Earlier this week, Bloomberg BETA’s Roy Bahat wrote a post about his views on using the “language of war” in startups. It’s worth a quick read. I wrote back to him and said while it can be crass to use belligerent language, there are probably nationalistic reasons (thinking of companies as nation-states) for why this happens. However, why not speak the language of colonization — yes, another unsavory nationalistic tactic — as a means to discuss strategy, growth, and hopefully winning one’s market? In this light, the language of war connotes a “hard power” of coercion and/or the use of force. Could there be room for the “soft power” of persuasion, public relations, and appealing to hearts and minds instead?
When I wrote back to Roy, he replied, “You should write that.” So, it when on my list, until I just got back to my desk and read the bombshell dropped by The Verge’s Casey Newton, detailing how Uber systematically tried to sabotage Lyft. First, a few things out of the way. This is bad, bad PR. I’m also a fan of Uber, and while I don’t expect any company to always “play by the rules,” this kind of stuff could hurt the arc of the company or, worse, engender an image that they can’t shake. In wanting Uber to succeed, I am hoping they learn from this. (By the way, Verge’s Newton did an amazing job scooping the story; this is the type of investigative work tech blogs should be doing to balance out the optimism of funding announcements and product launches.)
So, we are back to “Hard Power” vs “Soft Power.” The terms were coined and popularized by Harvard’s Joe Nye, a hybrid academic and state department official for many years. Nye’s argument was that as society transforms from materials to information and becomes globalized, a nation’s soft power (favorable policies, culture, attitudes, acceptance, values, etc.) can spread to give those nations a competitive advantage via persuasion instead using the coercive hard power (military/industrial complex, offense, arms trading, etc.). Nye’s world is one in which America should win with its soft power, it’s mindshare, positive PR at scale.
As Roy and I were emailing about this, it become apparent that the leading technology giants — Apple, Google, Amazon, Facebook, etc. — all use a mix of hard and soft power in concert. To pick on one, Amazon messes with publishers and authors at times, but then buys Goodreads and Twitch and fans love them. Uber right now is winning, no doubt — and they’re using a mix of hard power (against Lyft) and soft power (reducing traffic, drunk driving, etc.) that make them a complex beast. Whereas Google scaled on the back of the Internet with minimal friction, Uber is a network built on top of real world APIs. Uber is coming into contact with our transportation, food delivery systems, messenger routes, ridesharing, and more. Uber can repulse with its hard power, and win hearts and minds with its soft power. It may be easy to criticize from afar (and many of those critiques are likely to be valid), and while we all may want to see soft power at work, the truth of the matter today is that competition is fierce, resources are scarce, people need to get to Point A to Point B, and hard power still has its place in the real world. Drive accordingly.