Why Highlight Wasn?t A Breakout Success At SXSW

Highlight�is one of the most talked about apps out there. It was touted to be the breakout app at this year?s SXSW. But it wasn?t. In fact, almost everyone I?ve talked to who used it ended up turning it off or uninstalling it. (The same probably goes for�Glancee,�Sonar, etc.. but I only really tried and talked about Highlight.) I?ve had many discussions about the app and most have been really polarizing. Either people love the idea, or absolutely hate the idea. I find myself trying to have a more balanced opinion. Although I uninstalled it the first day, I think the overall concept of Highlight is interesting and with enough adoption, could be compelling for the right user. But SXSW was the wrong place for it to break. Here?s why.

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