Shooting Fish in a Barrel
Businessmen and their PR
professionals endlessly promote a love of risk as a basic value entrepreneurial
value. At least in my experience, however, lack of imagination, tolerance for
boredom, and deeply ingrained cautiousness are much more salient features of
the commercial mentality. Far from courting danger and adventure, the
executives I’ve met always much prefer the fix to be in. No doubt there really
are outliers who live up to the Schumpeter romance of the swashbuckling innovator
in fact as well as manufactured image. At least I assume such beings walk the
earth. For some reason they didn’t show up at the meetings I attended. The guys
who did show up much preferred arbitrage to leaps in the dark. There’s a reason
for all those movie sequels and new flavors of Snapple, for the persistence of
SUVs, for yet another strip mall in Tacoma, for all the innovations that aren’t
very innovative. “Who hath vision? He who died o’ Wednesday.”
A simple syllogism shows
that my observation is not mere cynicism: if the business of America is
business and the business of business is turning a profit, America is about
making a profit and not about taking a flyer. You can’t build an entire system
around the proposition that the bottom line is what matters and then bitch when
consideration of the bottom line crowds out other possible motives, including
actually building something that matters. As Kant might have written, had he
lasted long enough to repent of his earlier foolishness, “There is no possibility
of thinking of anything at all in the world, or even out of it, which can be
regarded as good without qualification, except unearned income.” You’d have to
be one of those idiots who know the value of everything and the price of
nothing to cavil at that. Unfortunately, in the normal run of things rent
seeking doesn’t leave much room for dreaming.
I’m not attacking individual
business people here: they are doing what they were told to do and the
sustained effort required to do what they were told is nothing contemptible,
especially since the vast majority of them are just making a living for their
families. The relentless pursuit of profit is, as Max Weber pointed out long
ago, a form of worldly asceticism; and it takes considerable discipline, not
only to work, but to remember that the work isn’t the point. You’re creating
the software for the IPO, not for its technical sweetness or for what it can
actually do. The mission statement is for the troops, not the general. They’re
supposed to love their work—beats paying ‘em, after all—but it’s better if you
manage in a field you don’t like very much, just as it used to be said the best
arranged marriages were based on mild antipathy. Keeps your priorities
straight.
Like many systems, business
works by virtue of the exceptions to its fundamental rules. Somebody has to
make it new in commerce as in art or the profit margins will eventually peter
out. To a remarkable extent, however, the ones who do make it new do are not
businessmen at all but academics, scientists, and artists, many of ‘em working
for the government directly or indirectly. There are economic/institutional
reasons why government research and investment has been so crucial to the
emergence of the growth industries of the last hundred years*—I leave the
explanation of those reasons to economists such as Marianna Mazzucato—but the
deep conservatism of business culture, particularly its value system, is the
proximate reason that the free market is as sterile as a demand economy if left
to its own devices.
*Not all industries, just
automobiles, aviation, nuclear power, electronics, computers, the Internet,
pharmaceuticals, biotech, agriculture, and renewable power.