Human Tool Reflections
That which we use defines us. In our tools we see both need and solution. Hold a hammer and support within your hand a remnant of a problem solved. What can be learned from our tools? Do we see our priorities in our devices? It is our selections that tell the story. Preference refers to selection and the process by which need became desire and desire became reality.
The sense of “choice” and “taste” comes more from popular notions of selection and less from actual quality. What is a “choice wine” but one that has been selected by another. Does the expert palette serve the general tongue? Expertise and specialty does not suggest the ability to provide a greater experience by all. In one’s acute senses there lies little beyond a personal skill. Just because you can taste the difference doesn’t mean that I can.
What can be learned from our choices? Does a preference for a certain brand suggest some deeper need? Might one’s avoidance of a brand suggest an attitude of belief? One recent development in consumer behavior is a consideration of a company’s ethics. Many of today’s consumers happily choose a sub-part product if its competitor’s ethics are less than desirable. Bad actions and cruel policy tarnishes even the greatest product.
Social policy is now connected to consumer behavior and as tools reflect who we are so to does the expressions that surround it. Now it is less what type of hammer but what we do with it. You might make a great chicken sandwich but if your policy on same-sex marriage offends me I’ll go elsewhere. I like your discounted craft supplies but your attitudes just put me off. Yes, your products are amazing but the way you make them makes me sick.
Today’s better product is measured less in terms of quality of production and more in the who and what the surrounds the device. Bad policy and action is far more powerful than great innovation.