On the need for new business vocab and some bad suggestions

Listening to a recent episode of StartUp on the race for autonomous cars, I heard a (former?) Uber executive say that Uber was a “tech company.” This was said as a way of explaining Uber focusing on the tech of self-driving cars.

The idea seemed to be “don’t think of us as a taxi company, we produce tech.” And, I guess that’s an acceptable worldview.

The thing is, I don’t think the world needs tech. The world needs something more… But I don’t know what.

Let me try to explain what I mean

I don’t think that anyone, anywhere, is looking for more tech. We use tech but really what we want is to recombine the things around us. Recently, the tech sector has broken things apart and put them back together in new ways. It’s what Uber did, and Airbnb, but what people needed was a way to better utilize cars and apartments, and make some money.

What I’m trying to say is that I wish we had companies that looked at the world in general and said “what could be? And how can we contribute to making it happen?” Most of what makes our future utopia happen will involve tech, but, much more, it will involve using tech to change the way other parts of the world function. Ideally for the better.

Hearing the unnamed exec say “we’re a tech company, so we’re focused on the tech” (paraphrase!) I thought Hmm. His vocabulary is limiting his worldview. He needs to see the world differently.

Some alternatives

So, what vocab can be used to see the world better? To be honest, I don’t know. But, here are a few possibilities.

  • Solutions. As in “we’re a solutions company.” pros: we need solutions. cons: It sounds like empty corporate talk.
  • Holistic. As in “we take a holistic approach.” pros: Existing vocab, already means something close to what I want it to mean. cons: Sounds fatuous, will frequently be ignored or made equivalent to “using crystals for health.”
  • Big picture. As in “we’re a big picture company.” pros: Should encourage big-picture thinking. cons: Corporate newspeak, so universal that it already has been parodied in “re your brains.”
  • Intrastructure. As in “we’re in intrastructure company.” pros: I made it up, so it can mean whatever we want. (Infrastructure is the structure between stuff. Intrastructure are the structures that connect things.) cons: Doesn’t have a meaning yet and can easily become another empty word. Will be mocked before being adopted.

All of those are bad ideas. But, I don’t think I have to wait to have a solution before I point out the problem. I am, of course, eager to hear what your ideas for an alternative are.

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