Think about a Spotify playlist for a minute (or whatever music service you use).
Today it’s easy for a computer to put together a list of songs on a common theme or genre, and it’s just as easy to have that same computer create a playlist that weaves together a few different themes. Once you’ve got that – voila – you have a playlist that’s indistinguishable from one made for you by a friend.
What I can’t help but wonder is: what, specifically, is the difference between the two playlists – the one made by a machine and the one made with thought, care and intention? What role does the intention play when I listen to the music?
Is that intention real? Is it tangible? Does it have a weight and a meaning? Or is my experience listening to the music, potentially insulated from that intention, all that matters?
Of course, hard-to-experience intentions are everywhere, not just in playlists but in works of art, say, or even hidden within the work of an impact investor.
I bring this up because, lately, as impact investing veers towards the mainstream, it’s become common for some investors to wake up and say, “look at the impact my investments created! I’m an impact investor and I didn’t even know it!” And then it’s just as common for those whose cup runneth over with intention to say, “Not so fast…without intention you cannot be an impact investor.”
Who is right?
To be clear, intention alone is not enough. It needs to be coupled with material, measurable impact to mean something.
But, taking a half a step back, are we able to articulate why, exactly, intention matters?
The end customer of an intervention is likely to be oblivious to the intention (of the investor) that led to that experience. Doesn’t she simply experience – like the person listening to the next next song on a playlist – what she experiences? And if she doesn’t care about intention, why do we?
Here are some thoughts, meant to open not to close a conversation.
Intention might matter because you could learn about it later. When I discover from my friend why she put two songs together, or when I hear the story of a particular song’s meaning to her, that discovery creates meaning and connection between us. But this one falls apart in the absence of a real relationship between the two parties involved, so I don’t think it’s useful for the broader conversation.
Intention might matter because it influences current and future behavior. To argue this, you’d be saying that the fact that, in this case, the customer doesn’t experience intention doesn’t matter. What matters is that the person deploying capital (or running an NGO or a social enterprise) has a purpose guiding her actions. We believe that having purpose oriented towards positive change is likely, in the medium- and long-term, to result in more decisions and actions that create positive change (and less harm) than being agnostic or skeptical of making positive change. Similarly, the existence of this purpose could influence how durable the experienced impact is: if the going gets tough (profits down), we believe the person with intent will stick it out longer.
Intention might matter because it influences others. A person with intent inspires others to have a similar intent. A person with intent might cause those lacking intent to question why they don’t have it. It might also rally others to the cause.
Intention might matter in and of itself, in a way that is neither instrumental nor quantifiable. It just exists out there in the world in ways that are positive and worthwhile. Juju is a good thing, the light in me touches the light in you.
I find it surprising that I struggle to make a longer list, and hope that you have more to add (here, on social media, in an email to me, wherever).
The conclusion I’ve come to for now is that I’d always prefer that someone have intent than not. But at the same time I won’t go so far as to say that intent is a necessary ingredient to creating massive positive social change.
What do you think? Does intent matter? Where, why and how much? It is the roots of the tree, or one of many ingredients in a big stew: seemingly important, but not necessarily required?