Why "close friends" nearly failed

It took two or three years to get close friends to work. It totally failed originally. This is the product that lets you add a private list of people, and then you can post to your story, and then only those people see it. It's like this very exclusive private space. And it turned out that we looked at the data and people were only adding one close friend to their list because it was mistranslated as best friend in many markets. So people just put one person, and then the probability that person saw it and wrote back to you was like, zero. A product which is broken. There's a little bit of root cause analysis and understanding. Okay, the metrics are dropping, like why someone's not using your product, why you have to understand your problems, and really being able to dissect that to get to true root causes.