symbolset's Journal: It's about the people, stupid

In Star Trek they have a great deal of amazing technologies. Warp drive, transporters, phasers, replicators, lots of cool stuff. Some of these things have been realized at least partially with technology. Tech people love Star Trek mostly, and adore the tech. Some think that this is what Star Trek is about. This technology stuff is what makes Star Trek science fiction. This is not what Star Trek â" nor any popular fiction â" is about.

The tech in Star Trek has almost never been the story, and certainly never in a good episode. The tech is a method where the storyteller sets his story in a place just different enough from the current day that the audience can view the story objectively rather than subjectively. It is a prop. With this diversion the moral play becomes not a threat to the viewer's established prejudices because it happened in a mythical place far away in space and time, opening the viewer to alter their prejudices and experience (pleasurable) personal growth. Every Star Trek show is a moral play showing conflicts arising between people, and how they resolved them. It is about educating people about conflict resolution and ethical behavior. This and only this is why we watch. Roddenberry was shameless in re-telling all of the basic stories of the past in his postmodern future â" even Aesop's fables and Shakespeare. It's about the people because how people engage with other people is what we, as humans, connect with on an emotional level. That is what makes it a good story.

In the technology world we focus on the widget. What its gigawhats and megathings are relative to the one that came before. How many FPS it gets on TradeBench. This is entirely the wrong approach. The technology world is not about gigawhats. It's about people. People who have wants and needs, aspirations and dreams. To a certain extent we acknowledge this in the marketing department where the people who sell the stuff we make live and bring the money that buys our sweet engineering gear. Marketing understands this is how you sell things: You associate the thing in the customer's mind with a greater affinity with his family, the public, the world â" you empower and enable him to do what he needs or wants to do, to be important, or at least convince him you will, and he gives you his money.

Somehow a one-way conceptual firewall has been built between engineering and marketing where this idea cannot pass back to the people who invent stuff. Engineering doesn't respect marketing, and is living in its own Star Trek world where they invent ever more widgets they think are really cool and then fling them through the Barrier to Marketing to make of them what they can.

If you start instead at âoewhat do people really want and needâ and build that you don't need marketing much at all. People will beat down your door to get it once they know you have it. Make it your engineering goal to understand what people want and need at a basic human level, and focus on inventing stuff around enabling and empowering them to have that.

So what do people want and need? After air, food and shelter they want to connect with their fellow humans, to share and partake of sharing of each others' lives. This is why Facebook and Twitter are so huge. They want to relax and enjoy life, and enjoy songs and stories â" so, Netflix and Pandora. They want fame and recognition, so: Facebook and Twitter. Notice Facebook doesn't have a âoedislikeâ button? Know why that is? Because the fear of negative feedback would ruin the sharing experience by including the risk of rejection. They want love without fear. Give them that and they are yours.

Science fiction?

[mcgrew]

Star Trek is more like tech fiction than science fiction; the principles behind the tech are seldom if ever discussed. Star Wars is more space fantasy than science fiction, there's no science at all in those movies.