Back in November 2012, my friend Wadds was researching and writing a book that would turn out to be Brand Vandals. I had a campaign going into mothers-and-babies screenings at cinemas and was in the final stages of preparing for a move to Hong Kong whilst launching an innovative facebook app for The National Lottery. The app featured a ‘scratch card’ mechanism within it, something I haven’t seen done since.
By this time Wadds and I had known each other for the best part of a decade and a half, having worked together on the 3Com (now part of HPE) and LSI Logic accounts at the start of my agency career in London.
Brand Vandals followed Wadds and Earl’s earlier book Brand Anarchy – the publishers were not enamoured with the original working title of Brand Fucked.
The Brand Vandals conversation.
The Brand Vandals conversation took place in The Stockpot in Panton Street. The Stockpot had a few branches in London was known for really cheap but good comfort food. Breakfast meant a fry up, which fitted in with our shared Northern sensibilities.
Wadds opened up with the question – had the social web failed to live up to initial expectations?
My reaction at the time was to point out the dissonance between social discourse and real life society. Twitter (or X) was where the bulk of political and media discussions happened, yet it was a small eco-system. Society in many respects hadn’t moved on from Roman times. While the intelligentsia might have had heated discussions in the forum (or on Twitter), these conversations didn’t reflect the vox populi. I name checked Juvenal, referencing Satire X ‘bread and circuses’ because it illustrated the two worlds neatly. The world of the political elites and the world of the common people with their different interests.
Ten years on, social channels have become much more ubiquitous. The early netizens who blogged and participated in forums and on Twitter have been joined by everyone else. The algorithms give people what they want, so political Twitter has its hecklers and fringe elements but still doesn’t reflect the voice of the people.
Facebook also had its fringe elements of discussion where the angry and paranoid could come together, rather like the USENET of old, but more accessible.
At the time, while I realised the digital inequalities that could be created by the data that consumers shared from the quantified self and telematics to the geolocation via their IP address. Tools in mining structured and unstructured data together with new devices putting telematics in the hand of everyone. All of that data was rip for (ab)use by corporates.
I don’t think that either of us fully realised how the world changes when it goes online.
In his book, Wadds quoted liberally fromThe Cluetrain Manifesto. What now could be seen to the last gasp of the libertarian bent of techno-hippy political thought. Doc Searls and David Weinberger’s book had more in common with The Whole Earth Catalog, The WeLL, John Perry Barlow and the back to the land counterculture movement than the modern web. Mark Zuckerberg et al represented the culture of Reagonomics rather than the ‘summer of love‘.
Scale has an effect of its own.
ONS data on amount of UK population online.
We didn’t fully realise what scale would do. Just like when social interactions and norms change when you go from a dinner party to an all-day music festival, the online rules changed. Looking back the scale is staggering, when you go from about a quarter of the UK population online during the dot com boom of 2000 to 88% online 12 years later. Between 2000 and 2002 the online population doubled in the UK. Part of this was driven the nascent mobile web, affordable internet service providers (giving a model more like the US) and adoption of broadband. Modern smartphones accelerated access further.
Hints of what could happen.
We had hints of the dark side through Chinese netizen culture and the phenomenon of human flesh search engine (人肉搜索) moral crusades, showing how people could come together in a common cause and be weaponised. This went back as far as the early 2000s. As far back as 2008, the Chinese judicial system was alarmed by its power and called it ‘cyber violence‘. It has been since turned loose on the wider world.
Joe Trippi, the political strategist behind Howard Dean’s campaign for the Democratic Party’s presidential nomination, showed how the web could be use to communicate, organise and fund raise back in 2004.
Information warfare found a febrile media that was ideal for its needs and was easy to scale operations on. It was no wonder in retrospect that the internet became toxic.
General Magic has a reputation of being the technology equivalent of the Jordan-era Chicago Bulls, but it ended up going nowhere. I never got to see the device in person, it was only available in Japan and the US. It’s as famous much for its alumni, as it is for its commercial failure.
https://flic.kr/p/4JWV1u
This is captured in a documentary of the same name. For students of Silicon Valley history and Apple fan boys – the team at General Magic sounds like a who’s who of the great and the good in software development and engineering.
