There And Back Again on Code Comments

It’s interesting how learning is sometimes like travel. At the end of the journey, you end up back where you started, only with a broadened perspective.

Trivial example: code comments. As a new programmer, I commented my code extensively. This was probably to compensate for my difficulties in reading code. It also allowed me to be lazy in the code I wrote. There isn’t as much of a need for clear and readable code when there are always plain English comments to fall back on.

Then I joined a team that was militantly against comments. Every comment was an admission of a failure to write readable code. I took this on-board and disciplined myself not to rely on comments. This forced me to spend more time on refactoring my code to make it as readable and “self-documenting” as possible. I still wouldn’t say I’m there yet, but I’m confident that my code is much more readable now than it was then.

However, in the last year or so, I’ve started adding comments again. Not too many, but here and there to add more context. It felt like blasphemy at first. Some of my comments are even somewhat redundant, but I’ve since learned that encoding the same information in redundant ways aids comprehension. For example, traffic lights use both colour and position to encode the same information.

Superficially it seems as though I’ve returned to where I started: I’m commenting code again. However, if I hadn’t disciplined myself to do without comments for a while, I wouldn’t have been forced to learn how to write more readable code. Abstaining from code comments is a forcing function for more readable code. At some point, you can re-integrate commenting as a useful tool rather than a crutch.

Interestingly, I’m confident that if I could travel back in time and tell past-me or any of my old teammates that, actually, comments can be a valuable tool to aid comprehension, I’m positive I would encounter strong resistance. This is just as it should be; I don’t think it can be any different. When you’re learning a new skill, it’s necessary to become somewhat closed off and follow a direction single-mindedly for a while. It’s part of the learning process. If you were too suggestible and deviated too easily, you would go around in small circles and never get anywhere.

You see the same pattern across the development community when a new technology or framework is introduced (I won’t name names. I’m sure you can think of some examples). In the early days, there is hype and zealotry. Then over time as more developers adopt the tech into production and real issues with it emerge, there is disillusionment and abandonment. Finally a more realistic, calibrated picture of the trade-offs of the technology emerge.

Hype Cycle graph by Jeremykemp at English Wikipedia, CC BY-SA 3.0,, Middle Earth photo by Henry Xu on Unsplash

How to Display Selected WordPress Posts in a Sidebar (no plugins or HTML)

To show a specific selection of your posts in the sidebar, contrary to what some top-ranking search results will tell you, you don’t need to install yet another spammy WP plugin or write any HTML.

All you need is the standard Text widget.

Here’s how to add your own “selected posts” section.


  1. Go to Dashboard > Appearance > Customize
  2. Click Widgets > Main Sidebar (this part may vary depending on your theme. I’m using currently Astra)
  3. Click Add a Widget then “Text – Arbitrary text”:
  4. Enter “Selected Posts” for the widget title, or something similar
  5. To add posts, click Insert/edit link then start typing the title of one of your posts. WordPress will auto-suggest matching posts in a drop-down list.

    you can customize the link titles in case the default ones include odd formatting characters.
  6. When you’re done hit Publish.

The style of the final result should match your Recent Posts widget (if you have one) exactly:

I hope this is of some use. WordPress has a thriving ecosystem of plugins but many of them are spammy at best, predatory at worst, and (in this case) completely unnecessary.

The Law of Conservation of Testing Effort

The Law of Conservation of Testing Effort:

  1. Like energy, the total testing burden for a piece of software is constant. It can’t be added to nor reduced, only transformed.
  2. However, the cost to your business (in terms of time, money and trust) of these different forms is variable.

Here’s an example.

Let’s say I’ve been tasked with adding a new screen to my company’s mobile app. Let’s also say I’m not in the mood for following TDD right now. I just want to see the new screen in the app as soon as possible.

So I go ahead and write the feature without any tests.

Since I’m still somewhat of a responsible developer, I realize I need to test the scenarios for the new screen before shipping it. It’s just that now I have to test them manually.

