I bought this book when it came out in July and have gone back and forth reading it. I’d read books on Silicon Valley before; the Apple eulogising Insanely Great by Steven Levy which told of the graft and hard work that went into the original Macintosh or Where Wizards Stay Up Late by Hafner & Lyon which discussed engineers exceeding long works. My favourite one is still Robert X Cringely’s Accidental Empires that portrays Gates as a coupon-clipping megalomaniac and Steve Jobs as a sociopath cut from the same cloth as Josef Stalin.
Merchant’s The One Device is different. It doesn’t eulogise in the same way, but it also lacks immediacy as it feels detached from its subject matter. Unlike Levy’s work, Apple didn’t cooperate with Merchant at all. The book is broad in scope and sometimes loses its way, each one of the chapters could have been an interesting short book in their own right and this leaves it being faintly unsatisfactory. I guess this is one of the reasons why it took me so long to read it.
In the meantime the book stirred controversy over quotes attributed to Tony Fadell about then colleague Phil Schiller. This made me cast a critical eye over some of Merchant’s adventures in the book. In particular inside the Foxconn industrial complex.
On a more positive note, Merchant’s vision is grander than previous authors. One man’s mission to pull all the intellectual threads together on what made up the iPhone. The iPhone moves from becoming the child of an over-worked and under-appreciated Apple engineering team to being the totem of a global village.
If you’ve read a quality newspaper you know what he’s going to say about the global supply chain. He also touches on the decades of software and technology development that led up to the iPhone. How its multi-touch interface came out of a 1990s doctoral thesis. Ultimately the value of Merchant’s book many not be his writing, but instead becoming a new template for journalists writing on Silicon Valley to look beyond the David & Goliath mono-myth and instead dig into the tangled history of innovation.
I re-read Kevin Kelly’s What Technology Wants and then decided to revisit The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future. The books make sense as ideal companions for each other, despite some overlap in terms of proof points. On the face of it The Inevitable is a less ambitious book than What Technology Wants.
In the book Kevin Kelly touches on the kind of areas one would expect in typical presentation given by an innovation team at an advertising agency. He is an unashamed techno-optimist and The key difference is two-fold:
Kelly pulls it together as a coherent idea rather than 12 slivers. He provides in-depth cogent arguments that bind the trends together. Kelly argues that transparency in governments will compensate for the erosion of privacy. I don’t agree with this particular viewpoint. If you are interested in how technology is shaping our world buy What Technology Wants; if you are still hungry for more follow it up with The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future.
I took the opportunity in June to re-read Daniel Kahneman’s work Thinking Fast and Slow. Kahneman uses storytelling from key points in his career to take the audience on a journey through biases and better decision-making. From a book that is obviously aimed at a consumer audience it has an outsized impact on marketers.
Presentations now talk about behavioural economics. What this meant in practice was revisiting the interface of psychological cues and marketing communications to encourage a desired behavioural change – like a purchase. It brought a renewed focus on A/B testing of call to action copy and images based around known consumer biases.
This isn’t necessarily a marketing handbook however, it is designed to make the average person more aware of their decision making process. It reminded me of Dan Ariel’s Predictably Irrational.
The key difference is that Kahneman’s work provides more of a learning structure in the book. Ariel is closer to the ‘ain’t it cool’ style of Malcolm Gladwell (though more rigorously researched).
I’d recommend that marketers start on Thinking Fast and Slow at the back. There is summary of the book and then some supporting white papers. Once you have them read then go to the front and work your way through. The reason why I suggest this approach is that marketers use case is different to that of the man in the street (who buys his books from the non-fiction section of the New York Times bestseller list).
New York Times journalist John Markoff was interviewed by Kara Swisher on the Recode podcast in February and talked about reading science fiction to better understand how technology is likely to affect us.
It’s actually a great piece of advice. Back in the day, large corporates used to employ authors to write stories based on scenarios as part of their research programmes. Many people have attributed the clamshell mobile phone to the Star Trek TV series and the flip communicator devices.
Markoff outlined his favourite stories.
“Snow Crash” by Neal Stephenson (1992): “The premise is, America only does two things well. One is write software, and the other is deliver pizzas. [laughs] What’s changed?”
“The Shockwave Rider” by John Brunner (1975): Markoff said he built his career on an early understanding that the internet would change everything. He said, “[The Shockwave Rider] argued for that kind of impact on society, that networks transformed everything.”
“True Names” by Vernor Vinge (1981): “The basic premise of that was, you had to basically hide your true name at all costs. It was an insight into the world we’re living in today … We have to figure it out. I think we have to go to pseudonymity or something. You’re gonna participate in this networked existence, you have to be connected to meatspace in some way.”
“Neuromancer” by William Gibson (1984): Markoff is concerned about the growing gap between elders who need care and the number of caregivers in the world. And he thinks efforts to extend life are “realistically possible,” pointing to Gibson’s “300-year-old billionaires in orbit around the Earth.
I had read Snow Crash relatively recently and Neuromancer was revisited last year. I had a vague recollection of The Shockwave Rider and True Names, but hadn’t read them in over 20 years.
Vinge’s True Names is published by Penguin with a collection of essays from a range of technology thinkers including
- Chip Morningstar and Randy Farmer who founded Habitat one of the first massive online multiplayer games, back when dial up bulletin boards were the bleeding edge. Farmer worked at Yahoo! when I was there and was involved in Yahoo! 360 and still consults on community / social platform issues
- Bruce Schneier wrote about how security products fail us. Bruce is one of the world’s leading commentators on all things hack and cryptography related
- Mark Pesce is better known now as an Australian-based computer academic, but two decades ago he invented VRML – a way of representing the internet as a 3D thing and prescient in the light of Oculus Rift and others.
- Marvin Minsky; was a pioneer in AI and machine learning provided an afterward to the story
That True Names managed to attract essays from these people should be an endorsement in itself. Re-reading it two decades on, Vinge’s story echoes and riffs on the modern web. Hacking, cyberterrorism, constant government surveillance and the tension between libertarian netizens versus the regulated real world. The central theme of Mr Slippy; a hacker who is identified by US government officials and co-opted as an unwilling informant and agent provocateur feels reminiscent of LULZSec leader and super grass Sabu. It’s amazing that Vinge wrote this in 1981 – although he envisages the web as being rather like a Second Life / Minecraft metaverse – with NeuroSky style interfaces.
Penguin’s careful curation of essays riffing on the themes of True Names is where the real value is in my opinion. For someone who cares about technology and consumer behaviour. It is worthwhile keeping this book on the shelf and diving in now and again.
Want to understand the future? Read science fiction, John Markoff says. | Recode
Habitat Chronicles – thoughts on gaming, online products and community building by Chip Morningstar and Randy Farmer
Schneier on Security
Mark Pesce’s professional website and his columns for The Register
Vernor Vinge lecture on long-term scenarios for the future via The Wayback Machine
I’ve been a bit quiet due to work and life intervening. Alongside my work in looking at strategy through a data-centric lens I have also taken on a content strategy role on a project. This isn’t about:
- Coming up with a few social ideas
- Editorial direction
But a much wider approach that takes a systems approach to content. What it is, where should it be and how it should be refreshed. With this in in mind I can thoroughly recommend The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right by Meghan Casey.
Meghan also provides a set of downloadable template to make your life even easier. I found the book relatively easy to digest but still have it about as a reference book on my current project.
I can also recommend the current British Museum exhibition: The American Dream – pop to the present. I really liked the works from the NASA art programme by Robert Rauschenberg that celebrated the Apollo programme.