*This is a guest story from Austin author, Will Ruff*
This is a purely speculative article coming from a liberal arts major, and I do have a dog in this fight. That is: I have a liberal arts background, and I want to tell you how we’re about to drive the next wave of tech entrepreneurship based on my own experience.
Engineers have driven us forward at an incredible pace in the past few years, now it’s time for liberal arts majors to pick up the slack and tell everyone how incredible their work is. And that’s exactly what you can expect us to do: tell an incredible story.
Life comes at you fast
Let’s take a look at the past few years. Tech has moved fast. Unbelievably fast. Look at the smartphone’s evolution over the last ten years. Can you remember what kind of phone you had when an iPhone came out? I had a blackberry, and was doing door-to-door sales in college. I pine for that phone now, but they’re not really practical given how much screen I need.
In many cases, tech has moved so fast that the general population who buys a smartphone doesn’t really know what they’re getting out of a new upgrade and while they might adopt whatever new features are out there, their purchase is not driven by need.
Does a fingerprint scanner, or force touch really advance my productivity, or my security? No.
Whatever feature they’re selling you on this year will be equally underwhelming. And I would argue at best, because phones are all 99% the same, whether or not you want to admit this, that the companies behind them are struggling to differentiate themselves to their customer base, and they use features to do it. Features tell the story. The tech hasn’t really been revolutionary for years.
The big why
Think about the last time you had to buy a phone. We’ll assume that now you use one so much, you actually couldn’t imagine living without one. That’s me anyway. And we’ve all been there—the phone is locked up, or the screen’s cracked, the software upgrade shut it down, permanently, and now you have to get something new. But they should just replace it for free, I’ve been a customer for so long. Nice try. Maybe this time I’ll try an iPhone, or an Android. I’ve heard cool things about Pixel.
For whatever reason, we’ve decided to choose an operating system based on features we haven’t used yet, and this is driving up the cost of cell phones to be as expensive as a nice laptop. Well maybe they’re willing to spring an extra $200 for this new feature finally. Why wouldn’t I want this beautiful curved screen that has no edge?
For the record I’m an android user, but I could use any phone and be happy.
Now, I have nothing against advancing technology, despite my snarky tone, but the above illustrates a point of mine that is going to become more evident in the future.
Technology is only successful when you can tell its story to the audience who’s meant to use it.
It has to be clear, and it has to be on their terms. Engineers, and STEM workers absolutely drive all of the innovation, and it’s not a battle between the two, but we live in a world where billions of people have access to the Internet, and that means you have a lot more opportunity to build a business from anywhere. Not everyone is going to speak the language of engineers who build these incredible tools, and not every engineer is going to know their product can solve problems they didn’t even think of, because they can’t and shouldn’t spend most of their time talking to potential customers.
This is another area where liberal arts majors can excel.
They can look at these two groups: the engineers they work with, and the prospective customers who might use it, and they can figure out how the two are best introduced. What context they should meet under. This should always be how it works. Now, there is the rare breed of people who can be an engineer and a great sales rep, but the vast majority of people have to focus on one thing to do it well.
So, how do liberal arts majors climb into the driver’s seat in the future? I see two fundamental pieces that have to be in place.
First, the ability to learn about technology and code is relatively cheap, and you can do it after school, and on the weekends. I did this myself after starting my career as a content strategist for a literary PR company who built sites in WordPress, and it led to designing/building/selling a website to a local business. I decided that wasn’t for me, but there’s probably some liberal arts majors out there who can do it much more efficiently than I did.
The more you know about how these things work, the more opportunity you’ll have to work for these growing companies.
The next piece is helping the next great tech company pitch their product to customers. It’s knowing how to find a potential market for something, and not being afraid to go up to anyone anywhere just to say hi, and to find out what they do. You can’t always be selling, but you can always ask questions, and maybe down the road you can help someone solve a problem because you connected with someone else who does that exact thing they need. Guess what, you’re their hero now.