Luckily, everything works the first time. Nice. I just cleverly avoided spending an extra hour of tedious development time writing tests.

Or did I?

Notice that I didn’t actually dodge any testing responsibilities. I simply exchanged up-front, deterministic, slow-to-write, fast-to-run tests for after-the-fact, non-deterministic, free-to-write, slow-to-run tests. This seems like a good deal if I only need to run the tests once.

In reality, software always needs changing. Software that doesn’t change is obsolete, or soon will be, almost by definition. So changes to my new screen will inevitably be needed. And with every change, the tests need to be run again, and the prospect of doing them manually becomes less and less attractive. This shifts the cost-benefit equation in favour of the up-front, automated tests.

Now, on to a more extreme example.

Let’s say I’m a less responsible yet even more confident developer (not a good combo). After coding the new screen, I just give it a quick smoke test. The screen shows up with the expected content. Nice. Ship it. I go and get a coffee, satisfied with my speed and skill as a developer, having cleverly dodged both automated testing and manual testing.

What about the burden of testing the different edge cases for the new feature? Did it evaporate? No, it was merely shifted onto the users – unbeknownst to them. The testing effort remains constant but the cost has changed. The immediate, measurable cost of developer time is exchanged for a delayed, less-measurable cost to your product and company’s reputation – i.e. lost trust with your users as they discover bugs that could have easily been found prior to shipping. It’s not hard to see how this will ultimately impact your company’s bottom line.

Now, am I making the case that you should work to predict all possible errors for all conceivable scenarios before shipping anything? Not at all. Due to the ultimately unpredictable complexity of a real production environment with real users, there is a class of errors which you can only find out about by shipping. Some of the testing burden forever rests on your users.

Also, too much time spent trying to predict errors comes with its own costs. As Charity Majors points out in her article I test in prod:

80 percent of the bugs are caught with 20 percent of the effort, and after that you get sharply diminishing returns.

Failing to ship fast enough deprives your users of valuable-but-imperfect software and deprives your team of valuable learning. This learning is absolutely crucial in adapting the product quickly enough for the business to survive.

The implication of the Law of Conservation of Testing Effort is not that all testing should be done before production. It’s that attempting to dodge the kinds of testing more appropriate to pre-production merely shifts the burden into post-prod, where it costs more.

The phraseI don’t always test, but when I do, I test in production” seems to insinuate that you can only do one or the other: test before production or test in production. But that’s a false dichotomy. All responsible teams perform both kinds of tests. [Emphasis mine]

Photo by SpaceX on Unsplash

Verifying large files with node crypto

Node.js’s built-in crypto library lets you verify the signature of a file with very few lines of (Typescript) code:

verify(filePath: string, signatureBase64: string): boolean {
    const fileData = fs.readFileSync(filePath);
    const verifier = crypto.createVerify('sha256');
    return verifier.verify(this.publicKey, signatureBase64,'base64');

What if the file is large and/or you’re running on a low-memory device? This might be the case if you’re writing a firmware updater to run on an embedded device e.g. a Raspberry Pi Zero.

In this case, the above code could fail at runtime due to an out of memory error. This is because fs.readFileSync tries to read the entire contents of the file into memory, which might be more than you have available.

To avoid this, you can use streams. It turns out the Verify class extends <stream.Writable>, so you can pipe data from the input file to it like this:

verify(filePath: string, signatureBase64: string, callback: (err: any, result: boolean) => void) {
    const readStream = fs.createReadStream(filePath);
    const verifier = crypto.createVerify('sha256');
    const publicKey = this.publicKey;

    readStream.on('open', function () {

        readStream.on('end', () => {
            const result = verifier.verify(publicKey, signatureBase64,'base64');
            callback(undefined, result);

    readStream.on('error', function(err) {
        callback(err, false);

Note that calling verify only after the readStream has ended will prevent you from getting verify.update Error: Not initialised.

