Category: driving seat | 產品試用 | 시험 비행 | 製品トライアル

The driving seat in English has two definitions:

The seat from which a vehicle is operated.
A position of power, dominance, control, or superiority. The second naturally is derived from the first as a metaphor

I used driving seat as a metaphor about being in control, to discuss what a product is like to use. I looked at a range of products:

Skype back in 2004, before it became kludgey with a poorly designed interface under Microsoft ownership
Veoh – a video platform that was a native client and on the web that went head-to-head with YouTube. The better technology lost out
Yojimbo – a great information organisation software app by Bare Bones Software
Flip Video Camera – back before cameraphones were ubquitous flip provided an easy way to record and upload video to the web. It encouraged a lot of people to record vox pop video interviews for the nascent YouTube platform
The Bing search engine in a direct comparison to Ask.com
Sina Weibo
A retrospective on the Palm Vx PDA that was my dot.com era ride or die gadget
Early Casio G-Shock and Apple Watch smartwatches
Hemingway writing software
Casio G-Shock Frogman
A retrospective review of the Nokia n950
The Missing Manual series by David Pogue
Apple iPhone 12 Max

I have tried to avoid superlatives and give the perceptions of having lived with the products rather than having briefly tested them. Having run review programmes for Huawei and Palm, I understand how short hands-on sessions can be deceptive. Usually this isn’t by design, but due to supply issues; however it is worth bearing in mind when you read the latest review by professional pundits.

Sennheiser HD 25 Light

The Sennheiser HD 25 Light is a modern marvel of design that can trace its history back as far as 1968. German headphone company Sennheiser started making a range of headphones that would become iconic.

How we got the Sennheiser HD 25 light

Founded in the immediate aftermath of the second world war, Sennheiser quickly built up a reputation in professional broadcast and recording circles with its microphones. In 1968 Sennheiser launched the HD 414, which was made sturdy plastic mouldings and a highly adjustable headband , attached to light on-ear headphones. The HD 414 set a design philosophy that the Sennheiser HD 25 Light continues on.

This was back when most headphones were bulky ‘cans’ a la vintage Koss models. They would weigh on the listener during a long listening session. The Sennheiser HD 414 by comparison was light and easy to wear while providing an open accurate sound.

My first foray into hi-fi as a teenager was buying a pair of HD 414s from Richer Sounds. By that time Sennheiser had a full range of headphones, many of which were lighter and more modern looking than anything else on the market, especially when compared to AKG, Beyerdynamic or Sony.

Sennheiser had started making pilot headsets for Lufthansa in 1980 and had developed a good understanding of sound isolation.

Sony MDR-V6 and MDR-7500 series.

When I started DJing, I aspired to own a pair of Sony MDR-V6 launched in 1985 and only discontinued in 2020. These live on through the Sony MDR-7500 series.

These had a reputation for sound quality, good sound isolation, were robust and less bulky than their European rivals. They still weighed in at 230+ grams which could be a bit wearing after several hours. This was the rival that Sennheiser had to beat, and when they were launched Japan and Sony were at their peak.

However, the things hi-fi and sound recording magazines don’t tell you about them

Over the longer term, the vinyl trim on the Sony headphones would start to flake and they weren’t designed to be user-serviceable. Finally, even if you were inclined to repair and maintain them, Sony wouldn’t sell you the parts (in the UK at least.) 12 months of regularly DJing with them and they were needed new ear pads and a headband.

Later on I would go to video shoots and see sound recordists with Sonys which had gaffer-taped headbands and ear pads that looked rat bitten.

1988

1988 was a pivotal year, Mr and Mrs Danny Rampling were running Shoom out of a gym in Southwark, Paul Oakenfold was running similar nights in the backroom of Richard Branson‘s Heaven nightclub underneath Charing Cross station. Up North, the Hacienda was hosting the Zumbar and Hot.

All of which were pivotal in the rise of house music and nightlife culture for the following four decades. This in turn drove sales of professional DJ equipment including the Made 2 Fade family of mixers and Technics SL-1200 series turntables. Record shops sprang up on the high street catering to this audience, the kind of frequency only seen with Turkish barber shops now.

What was lost in all that cultural change was the launch of the Sennheiser HD 25. The Sennheiser HD 25 (1) when it was released was aimed at broadcast users in outdoor settings and sound recorders on a film, TV or advertising shoot.

It had the robust build quality and lightness of the HD 414, and sat on the ear in a similar manner which allowed for hours of very comfortable listening. There was a split head rest which helped keep the head ventilated while listening and spread the load. It had clutter free cabling which borrowed from Sennheiser’s experience making headsets for pilots, along with good sound isolation.

The frame had a special bracket that allowed an ear cup to be pivoted off your ear, making them ideal for DJs.

Finally it was easy to power as a headset thanks to aluminium voice coils that drew on Sennheiser’s heritage making professional microphones for broadcast and studio usage.

The Sennheiser HD 25 (1) when it was released was aimed at broadcast users in outdoor settings and sound recorders on a film, TV or advertising shoot and it took a while for DJs to discover it.

Being aimed at professional users Sennheiser designed them to be user serviceable. You can still buy all the parts AND there is a good third party community making parts for them as well.

Concorde

By the early 1990s, the Sennheiser HD 25 family of headphones comprised of the Sennheiser HD-25 (1) and the Sennheiser HD 25 SP – which is the direct forerunner of the Sennheiser HD 25 Light.

The headphones caught the attention of British Airways who were looking for passenger headphones that matched the noisy but premium experience of flying on Concorde. Sennheiser built a simplified version with adaptions to match the onboard audio system drawing from the HD 25 and the vintage HD 414 headband design known as the HD 25 BA.

