What robots bearing tacos can teach startups about navigating the Trough of Sorrow.
Some companies are born great, some companies achieve greatness, and some companies drop greatness on your face -- in the form of a taco.
The latter certainly applied to one of the greatest fake startups ever: TacoCopter. The prank company drew headlines with its stated plan to use "flying robots" to deliver tacos to smartphone-ordering customers. Basically, they wanted to use automated helicopters to reign deliciousness down on people. It was genius.
It was also illegal. A short brainstorm of air-dropping tacos on customers uncovers a number of drawbacks, including but not limited to: What if the tacos hit somebody else? What if somebody steals your taco from the toy helicopter? What if the copter crashes into a building? What if the FAA opts to clear the skies of Mexican delivery? But all of this was besides the point.
The real key is marketing. This brouhaha is exactly the kind of publicity that can help a new startup get traction. I know from personal experience. Out of college, a couple of friends and I co-founded a social gaming company. After the initial burst of attention and exhilaration that comes from launching, there was ... nothing. Users disappear. It's all about iterating, and trying to build something that people want. Of course, it's hard to know if people really want what you're building when almost nobody knows about you. It's what Y Combinator's Paul Graham calls the "Trough of Sorrow."
The Trough of Sorrow is where most startups meet their demise. It's easy to give up when nobody's paying attention. Anything that kicks the company out of the shadows during these lean months (or years) is by definition good. Even if that means floating outlandish plans to parachute tacos down to customers.
There's an obvious caveat here: TacoCopter isn't real. But there easily could have been a legitimate company behind the farce. Indeed, it's not hard to imagine a taco food truck equivalent of The Melt. Smartphone ordering may not seem all that innovative, but it's the kind of incremental improvement that can make a difference -- with the right marketing.
None of this is to subscribe to an Underpants Gnome theory of startups. It's slightly more complicated than a three-step process of 1) Unleash a viral marketing campaign 2) ??? 3) IPO! There's no substitute for the grueling work of iterating and slowly figuring out what it is that people actually want. But eyeballs are precious. If promises of robots dropping tacos from the sky gets people on your app, so be it.
Brands are a powerful thing. Usually it takes years, if not decades, to cultivate a brand that customers remember. The power of the web is such that a single memorable prank or video can launch a brand overnight. Just ask the Dollar Shave Club. The Internet has disrupted many industries, but one of the most important industry it's disrupted for startups might be marketing. The barrier to entry for going viral is the ability to upload a funny idea to the Internet -- which benefits the landscape for all upstart companies.
Expect smart companies to keep dropping those tacos.
It’s a paradox: Shouldn’t the most accomplished be well equipped to make choices that maximize life satisfaction?
There are three things, once one’s basic needs are satisfied, that academic literature points to as the ingredients for happiness: having meaningful social relationships, being good at whatever it is one spends one’s days doing, and having the freedom to make life decisions independently.
But research into happiness has also yielded something a little less obvious: Being better educated, richer, or more accomplished doesn’t do much to predict whether someone will be happy. In fact, it might mean someone is less likely to be satisfied with life.
That second finding is the puzzle that Raj Raghunathan, a professor of marketing at The University of Texas at Austin’s McCombs School of Business, tries to make sense of in his recent book, If You’re So Smart, Why Aren’t You Happy?Raghunathan’s writing does fall under the category of self-help (with all of the pep talks and progress worksheets that that entails), but his commitment to scientific research serves as ballast for the genre’s more glib tendencies.
A professor of cognitive science argues that the world is nothing like the one we experience through our senses.
As we go about our daily lives, we tend to assume that our perceptions—sights, sounds, textures, tastes—are an accurate portrayal of the real world. Sure, when we stop and think about it—or when we find ourselves fooled by a perceptual illusion—we realize with a jolt that what we perceive is never the world directly, but rather our brain’s best guess at what that world is like, a kind of internal simulation of an external reality. Still, we bank on the fact that our simulation is a reasonably decent one. If it wasn’t, wouldn’t evolution have weeded us out by now? The true reality might be forever beyond our reach, but surely our senses give us at least an inkling of what it’s really like.
Nearly half of Americans would have trouble finding $400 to pay for an emergency. I’m one of them.
Since 2013,the Federal Reserve Board has conducted a survey to “monitor the financial and economic status of American consumers.” Most of the data in the latest survey, frankly, are less than earth-shattering: 49 percent of part-time workers would prefer to work more hours at their current wage; 29 percent of Americans expect to earn a higher income in the coming year; 43 percent of homeowners who have owned their home for at least a year believe its value has increased. But the answer to one question was astonishing. The Fed asked respondents how they would pay for a $400 emergency. The answer: 47 percent of respondents said that either they would cover the expense by borrowing or selling something, or they would not be able to come up with the $400 at all. Four hundred dollars! Who knew?
“A typical person is more than five times as likely to die in an extinction event as in a car crash,” says a new report.
Nuclear war. Climate change. Pandemics that kill tens of millions.
