Wednesday, October 3, 2018

Left or Liberal Rebuttal

In the video embedded below (also found on PragerU and YouTube), Dennis Prager shares his thoughts on how the political left and liberals have diverged in the US. Something about this struck me as wrong, so I have put together my thoughts on why I think it is wrong.

Caveat: I'm not offering an opinion on what he sees as the political shift; I'm only questioning the idea that left and liberal have become separate concepts.




I disagree with Dennis Prager's view here. When I was in school, I was taught that the right means political conservative and the left means political liberal by definition. I also learned that the definition of conservative (and the right) is the side that leans toward traditional values and views and wants to maintain the status quo. A liberal (the left) tends to be progressive, interested in change, open to new ideas, and discarding tradition. The dictionary definitions tend to align with my memory of what I learned in school.

I also was taught that views on political issues of the political right and left can differ depending on the context. This is analogous to two people facing each other. One person would say the door is on the right, while the other sees the window on his left. In politics, for example, in the US the right (conservative) view is pro-capitalism because capitalism is the established, traditional viewpoint. However, in the USSR (when I learned it in the 1980s) the right (conservative) view was pro-socialist because that was the established system, and the left in the USSR was the pro-capitalists.

I think the confusion comes in a few ways:

1. The word "liberal" has several difference meanings. What I mentioned above is the political definition. However, the other definitions of liberal can refer to generosity, a large quantity, and broad ideas. Sometimes we use different definitions of liberal in the political conversation. For example, as a political conservative (on the right), I am liberal (meaning generous, not political left) on defense.

2. The use of right and left sets the conversation up to assume only 2 points of view, in opposite directions along the line between right and left. However, on some issues, not all opinions lie along that line. At other times we assume the left and right is a binary choice rather than a continuum, a finely distinguished gradient of views.

3. The definition of conservative and liberal (right and left) change over time because the definitions themselves are relative to what is established and traditional. If the established practice or view has changed over time to create a new norm, then the definition of conservative is relative to that new standard. Thus, the liberal view also shifts to be something that is not the norm by definition. In this way, what was liberal yesterday could now be what is conservative in political terms.

4. There is mainly one way (per issue) to be conservative because it is the established way (gross over-simplification, I know). Since liberal (left) means non-traditional, there are many ways to be liberal, some of which could oppose each other. As such, I would expect more varied viewpoints from the liberals than from conservatives.

Having said that, I'm not attempting to challenge the trends that Mr. Prager identified. I just think the redefinition of the left/liberal definition is not really accurate.

Wednesday, April 4, 2018

Does McDonald's really care about sustainability?

At the drive-thru at McDonald's yesterday, the cashier handing me a small flyer with my receipt. The flyer elaborates on the redesign of packaging away from foam to more sustainable materials. I don't have a problem with that per se (although I am a big fan of the styrofoam cup). What I question is whether the marketing effort in this flyer really aligns with their commitment given that the technical challenges are significant from a usability perspective.


First, look at the URL. You handed this to be in my car where my only internet access is my phone, and you want me to type in this URL: http://corporate.mcdonalds.com/mcd/sustainability/sourcing/priority-products.html. You gotta be kidding me. Can you not take the time to make a vanity URL? Does McDonald's not own a short domain name already? This URL should ideally be something like mcd.com/sustainable (without the http since almost all browsers add it automatically). Even without a short hostname, at least use mcdonalds.com/sustainability (at the worst).

Next, the html extension on the URL. No web page on any modern site ends their pages with the html extension. This just makes the URL look like a GeoCities site.

Then I actually went to the site and found that the ridiculously long URL you made me type is a 301 redirect to another URL that is actually shorter than the URL you made me type. The new URL (http://corporate.mcdonalds.com/corpmcd/scale-for-good/our-food.html) is 67 characters, compared to the 81 characters in the URL you made me type. That's just stupid. But you still need to lose the html extension. The browser already knows. If the URL you gave me already is just a redirect, why on earth did you not make it a short vanity URL redirect?

Finally, chances are that if I bother to open this, it will be on my phone. For the love of thumbs, put the URL in a QR code so I can scan it. There are apps for this. Your staff can handle it. That way you can type the URL and I can just scan it. Sure, put the shortened vanity URL there too just in case I need to type it in.


There, I did it for you. If you have more that you need to do in the future, just fire me a note. I'd be happy to contract for your QR code generation.

Since this is all about technical flaws with the flyer, you may be wondering why I asked the provocative question, "Does McDonald's really care about sustainability?" Here's why: these technical challenges create usability problems for people ever reading more. This type of usability challenge introduces friction in the interaction that means that you have greatly reduced the audience that will ever read what may be a very important message on that web page. In the traffic funnel, you have just made the spout of the funnel so small that you have destroyed much of the value of ever handing out this flyer in the first place.

Marshall McLuhan proposed that the medium is the message. In this case, the medium is so flawed that the message I received is that McDonald's must not really care if anyone reads about their sustainability efforts or they would have made it easier to do. Therefore, this must just be propaganda. If that's not the message you wanted me to receive, then you should do better next time.