For May 4th, a lesson on how to sell new technology from Star Wars (& Edison). The key to the look of Star Wars ships are greebles: glued-on bits from off-the-shelf model kits of WWII tanks, planes etc. They make a connection with current tech, making Star Wars feel familiar. 1/ Image
To sell electricity, Edison used the same technique as the Star War's greebles by using skeumorphs (a design throwback to an earlier use) connecting his new scary tech to a familiar one: gas. Gas lights gave off light equal to a 12 watt 💡so Edison limited his 💡 to 13 watts. 2/ ImageImage
As another example, lampshades weren't needed for an electric light, since they were originally used to keep gas lamps from sputtering. But Edison added them anyhow. While not required, they are comforting and, again, made a greeble-like connection to the older technology. 3/ Image
He also developed the electric meter as a way of charging (because gas was metered) and insisted on burying electric wires (because gas was underground).

Edison made a trade-off by doing this, as it made the technology more expensive and less powerful, but more acceptable. 4/ Image
The process Edison used, called "robust design," helps make new technologies easier for consumers to adopt. The classic article by Douglas & @andrewhargadon is very readable, and explains a lot about how design helps new technologies get adopted. 5/ psychologytoday.com/sites/default/… Image
Ironically, while Tesla the person never learned this lesson from Edison, Telsa the company has. Electric cars could have plugs anywhere, so why does charging a Tesla feel like putting gas in a regular car? It’s skeuomorphic, linking the old to the new! 6/ Image
The lesson is useful for anyone creating new technologies. Steve Jobs famously insisted on skeuomorphic design in the original iPhone to make a series of complex apps easier to understand & work with at a glance. They might seem "outdated" looking, but they served a purpose! 7/ ImageImageImageImage

• • •

Missing some Tweet in this thread? You can try to force a refresh
 

Keep Current with Ethan Mollick

Ethan Mollick Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!

PDF

Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

More from @emollick

19 Apr
I think many lean startup founders do far too many customer interviews- 100 or more in many cases! Diminishing returns kick in pretty fast & there are other startup experiments, too. So how do you know how many to do? Look for “theme saturation” when <5% of information is new 1/2 Image
Ways of calculating this are in the article, but there is evidence that 92% of key themes are identified within 12 interviews. Even cross-cultural studies often require only 20-40 interviews. Interviews can help but you need to progress to other tests! 2/2 journals.plos.org/plosone/articl…
In general, founders should separate the vital parts of the lean startup method (experiments & hypotheses!) from the dogmatic parts (too many interviews, business model canvas). That doesn’t mean the dogmatic parts can’t be useful, but they are limiting. hbr.org/2019/10/what-t…
Read 4 tweets
1 Apr
A brief thread on color differentiation!

We have a huge number of words for color in English, as Ingrid Sundberg's Color Thesaurus shows. 1/n ingridsundberg.com/2014/02/04/the…
But different cultures group colors differently. This chart based on research by Gibson and Conway shows the difficulty of communicating a color. The colors to the left are easiest to communicate since they are most distinct (white and red in English). 2/n theconversation.com/languages-dont…
But the emotional associations with colors are remarkably similar across cultures. 3/n
Read 7 tweets
25 Mar
What is most powerful economic knowledge for individuals to understand to improve their lives? This paper surveyed every economist in Sweden and found the overwhelming choice was... opportunity cost. The paper: tandfonline.com/doi/full/10.10…

So here is a thread on opportunity cost....
Opportunity cost is what you give up when you make a choice. Not just what you didn't buy with the 💰 you spent, but also what you could have done with that 💰 if you saved it for the future. Since you must have chosen the best option, opportunity cost is your next best choice. 2
Except that it often isn't! A lot of research has shown that people neglect opportunity cost when making choices. This leads to consumers falling prey to bad marketing, policy makers making short-sighted decisions, etc. @danariely summarizes this in his interview with Reuters. 3
Read 5 tweets
24 Mar
Thing to never do again: open offices. In addition to being terrible places to work, (they actually lower communication!) they are 🦠parties . Sick days are 62% higher than individual offices. Even group offices are better, six person rooms have 30% less sick days than open plans
Maybe you don't care about getting sick, because you just want to talk to people. But open offices also kill socialization! Face-to-face communication among office workers actually drops by 70%(!!) in open plan offices, since people hide away from others. royalsocietypublishing.org/doi/pdf/10.109…
Also, lets talk noise. Open office noise is a really subtle thing. In surveys, people think that they can concentrate in open office environments, but study after study shows that they are much worse at concentrating than they think. And noise cancelling headphones don't help...
Read 5 tweets
21 Mar
Ever wonder why Monopoly feels unfair? It was supposed to teach why capitalism as bad! The original game started similarly, but any two players could vote to switch to progressive rules that nationalized the utilities & railroad and switched the "Jail” space to“Free College" 1/ ImageImage
The game was invented by feminist & polymath Elizabeth Magie, who patented it in 1903. But variants spread quickly, and it was even used in Wharton economics classes to "to show the antisocial nature of monopoly,” before being co-opted by the Parker Bros. simulations.wharton.upenn.edu/2016/03/10/mon… ImageImage
Also the original names of the properties: “Lord Blueblood’s Estate,” “The Soakum Lighting Co.,” and “Hogg’s Game Preserve” are much better then the Atlantic City streets we ended up with. Image
Read 4 tweets
20 Mar
Here’s a super useful paper: we spend 15% of work in meetings (managers spend 50%!) & post-COVID meetings are up 14%. But we spend too little time trying to make meetings better, even though there’s lots of research on the topic! Here’s a review of it all: researchgate.net/publication/32…
Here’s an emoji filled summary of best practices. Before the meeting:
✅only meet if needed
👯‍♀️make sure to only invite people who need to be there.
🎯set clear goals & outcomes
📄have an agenda that all review in advance
⏰make it short & relevant to all invited
During the meeting...
⏱arrive on time
📋follow the agenda
🙋‍♀️🙋‍♂️everyone participates
💻📱never multitask
⚔️intervene if mood turns negative
🤪humor helps performance
🙅‍♀️leave time for objections
🗳Let everyone help decision-making. If a decision is made, tell everyone
Read 4 tweets

Did Thread Reader help you today?

Support us! We are indie developers!


This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!

Follow Us on Twitter!

:(