This then set the foundation for Sennheiser to design the HD 25 SP as a simplified version of the HD 25. The HD 25 SP didn’t need to have a high level of impedance match the aircraft audio system, so it could be a lot easier to power.

What’s impressive about the Sennheiser HD 25 range is how little they’ve changed over the four decades they’ve been in production. There has been a slight improvement with the HD 25 (2) and the HD 25 Pro – which gave users a coiled cable and optional velour ear pads (recommended). Most of the other variants have been either limited editions more about marketing than sound, and some brand collaborations notably an adidas edition with three stripes and blue ear pads.

The Sennheiser HD 25 Light was a revamp of the HD 25 SP. The differences were:

A different headband design that modernised the vintage HD 414 inspired headband design. It connects to the back of the earphone the same as the HD 25, allowing it to use the same drivers as its big brother.

Sennheiser HD 25 Light

So what are they like and why am I talking about them? I got a pair of the Sennheiser HD 25 Light because I was doing more video calls in crowded spaces and wanted an on ear headphone that would work. It wasn’t hard to know what I wanted. If am listening to music or an audiobook in bed I use a pair of HD 25 headphones. They are very detailed even on low volume and ideal because falling off the bed does no damage to them at all.

I could have gone with a pair of gamer headphones, but they are overly bulky and their sound is tuned for Call of Duty rather than than video calls, podcasts and electronica. I found that they tend to get warm when you’re wearing them on two back-to-back calls and a three-hour virtual workshop. Lastly they come with LED lighting and controls that I don’t need.

So my solution was simple a pair of HD 25 Lights and a third party cable that had a built-in microphone. They sound similar to the the HD 25 like you would expect, the slight differences I think are down to the slightly different fit of the headband affecting they way they sit against my ear and the third party audio cable.

Calls are clear and detailed as is most type of music with more detail than the Shure IEMs that I previously wore all the time. I have a few hacks planned for the headset:

A hard case cover to keep all my audio bits together lint and dust-free in my bag as much as protect the headphones

A smidge of Sugru as reinforcement at the joint between the headphone jack and the cable to reinforce it. I do the same on the power cable for my laptop where the cable meets the MagSafe adapter. It’s less hassle to deal with than the blocks of epoxy putty that plumbers use and comes in more manageable amounts.

The Shure IEMs are still fine for talking calls on the move and listening to podcasts on the tube, while the Sennheiser HD 25 Light headphones take over my office work.

July 27, 2025
May 2025 newsletter
May 2025 introduction – two little ducks (22) edition

Welcome to my May 2025 newsletter, this newsletter marks my 22nd issue. 22 is known in bingo halls and the Spanish national lottery as two little ducks.

In France, 22 is the equivalent of 5-0 in the English speaking world as slang for the police. 22 is an important number for people who believe in numerology. In Hong Kong, 22 is associated with good fortune. This is down to the number sounding similar to ‘easy’ or ‘bright’ in Cantonese.

I hope that you are tricked into thinking I am bright based this newsletter, so let’s jump in. Inspired by catching up with my old DJing partner Griff, this month I enjoyed the unashamedly joyous pumped-up sounds of Blackpool’s AZYR at the Boiler Room x TeleTech Festival in 2023. In particular the transition at the end of the set between Frankyeffe – Save me and Infectious! – I need your lovin’. (Extra trainspotter points if you knew that Infectious! is a homage / remake of N.R.G’s The Real Hardcore from a year earlier). Wear your headphones, it might be divisive playing the set out loud in the office. More bangers from AZYR here.

New reader?

If this is the first newsletter, welcome! You can find my regular writings here and more about me here.

Things I’ve written.
- Predicting market share through share of search volume and what the rise of AI likely means.
- Reaching a precipice in hydrogen power and trends in Chinese skincare amongst other things.
Books that I have read.
- Careless People by Sarah Wynn Williams. Williams account of her time in Facebook had become the most discussed book of the spring in my social circle. I wrote a long review of it here.
- The Road to Conscious Machines by Michael Wooldridge examines the profound cultural impact of generative AI, which is currently experiencing a surge in both its cultural influence and practical applications. Drawing parallels to the internet’s transformative impact in the mid-to-late 1990s, where it permeated various aspects of society and fostered rapid adoption, Wooldridge traces the evolution of generative AI as a phenomenon that emerged gradually over the past half-century. Throughout the book, Wooldridge provides a comprehensive historical overview of AI, including the periods of research stagnation known as AI winters. This historical perspective equips readers with a nuanced understanding of the strengths and weaknesses of AI, enabling them to approach AI adoption with a well-informed perspective.
- As I finish this newsletter during the bank holiday weekend, my light reading is Rogue Asset by Andy McDermott. McDermott comes from a long line of British authors like Jack Higgins, Len Deighton, Frederick Forsyth and Mick Herron who provide novels aimed at a shrinking pool of readers – men. At least, if one is to believe what’s said in the media. Rogue Asset hinges on the premise that the UK has a unit which assassinates the countries enemies on a regular basis. Think somewhere between The Troubles era Det and the modern deep state trope. Our hero is snared into the plot by being discovered on the run thanks to his online behaviour – which is attributed to GCHQ; (but isn’t as mysterious as it sounds because of the programmatic advertising technology stack). So far so good for what it is. I will let know if it goes downhill as a read next month.
Things I have been inspired by.

Mmrytok

Limitations are often the mother of invention. That seems to be the theory behind mmrytok. Mmrytok allows you to do one post a day. It doesn’t support HTML formatting, it doesn’t allow you to link out and doesn’t have a newsfeed. So it’s easy-to-use because it’s less sophisticated than Geocities was. In this respect it is to social media and blogs what Punkt is to smartphones. In an always-on social time, I have found it liberating to use. You can see my page here. I heard of Mmrytok thanks to Matt Muir’s great newsletter Web Curios.

