Is a short article more interesting than a long one? That’s a lot like asking if one paragraph is more interesting than ten. I’ve spent a large part of my life distilling long briefs and ramblings into short persuasive prose. 100 words about a soap. 300 about a summer holiday package. 150 about the marvellous tip of a ball point pen. So, I am continually fascinated by those who work on the long form – 3000, 4000 words Faking it – by Michael Lewis in the New York Times. Try this one – Love and Lies by Michael Pollan – it completely changed my opinion about plants. Or Blowing Up by Malcolm Gladwell. It provided the thinking into investing against the market and made Nassim Taleb famous during the collapse of 2008
Short articles are like executive summaries. They pique your interest and let you wander through vast troves of analysis and insight. There aren’t too many people who can hold your interest beyond a certain length. So how do these masters do it? They write prose operas as opposed to staccato pop. They draw you in through a combination of factual and anecdotal brilliance. They work with words the same way as a painter works with colours. Or a surgeon with a scalpel. Or even a composer with music notes. They force you to consider options that your mind resists – and then melt all the opposition.
If you are looking for long form gems, there are several places. The old faithfuls – Arts &Letters Daily. Or the incisive articles at Rolling Stone. Instead of visual delights, settle down with verbal ones and you will discover that it is every bit as fulfilling as pictures – because it is your imagination that fills in the blanks.
Every year, the mainline magazines across the world release their own ’50 most powerful’ list. Everyone from the global elite to the local state honchos. And every year, this list keeps getting revised with some of the powerful losing their status, the others sliding down and several new ‘powers’ who are first timers. I did a quick Google search for the ‘50 most powerful‘ and it was a joke. Apart from the global list, there were these gems – 50 most powerful people in networking; 50 most powerful people in open source; 50 most powerful physician executives; 50 most powerful minority CEOs; 50 most powerful Gay Men and Women in America – see what I mean?
It’s another device to sell more magazines. And puff up the self-importance of a few who would be miles away from a ‘global influence’ list. A businessman looking to manage growth expectations from shareholders and the public will do all he can to be featured on the ‘most powerful’ list since it would improve his chances of growing the business. A college looking for students will be desperate to be featured on the top 50 list of a well-circulated magazine. Companies making a beeline for the stock market listing will want to be in the ‘Fastest Rising 50’. Or in the list that says ’50 technologies to watch out for in 2011′ Want to know what the technologies in 2005 were the ones to watch out for? We’re still watching out for most of them in 2011.
To get back to the Most Powerful 50 – Have the most powerful in open source made any difference to software adoption and usage? The 50 most powerful people in entertainment a decade ago are no longer on the list. The most influential businessmen, diplomats, actors, lawyers, real estate tycoons are no longer influential. What happened? Like Voltaire famously remarked ‘ The future is hidden, even from those who make it’.
It seems almost bizarre- a practical joke. Install Word Lens and point your iPhone camera at a foreign language sign to have it translated it back to English. The translation isn’t perfect and there are problems when the sign or type is against a blurry background but it still marks an enormous leap of using the phone camera as the input. The translation is shown as an image, with the same background and roughly the same type as the sign. No other input required. It’s an entirely new crease on augmented reality. So, if you were next to a monument, where the description was in French, you could instantly figure out what it was about without asking a guide. Run it over a Spanish language menu at a restaurant and you would know what the dishes were.
It could be a good way to serve up relevant advertising as well. If the translation was for a restaurant, it would be perfect to offer the other choices in the area. If the translation were required for a sign, rental cars in the vicinity could be displayed. Right now, advertising is only served based on search terms or location. The translation offers another input on what is likely to be the objective.
But the real change here is the use of the camera as a search or clarification input. That’s clearly new. I can also see the potential for a website that captures the images and a ‘Word Lens’ filter being applied to the pictures so that you can read the signs and make out what they are. Japanese and Russian cityscapes would begin to make a lot more sense.
