The Brooklyn Startup Bringing Eyewear Manufacturing Back To America
Qwilr co-founders Dylan Baskind (left) and Mark Tanner (right)
Impressions matter. They are subconscious evaluations customers make about a startup and they happen reflexively. Within the first second, prospective customers form judgments about a startup based on its appearance and familiarity. The psychology of first impressions isn’t new to businesses. Companies have long acknowledged the importance of presenting themselves purposely. But this has predominantly extended to prominent marketing areas such as branding, positioning and communication.
There has been less focus on creating subtle marketing materials that cultivate positive impressions, particularly with things like business documents.
Australian startup Qwilr is a web-based tool that allows businesses to “replace PDF proposals, quotes, and presentations with interactive and mobile friendly web pages.” Operating a SaaS model, the platform allows users to create “good-looking documents” from built-in templates and customize them with live-editing tools. These documents, rather than being downloadable attachments, are presented as web pages — a medium positioned to be more technological intuitive.
In my conversation with co-founder and CEO, Dylan Baskind, he described how the product was inspired by the ubiquity of the internet and the underutilized power of documents on the web. “Ninety-nine percent of people and businesses have to tell their stories, make value propositions and convince people of a viewpoint. But these tools, the traditional document ecosystem, are predicated on the idea of documents as paper… the web is flexible and very, very powerful.”
Baskind wants to change the behavior of how businesses view document systems holistically. “Qwilr’s big idea is to completely blur the boundary between the web and documents. Our vision is to make the language of the web accessible to literally anybody, anywhere.”
“Principles are good and worth the effort only when they develop into deeds,” Van Gogh wrote to his brother in a beautiful letter about talking vs. doing and the human pursuit of greatness. “The great doesn’t happen through impulse alone, and is a succession of little things that are brought together.” But what stands between the impulse for greatness and the doing of the “little things” out of which success is woven?
Although Cajal’s counsel is aimed at young scientists, it is replete with wisdom that applies as much to science as it does to any other intellectually and creatively ambitious endeavor — nowhere more so than in one of the pieces in the volume, titled “Diseases of the Will,” presenting a taxonomy of the “ethical weaknesses and intellectual poverty” that keep even the most gifted young people from ascending to greatness.
It should be noted that Cajal addresses his advice to young men, on the presumption that scientists are male — proof that even the most visionary geniuses are still products of their time and place, and can’t fully escape the limitations and biases of their respective era, or as Virginia Woolf memorably put it in Orlando, “It is probable that the human spirit has its place in time assigned to it.” (Lest we forget, although the word “scientist” had been coined for a woman half a century earlier, women were not yet able to vote and were decades away from being admitted into European universities, so scientists in the strict academic sense were indeed exclusively male in Cajal’s culture.) Still, when stripped of its genderedness, his advice remains immensely psychologically insightful, offering a timeless corrective for the pitfalls that keep talent and drive from manifesting into greatness, not only in science but in any field.
Considering the all too pervasive paradox of creative people “who are wonderfully talented and full of energy and initiative [but] who never produce any original work and almost never write anything,” Cajal divides them into six classes according to the “diseases of the will” afflicting them — contemplators, bibliophiles and polyglots, megalomaniacs, instrument addicts, misfits, and theorists.
He examines the superficiality driving the “particularly morbid variety” of the first type:
[Contemplators] love the study of nature but only for its aesthetic qualities — the sublime spectacles, the beautiful forms, the splendid colors, and the graceful structures.
With an eye to his own chosen field of histology, which he revolutionized by using beauty to illuminate the workings of the brain, Cajal notes that a contemplator will master the finest artistic techniques “without ever feeling the slightest temptation to apply them to a new problem, or to the solution of a hotly contested issue.” He adds:
[Contemplators] are as likable for their juvenile enthusiasm and piquant and winning speech as they are ineffective in making any real scientific progress.
More than a century before Tom Wolfe’s admonition against the rise of the pseudo-intellectual, Cajal treats with special disdain the bibliophiles and polyglots — those who use erudition not as a tool of furthering humanity’s enlightenment but as a personal intellectual ornament of pretension and vanity. He diagnoses this particular “disease of the will”:
The symptoms of this disease include encyclopedic tendencies; the mastery of numerous languages, some totally useless; exclusive subscription to highly specialized journals; the acquisition of all the latest books to appear in the bookseller’s showcases; assiduous reading of everything that is important to know, especially when it interests very few; unconquerable laziness where writing is concerned; and an aversion to the seminar and laboratory.
In a passage that calls to mind Portlandia’s irrepressibly hilarious “Did You Read It?” sketch, he writes:
Naturally, our bookworm lives in and for his library, which is monumental and overflowing. There he receives his following, charming them with pleasant, sparkling, and varied conversation — usually begun with a question something like: “Have you read So-and-so’s book? (An American, German, Russian, or Scandinavian name is inserted here.) Are you acquainted with Such-and-such’s surprising theory?” And without listening to the reply, the erudite one expounds with warm eloquence some wild and audacious proposal with no basis in reality and endurable only in the context of a chat about spiritual matters.
Cajal examines the central snag of these vain pseudo-scholars:
Discussing everything — squandering and misusing their keen intellects — these indolent men of science ignore a very simple and very human fact… They seem only vaguely aware at best of the well-known platitude that erudition has very little value when it does not reflect the preparation and results of sustained personal achievement. All of the bibliophile’s fondest hopes are concentrated on projecting an image of genius infused with culture. He never stops to think that only the most inspired effort can liberate the scholar from oblivion and injustice.
Three decades before John Cowper Powys’s incisive dichotomy between being educated and being cultured, Cajal is careful to affirm the indisputable value of learnedness put to fertile use — something categorically different from erudition as a personal conceit:
No one would deny the fact that he who knows and acts is the one who counts, not he who knows and falls asleep. We render a tribute of respect to those who add original work to a library, and withhold it from those who carry a library around in their head. If one is to become a mere phonograph, it is hardly worth the effort of complicating cerebral organization with study and reflection. Our neurons must be used for more substantial things. Not only to know but also to transform knowledge; not only to experience but also to construct.
The eloquent fount of erudition may undoubtedly receive enthusiastic plaudits throughout life in the warm intimacy of social gatherings, but he waits in vain for acclamation from the great theater of the world. The wise man’s public lives far away, or does not yet exist; it reads instead of listens; it is so austere…