The shift between tech and humanities is cyclical and we absolutely will always need each other. That’s the point of this article. We’re not constantly aware of how to work with the other, but we’re getting to a point where it’s absolutely true that non-tech people have a role in spreading the reach of useful technology to people who didn’t have access a decade ago.
Things like WordPress, social media, and smartphones have made it easy to tell people how you’re about to change the world. And the next phase of this cycle is mass adoption, education, and communication among the crowds who haven’t quite figured out how to use all these cool tools yet. Strap yourself in, and hug a tech person, or a liberal arts major.
Will Ruff is the author of “The Tomb of the Primal Dragon: A Novel” which is available for Preorder on Amazon now. You can follow him on @twitter for crass and meaningless commentary, or sign up for his email newsletter and he might spam you with free books occasionally.
Pointed out I was the only person of color at work, was told ‘Yes, but you pass’
(EDITORIAL) Inclusion of minority groups means changing language to broader and more friendly terms. Here are things to not say and how to accomplish real inclusion.
While working at what I thought was a progressive organization, I had a colleague who was nice, diplomatic, and prided herself on her deep understanding of diversity and inclusion.
She’d had the trainings and been involved in leadership organizations geared toward inclusion. She was super knowledgeable.
Then, one day during a conversation with her about diversity and inclusion, I pointed out I was the only person of color in our department.
Her response to me: “Yes, but you pass.”
I was at a loss for words and didn’t know how – in the moment – to respond or confront her.
She, a white woman, who regularly said she understood her “white privilege,” was telling me that I passed.
Whether or not “I pass,” was not the issue. What was at issue – it wasn’t her place to pass that kind of judgment.
“You don’t know me Karen!”
She hadn’t lived my life and didn’t know what situations I’d encountered over the years.
At that moment, I realized I was dealing with a person who had the attitude of “but you don’t look like, act like, talk like.”
What did she mean? I pass?
How should I look? Act? Talk?
Do I need to act differently so others feel comfortable and can put me in a box?
At that moment, I should’ve suggested she take off her “backpack” and start to review its contents, because her privilege, judgment, and biases were showing. As was her insensitivity.
What we have here is a perfect example of someone who has the opportunity to take the classes, be in a leadership position and attend training, yet has no experience dealing with the thing she claims to understand – and often insinuated she knew better than me, a person who has actually lived the experience.
“But, I have black friends.”
Yeah, good for you Karen.
Over the years, I’ve heard:
- “You don’t act like a Mexican.”
- “Why does a Mexican girl have a southern girl’s name.”
- “But, you’re not really Mexican.”
- “You never talk about your culture or the food.”
- “You probably got into college because you are a minority.”
Let’s be honest, people like to put things in specific boxes. Our mind wants to make sense of what it observes. Our backgrounds do affect those judgments, biases and labels.
While working as a teacher, I had another experience with a superior, who was surprised to learn I had a master’s degree and had been published – a lot.
Why? Well, possibly because my vernacular is slightly different than hers. I come from a working-class background and was the first to attend college. I wasn’t exposed to people who spoke and acted in a more erudite way – the way, it’s generally expected you speak and act in a corporate environment (btw – mostly dictated by the white experience).
I know some people will say, “Well, I’ve had people assume x,y,z about me and I’m white.”
I don’t doubt it. But, on the whole, a white person is a lot less likely than a person of color to hear things like: “You don’t look like a doctor, lawyer, Latin(x), dentist, PhD.” Or, “Is that your hair?” “Can I touch your hair?”
What it comes down to is this: having empathy and thinking before speaking.
I’ve said and done a lot of dumb things in my life. We all do. Nobody is perfect. While it’s important to consider what you say and how you act with anyone, it’s crucial with a person of color who you don’t know well. The fact that you may work with them doesn’t mean you know them.
Of course, there are some people who are just too self-centered to care about anyone else’s feelings. But, most of us aren’t total jackasses. We do care. We just don’t always think. I’m as guilty of blurting out dumbass stuff as the next person.