Congrats, you can now verify multi-GB images on your 512MB RAM device! (Probably.)

If you have any corrections or improvements, drop me a comment below.

What Tech Startups Can Learn From a Strawberry Farm

It’s coming into summer here in New Zealand. Around this time every year, the strawberry farm near our house opens for the season, selling trays of fresh strawberries and real fruit ice cream.

On a hot Sunday afternoon a few weekends ago, my partner and I were driving home from some errands. Her brother had told us that the farm was open for the season and we thought we’d stop by for ice cream.

Cars lined the streets as we approached the carpark entrance. Not a good sign. I decided to try our luck anyway, which was a mistake. We were soon stuck behind a minivan in a traffic queue with no signs of moving. We decide that my partner should jump out and queue up for ice cream; there’s no reason both of us should be stuck in the car.

After a close call with the gentleman in the minivan attempting to back his way out of the queue, I eventually escaped the chaos of the carpark and found a park on the roadside some distance away.

The queues inside for ice cream weren’t any better than the queues outside. A sea of people spilled out of the corrugated iron farm shed that served as the shop.

Imagine this with more people.

The system in the farm shed is as follows: first you queue up for the cashier on the left hand side of the shed. Here you can buy trays of strawberries and tickets for ice cream. They only accept cash (this is unheard of in NZ; even food trucks carry eftpos terminals). To actually get your ice cream/s, you then need to join one of five other queues to redeem to your ticket.

That’s the theory anyway. In practise, the sheer number of people and lack of any barriers made it hard to tell where one queue started and another ended. The five ice cream queues were longer than the cashier queue and effectively cut it off, requiring people to push through the ice cream queues to reach it.

The ticket system was confusing. One family in front of me had been waiting in the ice cream queue for some time before realising they first needed to get a ticket from the other queue.

The air inside was tense; a feeling of desperation to get one’s ice cream and get out was palpable. The self-satisfied expressions of people carrying stacked trays of fresh strawberries or ice creams back from the front didn’t help matters (okay, I might be projecting a bit here).

Matters definitely weren’t helped by the slow queues. The one we were standing in hadn’t moved perceptibly in fifteen minutes. The ones next to us were inching forward slowly at least. This discrepancy was caused by each queue being served by a different, dedicated ice cream machine operator, and there was clearly some diversity in operator experience.

On top of this, the spectre of COVID-19 is still lingering, New Zealand just having been through our second wave of cases. I know this because people behind us joked about it being a “covid queue” more than once, before giving up and leaving. Social distancing wasn’t possible in this unruly mass of people.

We finally got our ice creams after half an hour of waiting. There were picnic tables outside to sit at, however there was no shade to speak of. Thankfully, the late-afternoon, early-summer sun wasn’t too bad.

Once we were seated… it all made sense. You just can’t get ice cream like this anywhere else; the strawberries were so fresh. The portion size was generous to say the least. Despite everything, it was worth the wait.

Oh yes.

As I was enjoying my ice cream, I spotted a single, overflowing rubbish bin across the courtyard. There was no bathroom or anywhere to wash your hands in sight. Clearly, there was a lot the owners could do to improve things here. My partner pointed out that a single queue shared across the five ice cream machine operators, like airport luggage check-ins, would be both faster and fairer.

And yet, none of these problems – the lack of carparks, facilities, eftpos and a sane queuing system – seemed to matter one bit. They could barely keep up with the demand. It was the same last year, and I suspect every other year. I doubt they do any marketing other than word-of-mouth. Locals see that they’re open and tell their friends and family, the same way we found out. They have a product you just can’t get anywhere else, not without a long drive at least, and certainly not from any supermarket.

More than that, I suspect their no-frills approach actually works in their favour. And by this I don’t just mean that they get to avoid bank fees by only accepting cash, although that too. Their obvious popularity despite their obvious flaws is informative. The only logical explanation is that what they offer is more than good enough to compensate.