No, AI isn’t making you dumber

Australian documentary maker ColdFusion put together an interesting video essay on How AI is making you dumber.

Yes, you could argue that under certain attributes the population isn’t as smart as they have been in the past. Just last month I shared an article by John Burn-Murdoch. In the article he shared data of a longitudinal trend across countries and age-groups struggling with concentration, declining verbal and numerical reasoning. The problem with Burn-Murdoch’s article vis-a-vis the ColdFusion video is the timeline.

His article charts a decline further back than the rise of generative AI services. Mia Levitin in an essay for the FT attributed the decline in reading to the quick dopamine hits of social media content.

A college professor interviewed by The Atlantic put the decline in reading amongst his undergraduate students put it down to a practice in secondary education of atomising content. Pupils in high schools were assigned excerpts, poetry and news articles to read, but not complete books. This has impacted the size of vocabulary and grasp of language that students starting university now have.

This isn’t new territory, James Gleick in his book Faster documented the massive acceleration of information through the late 20th century and its effects on the general public. The underlying accelerant was described by Kevin Kelly in What Technology Wants as the technium – a continuous forward progress due to a massively interconnected system of technology.

There were concerns in research as far back as the late 1980s that television could be adversely affecting children’s reading comprehension and attention spans.

TL;DR – with generative AI you could become dumber, if you use it unwisely – but the problem lies with all of us and what we chose to do with our personal agency.

CIA advertise for Chinese spies

The CIA commissioned a couple of high production value adverts that they’ve been running on social media channels. The adverts are designed to encourage Chinese government employees to come forward as an agent. The sales pitch is about taking control.

A translation of the Chinese tagline: ‘The reason for choosing cooperation: to become the master of (one’s own) destiny‘. More details from the FT about the campaign here, and here’s the two executions currently running on YouTube.

It remains to be seen if the campaign will be effective. The Chinese Ministry of State Security managed to roll-up the CIA’s spy network back in 2010-2012. Up to 30 informants in China were executed.

Montirex

Merseyside sports-inspired lifestyle brand Montirex have published a film telling the brand story from its origins to the present day. The brand is expanding beyond its Merseyside roots to get national and international sales.

Trust, attitudes and use of artificial intelligence

A 2025 global study covering some 48 countries was conducted by KPMG in association with the University of Melbourne. Some key insights from the report. Consumer generative AI is being used instead of enterprise options by workers. Generative AI adopters still have self-perceived low AI skills but that doesn’t slow their adoption. There is higher adoption and trust rates in emerging markets than in developed markets.

Year-on-year we are seeing an increase in both distrust and trust for specific AI use cases, indicating that it is becoming a polarising subject. The lowest trust levels is in tech-savvy Finland. More here.

Chart of the month.

McDonald’s Restaurants saw a decline in sales. This was down to low income consumers spending less, while middle class earners still weren’t going into McDonalds. Normally when there is a recession, McDonalds should benefit from the more well-off trading down to McDonalds. Instead, fortunes have diverged into a ‘k-shaped’ recession. Lower income earners are hit, while middle classes aren’t. What Axios called the ‘McRecession‘.

Things I have watched.

Tony Arzenta (also known as Big Guns). The film is an early 1970s gallo film. French star Alain Delon appears in this classic retribution story based in Milan. As Tony Arzenta, Delon exacts revenge on the former bosses who killed his family by accident in a botched assassination attempt to prevent him from retiring.The film uses a wintry Milan as a good atmospheric backdrop for the action that plays out in a series of shoot-outs and car chases. It’s John Wick before it was even conceived. Delon brings a tension that other stars of the era like Charles Bronson failed to do in similar roles. As Arzenta’s targets flee across Europe, he goes through Germany and Denmark to catch up with them.

Sansho the Bailiff – as a film Sansho the Bailiff comes encumbered with a weight of praise. It is highly rated by film critics and Martin Scorsese had it as one of his must-watch films for young film makers. Director Kenji Mizoguchi assembled an ensemble cast of Japanese actors to tell a story of family hardship and poverty. Kazuo Miyagawa is key to the the production, providing a signature look to the cinematography. There is a tension between the emotional rollercoaster of the story and the reflective nature of the scenes portrayed – I don’t want to say too more, except that even the character actors like Kikue Môri (who plays a pivotal role in the plot as a priestess) are amazing in the film.

Warfare – I was a bit leery of watching Alex Garland’s Warfare after watching Civil War which was strong on aesthetics and emotion, but weak in terms of the creative conceits involved in making the story work. Warfare is the collective accounts of a US military unit during a two-hour fire fight. The story is told from multiple perspectives in real-time. The film captures the stress and boredom of inaction as well as what you would normally expect from this kind of film.

Useful tools.

Reddit Answers

Reddit Answers – alternative to Gigabrain that I recommended back in March. Like Gigabrain, Reddit Answers looks like the kind of knowledge search product that we failed to build at Yahoo! twenty years ago (or NORA as Microsoft has been calling the concept for the past few years). Reddit Answers is powered by Google Vertex AI.

Process online data like its peak web 2.0 all over again

While WordPress installations come with RSS enabled as standard and is something that can then be disabled, many types of sites aren’t RSS enabled. And where they are the web devs will often disable it just because. RSS app will create an RSS feed for websites that don’t have it. This allows you to pull it into data processing using something like Pipes. RSS app starts at $9.99 per month and goes up to $99.99 a month. Pipes starts at free and goes up to $79 per month.

The sales pitch.

I am currently working on a brand and creative strategy engagement at Google’s internal creative agency.

I am now taking bookings for strategic engagements in Q4 (October) – keep me in mind; or discussions on permanent roles. Contact me here.

