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Made in USA

(This is a new essay for the Japanese edition of Hackers & Painters. It tries to explain why Americans make some things well and others badly.)

A few years ago an Italian friend of mine travelled by train from Boston to Providence. She had only been in America for a couple weeks and hadn't seen much of the country yet. She arrived looking astonished. "It's so ugly!"

People from other rich countries can scarcely imagine the squalor of the man-made bits of America. In travel books they show you mostly natural environments: the Grand Canyon, whitewater rafting, horses in a field. If you see pictures with man-made things in them, it will be either a view of the New York skyline shot from a discreet distance, or a carefully cropped image of a seacoast town in Maine.

How can it be, visitors must wonder. How can the richest country in the world look like this?

Oddly enough, it may not be a coincidence. Americans are good at some things and bad at others. We're good at making movies and software, and bad at making cars and cities. And I think we may be good at what we're good at for the same reason we're bad at what we're bad at. We're impatient. In America, if you want to do something, you don't worry that it might come out badly, or upset delicate social balances, or that people might think you're getting above yourself. If you want to do something, as Nike says, just do it.

This works well in some fields and badly in others. I suspect it works in movies and software because they're both messy processes. "Systematic" is the last word I'd use to describe the way good programmers write software. Code is not something they assemble painstakingly after careful planning, like the pyramids. It's something they plunge into, working fast and constantly changing their minds, like a charcoal sketch.

In software, paradoxical as it sounds, good craftsmanship means working fast. If you work slowly and meticulously, you merely end up with a very fine implementation of your initial, mistaken idea. Working slowly and meticulously is premature optimization. Better to get a prototype done fast, and see what new ideas it gives you.

It sounds like making movies works a lot like making software. Every movie is a Frankenstein, full of imperfections and usually quite different from what was originally envisioned. But interesting, and finished fairly quickly.

I think we get away with this in movies and software because they're both malleable mediums. Boldness pays. And if at the last minute two parts don't quite fit, you can figure out some hack that will at least conceal the problem.

Not so with cars, or cities. They are all too physical. If the car business worked like software or movies, you'd surpass your competitors by making a car that weighed only fifty pounds, or folded up to the size of a motorcycle when you wanted to park it. But with physical products there are more constraints. You don't win by dramatic innovations so much as by good taste and attention to detail.

The trouble is, the very word "taste" sounds slightly ridiculous to American ears. It seems pretentious, or frivolous, or even effeminate. Blue staters think it's "subjective," and red staters think it's for sissies. So anyone in America who really cares about design will be sailing upwind.

Twenty years ago we used to hear that the problem with the US car industry was the workers. We don't hear that any more now that Japanese companies are building cars in the US. The problem with American cars is bad design. You can see that just by looking at them.

All that extra sheet metal on the AMC Matador wasn't added by the workers. The problem with this car, as with American cars today, is that it was designed by marketing people instead of designers.

Why do the Japanese make better cars than us? Some say it's because their culture encourages cooperation. That may come into it. But in this case it seems more to the point that their culture prizes design and craftsmanship.

For centuries the Japanese have made finer things than we have in the West. When you look at swords they made in 1200, you just can't believe the date on the label is right. Presumably their cars fit together more precisely than ours for the same reason their joinery always has. They're obsessed with making things well.


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