General Magic started within Apple with a brief that sounds eerily like what I would have expected for the iPhone decades later.
“A tiny computer, a phone, a very personal object . . . It must be beautiful. It must offer the kind of personal satisfaction that a fine piece of jewelry brings. It will have a perceived value even when it’s not being used… Once you use it you won’t be able to live without it.”
Sullivan M. (July 26, 2018) “General Magic” captures the legendary Apple offshoot that foresaw the mobile revolution. (United States) Fast Company magazine
The opening sequence tells you what the documentary is going to lay out. Over carefully curate images of Silicon Valley campuses, Segway riders and the cute bug like Google autonomous vehicle a voice talks about success and failure. That failure is part of the process of development. That General Magic has a legendary status due to its status as precursor to our always-on modern world and while the company failed, the ideas didn’t.
https://flic.kr/p/ALLYpS
The genesis of the spirit of General Magic goes back to the development and launch of the Macintosh with its vision of making computers accessible. The team looked around the next thing that would have a similar vision and impact of a product. The Mac had got some of these developers on the front cover of Rolling Stone – they were literally rockstars.
You get a tale of dedication and excitement that revolved around a pied piper type project lead Marc Porat, who managed to come to the table with a pretty complete vision and concept of where General Magic (and the world) would be heading. The archive of footage of the offices with its cool early to mid 1990s Apple Office products still amazes now. The look of the people in the archive footage, make my Yahoo! colleagues a decade later seem corporate and uptight by comparison.
Veteran journalist Kara Swisher said that she started following the company because it was ‘the start of mobile computing, this is where it leads’.
What sets the documentary apart is that it tapped into footage shot by film maker David Hoffman who was hired to capture the product development process. The protagonists then provide a voice over of their younger selves. Their idealism reaches back to the spirit of the 1960s. You can see how touch screen screens and the skeuomorphic metaphors were created and even animate emoticons.
I’ve never known a development process with so much documentary footage. Having been in this process on the inside, the General Magic documentary portrays a process and dynamics that haven’t changed that much.
The ecosystem that the startup assembled including AT&T, Apple, Motorola and Sony made sense given the ecosystem and power that Microsoft had behind it. It’s hard to explain how dominant and aggressive Microsoft was in the technology space. Newton came out as a complete betrayal and John Sculley, who is interviewed in the documentary comes across worse than he would have liked.
The documentary also has access to the 1994 promotional film where General Magic publicly discussed the concept of ‘The Cloud’ i.e. the modern web infrastructure – but the documentary doesn’t dwell on this provable claim.
Goldman Sachs was a key enabler, the idea of the concept IPO set the precedent for Netscape, Uber, WeWork and the 2020s SPAC fever.
In a time when there is barely one thing changing the technology environment, General Magic were pursuing their walled garden of their private cloud and missed the web for a while. Part of this is down to their relationship with AT&T.
The documentary covers how project management dogged the project. Part of the problem was perfectionism was winning over the art of the possible and not focusing on the critical items that needed to be done. The panic of having to ship.
It’s about getting the balance between ‘move fast and break things’ versus crafting a jewel of a product.
But shipping wasn’t enough, the execution of shopper marketing and sales training was a disaster. The defeat was hard given the grand vision. But the ultimate lesson is that YOU are not representative of the mainstream market.
The documentary post-mortem featuring thinkers like Kara Swisher and Paul Saffo points out the lack of supporting infrastructure, that would take years to catch up to where General Magic’s Magic Link had gone. Paul Saffo uses a surfing analogy that I had previously read in Bob Cringely’s Accidental Empires about catching the right wave at the right time.
John Sculley over at Apple made similar mistakes to the General Magic team which resulted in him being fired from Apple. Sculley makes the very human admission that being fired from Apple took him about 15 years to recover from personally.