Nassim Taleb makes the same point in his book Skin in the Game in the chapter titled “Surgeons should not look like Surgeons” (emphasis mine):

Say you had the choice between two surgeons of similar rank in the same department in some hospital. The first is highly refined in appearance; he wears silver-rimmed glasses, has a thin build, delicate hands, a measured speech, and elegant gestures. His hair is silver and well combed. He is the person you would put in a movie if you needed to impersonate a surgeon. His office prominently boasts an Ivy League diploma, both for his undergraduate and medical schools.

The second one looks like a butcher; he is overweight, with large hands, uncouth speech and an unkempt appearance. His shirt is dangling from the back. No known tailor in the East Coast of the U.S. is capable of making his shirt button at the neck. He speaks unapologetically with a strong New Yawk accent, as if he wasn’t aware of it. He even has a gold tooth showing when he opens his mouth. The absence of diploma on the wall hints at the lack of pride in his education: he perhaps went to some local college. In a movie, you would expect him to impersonate a retired bodyguard for a junior congressman, or a third-generation cook in a New Jersey cafeteria.

Now if I had to pick, I would overcome my suckerproneness and take the butcher any minute. Even more: I would seek the butcher as a third option if my choice was between two doctors who looked like doctors. Why? Simply the one who doesn’t look the part, conditional of having made a (sort of) successful career in his profession, had to have much to overcome in terms of perception.

How does any of this apply to building a startup? I think this is best summarised in an essay by Paul Graham, founder of Y Combinator. He points out that a classic mistake made by new founders is “playing house”. That is, investing too much on window dressings like a flashy website, high-production-value videos, attending conferences and trade shows, getting mugs and pens with your company logo printed on them, that kind of thing, at the expense of actually building something that people love.

I know I’ve repeatedly fallen prey to this. As a founder you feel you need at least some of this surface stuff to be taken seriously. If not by investors then at least by friends and family. But as PG points out, the best way to convince investors (the non-gullible ones at least) is to build something people want. Evidence of high user engagement or growth is very convincing.

What if you’re wanting to grow your startup organically instead? You might be able to convince users to give your product a try with a slick website and marketing materials. However, if the product is underwhelming they’re not going to stick around long or say anything good to their friends. It’s not a sustainable long-term strategy.

The strawberry farm is living proof that you can build a successful business on a great product and very little else.

If you found this article useful or interesting, drop me a comment or consider sharing it with people you know using the buttons below – Matt (@kiwiandroiddev)

Title photo by Ana Essentiels, warehouse photo by Rushabh Nishar on Unsplash

Forcing Functions in Software Development

Here’s an unavoidable fact: the software project you’re working on has some flaws that no one knows about. Not you, your users, nor anyone in your team. These could be anything from faulty assumptions in the UI to leaky abstractions in the architecture or an error-prone release process.

Given enough time, these flaws will be discovered. But time is money. The sooner you discover them, the cheaper they are to fix. So how do you find out about them sooner?

The good news is that there are some things you can do to force issues up to the surface. You might already be doing some of them.

Here are some examples:

  • Dig out an old or cheap phone and try to run your app on it. Any major performance bottlenecks will suddenly become obvious
  • Pretend you’re a new developer in the team1. Delete the project from your development machine, clone the source code and set it up from scratch. Gaps in the Readme file and outdated setup scripts will soon become obvious
  • Try to add support for a completely different database. Details of your current database that have leaked into your data layer abstractions will soon become obvious
  • Port a few screens from your front-end app to a different platform. For example, write a command-line interface that reuses the business and data layers untouched. “Platform-agnostic” parts of the architecture might soon be shown up as anything-but
  • Start releasing beta versions of your mobile app every week. The painful parts of your monthly release process will start to become less painful
  • Put your software into the hands of a real user without telling them how to use it. Then carefully watch how they actually use it

To borrow a term from interaction design, these are all examples of Forcing Functions. They raise hidden problems up to consciousness in such a way that they are difficult to ignore and therefore likely to be fixed.