More on what I have done here.

The End.

Ok this is the end of my May 2025 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into spring, and I hope you enjoyed the last bank holiday until August.

Don’t forget to share if you found it useful, interesting or insightful.

Get in touch if there is anything that you’d like to recommend for the newsletter.
May 26, 2025
April 2025 newsletter
April 2025 introduction – key to the door (21)

Welcome to my April 2025 newsletter, this newsletter marks my 21st issue.

21 marks a transition to full adulthood in various countries, hence ‘keys to the door’ in bingo slang. In Chinese numbers, symbolism is often down to phrases that numbers sound like. 21 sounds like “easily definitely fine” – indicating an auspicious association with the number.

For some reason this month I have had Bill McClintock’s Motor City Woman on repeat. It’s a mash-up of The Spinners – I’ll be Around, Queensrÿche – Jet City Woman and Steely Dan – Do it Again. It’s a bit of an ear worm – you’re welcome.

New reader?

If this is the first newsletter, welcome! You can find my regular writings here and more about me here.

Things I’ve written.
- Cleaned up copy of an interview I did as a juror for the PHNX Awards. More here.
- From the challenges faced by Apple Intelligence to drone deliveries and designing in lightness.
- I thought about how computing tends towards efficiency along the story arc of its history and its likely impact on our use of AI models.
Books that I have read.
- The Leftover Woman by Jean Kwok. The book is a complex thriller. The story is straight forward, but the books covers complex, fraught issues with aplomb from misogyny, the male gaze to the white saviour complex.
- The Tiger That Isn’t by Michael Blastland and Andrew Dilnot focused on the use of numbers in the media. But it’s also invaluable for strategists reading and interrogating pre-existing research. As a book is very easy-going and readable. I read it travelling back-and-forth to see the parents.
- A Spy Alone was written by former MI6 officer Charles Beaumont. I was reminded of the dreary early 1970s of George Smiley’s Britain in Tinker, Tailor, Soldier, Spy by the tone of the book. However A Spy Alone is alarmingly contemporary, with oblique references to UK infrastructure investments in the UK attached to a hostile foreign power, private sector intelligence, open source intelligence a la Bellingcat, nihilistic entrepreneurs and a thoroughly corrupted body politic. Beaumont’s story features a post cold-war spy ring in Oxford University echoing the cold war Cambridge spy ring. Beaumont touches on real contemporary issues through the classic thriller, in the same way that Mick Herron uses satire.
Things I have been inspired by.

Big brand advertising isn’t as digital as we think.

Trends in TV 2025 by Thinkbox threw up some interesting data points and hypotheses.
- Advertising is eating retail property. A good deal of search and social advertising gains is not from traditional advertising, but traditional retailing, in place of a real-world shop front. This is primarily carried out by small and medium-sized enterprises. I imagine a lot of this is Chinese direct-to-consumer businesses. 80% of Meta’s revenue is not from the six largest advertising holding companies.
- Viewership across video platforms both online and offline have stabilised in the UK. (Separately I heard that ITV were getting the same viewership per programme, but it’s been attenuated with the rise of time-shifted content via the online viewership.
World views

WARC highlighted research done by Craft Human Intelligence for Channel 4 where they outlined six world views for young adults. While it was couched in terms of ‘gen-z’, I would love to see an ongoing inter-cohort longitudinal study to see how these world views change over time in young people. This would also provide an understanding of it it reflects wider population world views. BBH Labs past work looking at Group Cohesion Score of gen-Z – implies that this is unlikely to be just a generational change but might have a more longitudinal effect across generations to varying extents.

Anyway back to he six world views outlined:
- ‘Girl power’ feminists. 99% identified as female. About 21% of their cohort. “While they’re overwhelmingly progressive, their focus tends to be on personal goals rather than macro-level politics. They underindex heavily on engagement with UK politics and society.”
- ‘Fight for your rights’. 12% of cohort, 60% female, educated and engaged with current affairs. “Although they consider themselves broadly happy, they believe the UK is deeply unfair – but believe that progress is both necessary and achievable.”
- ‘Dice are loaded’ are 15% of their cohort. 68% female. “Feeling left behind, they perceive themselves to lack control over their future, and are worried about finances, employment, housing, mental health, or physical appearance.”
- ‘Zero-sum’ thinkers comprise 18% of their cohort. Over-index at higher end of social-economic scale, gender balanced. “…they lean toward authoritarian and radical views on both sides of the political spectrum.”
- ‘Boys can’t be boys’ are 14% of the cohort and 82% male. Supporters of traditional masculinity.
- ‘Blank slates’. 20% of their cohort, all of them male. “They aren’t unintelligent or unambitious, but they pay little attention to matters beyond their own, immediate world. While some follow the news, their main focus is on just getting on with life”.
More here and here.

FMCG performance

At the beginning of March, Unilever abruptly replaced its CEO. Hein Schumacher was out, and in the space of a week CFO Fernando Fernandez became CEO. That showed a deep internal dissatisfaction with Unilever’s performance that surprised shareholders AND the business media. Over the past decade Unilever has leaned hard into premium products and influencer marketing.

“There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,” Fernandez said. “That’s a significant change. It requires a machine of content creation, very different to the one we had in the past . . . ”

Fernandez wants to lean even harder into influencer marketing. But I thought that there was a delta on this approach given his goal to have higher margin premium brands that are highly desirable.

“Desirability at scale and marketing activity systems at scale will be the fundamental principles of our marketing strategy”

Meanwhile Michael Farmer’s newsletter had some datapoints that were very apropos to the Unilever situation.

