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When I worked for an online dating app, at one point we had the ridiculous idea to try to take a popular LinkedIn feature and convert it to a dating app feature in order to capitalize off of the success LinkedIn had with it.

The feature was LinkedIn endorsements. The idea was to allow the dating app users to get endorsements from people in their contacts lists on certain traits/features from a defined list (ex. Funny, smart, etc.). It wasn’t a terrible idea on the surface, but the way we planned to execute on it was insane and everyone knew it was going to fail. To avoid any controversy all of the endorsable terms were watered down to the point where no one would ever find using them/asking their friends for endorsements to be any fun. And the worst part was how we planned to get people to ask their friends for endorsements - management wanted us to build a contact list importer and just spam email contacts with “please endorse me” emails. The whole thing was ridiculous.

No one, including myself, wanted to build the feature/spam tool but management really wanted it so we had to build it. Like expected, it failed very quickly when it was clear no one cared about getting their real life friends to endorse them on some dating app, and the spam contacts took was ineffective and... spammy.

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