When it comes to consumer products like social media, the dirty little secret is that we login more frequently AFTER we post content, so we can see who liked our content. In other words, we think we use Instagram to see what other people post, but the unsaid reason we engage is our own ego.

To succeed, technology that seeks to remove the friction of our lives (or accomplish tasks with supreme efficiency) must also recognize the unsaid, sometimes irrational reasons we actually use an app or service. These are the unsaid reasons we do what we do, and in an increasingly automated world managed by technology that optimizes for efficiency,... See more