This experiment took all of two minutes. It’s got empathy, accountability, and soothing words for investors. A few edits and it’s good to go.
Granted, this is just a little test run. A lark. My request wasn’t even carefully worded. But if you can’t see how this technology will render whole departments, functions, and consultancies redundant, you’re in denial.
Ask is a verb: to ask is to do something or, usually, to do a number of things. To ask is, first and almost always, to address someone, even, I’d say, when you are wondering aloud to yourself (“what’s it all about?” or “what’s wrong with me?” or “why do I put myself through this?” If they are not simply outbursts or exclamations disguised as questions, these are often indirect and emotionally-charged ways of asking, “what am I going to do?”). To ask is to do other things as well: to inquire about something, someone or some state of affairs, to request clarification or permission, or to make a demand (as the French verb demander reminds us.)
Turning the verb into a noun — talking about “the ask” — confuses the address and runs roughshod over this whole range of human activity and human relationships that asking might involve.
Sometimes that’s deliberate. It allows people to pretend they aren’t giving an order when they are, or to present an order as an institutional requirement, to deflect questions about power and authority or just make it impossible for people to say no, as they should be able to do if you are genuinely asking them to do something. (Always take no for an answer might be another rule of asking; but I can easily think of exceptions, as when, for instance, we demand respect or claim rights. Those are obviously special cases.) There are all sorts of ways besides these in which talking about “the ask” as opposed to asking skirts questions of power, surrenders authority and takes authority from others. It’s a big drain.
I’m trying to take things in exactly the opposite direction: I want to talk about asking as an exercise of power, and the verb “ask” as an exercitive. (It seems it would be easiest to do that in cases where we are making a simple demand — e.g., “I ask that you remove your foot from mine”.)
I’m borrowing the word “exercitive” here from J.L. Austin’s How to Do Things With Words, where Austin comes very close a number of times to talking about what we do when we ask, close enough to encourage my own thinking in this direction. He makes some intriguing remarks about asking as an illocutionary act that “[invites] by convention a response or a sequel,” and in this context he differentiates asking to from asking whether you will or asking yes or no and the different responses they invite.
Unfortunately, when Austin directs his attention to the verb “ask” near the very end of his lectures, in a discussion of his dictionary “fieldwork,” he gives very little guidance.
In Lecture XII, Austin includes ask among the Expositives — verbs “used in acts of exposition involving the expounding of views, the conducting of arguments, and the clarifying of usages and references.” (Or, as he puts it elsewhere, “the expositive is the clarifying of reasons, arguments and communications.”) This is how Austin himself uses the verb “ask” throughout How To Do Things With Words: he often introduces an argument with “we may ask,” “we must ask,” “we should naturally ask,” “we are now asking,” “it may be asked at this point,” and so on. The lectures themselves can be read as an exercise in expositive asking.
Ask is one of an “enormous number” of expositives, Austin says, which “seem naturally to refer to conversational interchange.” The verb is, however, listed here all by itself as item 3a, a subset of the little group that includes inform, apprise, tell, answer, and rejoin. Why not include it with the others? It appears that ask is a special case of some kind, its own item.
Based on my reading I can’t say exactly what kind of item Austin considers it to be. I’m not sure anyone can say for certain. The text of How To Do Things With Words is reconstructed from Austin’s lecture notes, auditor’s notes and a few other sources. According to Urmson, who edited the first edition of the lectures, “there is no definite key to [this list of expositives] in the extant papers.” (I haven’t yet had a chance to look at the second edition to see if Austin’s later editors have added anything more on this point. Update 6 Feb 2015: I checked; they do not.)
There’s enough in these lectures to suggest that we need to go well beyond the confines of item 3a even to make sense of asking on Austin’s own terms. Austin readily admits that expositives might be “exercitives…as well,” if they “involve exertions of influence or exercise of power.” The distinctions aren’t sharp. Things can get fuzzy. So “asking me to” do this or that is close enough to ordering (“order” tops Austin’s list of exercitives) that it can sometimes cause confusion: “sometimes you are not ordering me”: you can’t, because you “are not in the appropriate position to do so” and don’t have “the right,” but it sounds as if you are because you are “asking me to rather impolitely.”
Consider, for example, someone who approaches you at a nightclub and says “Dance,” and another who asks, “Would you like to dance?” Both are asking you to dance, but the first sounds as if he is ordering you to dance, and he’s in no position to do that.
Bugs Bunny’s playful response subverts Yosemite Sam’s order to dance. Sam has a gun, so he can coerce a dance, but as the comedy here demonstrates, he doesn’t have the authority or intelligence to order Bugs Bunny around.
Of course things can go to the other extreme, and Austin is interested in situations like these: for example, someone who approaches you in a nightclub, clicks his heels together, bows gracefully and, upon rising, asks “Would you care to dance?” or inquires whether you might do him the honor of listing him on your programme du bal for the evening.
The things that have to be in place, the conditions that have to obtain for you to order me, are not the same as those that obtain when you are asking me or when we are having a conversation about what to do. It helps to be polite, but good manners are not all there is to it; and as we see in the example of the bowing gentleman at the nightclub — or Austin’s own example of the offended man who challenges another to a duel by saying “My seconds will call on you” — every form of courtesy has its season. Genuine respect and the authority it confers on others (and some measure of empathy as well) are the appropriate kinds of deference when it comes to asking: we are, after all, trying to share power, not just seize it.