I have a problem with problems. For ventures like Humaginarium, problems are supposed to be liberating, motivating, focusing, ultimately rewarding. Often they’re not. They’re merely utilitarian.
Problems make consumers feel confused, distressed, vexed. A problem is anything that isn’t right and furthermore, by being wrong, creates an unwanted opening between what is and what should be. Openings like that have costs and conceal opportunities. Unlocking hidden opportunities is the job of entrepreneurs.
Fair enough, but since the business of business is to deliver solutions rather than solve problems, it’s normal to hand off problems to engineers. Myriad kinds of engineers have just this in common: they all solve problems.
That’s why startups are called “tech” startups, led by engineers at least in the beginning. Startups launch to solve problems. That’s the gist of their value propositions to investors. This stance is brilliantly utilitarian, yet somehow incomplete and unsatisfactory.
Why? Because engineering doesn’t begin to cover the gamut of human endeavors and aspirations. I’ll go out on a limb and posit that engineering is largely irrelevant to many basic human activities.
What might those be? For starters, set technology aside and consider art and science. If you believe that arts and sciences are technical, well, you’re wrong. They use technology of course, just as industry and commerce do, but neither is utilitarian per se. Art is essentially imaginative self-expression. Science is essentially the discovery of new knowledge. Both are useless. Neither art nor science solves problems, though both satisfy deeply felt human needs.
What kinds of needs? In the case of art, the need to experience rarefied beauty and truth. That’s what drives billions of consumers to books, screens, galleries, and theaters, spending hard cash to contemplate things that are admittedly useless. In the case of science, it’s the need to apprehend contextual, mathematical, and physical truth. Both art and science enable people to perceive their place in the world, which is different from changing or improving it.
The difference between problems and needs is often glossed over by tech entrepreneurs. Could that be why 90% of startups fail? I’m not sure, but in any case Humaginarium isn’t glossing over anything; and we’re going to succeed.
Humaginarium is a tech startup, meaning that we solve a problem. We call this problem “health illiteracy”: the massive obstacle preventing most people (90% of adults) from achieving and sustaining wellness. Is solving the problem of health illiteracy the reason why we exist? Candidly, it is not.
We exist to satisfy needs. The need for a sense of well-being that doesn’t depend on being healthy or strong or smart or young or beautiful; but only on knowing precisely what you are, aware of what that means, and curious and brave enough to have fun with it.
Satisfying needs (not solving problems) is also the mission of entertainment, education, and health care. Satisfying needs drives consumers to shows and museums and consultations and classes and all sorts of adventures.
Speaking of adventures, my recent hike to the Burgess Shale did not solve a single problem, mine or anyone else’s. It simply satisfied needs that somehow made me appreciate my “wonderful life” and the world I live in. That is the benefit users will get from Humaginarium, whether or not their problems are solved.
Scientific entertainment. Variation on The Cock Fight, by Jean-Léon Gérôme