Everyone, it seems, in neoliberal camps, in maker-collaboratives, in venture capital firms (although, I admit, in very different ways) is swooning over the figure of the entrepreneur. We, in contemporary U.S. culture, like the start-up company. We applaud the risk-taker. We cheer on people with big ideas and little capital who make things in their garages no matter what the naysayers, well, say. (And no matter that the ‘garage’ is likely not a garage at all).
I like productive outliers and do-it-yourself-ers. I like ambition, too. Don’t get me wrong. But I have developed, of late, a resistance to the rhetoric of entrepreneurialism. This will not be surprising to many among my (small in number but totally glorious) readership. And they will already understand why I want a way of describing creative, novel intervention that knows the banner of entrepreneurialism is a very clever way to obfuscate the facts of contemporary labor: that is to say, that it hides the logic of precarity by suggesting creative work (without pay, or with only meager compensation) done in one’s leisure time is an individual and social good. And, of course, by suggesting that those among the entrepreneurial ‘creatives’ who do their work well will both change the world and grow spectacularly rich doing it. The fact that very, very few entrepreneurs ever get rich seems to consistently escape popular notice.
What may be worse, however, is that the kind of entrepreneurial ‘spirit’ we seem so vocally to root for is never about real, culture and world-altering public good. (Which, by the way, we expect to just emerge and never to pay for.) What we want is for the entrepreneur to wow us with his new, exciting gadgets, social media platforms, and sexy, quick solutions to slow, difficult, problems. Such problems are not per se technological in nature but are instead enmeshed in social and political networks as much as they are in the world wide web.
The discourse around the entrepreneur has also sucked the marrow right out of creativity. ‘The creative’ has become equated with the entrepreneur. Producers of art are only ‘creatives’ if the result of their labors can be monetized. That sleight of hand, to swallow up creativity and spit it out as not a way of engaging in the world, of connecting with others, of authentically expressing desires and hopes and political critiques and inviting sustained thought and reflection, but rather as a way of getting investors is more than a trick. It is a violent foreclosure of alternative futures in favor of one, endless, awful reproduction of the capitalist status quo.
We may be deeply compelled by the ingenious creatives among us, but maybe, as Benjamin Bratton (in this very engaging and smart anti-TED TED talk) among others have suggested, we need not uncritically celebrate the idea man without an accompanying, difficult, slow and well-grounded critique of his ideas and of the idea of the ‘creative’ itself. That new gadget now being developed, we should all have learned by now, is not going to save us from ourselves and it absolutely will not save us from global capital.