Suck Law

Spire Digital
Oct 10, 2016

What technology sucks in your world?

Did Netflix go down while you were bingeing on Luke Cage? Are your wedding pictures mysteriously missing from the cloud? Has your Galaxy Note 7 exploded?

Did you accidentally end up in an uberPOOL, spending an hour in a car with questionable strangers on a ride that should have taken eight minutes? Are you having a relationship with a bot on Tinder, Snapchat, or LinkedIn?

If you answered yes to any of these questions, then you’re a part of technological advancement. You see, sucking leads to innovation. When something sucks, people are pissed off. When they’re pissed off, they complain or they abandon the product and/or use a different product. This negative feedback is a driving force necessary to build a better product.

Interestingly enough though, that better product will eventually begin to suck too because the standards for what is great and what is subpar are fluid. A killer app one day is a waste of screen space the next. The must-have gadget for Christmas is in the bargain bin by Easter. Customers are always wanting and expecting more.

You’ll build a road-safe autonomous vehicle. Instantaneously, it will need to be faster and sleeker and more fuel-efficient. Soon, it will need to fly and then it will need to travel through time. And so on and so forth!

This is what I call Suck Law, which observes that all technology will inevitably suck, leading to better technology in a never-ending virtuous circle where innovation continues indefinitely.

When it was first introduced, the original iPhone was a near perfect specimen. Use the original iPhone today and you’ll undoubtedly think it sucks (revolutionary, but sucky). The same goes for earlier versions of Xbox, Chrome, Fitbit, Salesforce, and pretty much every other piece of tech ever released. No matter how good they were, at some point, they sucked.

Great companies embrace Suck Law. They know that suckiness is the key to their competitive edge. They’re constantly gathering feedback and working on newer versions of their products even before the inevitable suck sets in. They don’t leave an opening for competitors to launch something less sucky.

Innovators and entrepreneurs exploit Suck Law. They’re always on the hunt for suckiness. And when they find it, they pounce – their talons scratching out business plans and patent applications, their fangs biting and tearing away at useless features and nonsensical functionality. The result – new products that satisfy and delight consumers, at least for a brief moment in time.

Truly, the winner in Suck Law is society as a whole. Due to opportunism, curiosity, greed, and altruism, things are constantly getting better and better. Suckiness has spawned advancements in communications, science, medicine, and dare I say, all of humanity.

At Spire, we traffic in Suck Law. Everyday, clients come to us with something that sucks in one way or another. We do our damnedest to help them reach perfection, but we know that perfection is fleeting. And that’s a good thing, because when we stop sucking, we start dying. Innovation ceases, progress comes to a halt, and civilization decays. Nobody wants that now do they?

So, if your technology sucks, which I know it does, let’s talk. Together, we’ll save mankind!