We (the tech industry) like to label everything. I attribute the source of this desire and need to Regis McKenna although he may have just been the genius that amplified it.
The labels I dealt with early in my professional career (the 1980s) included micro computers, mini-computers, artificial intelligence, expert systems, neural networks, middleware, super computers, parallel computing, and killer app. Oh – and groovy. And music by Boston, Journey, Rush, Pink Floyd, and AC/DC.
When we invested in Fitbit in 2010, the phrase we used to describe the product was human instrumentation. If you read the original post, you’ll be amused by the lack of marketing language for what, in a few years, would evolve through labels like quantified self and wearables. And yes, I still call it human instrumentation (as a subset of human computer interaction), since that’s the part that is interesting to me.
BodyHacking and BioHacking and trendy labels for this. They’ve long been a favorite troupe of the sci-fi that I enjoy and are now regularly showing up in sci-fi movies. One of the annual conferences, BDYHAX, even has a description that fits with the notion of transhumanism.
BDYHAX is 3-day celebration of human enhancement, transhumanism, and biohacking. With a special focus on DIY healthcare and other body hacks, BDYHAX brings together industry experts, curious newcomers, and everyone else in between.
Mom / Dad – do these words skeeve you out? I’m betting they do. Or, at the minimum, you feel detached from them. It is, in this way, that I think the tech industry, with their labels, are doing humanity a great injustice on this topic.
Here are some common bodyhacks that we’ve been doing for a long time.
- Glucose monitor
- Hip replacement
- Dental implant
You get the idea.
I think part of the problem might be gender. Go read the following post by Kate Preston McAndrew titled Vagina, vagina, vagina.* (the subtitle is “Redesigning the pelvic exam experience“). Kate starts the post strong.
“Gender disparity is real, and traditionally, medical equipment designers have tended to have penises. That is problematic on a general level, but specifically, it means that problems that are specific to vaginas are often ignored or overlooked.”
I hadn’t connected this issue to the labels we use until I read the post. The post is outstanding, especially in the use of language and the unfolding of the thought process around the product. While reading it, I felt like I was in an alternate universe from the typical conversation I have about products. It was awesome.
Tech (hardware and software) is being interwoven into everything we do as a human species. To make this accessible to everyone, maybe we should start working a little harder on the words. More meaning, and less either (a) tech or (b) marketing. Ponder that all your cryptowarriors out there. Or members of any particular technology company mafia. And those of you in ecosystems.
What are you really trying to say?
Also published on Medium.