How many sounds or notifications do you have to deal with every day? Now let’s see. Every time a new email or text message lands on your mobile phone. Every time you start the car and turn on the headlights. When you don’t fasten your seatbelt. When you forget to switch off the headlights. When you leave the door unlocked. When the microwave finishes heating up the food. When the washing machine wraps up a load. When the download is done. When the alarm rings. When the ‘low on fuel’ light flashes. When your mobile battery beeps for recharging.
Imagine the people who have to design all these notifications. Do you make it a single beep or a series of short ones? How does a warning differ from a completion sound? How do you make it easy for people to comply? Digital cameras don’t need the sound of the shutter. But unless the sound is heard, people are not sure that the picture has been clicked. Turn off the ‘click’ sound on your camera and see how uncomfortable it feels. It’s also one of the issues that designers of electric bikes and cars have to tackle. The ‘engine’ is silent – there’s only a battery. The accelerator does not rev up when you travel faster. So people riding the car or the bike feel a sense of loss without the feedback.
When exactly do you need a notification sound? Everytime you press the keypad on your mobile to send a message? Or is it enough to replace the old familiar sounds? It’s a toss-up really. Like the blinking ads on websites, there is only a thin line separating the useful from the irritating. Facebook does it with a small series of red blurbs on the top bar. Not intruding, but enough to get your attention. There’s even jargon for it. User Experience Design.
Have you noticed how the Op-Ed section of the New York Times has a lot more spacing than some of the other sections like Technology? The experimentation is on as to whether larger type spaced generously keeps more people on the page. The other recent innovation was ‘The Slider‘ at the New York Times. Every time you scroll down to the end of the article, the headline of another slides in, prompting you to click. It’s a nice way to attract your attention and keep you clicking on to the next page and the next article in the section. The New Yorker uniformly uses larger type for all its articles compared to the time when it offered three type size options.
These are clear signs that web design is aligning itself to the age of its audiences rather than the one size fits all that applied earlier. Column sizes have shrunk but the space between lines has increased. Both help to make reading a lot easier. Especially on a backlit screen. For all the advances, when we read off a monitor, it’s reading by staring into the light instead of from it. Even books now have editions aimed at older readers where the type is bigger, and line spacing is generous.
The tightly packed text is a lot more difficult to navigate. Take a look at this article from ‘The Atlantic‘. Now click on to a site called ‘Readability‘ that displays the page stripped of all the other articles and the advertising. Use Readability and see how the experience is much better.
Cloudflare is the service you didn’t know you needed until you understand what it does. Most small companies are glad to just have their websites up and running. They don’t worry about updates or about security because it’s either too expensive or time-consuming to implement. And then, when they are hit by spam or a trojan is installed without their knowledge leading to a blacklisting by search engines, they panic. Cloudlflare throws a protective envelope around your site. Keeping the spambots and the worthless traffic from hitting it. You don’t want your contact details to be harvested and be part of a spam network, right?
It also distributes your site across servers, ensuring it’s availability even if your web hosting provider is temporarily down. The basic service is free. And for most blogs and websites, it is more than enough. Started as a research project called Honey Pot by Matthew Prince and Lee Holloway in 2004, Cloudflare won the Harvard Business School Business Plan in 2009. But security, seen as the biggest benefit had another consequence – faster loading time for the websites that it protected (as much as 30% faster)
The prominent web hosting providers already have Cloudflare as part of their control panel. But even if they didn’t, you would be well-advised to install it and then forget all about it. If you get a web developer who knows his way around, it won’t take more than a few minutes to set up. Yes, this website is protected by Cloudflare. And I have to thank Emily Chang’s eHub, where I first got to know that a service like this existed.
Stuck in a traffic jam, I realised that one side of the road was completely blocked. Across the divider, it was almost empty. Which got me thinking. Traffic flows one way in the morning. And the other in the evenings. Effectively, only one side of the road is being utilised at any point in time. How is this an effective way to deal with traffic flow? Isn’t there an obvious solution? Or is it simply that people measure traffic flow and patterns but do not factor in the timing of the traffic jams as well. In most cases when roads get crowded, the first solution adopted is to reroute traffic or convert it into one way traffic. It’s all or nothing.
