Quibi (Behavior Selection Failure) #

What was selected (and why it misfit) #

• Selected behavior: Passive short-form video consumption (adapt TV for mobile).
• Misfit: Mobile users exhibit interactive, lean-in behaviors (tap, swipe, game, story interactions).

Consequences #

• Low engagement despite high production; misalignment with device usage norms and creators’ strengths.

What should have been selected #

• Mobile-native interactive storytelling with frequent user input; partnerships with interactive/gaming creators.

Lessons #

• Start from device-context behaviors; optimize content/flows for the dominant interaction pattern.
• Behavior selection precedes content and production value.