Of course, the same is true of having an issue show up in production or during a live demo. The difference is that Forcing Functions are applied voluntarily. It’s less stressful, not to mention cheaper, to find out about problems on your own terms.

If your Android app runs smoothly on this, it’ll run smoothly on anything.

If you imagine your software as something evolving over time, strategically applying forcing functions is a way of accelerating this evolutionary process.

Are there any risks in doing this? A forcing function is like an intensive training environment. And while training is important, it’s not quite the real world (“The Map Is Not the Territory“). Forcing functions typically take one criteria for success and intensify it in order to force an adaptation. Since they focus on one criteria and ignore everything else, there’s a risk of investing too much on optimizing for that one thing at the expense of the bigger picture.

In other words, you don’t want to spend months getting your mobile game to run buttery-smooth on a 7 year old phone only to find out that no one finds the game fun and you’ve run out of money.

Forcing functions are a tool; knowing which of them to apply in your team and how often to apply them is a topic for another time.

However, to give a partial answer: I have a feeling that regular in-person tests with potential customers might be the ultimate forcing function. Why? Not only do they unearth a wealth of unexpected issues like nothing else, they also give you an idea of which other forcing functions you might want to apply. They’re like a “forcing function for forcing functions”.

Or to quote Paul Graham:

The only way to make something customers want is to get a prototype in front of them and refine it based on their reactions.

Paul Graham – How to Start a Startup

If you found this article useful, please drop me a comment or consider sharing it with your friends and colleagues using one of the buttons below – Matt (@kiwiandroiddev)

1 Thanks to Alix for this example. New starters have a way of unearthing problems not only in project setup, but in the architecture, product design and onboarding process at your company, to give a few examples.

Cover Photo by Victor Freitas on Unsplash

Publishing your node service with DNS-SD/mDNS from an Alpine Linux docker container

Multicast DNS service discovery, aka. Zeroconf or Bonjour, is a useful means of making your node app (e.g. multiplayer game or IoT project) easily discoverable to clients on the same local network.

The node_mdns module worked out-of-the-box on my Mac. Unfortunately things weren’t as straightforward on a node-alpine docker container running on Raspberry Pi Zero, evidenced by this error at runtime:

Error: dns service error: unknown
    at new Browser (/home/app/node_modules/mdns/lib/browser.js:86:10)
    at Object.create [as createBrowser] (/home/app/node_modules/mdns/lib/browser.js:114:10)

Here’s how I managed to solve this. The following was pieced together from a number of sources (linked at the end).

I’ll assume you have a node app using node_mdns to publish your service, and a Dockerfile based on alpine-linux to build your app into an image for running on the Pi.

Firstly, you’ll need to have the alpine packages to run the avahi daemon, along with its development headers and compat support for bonjour. I.e. in your Dockerfile:

FROM arm32v6/node:10-alpine3.9

# Avahi is for DNS-SD broadcasting on the local network; DBUS is how Avahi communicates with clients
RUN apk add python make gcc libc-dev g++ linux-headers dbus avahi avahi-dev avahi-compat-libdns_sd

You’ll need to make sure the DBus and Avahi daemons are started in your container before starting your node app. Since you can only execute a single startup command from your Dockerfile, we’ll need to bundle the commands into a startup script, and run that. In your Dockerfile:



#!/usr/bin/env sh

dbus-daemon --system
avahi-daemon --no-chroot &
node index.js    # your app script here

Note: --no-chroot is added to avoid this runtime error:

alpine linux netlink.c: send(): Not supported

Build your Docker image (since this is for a Pi Zero in my case, I’m using DockerX to build for the ARMv6 architecture on my Mac. I recommend this over waiting days or weeks for it to build on the Pi Zero):

docker buildx build -t myapp --platform linux/arm/v6 -o type=docker .

