‘Assume everyone’s an idiot’

17 May 2012

MADISON, Ala.–Spoiler alert: This has nothing to do with electronics but everything to do with innovation.

More design resources

Many of you reading this have had experience working a trade show for your company. It's expensive to rent the space and even more expensive to acquire and manage the materials you use for your booths. What if you could buy a light-weight, cardboard kit, assemble it in a few minutes at the exhibits hall, and then knock it down and walk away once the event was over?

That's the idea with Out of the Box Exhibits, a company here backed by engineer and serial entrepreneur Bruce Imsand, whom we profiled at MaxVision. MaxVision, not coincidentally, is located right next door to Out of the Box.

The idea is simple, and Imsand tells it in a very straightforward manner. And when he says "you have to assume everyone's an idiot," he's not disparaging the customer, he making an assertion about great design:

 

William Ketel May 19, 2012 at 6:14 pm

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I can verify that a lot of people are indeed idiots, BUT I wonder just what area he is talking about. My most recent "idiot experience" was dealing with an individual who was complaining about "hot wires" in the basement of a house. After a good bit of checking for ungrounded fixtures and other shock hazards, all of which did not satisfy the idiot, I found out that the person was complaing about some of the electrical wiring touching the heating-cooling ducts. The loacl building inspector had not even commented on that, but this individual was afraid of some sort of hazard. I call it idiocy, but not where they could hear.
Of course, our new power mowers makers must have assumed that our goal was to stick our fingers intothe rotating blades. The many features on a mower all seem to be there to prevent that, at the expense of being able to do a good mowing job. On each mower I need to remove a few features in order to be able to mow my lawn. No, I have never been injured by a mower, not even slightly.

Leonard Johnston May 21, 2012 at 6:16 am

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I am finally vindicated.  I have always removed several of the so called "safety features" from each new mower I purchase, for the same reason, usability.  I thought I was the only person in the world who did it, and have always been omewhat nervous about using my mower without the dreaded safety features.  I also have never been injured by a mower.  It has always been my assumption that each of the safety features were created because someone was injured doing something stupid around a mower and then sued the manufacturer.  The manufacturer's lawyers then told the manufacturer to install something to prevent that stupid activity, and thus the new safety feature was installed.  The sad part of it all is that, the price of the mower goes up each time a new safety feature is added. 

RichardP May 21, 2012 at 6:08 pm

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He-he, I notice the statement was "you have to assume everyone's an idiot" and not "you have to assume everyone else is an idiot". Some people should take note of this! :-)

Al Sledge May 22, 2012 at 8:44 am

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I have long said I lived in a nation populated by idiots.  I was wrong.  I was being an optimist.  I now claim thar I live in a world populated by idiots. A few years ago I wanted to buy a new cutting torch for hobby use. The price had skyrocketed in the one year since I last looked at one.  The new torch had warning labels all over it warning of "likely hot" areas. The sales guy then told me that the company had lost a suit over a guy who had burned himself and it was the manufacturers fault because he did not know some parts were hot.  It's a cutting torch!  Its made to cut steel by burning it with oxygen and high heat.  Worse was the judge or jury to awarded damages.  I noticed my wife's hair dryer had a label to not use the dryer in the shower or bathtub.  Huh?  We need to have people like this kill themselves as protecting them causes the gene pool depth to get very shallow indeed!

Jon Titus May 22, 2012 at 8:56 am

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Even household extension cords and outlet strips come with several warning labels.  When will this stupidity end?

hays.david@sbcglobal.net May 22, 2012 at 9:26 am

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Even the sun shield in your car tells you not to drive with it in place!
I have removed warning labels, even took the air bag warning off my sun visor in my pickup, it was tacky!  I haven't taken all of the warning labels off my new mower yet.  I am not sure what parts one can remove, as it seems to work fine as is.  Do you mean you have gone around the bail to keep th emower running even when you aren't in control?
Hair dryers are being made now so that they will shut off and shield you from the AC line if dropped into water.  My wife's hair dryer comes with its own GFCI plug.
The threat of shock is why you have more breakable tools with plastic housings instead of the old steel.  Besides potability, that may be why we see more and more battery operated tools, too.  I have a new string trimmer powered by a battery along with a blower powered by the same size battery for convenience.  (It doesn't get hot like the gasoline powered one either!)