IBM Simon
The documentary gives a lot of the credit (maybe too much of it) to General Magic as the progenitor of what we now think of as smartphones. The reality as with other inventions is that innovation has its time and several possible ‘inventors’; or what author Kevin Kelly would call ‘the technium’. This is the idea that technological progression is inevitable and that it stands on the layers of what has gone before, like fossils found inside rocks several foot deep. For instance, IBM created a device called Simon which was ‘smartphone’ which sold about 50,000 units to BellSouth customers in the six months it was on the market. Motorola – who were a General Magic partner also launched a smartphone version of the Apple Newton called the Motorola Marco in January 1995 and there are more devices around the same time.
Reality is messy and certainly not like the clean direct line that the General Magic documentary portrays, even the Newton was only part of the story.
The Wonder Years
I was thinking about what I liked so much about the General Magic documentary. I immediately thought about it reminding me of my falling in love with the nascent internet and technology, which then bought me to the start of my agency career working with Palm (the company that eventually helped kill off General Magic’s product ambitions) and the Franklin REX which came out of sychronisation pioneers Starfish Software.
But it was deeper than that. The Silicon Valley portrayed in the General Magic documentary wasn’t the dystopian hellscape of platform firms, generation rent, toxic tech bro culture and ‘churn and burn’ HR culture. Instead the General Magic documentary story represented a halcyon past of Silicon Valley portrayed in books like Where Wizards Stay Up Late, Fire In The Valley and Insanely Great. Where talented people motivated by a fantastic vision thing, with a user centred mission worked miracles. The darkness of fatigue and god knows what else is largely hidden by a Wonder Years TV show feel good nostalgia. Maybe it gives us hope again in the tech sector, despite Peter Thiel, Mark Zuckerberg, Tim Cook and Elon Musk? Maybe that hope might inspire something great again?
Marc Porat’s personal tragedy and Tony Fadell’s business failure brings a hint of the real world through the door. The documentary uses Fadell’s link with the iPod and iPhone as a point of redemption, resilience, perseverance and vindication for General Magic.
There’s also a cautionary tale full of lessons learned for new entrepreneurs, who often get the vision thing but forget about the details. More on General Magic here.
Valley of Genius by Adam Fisher promises to be ‘the uncensored history of Silicon Valley’ based on stories that founders and programmers told to each other. All of which begs the question how much is myth making and how much is true?
https://flic.kr/p/2o8rBr7
Valley of Genius front cover
Getting to the truth
Having worked for Silicon Valley clients and in-house at Yahoo!; I recognise that the truth doesn’t get out there and the myth making is largely self-serving. There is also a big question about how far the collective memory actually goes back.
Finally, there is the challenge of how big tech companies have got so good at controlling their story in the wider world. Whether it was keeping close tabs on journalists like Fred Vogelstein found out while working at Wired magazine, through Frank X Shaw’s reputation for robust rebuttal, funded their own media outlets like Pando Daily and eventually disintermediated the media altogether.
Adam Fisher
Adam Fisher grew up in the Bay Area and became a journalist and later editor at Wired. He left there and freelanced for a number of publications, branching out from technology writing to other areas like travel and tourism.
Style
The most noticeable thing about Valley of Genius when you get into it is that there is no prose. It is all dialogue. Fisher has cut together segments of interviews to tell a story. Sometimes it feels like people around a table, other times it feels more disjointed.
The book is described as an oral history and Fisher in his interviews describes the process as being like putting together documentary interviews.
Fisher went out and interviewed many of the great and the good of Silicon Valley to get this material, however given some of the soundbites were things I had heard before such as Steve Jobs talking about a computer as a ‘bicycle of the mind’; I was not sure if these people like to self reference or if Fisher has interspersed his interviews with archival material. Right at the end of the book, Fisher comes a list of people by chapter and where he had to source secondhand quotes from.
I’ve read a number of books on Silicon Valley over the years, so had a frame of reference and I had context, so I found Valley of Genius enjoyable to read. But for someone who is coming to the subject with just a cursory knowledge of Silicon Valley, there is benefits to having a guide. Reading the quotes without understanding the context, or having been to Silicon Valley still leaves you outside.