“…for the fifty years from 1960 to 2010, the combined FMCG sales of P&G, Unilever, Nestle and Colgate-Palmolive grew at about an 8% compounded annual growth rate per year. The numbers associated with this long-term growth rate are staggering. P&G alone grew from about $1 billion (1960) to $79 billion in 2010. Throughout this period, P&G was the industry’s advocate for the power of advertising, becoming the largest advertiser in the US, with a focus on traditional advertising — digital / social advertising had hardly begun until 2010. Since 2010, with the advent of digital / social advertising, and massive increases in digital / social spend, P&G, Unilever, Nestle and Colgate-Palmolive have grown, collectively, at less than 1% per year, about half the growth rate of the US economy (2.1% per year). They are not the only major advertisers who have grown below GDP rates. At least 20 of the 50 largest advertisers in the US have grown below 2% per year for the past 15 years. Digital and social advertising, of course, have come to dominate the advertising scene since 2010, and it represents, today, about 2/3rds of all advertising spend.”

Mr Fernandez has quite the Gordian knot to try and solve, one-way or another.

Automated communications and AI influencers

Thanks to Stephen Waddington‘s newsletter highlighted a meta-analysis of research papers on the role of automation and generative AI in communications. What’s interesting is the amount of questions that the paper flags, which are key to consideration of these technologies in marketing and advertising. More here.

LinkedIn performance

Social Insider has pulled together some benchmarking data on LinkedIn content performance. It helps guide what good looks like and the content types to optimise for on LinkedIn. Register and download here.

Chart of the month.

The FT had some really interesting data points that hinted at a possible longitudinal crisis in various aspects of reasoning and problem solving. There has been few ongoing studies in this area, and it deserves more scrutiny.

In his article Have humans past peak brain power, FT data journalist John Burn-Murdoch makes the case about traits which would support intelligence and innovation from reading, to mathematical reasoning and problem solving have been on a downward trends. The timing of this decline seems to correlate with the rise of the social web.

If true, over time this may work its way into marketing effectiveness. My best guess would be that rational messages are likely to be less effective in comparison to simple emotional messages with a single-minded intent over time. This should show up in both short term and long term performance. A more cynical view might be that the opportunity for bundling and other pricing complexities could facilitate greater profit margins over time.

Things I have watched.

Akira Kurosawa’s Stray Dog is a film that I can watch several times over despite the film being over 75 years old now. Detective Murakami’s trek through the neighbourhoods of occupation-era Tokyo and all the actors performances are stunning. The storytelling is amazing and there are set pieces in here that are high points in cinema history. I don’t want to say too much more and spoil it for you, if you haven’t already seen it.

Ghost in the Shell: Standalone Complex – Solid State Society – this is a follow on to the original GiTS manga and anime films touches directly on the challenges faced looking after Japan’s aging society. Central to the story is the apparent kidnapping over time of 20,000 children who can’t remember who their parents are. The plot is up to the usual high standard with government intrigue, technical and societal challenges.

The Wire series one – I stopped and started watching The Wire. Films better suited my focus at the time. I finally started into series one this month. The ensemble cast are brilliant. The show is now 22 years old, yet it has aged surprisingly well. While technology works miracles, the slow methodical approach to building a case is always the same.

How Much Does Your Building Weigh, Mr Foster – is a fantastic documentary covering the career of architect Sir Norman Foster. I remember watching it at the ICA when it originally came out and enjoyed watching it again on DVD. Foster brings a similar approach to architecture that Colin Chapman brought to his Lotus cars. When we are now thinking about efficiency and sustainability, their viewpoints feel very forward-thinking in nature.

Useful tools.

Fixing the iOS Mail app

You know something is up when media outlets are writing to you with instructions on how they can remain visible in your inbox. The problem is due to Apple’s revamp of the iPhone’s Mail.app as part of its update to iOS 18.2.

So how do you do this?

Open Mail.app and you can see the categorised folders at the top of your screen, under the search bar.

Find each tab where an a given email has been put. Open the latest edition. Tap the upper right hand corner. Select ‘Categorise Sender’. Choose ‘Primary’ to make sure future emails from this sender are in your main inbox view.

That’s going to get old pretty soon. My alternative is to toggle between views as it makes sense. Apple’s inbox groupings are handy when you want to quickly find items you can delete quickly. Otherwise the single view makes sense.

Inspiration for strategists

Questions are probably the most important tool for strategists. 100 questions offers inspiration so you can focus on the right ones to ask for a given time.

The sales pitch.

I have been worked on the interrogation process and building responses to a couple of client new business briefs for friends (Red Robin Ventures and Craft Associates) and am now working a new brand and creative strategy engagement as part of an internal creative agency at Google.

If you’re thinking about strategy needs in Q4 (October onwards) – keep me in mind; or discussions on permanent roles. Contact me on YunoJuno and LinkedIn; get my email from Spamty to drop me a line.

More on what I have done here.

The End.

Ok this is the end of my April 2025 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into spring, and enjoy the May bank holidays.

Don’t forget to share if you found it useful, interesting or insightful.

Get in touch if there is anything that you’d like to recommend for the newsletter.
April 25, 2025
March 2025 newsletter
March 2025 introduction

Welcome to my March 2025 newsletter, this newsletter marks my 20th issue. Or one score, as they used to say down the Mecca bingo hall. A score is a common grouping used in everything from selling produce to indicating the scale of an accident in a news headline. In Japan, it signals legal adulthood and is celebrated with personal ceremonies.

I didn’t know that March was Irish-American Heritage month. I just thought that we had St Patrick’s Day.

Hopefully April will bring us warmer weather that we should expect of spring. In the meantime to keep my spirits up I have been listening to Confidence Man.

New reader?

If this is the first newsletter, welcome! You can find my regular writings here and more about me here.

