The Artless Internet

By Alex Brands

The Artless Internet

In tracking the development of a student, Bruce Lee used a three-stage model

to map the progression from novice to master.

The Three Stages of Cultivation

I. Primitive

II. Mechanical

III. Artlessness

I. Primitive

II. Mechanical

III. Artlessness

The student knows nothing about the art of combat. Tactics are !uid and natural, but the student simply blocks and strikes instinctively without a concern for what is right and wrong.

Source: Bruce Lee, WikiQuote

I. Primitive

II. Mechanical

III. Artlessness

The student learns the technical aspects of combat but his original sense of self and freedom are lost. His action no longer !ows by

itself. Due to calculations and analysis, he may be called “intellectually bound.”


I. Primitive

II. Mechanical

III. Artlessness

The student adjusts himself to his opponent “like water pressing on an earthen wall.” All of his classical techniques and standard styles are minimized, if not wiped out, and nothingness prevails. He is no

longer con"ned and can !ow freely, instinctively, and expertly.


Instinctual + Extreme Technical + Confined Fluid + Free

I. Primitive

II. Mechanical

III. Artlessness

Now, Let’s pivot to technology

Connected devices are drastically transforming the way we live and work.

“All the benefits that we’ve seen from the PC in the past will move out into every aspect of our lives, every aspect of industry”

- Benedict Evans, The Industrial Internet

Source: Ben-Evans.com

Transformation is on the horizon for almost every segment of the market

“What I learned is that the Valley is self-renewing, self-revitalizing, and it never stops. Tech is always going into new areas: healthcare, real estate, education, financial services, transportation.”

- Marc Andreessen, Dreamforce Conference

Source:: Inc Magazine

And as technology evolves, New opportunities continue to emerge.

“If you think of technology as something that's spreading like a sort of fractal stain, every moving point on the edge represents an interesting problem.”

- Paul Graham, Before the Startup

Source: paulgraham.com/before.html

Enter Bruce Lee.

If we Step Back, The first two Stages of Cultivation

Accurately describe our relationship with technology until now.

I. Primitive

II. Mechanical

III. Artlessness

This phase is characterized by managed extremes. Problem-solving tactics are !uid and natural, but the solutions are

often unre"ned, over-simpli"ed, and labor intensive.

Pre-Industrial Society

I. Primitive

II. Mechanical

III. Artlessness

As technology progresses, machine and man come together in controlled circumstances, but the user’s sense of self and freedom

are lost.

Action no longer !ows by itself as it is dictated by the capabilities of the machine.

Pre-Industrial Society Industrialization to Computerization

with increased scale and sophistication, Connected Devices are providing the

catalyst for stage three.

Source: Benedict Evans, Mobile is eating the world

2-3x more smartphones than pcs by 2020

Personal Taken Everywhere Frictionless Access Sensors, Cameras Locations Payment Social Platform Much Easier to Use

x = 10x the opportunity

Mobile is redefining our relationship with computing

And data’s impact continues to grow

1.0 Descriptive

2.0 Predictive

3.0 Prescriptive

Source: Benedict Evans, The Industrial Internet

1950s - early 2000s

Measurement

early 2000s - Now

Measurement +

Forecasting

Future

Ongoing Measurement +

Real-Time, Automated Optimization

Creating the necessary infrastructure For Artless user experiences.

Technology adapts to its user. Standardized experiences are minimized, if not wiped out, and nothingness prevails.

Users are no longer con"ned as their relationship with

technology !ows freely, instinctively, and precisely.


The Industrial Internet

I. Primitive

II. Mechanical

III. Artlessness

an example: climate control

Pre-Industrial Society

Managed extremes:

Furnace

I. Primitive



Managed extremes:

Furnace

Confined Control:

Thermostat

I. Primitive

II. Mechanical



The Industrial Internet

Managed extremes:

Furnace

Confined Control:

Thermostat

Artless integration:

Nest

I. Primitive

II. Mechanical

III. Artlessness


By embracing artless integration, nest has created a seamless product

experience and successfully Disrupted a stagnant market.

In other words, Nest has created a last mover advantage.

“it’s much better to be the last mover. Make the last great development in a specific market and enjoy years or even decades of monopoly profits.”

- Peter Thiel, Zero to One

Source: MIT Technology reviiew

As markets evolve, Ventures that embrace artless user

experiences will be last movers, Capturing And defining the future of

their respective markets.

Thank You.