"The Cobra Effect" — When incentives backfire spectacularly

leanupskill.com - Upskill your Product Thinking

When your "solution" becomes the new problem.

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Colonial India

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Bounty offered

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More cobras

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When product teams repeat history.

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metrics.

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feel

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"Optimize for clicks."

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"Ship faster. Reward velocity."

[{"selector":"#anim-89cffb11-2ec4-4509-87be-83027dfb5ffb [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(-0.6078536335041749%, -3.2710280373831777%) scale(0.9345794392523364)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":5000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-0c2d3d4a-b5d3-4734-878a-ec4764c76a78","keyframes":{"opacity":[0,1]},"delay":2500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9ce888e9-8fa0-4c61-934b-31e560389b43","keyframes":{"opacity":[0,1]},"delay":400,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a9e1c215-9d77-4ea8-a61e-ebc9cc47fb4b","keyframes":{"transform":["translate3d(0px, -190.72615%, 0)","translate3d(0px, 0px, 0)"]},"delay":400,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-790e10ea-7f4e-43ab-88c9-1ab03539f12d","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a8b889e7-04cd-4b6e-83a7-21cb0b7262c3","keyframes":{"transform":["translate3d(0px, -187.57654%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-abf13ee2-5a8c-40b5-a85f-93893ce7b026","keyframes":{"opacity":[0,1]},"delay":2500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c1757081-83d1-4533-84e4-93f9a4b3f748","keyframes":{"opacity":[0,1]},"delay":5250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-2c0ba878-90ef-46cf-a98d-37e19915c749","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":5250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-31a54979-8d93-443d-b6f1-f7b86c8f54c3","keyframes":{"opacity":[0,1]},"delay":4050,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-ffddd051-9b3b-4359-a082-81f4b62be4eb","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":4050,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-87f68dbe-2490-4a37-9061-911ee9c5382d","keyframes":{"opacity":[0,1]},"delay":4000,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-a940b2ef-4519-4660-b139-e923851c460d","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":4000,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-e578dbb0-0ee5-431a-ba03-a3fb9dece9ae","keyframes":{"opacity":[0,1]},"delay":3950,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-87deba1f-f3d6-4e5f-9b33-31834e5e8b83","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":3950,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Scribbled Underline Scribbled Arrow

Goodhart's Law:

[{"selector":"#anim-b5c4e5fa-5683-4f5f-ba21-1a5703b4090b","keyframes":{"opacity":[0,1]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dfaa48bf-10e9-4514-8bb3-7cfe3a250945","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cf65350c-b4b3-4702-a75a-128f4a2ab2c8","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a5a189f9-1966-423f-ba94-aed5197c102e","keyframes":{"opacity":[0,1]},"delay":3250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b353e465-5ce2-4c08-a64e-023f52b20ed7","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ee05dbc7-a7ba-498b-a715-a0049b258116","keyframes":{"opacity":[0,1]},"delay":6250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-87d8093e-5834-477d-bf67-db341030b4e8 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(-0.9536143239620679%, -0.050402440900983295%) scale(0.9433962264150944)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":7000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-ba4b6258-a0aa-4a90-a905-dcec4b5667f3","keyframes":{"opacity":[0,1]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5ec890d9-aa65-4c42-b963-d33f2f8ee5eb","keyframes":{"transform":["translate3d(112.97469%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2c4aa5f3-3a11-4516-86c3-601410ac6629","keyframes":{"opacity":[0,1]},"delay":250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

What do we learn?

[{"selector":"#anim-e49251b8-291b-4eb4-8c34-afc632e83ff2","keyframes":{"opacity":[0,1]},"delay":1500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3902f2cd-0d1f-46cc-8047-bfeba50e7868","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-33a8a4f0-8107-4820-8b1d-efa9b7285356","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c49ce37c-82dd-40b5-9e3f-1fa8e7f7e9ee","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7b15b5ac-6834-4d6b-9195-22a177125422","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8f3445f8-1ec6-418d-837f-d6599034e267","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Measure

[{"selector":"#anim-154d1888-d003-4479-81f2-9fa97827167c","keyframes":{"opacity":[0,1]},"delay":5750,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-1ae7eb5d-6eea-4e09-bf14-2d1e937aadd2","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":5750,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-b4d6c501-90cd-4234-88cd-ab25ed01d965","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-31da8136-ef8f-4d16-849f-4ca404b64e79","keyframes":{"opacity":[0,1]},"delay":5800,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-82a033b2-98e8-4b0a-bd3c-86b50d6a41e6","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":5800,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-ffc975cd-3146-40aa-836e-1859acee9534","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6eff35fe-999c-4f90-81ae-394f46318265","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e80738d2-da40-49e1-aaa9-a50531c3c79f","keyframes":{"opacity":[0,1]},"delay":4250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-967870ac-83dc-4277-aecf-37da9dc66ef4","keyframes":{"opacity":[0,1]},"delay":8500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e6337a06-ae6d-48aa-80ae-b9c82dca4d21","keyframes":{"opacity":[0,1]},"delay":7000,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-c9f391e5-9262-4f8b-8748-6834de0cd6f4","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":7000,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}]

leanupskill.com

Report an Error Terms of Service Causes We Support

"The Cobra Effect" — When incentives backfire spectacularly

A cautionary tale on optimizing the wrong metrics.

When your "solution" becomes the new problem.

The Problem

Colonial India

Cobra infestation

Cobra infestation

Bounty offered

on dead cobra.

on dead cobra.

More cobras

than before

becomes new business.

Breeding cobras

When product teams repeat history.

The Pattern

metrics.

vanity

You paid for

Fake accounts explode.

"Pay $5 per referral."

"Pay $5 per referral."

feel

ignored.

Customers

Rushed calls. Resolved on paper.

"Reward agents for tickets closed."

"Reward agents for tickets closed."

"Optimize for clicks."

"Optimize for clicks."

Clickbait headlines. Empty content.

Trust

suffers.

CTR spikes.

"Ship faster. Reward velocity."

"Ship faster. Reward velocity."

Corners cut. Testing skipped.

Users churn.

pile up.

Bugs

Goodhart's Law:

Goodhart's Law:

"When a measure

becomes a target,

it ceases to be

a good measure."

What do we learn?

The Takeaway

Measure

We Learn That

outcomes.

Not outputs.

Hitting the target

is not the same as

solving the problem.

- Keep upskilling.

leanupskill.com

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