Things I’ve written.
- I curated some of the best analyses on DeepSeek, and more interesting things happening online.
- Pharmacies are blatantly marketing prescription-only medicines. It’s illegal, there is no GLP-1 permission that allows consumer marketing of prescription-only medicines used for weight loss and weight management.
- Clutch Cargo – how a 1960s animation managed to transform production and show the power of storytelling.
- A look back at Skype. I will miss its ring tone when it shuts down in May.
- Looking at the Majorana 1 chip promising a new generation of quantum computing, generative AI production, refrigeration and an oral history of Wong Kar wai’s In the Mood for Love & 2046.
Books that I have read.
- Now and again you come across a book that stuns you. Red Sky Mourning by Jack Carr, is one such book, but not in a good way. Carr is famous because of his service in the American military which he has since parlayed into a successful entrepreneurial career from TV series to podcasts. So he covers all things tactical knowledgeably. Conceptually the book has some interesting ideas that wouldn’t feel that out of place in a Neal Stephenson or William Gibson novel. So Carr had a reasonably solid plan on making a great story. But as the saying goes, no plan survives first contact with the enemy. Carr’s enemy was his own writing style without aggressive editing. The editing process is a force multiplier, breathing the artistic brevity of Ernest Hemingway into a manuscript and protecting the author from their own worst impulses. I found the book hard to read because I would repeatedly run up against small niggly aspects, making it hard to suspend disbelief and get into the story. Carr loves his product brands, in this respect Red Sky Mourning reminded me a lot of early Brett Easton-Ellis. Which got me thinking, who is Carr actually writing for? Part of the answer is Hollywood, Carr’s books have been optioned by Amazon, one of which was adapted as The Terminal List. I imagine that another audience would be young (privileged caucasian male) management consultant types who need a bit of down time as they travel to and from client engagements – after a busy few days of on-site interviews, possibly with a tumbler of Macallan 12 – which was purchased in duty-free. The kind of person who considers their Tumi luggage in a tactical manner. The friend who gave it to me, picked it up for light reading and passed it on with a degree of incredulity. On the plus side, at least it isn’t a self-help book. It pains me to end a review so negatively; so one thing that Jack Carr does get right is the absolute superiority of Toyota Land Cruisers in comparison to Land Rover’s products. If you have it in hard copy, and possess sufficient presence of mind, it could serve you well in improvised self-defence as it comes in at a substantial 562 pages including the glossary and acknowledgements.
- The Decagon House Murders by Yukito Ayatsuji is a classic murder mystery. A university crime club with each member named after a famous fictional detective gather to investigate a murder on an isolated island. The book slowly unravels the answer to the K-University Mystery Club’s annual trip bringing it to a logical conclusion.
- She Who Became the Sun by Shelley Parker-Chan was an interesting piece of Chinese historical fiction. It is less fantastic than the wuxia works of Louis Cha that dominated the genre previously. More here.
- Chinese Communist Espionage – An Intelligence Primer by Peter Mattis and Matthew Brazil tells the story of modern China through the story of its intelligence services. From the chaos under Mao purges and the Cultural Revolution to forces let loose by ‘reform and opening up’. More here.
- In the early 2000s, as we moved towards a social web, we saw a number trends that relied on the knowledge of a group of people. Crowdsourcing channeled tasks in a particular way and became a popular ‘innovation engine’ for a while. The wisdom of crowds captured the power of knowledge within nascent question and answer platforms. Prediction markets flourished online. Superforecasting by Tetlock and Gardner try and explain who and why these models work, particular where they rely on knowledge or good judgement. The book does a good job at referencing their sources and is readable in a similar way to a Malcolm Gladwell book.
Things I have been inspired by.

Why does humour in advertising work?

My Dad is a big fan of the Twix bears advertisement, so much so, that he repeats the script verbatim when it comes on. We know that humour works and that it’s under-used in advertising, but it would be good to have data behind that in order to support it as a suggestion to clients.

WARC have published What’s Working In Humorous Advertising which goes a good way to providing that support.

The takeouts from the report include:
- Humour as a memory hook: Comedy surprises and delights, it makes consumers stop, engage and then remember. Over time it builds into nostalgia.
- It relies on universal insights – that work across age cohorts, cultures and geographies. Its also intrinsically shareable – and not just on social platforms.
- Celebrity x humour drives fame: Well-executed humour paired with celebrity endorsements, (Ryan Reynolds being a standout example) boosting brand impact.
- Well executed humour can supercharge marketing ROI. Ads with humour are 6.1x more likely to drive market share growth than neutral or dull ads.
Accessible advertising

The Ad Accessibility Alliance have launched The Ad Accessibility Alliance Hub, which made me reflect on accessibility as a subject. I can recommend the hub as it provides good food for thought when considering mandatories for creative. ISBA’s reframing accessible advertising helps make the business case beyond the social benefits of inclusivity. The ISBA also provides links to useful assets. Finally, I can recommend Designing Interactions by Bill Moggridge which provides a broader context to help think about accessible advertising as part of a system.

Social platform benchmarks

RealIQ have done great research of engagement rates across thousands of brands in a number of sectors. What we get is an engagement benchmark set across platforms and industries. We can debate the value of engagement, and the different nature of platforms, so you can’t compare across platforms.

Chart of the month.

What I could compare in the RealIQ data was the rate in change in engagement rates year-on-year. The clear losers over time were Facebook and Twitter at an aggregate level. This also explains the x-tortion (as Forrester Research described them) tactics being deployed by Twitter. Combining high rates of engagement decline and reduced reach means that Twitter doesn’t look particularly attractive as a platform vis-a-vis competitors.

Things I have watched.

Hunt (헌트) is a great Korean film. It provides a John Le Carré style spy hunt story in 1980s era South Korea prior to the move towards democracy. It’s a stylish, if brutal film that touches on parts of South Korea’s history which we in the west tend to know very little about. Hunt takes an unflinching look at the legacy of the military government as well as their North Korean rivals.

