Tag Archives: Joanne McNeil

the efficient universe

Synchronicity, serendipity, universal ordering… call it what you want, but sometimes you’re working on something, and out of nowhere a useful bit of info just drops into your lap or, in this case, your inbox. Joanne McNeil’s latest newsletter contains this little aside:

I was looking for a quote about efficiency in life…something said by a…an…economist? Someone not know for sentimentality? Something about…old shoes? Finally I plugged in the right search words and found it. here it is:

“I believe that one ought to have only as much market efficiency as one needs, because everything that we value in human life is within the realm of inefficiency—love, family, attachment, community, culture, old habits, comfortable old shoes.” — Edward Luttwak

I’m not sure when or how I first came across it, but it appears in Corey Robin’s The Reactionary Mind.

I’ve just started working on a thing—or what may turn out to be a number of things, or perhaps just a thread that runs through a number of things which I am and will be doing?—which revolves around the definition of the word “efficiency” as used by economists, as contrasted to the way the rest of us tend to use it. As such, that Luttwak quote is a gift, because it illustrates exactly the point I’m trying to work with, albeit in an unusually poetic and roundabout way.

Thanks, Joanne! Hopefully some random snippet that I throw out here will help someone else out, and I will get to pay the favour forward…

A way to sell selling itself

VR/AR is ad-tech. Everything built in studios (except for experimental projects from independent artists) is advertising something. That empathy stuff? That’s advertising for nonprofits. But mostly VR is advertising itself. While MTV was advertising musicians, the scale and creative freedom meant that it launched careers for people like Michel Gondry, Antoine Fuqua, David Fincher, Spike Jonze, Jonathan Dayton and Valerie Faris, etc. A band from a town like Louisville or Tampa could get in touch with a local filmmaker and collaborate on a project and hope that 120 Minutes picks it up. There were entry points like that. And the audience was eager to see something experimental. But a VR audience is primed to have something like a rollercoaster experience, rather than an encounter with the unexpected. The same slimy shapeshifter entrepreneurs that could just as well build martech or chatbots went and colonized the VR space because they have a built in excuse that it took film “fifty years before Orson Wells.” Imagine that. A blank check and a deadline in fifty years.

The always-insightful Joanne McNeil. Everything the Valley does is marketing; that they’re still flogging away at a horse two decades dead tells you everything you need to know about what the word “innovation” really means.