I honestly don’t know if Fisher would have been a good guide, so him removing his voice from the book maybe less of a loss than we might think. But a new reader to the subject matter would benefit from a guide like Michael S. Malone or the insider snark of Robert X. Cringely (aka Mark Stephens). Fisher’s book Valley of Genius is a book for insiders and future academics who might be looking at the history of Silicon Valley in the future. According to Fisher, he managed to secure the last interview that Bob Taylor ever gave. Bob Taylor played key roles in moving Silicon Valley forward while in managerial positions at NASA, ARPA and XEROX PARC. In those interview quotes are more granular aspects of things, like Nolan Bushnell having a champagne party on the grass outside the offices of a recently bankrupt competitor, or that the video card to power the monitor used in Doug Engelbart measured about 3 foot by 4 foot in size.
It’s also a very one dimensional view of Silicon Valley. It largely misses out hardware and hard innovation; which is problematic for a technology hub that is competing against China and India for that matter. There is no 3Com, Cisco or Juniper Networks. The hardware story is very much lacking, there is no Intel, AMD or Nvidia, Sun Microsystems or SGI. It is largely a consumer technology vision that writes out businesses like Oracle and Salesforce together with the characters that lead them.
Plot line
Valley of Genius ignores a good deal of early Silicon Valley, such as the the pre-war nature of Stanford, Varian, Bill Hewlett and David Packard’s garage start-up, Shockley Labs, the treacherous eight, defence contracting and the missile age.
Mother of all demos
Instead Valley of Genius history starts at 1968, when Dough Engelbart of Stanford Research Institute provides the Mother of all Demos to a mix of academics, government people from the likes of the department of defense and technologists.
Engelbart talks about his developments in 1986
He the talked about his career on the Google campus in 2007.
Atari
The story moves on to Atari and Nolan Bushnell. Bushnell was responsible for popularising computer games and arcade consoles. Bushnell was a bridge between the counter culture and Silicon Valley hustle. A few chapters later Valley of Genius also covers the acquisition and eventual (first) failure of Atari.
Here’s Bushnell being interviewed for the 50th anniversary of Atari by IGN.
Bushnell did a Google Talk a number of years ago as well.
Xerox PARC
PARC (Palo Alto Research Center) was a west coast R&D facility put together by Xerox to understand what the future of work would look like. They had already realised that it would be computerised. From PARC came modern computers, local area networks, file servers, laser printers and productivity software.
Apple
In separate chapters Valley of Genius covers Steve Jobs and Steve Wozniak’s commercialisation of phone hacking tools, and the evolution of the Apple computer line up from the Apple II to the Macintosh.
Retailer High Technology did the first adverts featuring the Apple II computer
Which was a far more budget affair than Apple’s own launch of the Machintosh.
The book goes on to cover the return of CEO Steve Jobs and the rejuvenation of Apple as a business including the iPod, iPhone and iPad through to the death of Jobs.
The hacker ethic, or hacker culture
The hacker ethic or culture, a digital equivalent of the person who tinkers away with things in a shed or garage has their own section. The section is atemporal in nature, which I can understand to a certain extent. Steve Wozniak came out of hacker culture, as have many software developers over time.
Fisher focuses on what hacker culture is, rather than what it means (both good and bad). I would recommend Steven Levy’s Hackers: Heroes of the computer revolution as a companion to this chapter in Valley of Genius. The copy I read years ago was published by Penguin, but O’Reilly have re-published it as the book this is part of myth-making and cultural norming in software development teams.
The WeLL
The WeLL was the proto-online community that is still going and features first generation digerati such as journalist Wendy Grossman, the founders of Wired magazine and cyberpunk author Bruce Sterling.
Stewart Brand talked about the founding of The WeLL during a Google hosted talk
The WeLL never scaled in the same way that we think about social networks now but it has quality discussions and is much kinder than Twitter or Reddit.
VPL
VPL was a failed start-up in the mid-1990s that set much of the expectations and tempo on VR to this day. You will most likely know it from the VR suit featured in The Lawnmower Man movie. I covered it in more depth in my metaverse discussion paper.
