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Why I Love Posterous

Submitted by on August 23, 2009 – 3:35 pm3 Comments

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I recently began experimenting with a new web publishing service called Posterous.   I love it.  Here is why:

Posterous begins with something nearly everyone knows how to do (email) and uses that as the basis for web publishing.   Just address your email to post@posterous.com and Posterous does the rest – it creates your account using your unique email address (no more long registration forms), it formats your blog post (subject title is the blog post title – body copy and contents are the post itself).   It carries some very intuitive business logic that works for 90% of the blogs you want to post — for instance when you attach photos it automatically creates a photo gallery.  Include a YouTube link and Posterous embeds the video into your blog for you – and so on.

I don’t think that these modifications are small improvements –  By dramatically lowering the barrier to publishing, (if you know how to email you know how to post to the web) there will likely be a whole new group that becomes active.  To understand my point just look back at the blogging phenomenon itself.

Blogs didn’t create anything new – they made an old activity (publishing to the web) easier.    That change, or more precisely, lowering the “cost” of publishing in terms of effort and barriers to participation  is HUGE.    Posterous  will be successful because it makes web publishing even easier than traditional blogging.

It has also been interesting to see how this change of method creates a change in nomenclature.  Most people I have met who deal with Posterous do not refer to what they are doing as blogging (just as bloggers needed a new name for their activity despite the fact that it wasn’t new either) they talk about posting to “My Posterous” or other variations.   When you change the way people do an old activity – that old activity gets a new name.

Posterous holds a lesson about innovation as well. If you were to have asked me and, I believe, many others, if there were room for another contender in the personal web publishing space I would have said, not really — it is a crowded, and well-advanced market.   I would have been wrong.   Posterous went back to the drawing board on nearly every process – from registration to publishing process.  They cut away all the feature creep that makes other products attractive for more advanced users but add  useless clutter for the vast majority.   There is always room to rethink the way we approach our business models and our business processes.   This is the big and inspiring lesson I draw from Posterous.

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3 Comments »

  • A Kemp says:

    What a great idea. Why aren’t we publishing to wikis and other E 2.0 applications using email?

  • Keith Rowley says:

    Exactly! I’m loving Posterous, too, not only because posting via email is so easy, but because they offer several other simple ways of posting, too! BRILLIANT!!!

  • pedrosantosjr says:

    Posterous is not only easy, it is also amazingly smart. It requires the least effort and produces amazing output. Really, I can’t think of any easier way to blog than Posterous.

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