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Sorry for the lack of posts. My fiancee got COVID and I took care of her while she isolated, while work was busy, the holiday was happening, etc. So I sort of wasn’t thinking of my columns for awhile. But now I’m back, and it won’t surprise you that I want to discuss my latest mental chew toy, Ed Zitron’s idea of Business Idiots – people who live in the world of vibes, leading while disconnected, having deliberately sought out their disconnected state of power.
Now a strange thing about Business Idiots is that they really do seek a state that is purely performative. If you’ve ever listed to a podcast with some overpromoted idiot with a business degree or a TED talk that is making the audience cringe you know. There are people who have worked their way up the ladder because their only skill is working their way up the ladder.
Ever see a politician good at winning elections and not much else? Wait, don’t answer that, we all have, and we probably voted for one at least once. That’s a Business Idiot.
The thing is these Business Idiots are posing as something they aren’t. Visionaries, geniuses, great leaders. The thing we don’t want to admit – and they don’t want to admit – is that all they are good at is working their way in the system. If there was no “system” they might not be in power, but their sole skill is twiddling the knobs of our culture.
Kind of like people who treat talking to AI as a skillset. Hmmm.
I find it’s hard to actually see this because the business press and hell, the press in general, loves to laud some vapid moron they have access to. They need that access! So they’ll parrot whatever is said to get clicks and sell issues, and the vapid idiot just gets more powerful. However, I recently found a way that helps me understand Business Idiots.
Social Media. Wait, trust me on this, it’s not “old man yells at cloud time.” It may be old man yells at CROWDSTRIKE now and then, but trust me.
I was recently contemplating the utter vapidity of some modern social media stars, which is easy as we have a lot of examples. They’re good at promotion, they’re good at algorithms, they optimize their thumbnail images. They are in short good at marketing, because a lot of social media being about clicks and selling ads, is primarily a marketing machine.
I’m sure you know some teeth-grinding examples. You know the Social Media figures you hate (as opposed to the ones you love that are virtuous and good).
This Social Media manipulation is a skillset. It can get you rich and famous because you’re tweaking a giant social-technical-financial machine. You didn’t build the machine, you don’t work on the machine, but as a user you spend a lot of time figuring out how to work it. So you can reach great heights – and be insulated from reality, and thus a form of Business Idiot.
The thing is on your way up you don’t necessarily get good at anything else. You’re a salesperson and an attention-getter and that’s pretty much it. You may be famous and powerful because our systems love centralization, but you’re not really anyone but the same person podcasting or videocasting about their latest purchase.
Now when I look at these media stars and work backwards it’s a lot easier to see how our social, media, and financial systems can be taken advantage of. You don’t need any skills but hacking a complex system people are used to and that they probably didn’t put a lot of thought in. You don’t have to be anything but a knob-twiddler if you know the right knobs.
And that’s where we get Business Idiots. Worse, people who are quite competent get taught to twiddle the socio-economic knobs, become Business Idiots, and lose whatever they were.
And you know? You can’t run a complex society that way. As, I fear, we are finding out.
Steven Savage