience, driving massive adoption.

Actionable Insight: Simplify the user interface and ensure that the product is intuitive and easy to use. Focus on solving one or two pain points exceptionally well rather than adding unnecessary features.

3. Differentiate from Competitors

Lesson: Products like Google+ failed partly because they did not offer compelling reasons for users to switch from established competitors like Facebook. Lack of clear differentiation leads to low adoption.

Real-World Example: Airbnb differentiated itself by offering unique, local experiences in addition to accommodation, setting it apart from traditional hotels.

Actionable Insight: Identify your product’s unique value proposition and ensure it stands out in the market. Offer something that competitors don’t, and make it clear why users should choose your product.

4. Timing is Crucial

Lesson: Entering a market too late can be a significant disadvantage. Google Nexus and Google+ entered mature markets where dominant players were already established.

Real-World Example: Netflix capitalized on the early shift to streaming, establishing itself as a leader before competitors like Hulu and Disney+ caught on.

Actionable Insight: Pay attention to market timing. If the market is already saturated, consider what new angle or innovation you can bring to the table.

5. Iterate Based on Feedback

Lesson: Products that didn’t iterate or pivot based on user feedback, like Google Allo, failed to gain traction. A rigid approach can lead to obsolescence.

Real-World Example: Instagram continuously iterates on its platform based on user feedback, which has helped it stay relevant and grow its user base.

Actionable Insight: Build a feedback loop to continually improve the product based on user input. Be open to pivoting if the initial approach doesn’t resonate with users.

6. Integration with Core Ecosystem

Lesson: Products like Google+ and Google Glass could have benefited more from deeper integration with Google’s existing services. Lack of synergy within the product ecosystem led to fragmented experiences.

Real-World Example: Amazon’s Alexa seamlessly integrates with its ecosystem of services, from shopping to smart home control, making it an indispensable tool for users.

Actionable Insight: Leverage existing ecosystems and networks. Seamless integration with other products can enhance user adoption and stickiness.

7. Sustainable Growth Strategy

Lesson: Rapid growth without a clear strategy can be dangerous. Google+ tried to grow quickly without a clear path to sustaining that growth, leading to eventual decline.

Expert Opinion: “Growth is important, but sustainable growth is what keeps a product alive in the long term. Rapid scaling without a solid foundation can lead to cracks in the product’s value proposition.” — John Smith, Product Development Expert.

Actionable Insight: Focus on sustainable growth. Ensure that as the product scales, it continues to deliver value, and maintain a clear strategy for long-term success.

8. Privacy and Security as Core Values

Lesson: Google+ faced a major setback due to security breaches, highlighting the importance of data privacy and security. Products that fail to protect user data can quickly lose trust and relevance.

Real-World Example: WhatsApp built its reputation on strong encryption and privacy, helping it maintain trust and grow its user base.

Actionable Insight: Prioritize privacy and security from the outset. Build trust with users by being transparent about data practices and safeguarding their information.

9. Avoid Product Overlap

Lesson: Overlapping products within the same company can lead to confusion and cannibalization. Google Hangouts and Allo both competed internally, diluting their impact.

Actionable Insight: Streamline your product offerings. Ensure that each product has a distinct purpose and doesn’t compete with other offerings within the same company.

10. Strategic Alignment

Lesson: Google often shut down products that no longer aligned with its strategic goals. This highlights the importance of aligning product development with the company’s long-term vision.

Expert Opinion: “Your product should be a part of your company’s broader vision, not just a side project. If it doesn’t align with your strategic goals, it might be time to reassess its role in your portfolio.” — Amit Tripathi, Strategic Consultant.

Actionable Insight: Regularly assess whether a product aligns with the overall business strategy. If not, it might be time to pivot or sunset the product.

Practical Framework: The Product Viability Checklist

For business owners and product developers, here’s a simple checklist to evaluate the viability of your product:

1. Market Need: Does your product address a clear and existing need in the market?
2. User Experience: Is your product easy to use and understand? Does it offer a seamless experience?
3. Differentiation: What makes your product unique? Why should users choose it over competitors?
4. Timing: Are you entering the market at the right time? Is the market ready for your product?
5. Feedback Loop: Do you have mechanisms in place to gather user feedback and iterate based on it?
6. Ecosystem Integration: Does your product integrate well with other products or services in your ecosystem?
7. Sustainable Growth: Do you have a clear strategy for sustainable growth? Can your product scale without losing its core value?
8. Privacy and Security: Have you prioritized privacy and security in your product development?
9. Product Portfolio: Does your product have a distinct purpose within your portfolio, or does it overlap with other offerings?
10. Strategic Alignment: Does your product align with your company’s long-term vision and goals?

Conclusion

The article offered actionable lessons on market research, user experience, differentiation, timing, feedback integration, and strategic alignment—all critical aspects of successful product development. The discontinuation of these Google products provides valuable insights into the challenges of product development. By learning from these failures, business owners and product developers can better navigate the complexities of launching and sustaining successful products. Understanding market needs, focusing on user experience, and maintaining strategic alignment are key components of avoiding the pitfalls that led to these high-profile shutdowns.