Smartcuts: The Breakthrough Power of Lateral Thinking

by Shane Snow

Upworthy reposted the video with a new title: “We Lost This Kid 80 Years Too Early. I’m Glad He Went Out with a Bang,” and shared it with a small number of its subscribers, then waited to see who clicked. Meanwhile, Upworthy sent the same video with a handful of other headlines to different subscribers. For example, “I Cried Through This Entire Video. That’s OK Though, Because This Kid’s Life Was Wonderful” and “The Happiest Story about a Kid Dying of Cancer I’ve Ever Seen.” Upworthy watched the “feedback” pour in, monitoring both the percentage of people who clicked each headline and the number who shared it with their friends. It was a perfect, dispassionate science experiment, where the feedback could show Upworthy editors exactly which packaging would have the biggest impact—before they released it to the rest of the world. In moments, the results became clear: people clicked on the third headline 20 percent more often than the original. But that wasn’t the end of the test. Upworthy wrote alternate versions of the winning headline and sent it out to several other groups. It repeated the process a ruthless 18 times, for a total of 75 variations