Linda May 22, 2012 at 9:56 am

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I wonder what the environmental impact is of this disposable booth.  While it may be cheap and easy to make one and "abandon" it after each show, it seems a bit irresponsible.

    Miles May 22, 2012 at 11:20 am

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    Balance the cost of "abandonment" versus the carbon footprint required to ship it back to the office each time its used. Mega-corporations with monster booths have "permanent booths built out of metal, plastic and wood, no cardboard in sight! We're talking about a very small booth, from the look of it, a 10 foot wide one.
    Carboard can be recycled. A lot of plastics aren't, even if they are recyclable. Most cleanup crews at show venues already recycle all the other cardboard used durning the show for food items, packing material, consumables, show programs, etc. So they add the booth(s) cardboard to the recycle bin. It also sounds like the printed stock comes off and can be rolled up and put into shipping tubes for the next show. Those printed "banners" are the most expensive part of the booth. The cardboard underneath isn't. Smart product it offers the smallest companies the opportunity to participate in trade shows they might not otherwise could afford. Besides if the small company wants to, they still could ship the cardboard back to the office and use it at the next show.

    Dan May 22, 2012 at 2:22 pm

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    I wonder about idiots that are concerned about a small piece of cardboard destroying the earth.

Robert Seay May 22, 2012 at 2:18 pm

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I own a lawnmower, which is now 25 years old and (with a number of repairs) running fine. About 6 years ago it refused to crank and I couldn't get it going with the usual fixes, spark plug, ignition checked good. I figured the carburetor was clogged. As it was quite old, I boght a new mower. Both mowers were made by the same company, low end, no frills. However the new mower had a few safety upgrades. As on the old one, it had the bail that you have to squeeze to keep it going, but the other features were new. The frame was longer, front and back to keep ones own toes from being chopped, and anyone standing in front with their toes pointed toward the mower. This increased the weight that had to be picked up by depressing the handle when turning. The old motor had the cylinder facing rear whereas the new one was facing front. This gave addional to be lifed when turning. What safety issue this addessed, I do not know. The old mower had a 1" diameter push bar with smoothe chrome plating. The new one was 3/4" with a knobbly baked on finish. The small diameter and roughness took a toll on ones hands. Safety? The old one featured a handle that could be stood vertically so the mower could be parked in its own footprint. The new mower handle would not stand up, which required extra storage space. It did have a folding feature, but it required loosening a couple of convenient wing nuts. Unfortunately, if you forgot to tighten them thoroughly afterwards, you found the the handle came loose after a short usage and a wing nut was lost in the grass. The safety issue apparantly was the possiblity that you could make the handle stand up on tho old mower while using it and create some sort of hazard. After struggling with these "improvements'" for a couple of seasons, I got exasperated. I took both mowers to the fixit shop and told the repairman that if he could fix the old mower, I would give him the new one in trade. He fixed it kept the new mower and the old one is still doing fine at age 25.

William Ketel May 22, 2012 at 7:29 pm

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The first feature to be removed on my mowers is the bar that catches under the rear wheels when it is pulled backward. I don't turn the mower around, I pull it backwards, and walk in front of it. I have done this for 50 years and never even had a close call. The second item to be removed is worse on electric mowers, which is the mechanism to stop the blade instantly when the safety bail is released.  On one mower that was accomplished by short circuiting the series-wound universal motor, a source of intense overstress. On others it is a brake that stops the blade in a manner similar to putting a car into "park" while driving about 35MPH. Sort of stressful on quite a few parts.
On some mowers the ignition shorting engine kill mechanism wears just a bit and prevents the engine from being started even with the bail fully squeezed. On those mowers it gets adjusted, since there does need to be some way to stop the engine.
The other item that gets removed is the hard key that locks the blade attachment securely to the crankshaft. With that removed, hitting a rock or a stump simply makes the blade loosen and freewheel, while with the key in place the normal result is a bent shaft and a broken engine. My dad killed several engines that way.

Kenneth May 29, 2012 at 9:51 am

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I once read a quote that said: “Make something idiot proof and only idiots will use it.”

William Ketel May 22, 2012 at 7:16 pm

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@Earl: you are so very correct. Right On, Right On, Right On! 
Thanks for the comment.

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