Craft's Man: a neuroscience researcher's flow

A lot of what I write in this thought-repository blog are representations of conversations I have with friends and the people I work with. One of my more recent exchanges with my friend, a neuroscientist, researcher, and developer involved a simple question around work fulfillment and what that entails. Naturally, the answer differs by profession so I was interested in hearing my friend's perspective coming from the field of science. You can find his answer in the full blog post on his site which I've also included in entirety below. He expands on craftsmanship and the rare successes that are both improbable and impactful that keep him going:

There are moments — not many, but enough — when the system speaks to me.

I used to tell people that they didn’t understand what engineering was all about. It’s not technical. A machine couldn’t do it, a fool with a manual couldn’t do it. It’s creative. It’s theoretical. It requires exactly that rhetorical butterfly of liberal arts education, critical thinking. It’s not just equations and facts.

All of this is true. But it’s argued from the assumption is that technical knowledge is somehow unworthy of acquisition, dedication, glorification — an assumption, familiar to anyone educated at a liberal arts college, which is all too attractive to directionless and restless students in the academy. Technical knowledge is inflexible; it’s unforgiving; it’s hard. Why learn facts and tools, which change, when you can learn how to learn them?

Everyone knows, with the infectiousness of a science half-fact that’s conveniently easy to believe, that we all forget most of what we learn in school anyway.

Yet the “learn how to learn” mantra doesn’t fully encompass the unrivaled joy of craft, of knowing, of flashes in the night that impart with their clarity and transience the unending pursuit of more. This is a form of knowledge to which I was resistant, a liberal arts-educated engineer’s insecurity, until I took my first job as a junior technical staffer in medical device development. Suddenly I wanted to learn every line of code, the make and model of every piece of hardware, the origins of every algorithm. I wanted to know the system.

When I say knowing, I mean what we think of as technical knowledge. I mean in-your-bones knowing the properties of every element in the periodic table, not just the framework you need to look them up later, because they start to take on personalities when you get familiar with them. I mean knowing, word for word, beat for beat, the “War is God” speech from Blood Meridian because it’s such an achievement in and of itself that no amount of abstract riffing about how it deconstructs the insatiable hunger of the Manifest Destiny can capture its immensity and power, because there’s no substitute for the real thing.

This is deep knowledge, intimate knowledge, this is knowing the way you know that your roommate is having a rough week. This is knowing your craft like you know family.

And that, precisely that, describes both edges of the sword. Craftsmanship, whether or not we want it to be so, carries with it the weight of singularity, of the individual wired into an uninterruptible harmony with the object of craft. There is no room, in the totalism of a craftsman’s consumption — craftsman, crafts man, no more and no less — for any other connection. In that moment, in that moment when the light flashes, there is nothing and no one else.

*

I rode my bike recently from Providence to Newport — about forty miles after you account for my various overshoots and wrong turns. I didn’t plan the trip. I woke up on what seemed likely to be the last sunny Saturday in the closing of the New England summer, scrawled some directions on a torn-out piece of notebook paper, turned off my phone, and went.

It was, as it sounds, a yuppie fantasy of a day off from work. Nature, in carefully-meted doses. Leisure packaged as striving. Motion, vastness, the full embrace of impulse. There was even an obvious visual metaphor of a Rubicon, the Mt. Hope Bridge, a narrow, steep, crowded, high-speed crossing onto Aquidneck. Bicycles are a craftsman’s vehicle of choice: visibly mechanical, eminently comprehensible, seating one.

When I arrived, surrounded by families, couples, and packs of students, I was bored almost immediately. Solitude has its ups and downs.

*

We all work on teams. There is no Simon without Garfunkel, no Watson without Crick and Franklin. There is no Werner Heisenberg without Wolfgang Pauli — or, to take a more recent, fictional interpretation, there is no Walt-as-Heisenberg without Jesse-as-Cap’n Cook.

Breaking Bad, which aired its finale this week, was in many ways about the tension between craftsmanship and connection. Walt, the main character and occasionally the hero, makes choices in the name of connection but in service of craft. His devotion to craft is so intense that even his partner and surrogate son, Jesse, is an extension of his ability to produce. He uses the fruits of his labor (money, enough to send his kids to college ten times over) to justify the joy of producing. The equivalence between Walt’s chemistry, his cowboyism, and his technical craft is often explicit — never more so than when Jesse compares cooking meth to a woodworking class in which he subsumed himself as a teenager.

