“Everything apps” kill word of mouth
Everyone wants to be the everything app
...until no one knows what you are anymore.
Airbnb used to mean “travel like a local.” Now it’s places to stay, retreats, workout classes, and maybe goat therapy.
Facebook was for checking in on friends. Now it’s a marketplace, a dating app, a video feed, and a boomer meme machine.
When you try to do everything, people don’t know when to open your app or how to explain it to a friend. That’s how word of mouth dies. Not with bad UX, but with blurry meaning.
Great brands have a simple because.
“I use WhatsApp because it just works everywhere.”
“I use Headspace because my brain won’t shut up.”
“I use Superhuman because email shouldn’t feel like punishment.”
It’s short. It’s specific. It spreads. When people can’t explain you in one sentence, they don’t talk about you at all.
Be the something app. Not the “wait…what do they do again?” one.