Now push then pull your Docker image onto your Raspberry Pi. If you don’t want to use a cloud-hosted registry, I’d recommend taking a look into setting up a local registry to push it directly to the Pi on your local network.

To run your docker image on the Pi, you’ll first need to disable the host OS’s avahi-daemon (if any) to prevent conflicts with the avahi-daemon that will be running inside your alpine-linux container. On Raspbian, you can disable avahi with:

# SSH into your Pi
sudo systemctl disable avahi-daemon

Then to run your docker image:

docker run -d --net=host localhost:5000/myapp

(localhost:5000 here refers to a local docker registry.) Using the host’s network (--net=host) seems to be necessary for mDNS advertisements to function. In theory you should be able to just map port 5353/udp from the container, but this didn’t work. (If you happen to know why, please drop a comment below).

That’s it. If all goes well you should be able to see your service advertised on the local network. E.g. from a Mac on the same network (the last line is our node app’s http service):

$ dns-sd -B _services._dns-sd._udp
Browsing for _services._dns-sd._udp
DATE: ---Fri 29 May 2020---
22:05:29.580  ...STARTING...
Timestamp     A/R    Flags  if Domain               Service Type         Instance Name
22:05:29.582  Add        3  10 .                    _tcp.local.          _hue
22:05:29.582  Add        3  10 .                    _tcp.local.          _hap
22:05:29.582  Add        3  10 .                    _tcp.local.          _workstation
22:05:29.582  Add        3  10 .                    _tcp.local.          _ssh
22:05:29.582  Add        3  10 .                    _tcp.local.          _sftp-ssh
22:05:29.582  Add        2  10 .                    _tcp.local.          _http

Full sample source code on github:


How to Improve Your Tests by Being an Evil Coder

Note: this article assumes you’re somewhat familiar with the idea of Test-Driven Development.

Automated tests improve (minimally) the quality of your code by revealing some of its defects. If one of your tests fails, in theory this points to a defect in your code. You make a fix, the test passes, and the quality of your software has improved by some small amount as a result.

Another way to think about this is that the tests apply evolutionary selection pressure to your code. Your software needs to continually adapt to the harsh and changing conditions imposed by your test suite. Versions of the code that don’t pass the selection criteria don’t survive (read: make it into production).

There’s something missing from this picture though. So far, the selection pressure only applies in one direction: from the tests onto the production code. What about the tests themselves? Chances are, they have defects of their own, just like any other code. Not to mention the possibility of big gaps in the business requirements they cover. What, if anything, keeps the tests up-to-scratch?

If tests are actually an important tool for maintaining code quality, then this is an important question to get right. Low-quality tests can’t be expected to bring about higher quality software. In order to extract the most value out of automated tests, we need a way to keep them up to a high standard.

What could provide this corrective feedback? You could write tests for your original tests. But this quickly leads to an infinite regress. Now you need tests for those tests, and tests for those tests, and so on, for all eternity.

What if the production code itself could somehow apply selection pressure back onto the tests? What if you could set up an adversarial process, where the tests force the production code to improve and the production code, in turn, forces the tests to improve? This avoids the infinite regress problem.

It turns out this kind of thing is built into the TDD process. Here are the 3 laws of TDD:

  1. You must write a failing test before you write any production code.
  2. You must not write more of a test than is sufficient to fail, or fail to compile.
  3. You must not write more production code than is sufficient to make the currently failing test pass (emphasis mine).

It’s following rule 3 that applies selection pressure back onto the tests. By only writing the bare minimum code in order to make a test pass, you’re forced to write another test to show that your code is actually half-baked. You then write just enough production code in order to address the newly failing test, and so on. It’s a positive feedback loop.

You end up jumping between two roles that are pitted against each other: the laziest developer on the planet and a test engineer who is constantly trying to show the developer up with failing tests.