Understanding others comes from a real interest in learning where the person is coming from. And, just because you have a black friend or eat Mexican food, doesn’t mean you understand a colleague’s personal experience or culture.
Educating yourself about diversity and inclusion is commendable. Just remember – unless you are an actual member of a minority group, you can never be more knowledgeable than the person living the experience. It just is not possible.
Reality check: WeWork can make mistakes, lose billions – you can’t
(EDITORIAL) WeWork can afford (but shouldn’t be able) to literally burn money, but unfortunately you don’t so here is how keep that from happening
Michelle Obama, toned-arm goddess that she is, gave me perspective on more than a desperate need to lift when she said about the mega-wealthy: “They are not that smart.”
American meritocracy is BS, and we all know it (I hope), but on some sad level, us 99% tend to think ‘Well, this person’s bank statement looks like a phone number with a personal extension on it, so they MUST know something I don’t.’
Well, no, not necessarily.
What the disastrous decisions WeWork made should tell you is that when you’re extra rich, you get to make extra mistakes.
For all the hand-wringing billionaires pay (or don’t) their subordinates to do for them about losing hundreds of billions to taxes, the fact remains they’ll still be left with more money than could be spent in any one person’s lifetime, plus the interest that just leaving that money in the bank nets them.
Now, wherever you fall politically doesn’t much matter here, this article isn’t meant to change anyone’s mind. What we should all be aware of though is that the cushion the rich getting richer have means something crucial to your business.
It means you cannot afford to look at the likes of WeWork guy and say ‘Well, hey, he was fine, so I’ll be fine!’
If you’re still in the rags portion of a rags to riches story, honey, you 100% will NOT be okay making the mistakes this guy does. And honestly, until you’ve got at least Oprah money, you won’t be.
So here are some pointers for starting entrepreneurs with moneyed faces on their vision boards.
1: Be aware of your starting point.
Are you working out of a garage? Is that garage the one in the guest house of your parents’ fifth home? Then you’re fine. Go forth and do dumb things, just do your best not to hurt anyone working under you who can’t see you’re going full King Lear on your business. Send them an Edible Arrangement garnished with a few hundred thousand dollars when your disaster chickens come home to roost.
Is that garage out of a house your friends rent, and also you rent it, and also you’re sleeping there? Then ‘Neumanning’ and letting the chips fall where they may is not the strategy for you. Every move you make requires cost analysis, time analysis, ‘Check yourself, sis’ (applicable to all genders), and the humanity that comes with knowing anyone you burn is 100% on your level, and can 100% put those flames back on your ass later on.
2: Keep in mind how much bigger a billion is than a million.
Billion, million, they sound the same, they have zeros, so… they’re basically the same thing, right? No, obviously.
A billion is a thousand million. Another way to put this is 1 million seconds is 11 days, 1 billion seconds is 31 years
Does Beyonce Knowles-Carter have more money than you? She’s worth 400 million, so probably. Oprah Winfrey is worth 6.75 Beyonces at 2.7 billion. At 1 billion, Adam Neumann is worth a little over two Beyonces.
If you don’t even have the assets of a half Beyonce, then you’re not playing on the same platinum court as WeWork, my friend. You’re not backed by a wealthy Japanese financier who is backed by a Saudi Arabian prince.
You cannot afford to make the same mistakes. Put a glaring picture of your mom / my mom / Mr. Terry Crews on your business credit card to help you remember that the mural in your rented office is less important than trademark fees, and calm down.
3: Sip up on that Perspective-Ade.
Or, put another way, just read the first two points here again. This isn’t kid’s stuff, and survivorship bias is beyond real. ‘They don’t write stories about the ones who played it safe,’ is a technical truism I hear from people who think they’re Evel Knievel for putting a mini-mini-golf course in a real estate parking lot.
No arguments from this corner on that, but I have an addendum to it… when was the last time you heard about someone taking a giant risk, losing it all, having to go back to retail, and crying every night?
