The Kickstarter Corporate Communication Conundrum

Today I chanced to see an email in which a manager was asking his staff to work for extra hours. Well, ‘asking’ is putting it generously, to be honest. There didn’t seem to be much that was optional about it.

The Kickstarter connection, though: you’ll be familiar with the idea of ‘stretch goals.’ If not, the idea is that the basic target is to make X amount of money, but if we make X + 10%, or whatever, we’ll be able to do these other things. Develop additional features, make the item in more colours, or whatever. My guess is that the term originally comes from sports.

So this email included in the subject the phrase ‘stretch targets.’ Meaning we want you to do more this week/month/whatever, than we originally planned. It was clearly written by someone who thinks that the way to develop software faster is to work your staff to the bone. When in fact that’s much more likely to result in people taking shortcuts and making mistakes.

In this team they’re already working weekends, and now they’re being ‘stretched’ even more. It bodes ill. But perhaps co-opting the language of positive things for something so negative is worse.

Success for

Manton Reece’s Kickstarter campaign for, which I wrote about before, was successful. In fact very successful. He made his stretch goal, which means he’ll be able to employ a part-time Community Manager for the service, which should help with the kind of abuse that we’ve seen on Twitter over the years.

So congratulations to him. And as a backer I look forward to getting the devilgate username shortly.

Not that I’ll actually need a username on the site, I don’t think, as I expect to be using it to post short entries here, syndicated to Twitter. But it won’t hurt to have it. If only to stop someone else masquerading as me, like on Ebay.1

  1. OK, they’re not actually masquerading, but last time I looked (a long time ago) there was a more-or-less dormant account called devilgate, which wasn’t me. I mean, unless it was, and I had somehow set it up using an email address that I didn’t have, or something. []