When I think about today’s economy, I think of three principles consecrated by economic science and practitioners: innovation, technology, and profit. In an increasingly global, competitive, and dynamic context, these concepts stand as indispensable foundations of any business strategy: it is essential for a company to innovate as much as possible, adopt as much technology as possible, to ultimately generate as much profit as possible. It becomes a mantra, but we stop asking ourselves why and how all this is truly useful and necessary. We risk making absolute values that are actually relative, and when proposed uncritically, they can harm the state of affairs instead of contributing to its real evolution.
I examine the three imperatives individually, starting with innovation. We often take for granted that making a change to our products, services, or meanings is sufficient to improve them. We rush into the innovative operation with the tools and assumptions we have at our disposal, without adequate awareness of what will truly make a difference, for whom, and with what repercussions. We fall in love with a technical aspect of the problem, moving away from that holistic and multidisciplinary vision that always allows us to return to the essential and simplicity.
In doing so, we risk making our products more complicated than necessary, introducing changes that challenge the laws of common sense and jeopardize the primary function of what we offer.
I offer a personal example: last month, I found myself driving a rental car in Sicily, a vehicle that had the characteristic of being very low and having the cabin built, probably inspired by a Formula 1 car. There was an evident innovative effort at the design level, but the result was that I, as the driver, quite incredibly, couldn’t see where the hood of the car ended. Not only did I lack the safety to handle curves and bumps, but the complete view of the situation was further obstructed by a rearview mirror that protruded greatly, obscuring the central part of the already reduced field of vision. As if that weren’t enough, there was no shelf or drawer to place sunglasses, a cell phone, or anything else. It was evident that the design of this car had overlooked not only ergonomics and usability but also common sense. “Innovation at all costs” had caused the designers to lose touch with reality.
I now turn to a reflection on the second imperative, the technological one. What I often realize is that the technology designer might operate without adequate awareness of its actual utility. The lack of a holistic and multidisciplinary vision could lead the technician to design for himself rather than for the external world, which he assumes to be in his own image and likeness but which he doesn’t truly know (because he lives confined within his specific professional universe). When not governed, the passion for solving a technological challenge or exploring its frontier can distance the designer from common sense, leading him to underestimate social aspects that will inevitably assume fundamental importance.
One of the most popular books at MIT during my time there was titled What Technology Wants, and it depicted a technological world with its own life that dictates the rules of the game to man (and not vice versa, as a person of common sense would affirm).
Regarding the unwanted side effects of new technologies, I could provide many examples, but for simplicity, I think of our mobile phones, inside which technology companies pack any possible and imaginable application, under the dogmatic assumption that “everything for everyone is good.” After the initial enthusiasm, we are instead realizing that such technological overabundance creates much social disutility, in addition to utility, distancing many people from the sense of the right measure.
How much time and energy is invested in developing applications that are then used only by a few? How many people are overwhelmed by the multitude of functions, unable to find the essential ones? How many times do we find ourselves spending more time managing our devices than benefiting from them? The technological imperative, when not governed by a sense of purpose and human-centered design, can lead to a situation where technology serves itself rather than serving people.
Finally, I address the third imperative: profit. Profit is often seen as the ultimate goal, the measure of success. However, when profit becomes the sole objective, it can lead to practices that are harmful to individuals, communities, and the environment. The pursuit of profit at all costs can result in exploitation, inequality, and degradation. It is essential to recognize that profit should not be an idol to be worshipped but a tool to achieve broader goals that contribute to the well-being of society and the planet.
In conclusion, while innovation, technology, and profit are important aspects of modern capitalism, it is crucial to approach them with critical awareness and a sense of responsibility. By doing so, we can ensure that these principles serve the greater good and contribute to a more just and sustainable world.