1/ Why is growing a consumer social app hard?

A functioning app is a necessary condition, but one you have 100% control over. It is not sufficient.

You then have 4 difficult problems to solve—at the same time. 

In order of difficulty:

1. Awareness
2. Onboarding
3. Retention
4. Interesting and entertaining content

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The model makes sense but in the case of Bluesky I deleted the app while it had them all to some degree. Necessary for 1 billion but not sufficient.