Science & Tech Quote by Jay Chiat

Chiat is calling out a nervous habit in tech culture: hiding behind engineering when you should be selling desire. The line lands because it flips what many companies treat as a badge of honor - the manufacturing story, the specs, the artisanal circuitry - into a kind of evasive maneuver. "How products are made" reads as safe, objective, difficult to argue with. It's also a way to sound serious while avoiding the messier question of why anyone should care.

The intent is bluntly strategic. Chiat, the adman who helped turn Apple into a belief system, is arguing that technology marketing has to graduate from technical reassurance to human payoff. Not "we have a faster chip", but "your work will feel lighter"; not "our interface is elegant", but "you won't dread Mondays". The consumer isn't buying the production process; they're buying a version of themselves that the product promises to unlock.

The subtext is sharper: tech advertising often confuses proof with persuasion. Talking about manufacturing is a way to perform credibility, to imply inevitability - as if the product's origin story can substitute for meaning. Chiat is insisting on an older, more provocative truth: people make decisions emotionally, then recruit facts as witnesses.

Context matters. Chiat's career sits at the hinge when computers stopped being institutional machines and started becoming personal artifacts. In that shift, the winning brands weren't the ones with the best bill of materials; they were the ones that framed technology as identity, liberation, creativity. His sentence is basically a warning shot at feature-checklist marketing: if you can't translate invention into lived experience, your "innovation" is just a technical diary entry.