And shiitake mushrooms, spaghetti squash, ginger and even packaged tofu?
In the 1960s, the culture changed, and so did the supermarket. Small markets with fifty or sixty kinds of fruits and vegetables transformed into supermarkets carrying hundreds of varieties. Cooking shows and cookbooks raced to teach home cooks about the new, interesting and exotic.
And Frieda Caplan showed up to orchestrate a connection between a desire for novelty and unknown international foods.
Frieda didn’t invent the kiwi. But she named it, told a story about it and brought it to the merchants who needed it. She saw that markets in flux often need narrators.
The metaphor is something we see all the time–when markets and culture change, there’s room for an agent of change to bring leverage and innovation to the world. The extraordinary thing about Frieda’s was the scale of it. One person, in the right place, the right moment, with the right attitude, transformed the diet of millions of people.
Is there any doubt that right now we’re seeing a similar shift in the culture all around us?
Go find a kiwi.
[You can see the documentary here.]
There’s a face on Mars.
Ever since Viking took this photo fifty years ago, some people have been sure–certain–that it clearly shows a face on the planet’s surface. Of course, once we had a high resolution image from a later mission, all resemblance to a face went away.
Human beings need a story, especially when we’re trying to understand something we haven’t already classified. And so we see faces in clouds, in grilled cheese sandwiches and on other planets.
We do it with song lyrics that don’t make sense and with technology we don’t really understand as well.
Some of the drivers are:
Fear of the unknown.
Novelty and the arrival of something new.
Unpredictable inputs that seem to assert some sort of intentional action and agency.
It’s no wonder, then, that LLMs and other forms of AI lead to waves of pareidolia. We ascribe a gender, a tone of voice and most of all, intent to these computer programs that are doing nothing but math. We imagine that they are lying to us, manipulating us and getting ready to take over the world.
If imagining that there’s a little person inside helps you use the tool better, that’s fine.
But made up stories that we invented to deal with our fear often make it worse. They distract us from the hard work of understanding what’s actually happening.
When the details become more clear, we’ll then have to unlearn all the personification we insisted on learning.
The simple rule: Nine shortcuts take longer and are less productive than simply doing the work the right way the first time.
When we look for one-quick-tip and the lazy hack, we’re wasting time we could have spent on the direct path instead.
When a shortcut becomes the best way to do something, it ceases to be a shortcut. It’s simply the direct path. It’s easy to find satisfaction in finding the unexplored shortcut that gives us a temporary advantage. However, it won’t last long, and the time spent looking for it is a distraction.
Sit down and type. Stand up and lead. Simply begin.
As soon as we see that notice, the current model gets less good.
It was fine yesterday, but simply being told that better is available seems to tarnish something that worked.
Perhaps “compared to what” isn’t always the best question.
If you are struggling to get the word out, if customer traction is elusive, if you are always hustling for a little bit of attention, if it feels like you need to spend more money on promotion…
It might be that you skipped the important part.
Marketing isn’t hype. Marketing is making a product or service that matters.
If you’re struggling selling the thing you made, it’s worth reconsidering the audience, the promise and the change you seek to make–and then be honest with your team about whether your offering is actually remarkable, or just the best you could do with what you had.
Because the market doesn’t care how hard you’re trying.
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