Philip Kaufman‘s The Right Stuff is a movie adaptation of Tom Wolfe’s account based on US post-war fighter development through to the height of the Mercury space programme. The film went on to receive eight nominations at the Academy Awards. You have an ensemble cast of great character actors who deal with the highs and lows at the cutting edge of aerospace technology. The Right Stuff is as good as its reputation would have you believe. The film captures the drama and adventure that Wolfe imbued his written account of the journey to space. As a society it is good to be reminded that if we put our mind to it the human race is capable of amazing audacious things.

Disco’s Revenge – an amazing Canadian documentary which has interviews with people from soul and disco stars including Earl Young, David Mancuso, Joe Bataan, Nicky Siano – all of whom were seminal in the founding of disco.

It also featured names more familiar to house music fans including DJ Spinna, Frankie Knuckles, Kevin Saunderson and John ‘Jellybean’ Benitez – who was key in proto vocal house productions.

The documentary also shows hip-hop was influenced by disco mixing.

Along the way it covers the fight for gay rights in the US and its easy to see the continuum onwards to house music and the current dance music scene. It’s one thing knowing it and having read the right books, but the interviews have a power of their own.

It takes things through to ‘club quarantine’ during the COVID-19 lockdown.

I hate that’s its streaming only, rather than Blu-Ray but if you can put that one issue aside and watch it. If you try it and enjoy it, you’ll also love Jed Hallam‘s occasional newsletter Love Will Save The Day.

I picked up a copy of Contagion on DVD, prior to COVID and watched it with friends in a virtual social manner during lockdown. This probably wasn’t the smartest move and I spent the rest of lockdown building my library of Studio Ghibli films instead. It’s a great ensemble film in its own right. Watching it back again now I was struck by how much Contagion got right from Jude Law’s conspiracy theorist with too much influence and combative congressional hearings.

The film makers had the advantage of looking back at SARS which had hit Hong Kong and China in 2002 – 2004. Hong Kong had already been hit by Avian flu H5N1 from 1997 to 2002. Both are a foot note in history now, I had a friend who picked up their apartment on the mid-levels for 30 percent below 1997 market rates due to the buffeting the Hong Kong economy took during this time. The only thing that the film didn’t envision was the surfeit of political leadership in some notable western countries during COVID, which would have added even more drama to Contagion, not even Hollywood script writers could have made that up.

Hong Kong film star Leslie Cheung was taken from us too early due to depression. But the body of work that he left behind is still widely praised today. Double Tap appeared in 2000. In it Cheung plays a sport shooter of extraordinary skill. The resulting film is a twisting crime thriller with the kind of action that was Hong Kong’s trademark. It represents a very different take on the heroic bloodshed genre. At the time western film critics compared it to The Matrix – since the US film was influenced by Hong Kong cinema. Double Tap has rightly been favourably compared by film critics to A Better Tomorrow – which starred Cheung and Chow Yan Fat.

Useful tools.

Knowledge search

Back when I worked at Yahoo!, one of our key focuses was something called knowledge search. It was searching for opinions: what’s the best dry cleaner in Bloomsbury or where the best everyday carry items for a travelling executive who goes through TSA style inspections a few times a week. Google went on to buy Zagat the restaurant review bible. Yahoo! tried to build its own corpus of information with Yahoo! Answers, that went horribly wrong and Quora isn’t much better. A more promising approach by Gigabrain tries to do knowledge search using Reddit as its data source. I’ve used it to get some quick-and-dirty qualitative insights over the past few months.

Digital behaviour ‘CliffsNotes’

Simon Kemp launched this year’s Digital 2025 compendium of global online behaviours. It’s a great starter if you need to understand a particular market.

Encrypting an external hard drive

I needed to encrypt an external hard drive to transfer data and hadn’t used FileVault to do it in a while. Thankfully, Apple has a helpful guide buried in its support documents. From memory the process seems to have become more complicated over time. It used to be able to be done by using ‘control’ and click on the drive before scrolling down. Now you need to do it inside Disk Utility.

The sales pitch.

I am now taking bookings for strategic engagements; or discussions on permanent roles. Contact me here.

More on what I have done here.

The End.

Ok this is the end of my March 2025 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into spring, and enjoy the Easter break.

Don’t forget to share if you found it useful, interesting or insightful.

Get in touch if there is anything that you’d like to recommend for the newsletter.
March 26, 2025
Skype retrospective

A Skype retrospective was called for once I read that the service was being closed by April 2025.

Skype retrospective origins.

Skype was a thing right from the get-go when it launched in August 2003. There had been voice-over-IP (VoIP) services before Skype. Full disclosure, I worked on Deltathree; an Israeli predecessor of Skype.

About this time, if you needed to make cheap overseas call, you would dial in to a special service and then dial the overseas number. This would relay your call via VoIP. These calls were also facilitated direct from a PC as well using VoIP.

Previously, telephone calls were charged per voice minute. The further away the call was, the more expensive it was. VoIP disrupted the telecoms cost model.

Enabling technologies.

As broadband networks became more prevalent and Wi-Fi meant that you were no longer tethered to the ethernet connection of your router. At the time homes had an area delegated for internet access. Laptops were much less commonplace.

The original iMac was a success because it was a plug-in and play solution for internet access. It’s iconic ‘candy design’ helped differentiate it from the competitors beige PC.

By the time Skype was released I had an Apple iBook, a consumer laptop that pioneered the adoption of Wi-Fi, back in 1999, but my first broadband router at home didn’t support Wi-Fi. Broadband, Wi-Fi and 3G networks facilitated the start of Skype. Those networks provided the always-on connectivity to get the most out of the app.