The exercise of artistry, and its close cousin, the exercise of power, offer rare last flashes in the darkness of Walt’s cancer-afflicted denouement. But why is Walt in darkness to begin with? Why can’t he be happy with his loving family? Why is his connection to his beautiful dark twisted superlab so much more profound than his connection to the love of his life, his wife? Why is his surrogacy of Jesse, an extension of his craft, so much more potent than his relationship to Walt Jr, an extension of his flesh and blood?

Why is none of it enough?

*

A friend of mine writes to me often about the social value of art and curiosity. Occasionally, he tries to convince us both that the the relationship between craft and social good is linear; more often, he tries to imagine scenarios in which that could be true. A talented writer and sometimes logician, he needs someone to prove to him that the hours he spends honing his craft are unimpeachably, altruistically valuable.

Some maladaptation is at play here. Wouldn’t it be terrific if craftsmen solved problems more useful than a social network for this or that? Of course it would; so, too, would it be terrific if the chemists on Breaking Bad could see beyond the joy of their craft to the thousands of meth addicts whose lives they ruin. It would be terrific if the connection between craftsman and craft were just a little less complete. Wouldn’t it?

*

There are knots tangled so tight that it takes a gentle pull here, a tough jerk there, a crazy, irrevocable snip there to tease them apart. There are victories snatched from the dragon jaws of defeat and danced, stumbling, over a rubiconic bridge. There are leaps, just beyond one’s grasp, that improbably find purchase.

There are moments. Not many, but enough.

 - guest post by A. A. Sarma; find more of it at www.blog.aasarma.com 

What does content a la carte mean for digital strategy?

We know what it means for consumers - content on demand, binge watching, and having the ability to catch up to the early watchers two seasons in. 

Personally, I like Adam Sterbergh's take on the rise in content on demand: 

From all this chaos, though, one truism about popularity apparently survives: If something is popular, it can’t also be good.

What he means is the broadening democratization of the popularity throne, that a growing number of access to content means a growing number of ways to become "the most popular". Here's an example: NCIS routinely brings in 17 million viewers a week, making it the highest rated non-football program you can find on your cable box. But my Breaking Bad feed, errr I mean, my Twitter feed paints a radically different picture. Last week, AMC's killer hit Breaking Bad pulled in a series record 6.4 million viewers - just a third the viewership of NCIS. But which TV show feels more relevant to you right now? Which TV show feels more popular? 

And if that doesn't surprise you, then maybe Mad Men's 2.5 million viewers a week will. Or the ability for HBO's Girls' to pull in a paltry 615,000 viewers each week.  

Sternbergh brings to light a new paradox. By one measure, Girls plays a weak contender for gaining viewership. But by another measure Girls' season one trailer on YouTube gains over a million views compared to the tally on  NCIS' most recent trailer at 91K views. 

Are we using the wrong metrics? Probably. If Breaking Bad feels more popular, then why don't the ratings numbers reflect that popularity? If Daft Punk's Get Lucky can score a Spotify record breaking 27 million streams the day of the release how can the single not even make it to the top position on Billboard's charts the entire summer? (Hint: The answer is not Blurred Lines).

Does it really matter whether the song is being listened to on a CD or on an online stream?  

According to Kevin Spacey (and truthfully, we all know this) what has always mattered most to the consumer is the content itself. In Spacey's James Mc Taggart Memorial lecture he animates himself into the following line of thought: 

If you are watching a film on your television, is it no longer a film because you're not watching it in the theater? If you watch a TV show on your iPad is it no longer a TV show? The device and length are irrelevant. The labels are useless - except perhaps to agents and managers and lawyers who use these labels to conduct business deals. For kids growing up now there’s no difference watching Avatar on an iPad or watching YouTube on a TV and watching Game of Thrones on their computer. It's all CONTENT. It's all STORY.

The paradox is important because consumers can't be the only ones breaking down categorical walls and this is the problem that Sternbagh, Nielsen, Billboard and others are trying to figure out. 

Even my own venerable employer has invested in the game with Chromecast (and yes, of course, YouTube). Start-up companies like Tugg are bringing that a a la carte luxury to other types of content like big screen movies. Social ranking sites like Klout and Crowdbooster are attempting to orchestrate all of these strands. And marketers are trying to focus more on the audience behind a ranking metric than the ranking itself.

Because when everything's popular by some measure, it's impossible to keep up with everything that's popular.