Joi Ito: “Deploy or Die”

Why everyone must understand manufacturing, and why the most creative companies design hardware and software together.

It was a pleasure, as always, to talk with Joi Ito a couple of weeks ago. He and I are co-chairing Solid, our new conference about the intersection of software and the physical world, and we recorded part of our conversation in the video below to frame the program we’ve assembled.

Joi is, of course, the director of the MIT Media Lab, where the emphasis is on working across disciplines: engineers take on art and designers hit the oscilloscopes. The kind of development process standard in the new generation of hardware startups — small groups of people hacking away at electronics and software to come up with products that combine both — has been familiar at the Media Lab for decades.

Now the Media Lab’s emphasis is on projects that go all the way to manufacturing and distributing: moving from “demo or die” to “deploy or die,” as Joi puts it. Projects that deploy can be vastly more impactful than those that just demo — putting thousands of devices into the hands of users rather than just a couple. Plus, the manufacturing process is a crucial source of both constraints and creative possibility. Joi says, “Understanding manufacturing is going to be key to design, just like understanding the Internet has become key to running a company.”

Other topics that arose in our conversation — and that are also central to Solid: the merging disciplines of hardware and software, the role of expertise in creating manufactured products, agile hardware development, the importance of having software design and hardware design in the same place, and the need for a new ethics as manufacturing becomes democratized.

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