Another benefit to being lazy is that it produces lean code. At some point, there are no more tests to write; you’ve implemented the complete specification as it’s currently understood. When this happens, you will often find that you’ve written far less code than expected. This is a win because all else being equal, less code is easier to understand.

Reading about this is one thing, but it needs to be tried out to really grasp its benefits. It turns out there is an exercise/game called Evil Coder that was created to practise this part of TDD. You pair up with another developer, with one person writing tests and the other taking the evil coder role:

Evil mute A/B pairing: Pairs are not allowed to talk. One person writes tests. The other person is a “lazy evil” programmer who writes the minimal code to pass the tests (but the code doesn’t need to actually implement the specification).

You can try this out by heading along to the next Global Day of Code Retreat event in your city – they are a lot of fun.

TL;DR: Improve your tests and your production code as a result, by being lazy and evil.

Thanks to Ali and Xiao for proofreading and providing feedback on a draft of this essay.

“Business needs vs. Customer needs” is a False Dichotomy

“We have to balance the customer’s needs with the business needs”.

How many times have you heard this while working in a software development team?

I’ve worked as a mobile developer at a number of large companies. In enterprise environments like these, typically the mobile app is “the storefront of the business”, and brings together a number of features paid for by other departments.

Often the initial requirements from the other department will come with a suggestion to make their feature more prominent in the app. For example, “add it to the top of the dashboard”, “just add a new tab for it” or “send a push notification to our users about it”.

This is understandable. The job of the people from the other department is firstly to improve the area of the business they are responsible for. Their job is not to work out how to nicely integrate their feature into the app so it plays nicely with every other feature. That’s the app team’s job.

When members of the app team point out that adding a new top-level tab or push-notification for every new feature requested by every department isn’t a sustainable long-term strategy, and will lead to a poor user experience, the protest that often comes back is something like:

Well, we have to remember to balance the customer’s needs with the business needs.

I was never comfortable with this statement. It’s taken me a while to think through exactly why this is. What I eventually concluded is that while it seems reasonable on the surface, buried in it is a wrong assumption.

It’s not that you should always prioritize the customer’s needs over business needs, or vice versa. Rather, the assumption underlying the statement – that these two things are at odds – is wrong. It’s a false dichotomy.

To believe that “balancing the user’s needs with business needs” makes sense, you need to be engaged in short-term thinking of one kind or another.

If you want your business to survive in the long term, there can be no distinction between the interests of your customer and those of your business.

Your business exists to serve a customer, in a sustainable way. In the final analysis (assuming a free market where your customers can leave), business needs and customer needs must be aligned. Promoting one at the expense of the other actually harms both.

In the long term, building a system that helps the business at the expense of your customers is actually harming both the business and your customers. (Spamming them with notifications in an attempt to boost engagement, for example).

Likewise, building a system that helps your customers at the expense of the business is actually harming both your customers and the business.

How does this second point make sense? I.e. how is that helping your customers at the expense of the business actually harms them?

Here’s how: presumably, your customers would rather your business continues to exist than not. For example, bribing customers with giveaways and subsidized prices isn’t sustainable. If you “spend 1 dollar to make 80 cents”, you will eventually go out of business.

When this happens, you will (at the very least) inconvenience your customers, leaving them bereft or forced against their wishes to switch to a competitor. Or if you offer something unique, you deprive them of that unique offering altogether.

Is it idealistic or wishful thinking to see the success of your customer and business as inextricably linked? Jeff Bezos, the CEO of Amazon, doesn’t seem to think so. The top 3 of his 4 pillars of Amazon’s success are:

  1. Customer Obsession
  2. Eagerness to Invent to Please the Customer
  3. Long-term Orientation

So next time you hear that the “needs of customer need to be balanced with the needs of the business” remember that to successful businesses, there is really no distinction.

Thanks to Xiao and Arun for their feedback and suggestions. Liked this article? Please consider sharing it with your friends and colleagues with one of the buttons below.