You Are Your Tools

Humans have a deep need to belong — we crave a tribe. Our desire to be a part of something and yes, to be someone, is hardwired. It comes through in our social connections and in the products we choose as our tools.

As toolmakers, we often forget the human element and default to focusing on features and functions. As a thought experiment, consider a product you use and love — one you’d recommend to a friend. Ok, ready? What do you tell them about it? My guess is much of the review centers on what that thing can do.

But are features and specs what makes a product great? Is that how we choose the tools we use? There is more to what we let into our life than horsepower and megapixels.

Leica Camera Store in San Francisco

Consider Leica, the premium German camera maker — why do their stores look like museums? What would it say if they sold their products at Best Buy? Are any photographers choosing Leica solely based on ISO rating? For that matter, is anyone driving a Porsche strictly for the horsepower?

These tools have a following for reasons beyond pure utility. Consider Rolex. You can find a much cheaper watch that tells time better, but if you do, you won’t be a member of the Rolex club. You can buy a car faster than a Porsche, but when you park, will it spark spontaneous conversations with other car buffs?

Porsche Club

Given this reality, how much of your time as a maker is spent considering this aspect of your product? Or do you, like most of us, obsess over making something a little faster or easier, instead of considering what choosing our product says about our users. What do we want it to say?

Identity is wrapped up in what we wear, where we live, and yes, the products we buy and use. They each say something about us and convey what tribe we belong to. This is all a part of the human experience. Being a part of something is worth everything.

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