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Oh, there is so much great fodder in Dan Hon’s most recent Tiny Letter, but today’s dosage meted out Episode One Hundred and Eighty One: It’s Too Hot; Monitor This is a gem. The piece that really got me going is midway through section “2.0 Monitor This”, as follows:

I’ve been in meetings like this.

I don’t know what the brief would've been. But given that it went to Jam in the first place, I’m sure it was something to do with “let’s do something on social or mobile”. And it's exciting to think, as a creative team, that you've come up with an “app” that can “solve a problem”.

Well, part of the f*cking problem is this: those creative teams have most commonly *never shipped* an “app” or a “service” before. And the skills required in actually making a good application or service are vastly different from those involved in creating compelling creative communications. Because, you know, one of these things is used and the other one isn’t. That’s not to say that good apps and services *can’t* be informed by the kind of taste and direction that informs well-performing advertising creative communications work. But the two things are different!

This is why, for example, good producers try to find people who’ve actually done something in the relevant area before, so you’re not playing a f*cking crap shoot.

Pants on Fire

This scenario is not only creative agencies, but most any non-serious product organization. I see this a ton where people are just guessing the way forward. It doesn’t matter if they are in UX and don’t understand the medium they are working in with any depth (they don’t prototype and can’t build), they are analysts who have never built nor managed a scaled environment and been responsible for it, or are a consultant that never stuck around to be responsible for what they delivered so never learn how to do anything close to properly.

Largely it comes down to depth and experience dealing with things for a long haul. The best experience is not only doing, but being with it long term and responsible for things after they are delivered. The best experience in this set is being the person, or one of the people, whose pants catch on fire when things don’t go well.

These “pants catch on fire” folks are most often gems, particularly if they are keep building and working to innovate and iterate (with all the research and digging for more depth) so to understand it better and get it right. These people are also the ones who can break things down to the “it depends” elements and walk through the questions needed and know what to do with the answers. Far too many want the answers without knowing how to think it through or go through the questions but not understand what the answers mean.

SXSW Started with Makers

A lot of this reminds me of the progressions of South by Southwest (SXSW) Interactive. I first went in 2001 to not only listen and learn, but to meet and thank some of the people who helped me deeply by the lessons they learned and shared themselves and by others on shared in the service they offered. I learned much of what I knew in the early web years (1994 to 2001) from people sharing what worked, but also what didnt work (and what they did that didn≱t work in a situation) [I also had relied heavily on my formal learning as a communication major undergrad and public policy (econ and social quant) from grad school]. I wanted to say hello to Jeffrey Zeldman for A List Apart, Jeffrey Veen for Webmonkey and HotWire, and Nathan Shedroff for sharing all they did at Vivid Studio (one of the first web design shops that predated UX, but took all the methods I learned in designing communications and applied it to the web and digital matter and connected the long used methods to new terms for the same things).

That 2001 SXSW was a lot of people who were building, making, and working deeply to understand what worked, what didn≱t work, to improve what they were making so it could be used by others who needed it to work. It was a sea of design and developer hybrid explorers.

By 2005 SXSW had shifted from purely makers to include those talking about things made and how to use what has been made, while not really understanding what goes into making it. These were the “Clickers”.

In 2006 and 2007, we had shifted from the Makers, to the Clickers, to many talking about the Clickers, but not really understanding the Clickers as they weren’t really using things, but talking at an abstraction layer about what the Clickers said. There was some nascent value in these “Talking about Clickers” folks, but a lot of it was off target as they didn’t understand the underlying elements that were being used, not the mindset and the needs of the Clickers all that deeply - the exceptions to these are deep researchers who actually could and did make and spent time in with the Makers and Clickers.

By 2008 the abstraction at SXSW got really crazy. It had a huge number of talks by people “Talking about those Talking about Clickers” otherwise known as social media gurus. It was an utter mess. There was a severe lack of depth and nobody had a clue about much of what they were talking about. Their understandings were based on mis-understandings. There was a small contingent of Makers still speaking and some Clickers who had good depth of understanding by this point, but most of what was on the program was horrid blather. Much of the draw that had makers drop into Austin to see friends and colleagues and share and work through understandings to hone the way forward stopped going. At 2008 I had enough of it and stopped going as the value derived is next to nothing.

SXSW in about eight years went from being Makers, to Clickers, to Talking about Clickers, and to Talking about those Talking about Clickers. It became a gathering of nothingness. It became a conference of what Dan is talking about, people trying to do something without having any interest in understanding what they are doing. They want answers without understanding the question.

For the Love of Makers

I love the Makers and making. The mindset and drive to understand how to build things better for the Clickers and to make things more usable and needed. Working with other Makers and people with Makers’ mindset in the development, design, and product side is fantastic. There is a whole lot of “we don’t understand this well enough” mindset. As nothing is perfect and everything has gaps (products and humans) we need Makers to understand and build a way forward.