General Magic
Take a series of burnt out Apple employees and have them invent a predecessor of the net appliance or smartphone. That was General Magic and it was a glorious failure. Sarah Kerruish’s documentary on General Magic tells the story much better.
Wired magazine
Wired magazine gets its own chapter. it represented a way of melding culture and technology. I had read Wired before I had used the web, but it gave me a good idea of what to expect. But I don’t know if it is more important than ZDnet or other technology publishing houses. Valley of Genius goes on to celebrate Wired’s online endeavours including HotWired, Suck – a sarcastic version of Wired and Webmonkey – which taught a lot of people web development skills and probably doesn’t get the love it deserves in Valley of Genius. Mondo 2000, a rival to Wired in terms of setting the cultural zeitgeist for technologists also gets a chapter.
Pixar
Pixar as a Silicon Valley story is an accident due to two things
George Lucas’ Industrial Light & Magic being based in North California rather than in Los Angeles
Steve Jobs looking for a project post-Apple
But it didn’t necessarily move Silicon Valley forward.
Netscape
The jump to Netscape as the first commercial browser makes sense. AOL, AT&T True Experience, CompuServe and Prodigy services were all driven by businesses outside the traditional Silicon Valley space.
At the time Netscape seemed as much about the crazy public valuation of the business which was emblematic of the dot com boom, as it was about the software that would kick off the open web. These kind of valuations re-emerged with businesses like Uber and WeWork.
eBay
eBay was the standout e-commerce play for Silicon Valley. Amazon was a Seattle company and so was an outsider in a similar way that Microsoft always had been. eBay was also founded by an ex-General Magic employee and so was part of Silicon Valley’s version of ‘Rock family trees‘. We see this even now with the ‘PayPal mafia’.
Google
Google changed the web experience that Silicon Valley had pioneered via Yahoo! and Excite. Brin and Page became a key point of focus in Valley of Genius. However, this ignores the complexity both around search and the development of foundational web technologies that other companies produced. If you are interested about the nature and history of Google, Steven Levy’s In The Plex is probably a better option to read.
Google’s move to pay per click advertising gets its own chapter that greatly reduces the complexity of the real story.
Napster
Napster was the poster child of market value destruction and disruption that predated Uber and its ilk.
Dot bomb
The dot com boom can be charted from the last quarter of 1995 and reached its nadir in the last quarter of 2002.
Eric Steiner tells his tale as the CEO of Inktomi through the dot com boom and bust
Valley of Genius covers it in terms of its sociological impact on the Bay Area, as much as its economic impact. The reality is more complex, even the dot.com label attached to it is a misnomer. It encompassed telecoms, networking hardware, datacenters and more in terms of its impact rather than just e-businesses.
Facebook
While Facebook was an east coast invention, the movement of the company and its CEO Mark Zuckerberg west saw a cultural change in Silicon Valley that took it down a much darker patch. By comparison Twitter in its start-up phase looked more like Atari in terms of its counterculture influence.
Future gazing
At the end of the book there is a section on future gazing, which became what made Silicon Valley great. The business model was prioritised over innovation. Veteran journalist John Markoff even talked about how Salesforce had moved to a ‘vertical campus’ model with Salesforce tower. Which is how every other business in places like Singapore, Hong Kong and even Wall Street work anyway.
There was a singular lack of reflection on challenges ahead or areas of introspection by the people telling these stories. If anything, that was what concerned me the most about the book. Innovation is at a technological, scientific and socio-cultural cross-roads and the inhabitants of the Valley of Genius apparently doesn’t have a clue. More on the book here. You can find more of my book reviews here.
Extra content – Valley of Genius promotional tour interviews
Panel hosted by Adam Fisher to promote the Valley of Genius book
https://youtu.be/gmfB01vtrgg
Leo LePort interviews Fisher on Valley of Genius at the time of its launch.
New Power by Jeremy Heimans and Henry Timms was recommended to me by a friend of mine who works with a number of campaigning organisations. It took four years after it was published for me to take it down from the shelf and get stuck in.
https://flic.kr/p/2o4r8B5
Since then, we have had the Hong Kong protests, January 6 disturbances in the US Capitol building where both of their legislative houses operate from. We’ve also had movements around cryptocurrency and the infamous OneCoin scam.
