As someone who works in marketing, there are two little words I’m bloody sick of seeing. Because they always show up beneath announcements of cool things, prompts for discussion… anything, really.
“We Need”.
It doesn’t matter what you’re posting online, someone somewhere will decide that the thing you just posted about is completely irrelevant, and that they have decided to take on the heavy burden of representing the entire audience of Thing.
“We Need”.
Sometimes it’s a thing you know is coming anyway, so you can’t say anything. Sometimes it’s a thing that has been previously requested, but which isn’t practical right this second. And sometimes it’s a completely outlandish, unreasonable suggestion that no-one who knows the slightest thing about the business you’re working in would declare with such confidence that “We Need”. Always, though, it’s something other than the thing you have just posted about.
I know I’m not alone in this, because when I look at marketing posts from other companies, I inevitably see at least one “We Need” in the wild, fulfilling the exact same function outlined above. Talking about anything other than the thing that has just been announced or promoted, and instead speaking on everyone else’s behalf that “we” are absolutely, completely and utterly entitled to a thing that hasn’t even come up in conversation once.
Back around the Mass Effect 3 ending debacle — remember that? — I took umbrage at games journalists calling gaming enthusiasts “entitled” for whining at developers and publishers. I still don’t think productive discussions were had back around then. But honestly, some 10+ years later, I 100% get it. It’s downright exhausting to want to share things you’re personally genuinely excited about that you’ve been working on, only to be hit with the inevitable “We Need”s.
I’m pretty sure this all stems from a broader issue online: the cult of perpetual dissatisfaction, where a certain, loud-mouthed proportion of people on the Internet are never satisfied with the thing that has just been put in front of them, no matter how excellent it is. Cool new thing just announced? Yesterday’s news. “We need” the next thing, immediately, preferably sooner. Long-awaited and much-requested upgrade to something confirmed? Pish. “We need” something completely unrelated. Product getting excellent reviews from press and public alike? Balls. “We need” something that no-one else has asked for, ever.
This ties in with another theory I have about modern online discourse: the fact that there are people out there who don’t feel like they have anything to say if they’re not criticising. Saying “this is good” is anathema to them, because then they can’t “offer feedback” or “give constructive criticism”, even where none was asked for.
By contrast, I’ve often found that these people tend to do a better job of shutting down conversation than actually starting a worthwhile discussion. I’ve lost count of the number of times I’ve expressed my appreciation and enjoyment of something, only for someone to come along and feel the need to list everything they think is wrong with it, everything “We Need” to see fixed about it. When that happens, I just lose all interest in attempting to have a discussion, because that person isn’t interested in knowing what I liked about the thing. They just want the opportunity to “offer feedback”.
Feedback can be a helpful, useful thing under the right circumstances. But it needs to be asked for, or, in extreme cases, obviously needed. And by “needed” I mean “there is something demonstrably wrong with the thing”, not “this one dude doesn’t like the way the thing does something”.
“We Need.”
We need to learn to be satisfied and happy with things, because perpetual dissatisfaction is no way to live. Just stop for a moment and enjoy the thing. It’s much more fun than never reaching a point where you can do that.
Want to read my thoughts on various video games, visual novels and other popular culture things? Stop by MoeGamer.net, my site for all things fun where I am generally a lot more cheerful. And if you fancy watching some vids on classic games, drop by my YouTube channel.
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Oh man … “there are people out there who don’t feel like they have anything to say if they’re not criticising.” I recognise this in particular.
Hi Britta! Good to see you again. And yes, it’s an unfortunate reality of today’s Internet. It makes just enjoying things — and wanting to share that enjoyment — very difficult and frustrating at times.