Cyberpunk

“technology for tech’s sake.” That approach is killing us in the modern marketplace. Yes, of course MEMS locator chips are a “hot, sweet” technology—and yes, “If you build it, they will come.” Our problem is, we do build it, and they do come, but they *give all the money to somebody else.*
    We can’t live on our reputation as a cutting-edge engineering outfit. Design awards just don’t pay the bills. That’s not what our shareholders want, and it’s not what the new management wants. No matter how we may grumble, this company has got to be competitive in the real world. That means that it’s all about Return-On-Investment. It’s about meeting consumer demand, and generating serious revenue.
    So let’s not start with the product qua product. Our product is not a “commodity” any more, and the consumer is not a “user.” The product is a point of entry for the buyer into a long-term, rewarding relationship.
    So what we require here, people, is a story. That story has got to be a human story. It has to be a user-centric story—it’s got to center on the user himself. It’s all about the guy who’s opening his wallet and paying up.
    I want this character, this so-called “user,” to be a real person with some real human needs. I want to know *who he is,* and *what we’re doing for him,* and *why he’s giving us money.* So we’ve got to know what he needs, what he wants. What he longs for, what he hopes for, what he’s scared of. All about him.
    If we understand him and his motivations, then we also understand our product. I want to know what we can do for this guy in his real life. How can we mold his thinking?

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    From: Design Engineer
    To: Design Team
    Subject: Re: New Product Brainstorm
    FYI, User specs: Classic early adapter type. Male. Technically proficient. 18–35 age demographic. NAFTA/Europe. Owns lots of trackable, high-value-added, mobile hardware products: sporting goods, laptops, bicycles, luggage, possibly several cars.

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    From: Marketer
    To: Design Team
    Subject: User Specs
    I just read the Engineer’s e-mail, and gee whiz, people. That is dullsville. That is marketing poison. Do you have any idea how burned out the Male-Early-Adapter thing is in today’s competitive environment? These guys have digital toothbrushes now. They’re nerd-burned, they’ve been consumer-carpet-bombed! There’s nothing left of their demographic! They’re hiding in blacked-out closets hoping their shoes will stop paging their belt buckles.
    Nerds can’t push this product into the high-volume category that we need for a breakeven. We need a housekeeping technology. I mean ultra-high volume, in the realm of soaps, mops, brooms, scrubbing brushes, latex gloves, light bulbs. An impulse buy, but high-margin and everywhere.

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    From: Programmer
    To: Design Team
    Subject: [no subject]
    I can’t believe I agree with the Marketer. But really, I’d rather be dipped in crumbs and deep-fried than grind out code for some lamer chip that tells you where your lawnmower is. I mean, if you don’t know by now. READ THE FRIENDLY MANUAL. I mean, how stupid are people out there supposed to be? Don’t answer that. Jeez.

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    From: The Social Anthropologist
    To: Design Team
    Subject: Creating Our Reality Model
    People, forgive me for this, but I don’t think you quite grasp what Fred, our esteemed Team Leader, is suggesting to us approach-wise. We need a solid story before we consider the specs on the technical MacGuffin. A story just works better that way.
    So: we need a compelling character. In fact, we need two characters. One for the early-adoption contingent who appreciates technical sweetness, and the other who is our potential mass-market household user. To put a human face on them right away, I would suggest we call them “Al” and “Zelda.”
    Al is a young man with disposable income who lives in a rather complex household. (Perhaps he inherited it.) Al’s not really at ease with his situation as it stands—all those heirlooms, antiques, expensive furniture, kitchenware, lawn-care devices—it’s all just a little out of his control. Given Al’s modern education, Al sees a laptop or desktop as his natural means of control over a complex situation. Al wants his things together and neat, and accessible, and searchable, and orderly—just the way they are on his computer screen.
    But what Al really needs is an understanding, experienced, high-tech housekeeper. That’s