Lately I've been thinking about the differences between entertainment and technology:

entertainment n. the action of providing or being provided with amusement or enjoyment.

technology n. the application of scientific knowledge for practical purposes.

I've heard a lot about "delighting the user" lately. This is a good thing: a satisfying product does delight the user as a side effect of the way it operates. It might, as Android Lollipop does, provide slick animations to let the user know that their command has been received. It could predict the user's intentions in new ways. It might analyze the data the user implicitly creates in order to suggest tasks.

It is not a goal in itself.

I see a lot of movies, I used to play games before I ran a startup, and I enjoy live music. I was the inaugural Geek in Residence at the Edinburgh Festivals Innovation Lab. I believe the arts are an integral part of our culture, and that we cannot function or progress as a society without them.

It's important to remember that in technology, we are in the business of making tools, artfully. Most of us are not making entertainment. There's a running joke in Mike Judge's Silicon Valley sitcom that every startup thinks it's making the world a better place. But that is the goal: to improve peoples' lives by building better tools. As Ev Williams put it in his XOXO talk: find something people are doing, and take out steps.

I think the best startups are the ones that take this need to improve peoples' lives a step further, and inherently make an argument about how the world could be better. By definition, these startups are doing something that's never been done before; they're often iterating on an existing model, but are at the same time making something new. Facebook is a social utility that believes everyone should be connected. Twitter turns communication into bite-sized notifications, making it easy to consume information rapidly. Dropbox thinks your important files shouldn't be constrained by hard drives. Uber thinks taxis are broken.

All of those experiences are delightful in different ways (remember when you synced with Dropbox for the first time?), but in service of a new way of interacting with the world. I don't think it's enough to be well-designed or well-executed. You have to be opinionated. Make an argument for how the future should behave. Take sides.

Mediocre tools don't try to persuade you. They just exist, hoping you'll use them instead of the hundred other tools that do similar things.

Great art is opinionated, too, of course. The best movies also make an argument; reading a well-written novel can transform the way you think for the rest of your life. Mediocre entertainment just exists, without provoking deep thought or behavior change.

At Known, we believe that everyone should be able to share and communicate from a space that they fully control. We believe that everyone - you and me - have given control of our identities to a handful of companies. And we believe that expression - of individuals, of communities, and ideas - should not be constrained by the decisions that those companies have made. You, as a creator, should have full ownership of the things you create. As a toolmaker, we want you to have more freedom over the form, content and audience of your creations - your writing, your classes - than you would have with any other tool.

It's a mission statement, but it's also an argument that motivates us to build the best, most focused tool we can. I hope it will motivate our future employees. I hope it motivates creators and educators to give us a try. And we hope we will help everyone to share their ideas, their unique creations, and their opinions.