Low-key start.

If there was any ‘thought leader’ on VoIP at the time, it would have been Jeff Pulver. Pulver didn’t bother discussing Skype at the time. Instead he was focused on expected government regulation, Vonage, PC VoIP software X-Lite and Windows Messenger.

Skype first appeared on Pulver’s radar in December 2003, after Red Herring announced that they had secured a first round of venture funding. Pulver praised their ‘viral marketing’.

It wasn’t obvious that Skype would be a winner.

Messaging at the time.

The primary messaging platform at the time in Europe was SMS. Instant messaging was starting to be used informally in workplaces. It was as much about the community norm as anything else. I started off using ICQ with Israeli clients, then Yahoo! Messenger, AIM (AOL Instant Messenger) and MSN Messenger. It was all a bit messy, so I pulled all my accounts together using Adium.

Take-off.

Skype quickly took its place on my laptop when it released its first Mac client in March 2004. By the summer, one of my clients at the time got rid of their desk phones when they moved office and had employees do internal and office-to-office calls via Skype-to-Skype instead. Giving someone your Skype ID became as common as giving out your email.

At the time Skype offered encrypted voice calls held over a peer-to-peer network. The encryption was contentious as it something of Skype’s own design and wasn’t audited.

In 2005, Skype was sold to eBay. The synergy between them wasn’t clear.

Joost

A year later, the Skype founders left and founded The Venice Project aka Joost – a peer to peer video platform. It was a photo-streaming platform. I liked Joost for its sub-Amazon Prime Video film library including obscure 1970s English language overdubbed martial arts films. But there was also Viacom content available.

Meanwhile under eBay’s ownership, Skype incorporated video calls into its offering. I ended up in a long distance relationship with a Hong Kong-based fellow Mac user and we ended up talking every day via Skype. It even worked when she visited across the border in Shenzhen.

Mobile impact

You can’t write a Skype retrospective without talking about its role on mobile.

Hutchison 3G (known as Three), was a cellular carrier brand put together by CK Hutchison to build a global 3G network in Asia and Europe. In 2007, Three launched Skypephone with Skype. The key part of this as an unremarkable looking candy bar handset.

The Skype phone allowed you to see the status of your Skype contacts on the phone, allowing for presence on the go, in real time (network permitting) which was revolutionary. But we take it for granted on WhatsApp now. There was a couple of forums that gave out widely copied workarounds for the clunky implementation of Skype.

For some reason Hong Kong always got the best features. You could have two numbers on your phone there. The first number was your proper mobile phone number that worked like you would expect it to. The second was your ‘SkypeIn’ number – a soft telephone service.

I had worked on pioneer mobile app Yahoo!Go previously, which only allowed email and no VoIP calls. The Skype phone was a major leap forward because it allowed synchronous communications when connected to a network.

There would have been no WhatsApp, Viber, WeChat or LINE without Skype leading the way.

A nerdier fact was that the Skype phone ran on the BREW application development platform by Qualcomm. It allowed Java apps to be downloaded directly from early app stores before the iPhone. At the time I was side loading apps from my Mac on to my Palm and Symbian phones.

Beginning of the end.

The peak of my Skype use was keeping in touch with my parents when I was working in Hong Kong. Video calling made the world feel closer and they got to see some of Hong Kong with me because of its higher quality 3G network.

Soon after I got back, we switched to FaceTime. This was for a couple of reasons. Skype had an increasing number of spam accounts and phishing attacks. Secondly, FaceTime had an easier to use interface.

This is the point in the Skype retrospective when I think that the rot started to set in.

From a software point of view a big decline occurred in 2016, Microsoft had settled into their purchase of Skype and decided to re-architect the system. Out went the peer-to-peer connections and the system moved onto Microsoft servers to mediate Skype-to-Skype calls.

The irony of it all is that the distributed web is now the technology du jour.

Microsoft messed with the user experience and I distinctly remember moving from one version to another and hated the new layout. From then on, it didn’t improve. Skype’s ability to dial out to international numbers was still something that I put to good use, pretty much up to the time of writing. But like an old cheque book, I came to use it less-and less often; knowing that I could still use the service, allowed Skype to be a back-up to a back-up of a back-up.

At the time I was also using Skype for Business in the office where I worked. It was shambolic with each call timing out around the 30-minute mark.

Om Malik had a similar experience.

Skype, was once a beloved product, one that I loved using every day. It was a product I wrote about long before it was trendy. I sent the team feedback. Like all tiny apps that are good at what they do, it became popular and grew really fast. It was sold to eBay, and then re-sold to Microsoft. And that’s when the magic disappeared. Through series of mergers and managers, Skype became an exact opposite of what I loved about it — independent outsider which was great at — chat, messaging and phone calls. It had just enough features, and its desktop client was minimal in its perfection. Now, as I tweeted in the past, it is “a turd of the highest quality.”

The final bow

A Skype retrospective would be remiss, if we didn’t cover the impact that the service has had. While Skype has struggled with scammers and Microsoft’s sub-optimal operation, its legacy lives on.

The culture of desktop video calls started with Skype. Microsoft Teams, Zoom and Slack are its spiritual successors. A combination of software capability, hot-desking, hybrid working and COVID resulted in long term business behaviour change.

As I write this, IAG – owners of British Airways, Aer Lingus and Iberia admitted that “business travel had settled into a ‘new normal’ that involved fewer one-day trips with flights, in part because of video meetings.”

Skype had some current cultural relevance, particularly on TV where presenters would interview someone from outside the studio, for instance an expert calling in from home, Skype would still be the client used.

At the time of writing, I am looking at Rakuten Viber to substitute my need for a ‘SkypeOut’ analogue.

March 12, 2025