Iterate Weekly - Issue 183
This week we're talking about physical buttons, unproductivity, Ford gives away EV chargers, the end of "Super Heroes" and "Nobody Wants This"!
Welcome to issue 183 of Iterate Weekly.
Hope you’re all doing well. This is just a friendly reminder that you can always reply directly to these messages or leave a comment on the Substack post. Feedback is highly encouraged and I’m happy to answer any and all questions that come up.
Thank you as always for reading!
Buttons are making a comeback
When we think of classic pieces of technology from the past, there is one thing that they probably all had in common. They had awesome buttons!
The tactile feel of a button being pressed and released is a magical thing. And it seems like modern tech companies are starting to realize that. We’re starting to see tactile feedback make a return in the world of touch screens.
Apple has been one of the biggest proponents of removing buttons and pushing everything to touch screen displays. And yet, the latest iteration of the iPhone has added…not one but two buttons!
Sure, most of our phones are still just slabs of glass, but the inclusion of a few purposeful buttons can really change the way we interact with our devices. The double tap on the power button to open the camera app has been so crucial for me over the years. Simple buttons to activate flashlights or voice assistants are also super useful.
And what about when you’re in the car? After we removed all buttons and crammed all functionality into a screen for many high-end models, we’re seeing a return to physical dashboard controls. As nice as a giant screen looks in your car, it’s just not the most effective way to turn on the air conditioning or dial-in the perfect radio station. Levers, buttons, and knobs are just easier for muscle memory when your eyes need to remain on the road.
Touch screens have gotten so common and inexpensive that they’ve become the norm in situations where they shouldn’t exist. Washing machines, cars, and maybe most frustratingly, my induction range have all seen dials and knobs replaced by screens and flat buttons. While I thought it was pretty sleek to have an oven without a single physical dial or button, I have had situations where a wet finger or cooking surface just won’t register my input.
I have a feeling that if we jump ten years into the future, buttons will be far more common. They’ll be better and smarter than the physical input methods of yore and we’ll laugh about that silly period of time where we thought everything needed a touch screen.
🎓 Education/Productivity/Work
Unproductivity
If you’re not reading author Oliver Burkeman’s fantastic “The Imperfectionist” newsletter, you are really missing out.
Pretty much every edition has a thought-provoking work or productivity concept that sticks with me long after I’ve closed the email. And recently I really enjoyed reading about his idea of “unproductivity”.
Basically, he describes setting aside specifically “unproductive” time to break up our days. His examples include going for a hike, reading a book for pleasure, or playing the piano. Whatever your unproductive hobby of choice, it’s just meant to be something that isn’t work related or doesn’t necessarily have a tangible output that you’re striving to optimize.
Burkeman’s position is that we will pretty much never complete all the tasks on our never-ending to-do list. So why not just relinquish control once in a while rather than pretending that all of our actions are “productive”?
He specifically calls out a feeling that I think we can all relate to. We’ve been trained to somewhat overcome that unproductive feeling we get sometimes. We say we’ll just “power through” another hour of responding to emails or writing, or whatever it may be. When perhaps the best path forward is to just accept whatever productive output you have that day and go spend some time engaging in a fulfilling hobby instead.
Live to be productive another day rather than forcing the issue that day through sheer will power. It’s a novel concept that we should all employ from time to time.
♻️ Health/Environment/EVs
Ford will give you a free charger if you buy an EV
As many car companies try to figure out the right mix of EVs, hybrids, and gas-powered cars to offer, Ford has come up with a plan to push curious customers into their fully-electric vehicles.
While that may not feel like that big of a bonus when you’re purchasing an already expensive automobile, it could be enough of an incentive for some folks. Wrapping your head around home charging can be tough. Can my electrical system support all that charging? Who are the reputable companies installing chargers in my area? Where is the best spot to install my charger? The questions go on and on.
This move isn’t going to convert people who have no interest in EVs. But it may convince some of those so-called “fence-sitters” who really want an EV but maybe don’t want to pay for a home charger or don’t understand the nuances involved. Since about 80% of EV drivers do their charging at home, figuring out this piece of the puzzle will be critical for Ford.
The truth is that most people who want to purchase EVs have already done so by now. In order to grow market share, companies like Ford need to reach those consumers who are curious and willing to buy an EV if the parameters work out. Sure, they’d drive an EV if they find the range acceptable and Ford will install the charger for them. But if those things can’t be solved, they’re happy to stick with their ICE vehicle.
I give Ford credit for attempting this promotion and I imagine we’ll see similar moves from other manufacturers soon.
🛍 Grab Bag
The end of the “Super Hero” trademark
Times are changing everyone. Comic giants Marvel and DC are losing their grip on the phrase “Super Hero”. Yep, their trademark on the phrase is coming to an end.
This trademark was first created way back in 1967. That is a very long time to own this conversation. Since then, it has been virtually impossible for other companies to have “super heroes” of their own. Sure, they could have heroes or they could have people who were generally super in nature, but these two things could not be compounded.
All jokes aside, these two companies have really had a stranglehold on this industry for far too long. Losing this trademark isn’t likely to change that anytime soon, but it’s still fascinating. Will we see a whole new world of super heroes coming now that this roadblock has been removed? No, probably not but it still makes for a fun bit of litigious trivia knowledge right?
💬 Quote of the Week
"Keep your face always toward the sunshine - and shadows will fall behind you."
-Walt Whitman
📺Content Review
Nobody Wants This.
If you’re in need of a good Rom Com series, look no further than “Nobody Wants This.”
Yes, sometimes you just want to turn off your brain and watch some solid on-screen romantic chemistry. And I’d venture to say that Kristen Bell and Adam Brody offer that up in spades.
Brody is basically playing a grown-up version of Seth Cohen who ditches the comic books and becomes a rabbi. Bell is a sex podcaster who has been unlucky in love but is smitten by the unlikely pious heartthrob. And apparently it’s based on a true story, so why not check it out?
Thanks for reading, I’ll see you next week!
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