These are the most viable threats to globally organized civilization. They’re the stuff of nightmares and blockbusters—but unlike sea monsters or zombie viruses, they’re real, part of the calculus that political leaders consider everyday. And according to a new report from the U.K.-based Global Challenges Foundation, they’re much more likely than we might think.
In its annual report on “global catastrophic risk,” the nonprofit debuted a startling statistic: Across the span of their lives, the average American is more than five times likelier to die during a human-extinction event than in a car crash.
Partly that’s because the average person will probably not die in an automobile accident. Every year, one in 9,395 people die in a crash; that translates to about a 0.01 percent chance per year. But that chance compounds over the course of a lifetime. At life-long scales, one in 120 Americans die in an accident.
The U.S. president talks through his hardest decisions about America’s role in the world.
Friday, August 30, 2013, the day the feckless Barack Obama brought to a premature end America’s reign as the world’s sole indispensable superpower—or, alternatively, the day the sagacious Barack Obama peered into the Middle Eastern abyss and stepped back from the consuming void—began with a thundering speech given on Obama’s behalf by his secretary of state, John Kerry, in Washington, D.C. The subject of Kerry’s uncharacteristically Churchillian remarks, delivered in the Treaty Room at the State Department, was the gassing of civilians by the president of Syria, Bashar al-Assad.
How the North Vietnamese remember the conflict 40 years after the fall of Saigon
HANOI, VIETNAM—Forty years ago, on April 30, 1975, Nguyen Dang Phat experienced the happiest day of his life.
That morning, as communist troops swept into the South Vietnamese capital of Saigon and forced the U.S.-backed government to surrender, the North Vietnamese Army soldier marked the end of the war along with a crowd of people in Hanoi. The city was about to become the capital of a unified Vietnam. “All the roads were flooded by people holding flags,” Nguyen, now 65, told me recently. “There were no bombs or airplane sounds or screaming. The happy moment was indescribable.”
The event, known in the United States as the fall of Saigon and conjuring images of panicked Vietnamese trying to crowd onto helicopters to be evacuated, is celebrated as Reunification Day here in Hanoi. The holiday involves little explicit reflection on the country’s 15-year-plus conflict, in which North Vietnam and its supporters in the South fought to unify the country under communism, and the U.S. intervened on behalf of South Vietnam’s anti-communist government. More than 58,000 American soldiers died in the fighting between 1960 and 1975; the estimated number of Vietnamese soldiers and civilians killed on both sides varies widely, from 2.1 million to 3.8 million during the American intervention and in related conflicts before and after.
A pastor and a rabbi talk about kids, poop, and tearing down the patriarchy in institutional religion.
The Bible is a man’s book. It was mostly written by men, for men, and about men. The people who then interpreted the text have also been predominately male.
No wonder there’s not much theology preoccupied with weird-colored poop and the best way to weather tantrums. Throughout history, childcare has largely been considered women’s work—and, by extension, not theologically serious.
Danya Ruttenberg—a Conservative rabbi whose book about parenting came out in April—disagrees. So does Bromleigh McCleneghan, a Chicago-area pastor and the author of a 2012 book about parenting and a forthcoming book about Christians and sex. Both women have made their careers in writing and ministry. But they’re also both moms, and they believe the work they do as parents doesn’t have to remain separate from the work they do as theologians.
The president’s unique approach to the White House Correspondents’ Dinner will surely be missed.
No U.S. President has been a better comedian than Barack Obama. It’s really that simple.
Now that doesn’t mean that some modern-day presidents couldn’t tell a joke. John F. Kennedy, Ronald Reagan, and Bill Clinton excelled at it. But Obama has transformed the way presidents use comedy—not just engaging in self-deprecation or playfully teasing his rivals, but turning his barbed wit on his opponents.
He puts that approach on display every year at the White House Correspondents’ Dinner. This annual tradition, which began in 1921 when 50 journalists (all men) gathered in Washington D.C., has become a showcase for each president’s comedy chops. Some presidents have been bad, some have been good. Obama has been the best. He’s truly the killer comedian in chief.
The Islamic State is no mere collection of psychopaths. It is a religious group with carefully considered beliefs, among them that it is a key agent of the coming apocalypse. Here’s what that means for its strategy—and for how to stop it.
What is the Islamic State?
Where did it come from, and what are its intentions? The simplicity of these questions can be deceiving, and few Western leaders seem to know the answers. In December, The New York Times published confidential comments by Major General Michael K. Nagata, the Special Operations commander for the United States in the Middle East, admitting that he had hardly begun figuring out the Islamic State’s appeal. “We have not defeated the idea,” he said. “We do not even understand the idea.” In the past year, President Obama has referred to the Islamic State, variously, as “not Islamic” and as al-Qaeda’s “jayvee team,” statements that reflected confusion about the group, and may have contributed to significant strategic errors.
Three Atlantic staffers discuss “Home,” the second episode of the sixth season.
Every week, for the sixth season of Game of Thrones, Christopher Orr, Spencer Kornhaber, and Lenika Cruz will be discussing new episodes of the HBO drama. Because no screeners are being made available to critics in advance this year, we'll be posting our thoughts in installments.