It’s not just an MLM thing, people.
Analyze yourself, you assets, your ass coverage (insurance, colleagues’ goodwill, your pants) – you are not WeWork, so make like Simba, and remember who you are and what you actually have to work with.
‘OK, Boomer’ can get you fired, but millennial jokes can’t?
(EDITORIAL) The law says age-based clapbacks are illegal when aimed at some groups but not others. Pfft. Okay, Boomer.
A brand new meme is out and about, and it’s looking like it’ll have the staying power of ‘Fleek’ and ‘Yeet!’
Yessiree, ‘Okay, Boomer’ as related to exiting a go-nowhere conversation with out-of-pocket elders has legitimate sticky potential, but not everyone is as elated as I am. Yes, the Boomer generation themselves (and the pick-me’s in my age group who must have a CRAZY good Werther’s Original hookup), are pushing back against the latest mult-iuse hashtag, which was to be expected.
The same people happy to lump anyone born after 1975 in with kids born in 2005 as lazy, tech-obsessed, and entitled, were awfully quick to yell ‘SLUR’ at the latest turn of phrase, and I was happy to laugh at it.
But it turns out federal law is on their side when it comes to the workplace.
Because “Boomer” applies to folks now in their mid 50’s and up, workplace discrimination laws based on age can allow anyone feeling slighted by being referred to as such to retaliate with serious consequences.
However for “You millenials…” no such protections exist. Age-based discrimination laws protect people over 40, not the other way around. That means all the ‘Whatever, kid’s a fresh 23 year old graduate hire’ can expect from an office of folks in their 40s doesn’t carry any legal weight at the federal level.
And what’s really got my eyes rolling is the fact that the law here is so easy to skirt!
You’ve heard the sentiment behind #okayboomer before.
It’s the same one in: ‘Alright, sweetheart’ or ‘Okay hun’ or ‘Bless your heart.’
You could get across the same point by subbing in literally anything.
‘Okay, Boomer’ is now “Okay, Cheryl” or “Okay, khakis” or “Okay, Dad.”
You can’t do that with the n word, the g word (either of them), the c word (any of them) and so on through the alphabet of horrible things you’re absolutely not to call people—despite the aunt you no longer speak to saying there’s a 1:1 comparison to be made.
Look, I’m not blind to age based discrimination. It absolutely can be a problem on your team. Just because there aren’t a bunch of 30-somethings bullying a 65 year old in your immediate sphere doesn’t mean it isn’t happening somewhere, or that you can afford to discount it if that somewhere is right under your nose.
But dangit, if it’s between pulling out a powerpoint to showcase how ‘pounding the pavement’ isn’t how you find digital jobs in large cities, dumping stacks of books showing how inflation, wages, and rents didn’t all rise at the same rate, or defending not wanting or needing the latest Dr. Oz detox… don’t blame anyone for pulling a “classic lazy snowflake” move, dropping two words, and seeing their way out of being dumped on.
Short solution here is – don’t hire jerks, and it won’t be an issue. Longer term solution is… just wait until we’re your age.
Apple loses money on repairs, critics cry foul on the entire process
Google tries social again by finding the best places to go or whatever
Facebook Ads Manager MIGHT suck less this Black Friday
Pointed out I was the only person of color at work, was told ‘Yes, but you pass’
Facebook hopes to get yeety fresh with a new meme maker
Brutally honest list of reasons you didn’t get the job interview or job offer
10 inspirational print brochure examples
Serial procrastinator? Your issue isn’t time management
For meetings that should be an email? There’s an app for that
Millennial women share about how they spend (and save) money
Anti-surveillance mask – creepy, ingenious, or potentially illegal?
Amy’s Ice Cream founder on Austin’s business risks and rewards #WhyAustin
Turns out a lot of people are in between introverted and extroverted
P. Terry’s founder on the booming economy in Austin #WhyAustin
Ladies and gentlemen, the U.S. National Anthem
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