My approach to what I do in my job — and it might even be the approach to my life — is that everything I do is the most important thing I do. Whether it’s a play or the next film. It is the most important thing. I know it’s not going to be the most important thing, and it might not be close to being the best, but I have to make it the most important thing. That means I will be ambitious with my job and not with my career. That’s a very big difference, because if I’m ambitious with my career, everything I do now is just stepping-stones leading to something — a goal I might never reach, and so everything will be disappointing. But if I make everything important, then eventually it will become a career. Big or small, we don’t know. But at least everything was important.
We're very good at talking about immersive experiences, personalized content, growth hacking, responsive strategy, user centered design, social media activation, retargeting, CMS and user experience. But behind all this jargon lurks the uncomfortable idea that we might be accomplices in the destruction of a platform that was meant to empower and bring people together; the possibility that we are instead building a machine that surveils, subverts, manipulates, overwhelms and exploits people.
It all comes down a simple but very dangerous shift: the major websites of today's web are not built for the visitor, but as means of using her. Our visitor has become a data point, a customer profile, a potential lead — a proverbial fly in the spider's web. In the guise of user-centered design, we're building an increasingly user-hostile web.
If you run a website and you put official share buttons on your website, use intrusive analytics platforms, serve ads through a third-party ad network or use pervasive cookies to share and sell data on your users, you're contributing to a user-hostile web. You're using free and open-source tools created by thousands of collaborators around the world, over an open web and in the spirit of sharing, to subvert users.
What I'm against is the centralization of services; Facebook and Google are virtually everywhere today. Through share buttons, free services, mobile applications, login gateways and analytics, they are able to be present on virtually every website you visit. This gives them immense power and control. They get to unilaterally make decisions that affect our collective behavior, our expectations and our well-being. You're either with them or out. Well, I chose out.
You see, the web wasn't meant to be a gated community.
Do we want the web to be open, accessible, empowering and collaborative? Free, in the spirit of CERN’s decision in 1993 or the open source tools it's built on? Or do we want it to be just another means of endless consumption, where people become eyeballs, targets and profiles? Where companies use your data to control your behaviour and which enables a surveillance society—what do we want?