The book promises to reveal:
How Power Works in Our Hyperconnected World – and How to Make It Work for You
Front cover of New Power by Jeremy Heimans and Henry Timms
Jeremy Heimans
Heimans is an ex-McKinsey consultant who now runs a social impact agency called Purpose. So one could think that New Power is basically part of Heiman’s marketing strategy. Make of that what you will.
Henry Timms
Timms heads up the Lincoln Center for the Performing Arts in New York and has been heavily involved in promoting philanthropic donations.
Old Power and New Power
Heimans and Timms provide a model for what they think old power is. A top down power structure, think everything from mainstream advertising, government responses to the COVID-19 epidemic, authoritarian regimes like China’s crushing of dissent or the Russian invasion of Ukraine.
By comparison, new power is participatory in nature and more of a peer to peer relationship. Examples include memes, crypto bros, the leaderless movement that fuelled the 2019 Hong Kong protests, support for populism and ISIS. ISIS recruitment is actually used as an example in the book.
How power works in our hyperconnected world
Heimans and Timms provide an analysis on the general thinking behind how campaigning works in a way that would be most familiar to anyone who has run a social media marketing campaign. I would describe it as a primer for typical corporate management types.
How to make it work for you
I personally think that this is where the book falls down. New Power isn’t replicable in the same way that a business process rengineering exercise might be. Sometimes these things take off, sometimes they don’t. They talk about some of the factors in the book, but movements often need a catalysing event like the recent apartment fire in Urumqi, Xinjiang that sparked anti-zero COVID lockdown protests in China.
You can try and create a catalysing event, but too often it’s astro-turfing that no one ever sees, particularly if you are relying on a dominant platform algorithm. Your new power is actually reliant on old power held by the likes of Mark Zuckerberg or Elon Musk. Instead these platforms have been successfully mastered by authoritarian regimes including the Chinese government who manage to demonetise and have content taken down on western platforms.
Secondly, the authors try to claim showing a bit of moxie is new power. The example they give is a junior employee speaking to a senior executive that they manage to meet by chance.
Finally, the book lacks the intellectual rigour and scientific method of Mark Ritson or Byron Sharp’s work, instead relying anecdotal evidence, similar to Malcolm Gladwell’s body of work or Paul Polman’s Net Positive.
So, should you buy this book?
If you like TED talks model of learning a little bit about a lot of things and are reading for your own personal interest or to get a high level understanding of campaigning organisations might work, buy New Power. If you are thinking about changing your business into a more purposeful organisation, read this first instead (and its free).
You you can find out more about New Powerhere, find the rest of my book reviews here, and the books that I find most useful here.
I miss Tomorrows World as a show. It came from a few points that seem to have changed in UK society
Lord Reith’s original agenda for the BBC to entertain and educate. It made cutting edge research simple and highlighted its potential benefits
A futurism vision in the great and good of society at least, rather than the current viewpoint that we’re all doomed
Now as a society, we no longer know what innovation is. There is no ‘true north’.
Predicting the smart home of 2020
This Tomorrows World programme from 1989 predicts smart home type controls such as Philips Hue bulbs, wireless charging with ‘plug-in pads’, reducing energy consumption and big screen TVs. But there is as much as it gets wrong as well, LCD windows tend to be only use in the swankest offices or high security areas. Our home windows aren’t display screens. Unfortunately we don’t have aerogel as loft insulation due to the inability to make it cheaply via mass production.
One final point that was important was how they talked about consumers having a choice of how smart their home could be. Which showed a real consideration about technological impact that is at odds with smartphones vs. feature phones; or smart TVs vs. ‘dumb’ TVs.
Business
Why Facebook’s Metaverse Is Dead on Arrival | New York magazine – In actuality, Facebook is basically spending $10 billion on a prayer that, in the short run, it might change the conversation. It gives them an opportunity to talk about the meta verse instead of insurrection and teen depression – or that Meta has moved from being a growth company to a value company…