We ought to rethink road dividers. That’s the fixed point which should become a variable. Think about it. If we could move road dividers according to the way the traffic flows, we would have increased road utilisation by another 50 percent at least. Open the road 75 percent to traffic flow one way in the morning. And exactly the opposite during the evening. It has to be a process that is automatically controlled.
It would also mean that we have to change the way we build our roads. Not put dividers in the middle but be able to move it at will. Have controls for not just traffic signs but smart monitoring and movable dividers. Fewer flyovers will need to be built if we simply put our roads to better use.
With Facebook’s $50 billion valuation, the big word in online is social. But I find it hard to keep up with even a circle of 30-40 friends, people I have known for a really long time. On Facebook, Linked-in and Twitter, the game is to acquire friends, contacts and followers. For sure, the word friend is being used in the broadest context – someone you have heard of and exchanged a couple of comments with. In the days of snail mail, there were pen pals. But it was with a really small group or even a couple of people. It’s hard to keep up the letter writing over a consistent period. The interactions were deep and meaningful. It’s also interesting to see how this concept made the online transition – it hasn’t
I guess that is my grouse with Facebook. It’s so superficial. Five chat windows open and no one pays any more attention than is absolutely necessary – like the famous line from ‘The Social Network‘. It’s like working the remote. Say hi. Flip. Pass a comment. Flip. The same thing is happening on both ends. This isn’t interaction, it’s social pretense. I’ve heard the defense – it’s great how you can catch up with people you’ve lost contact with. Sure. But you rarely get to know how they are now. It’s a person you used to know or met in passing.
Recently, it happened. I got through to an old friend I had lost contact with, after decades. Through Facebook. Discovered we were in the same city and caught up. Spent over 2 hours and time flew. A hobby that he got into for his son – remote controlled airplanes is now his main business. We had no cell phone interruptions, no chat windows, just a series of updates on family, friends, and career. But they won’t be consigned to the virtual space but tucked away into our collective memory. I’ll take that over a daily Facebook interaction, any day.
It’s the crutch a lot of managers use. When a brand is on the skids and losing market share, bring in a celebrity. A new brand needs instant recognition? If the money is available, bring in a celebrity. It worked during a time when celebrities were few in number – major actors and sports achievers. In today’s media climate of churning celebrities from minor personalities, public memory is short. And unforgiving. This survey nails the lie on the easiest way to arrest brand somnolence. It’s the agency’s and client’s unthinking solution to a far more deep rooted problem.
There are enough brands doing the dance. I’ve lost count of the ones that Sachin and Amitabh are representing. Then, there’s this abomination – using Saina Nehwal. What good does it do to the brand to have a girl whose magic is in her badminton game and not the awkward way in which she eats vadas. There’s Maxx, and there’s Micromax. Which one uses Dhoni? If these brands have the budget to splurge, they will have far more success with a cut through idea.
How do you evaluate a cut through idea? It should scare you. It must appeal only to a few and alienate others. Otherwise, it’s like starting off with hot rasam and diluting it with copious amounts of cold water until the bite and the heat is long gone. Brands are camps you want to belong, not anonymous crowds to be lost in. But exclusion is scary. I’ve yet to meet a client who says ” Let’s turn some people off my brand”. Then, we’re talking.
How innovative can you get with a shoe box? Rectangular, a roll of tissues wrapping the shoe inside, bright external design, it’s all been done before. And yet, Puma decided to rethink the box. So this is a story not about the design of the shoes but the outer package. In the process, the company saved a tremendous amount of money on transportation, shipping and handling and distribution costs, apart from building a sustainable shoe package.
It’s about innovating where there seems to be no need at all. This is the problem. We accept anything current as the gold standard. The client wants to launch a new product? Come up with a multimedia campaign. Build a website. Go social. The only innovation is how and where we choose to communicate. But can we do something uniquely local? Change the way people perceive the product or service the first time they hear about it? Those are the questions that rarely come up because there is always the pressure of deadlines and turnarounds. Besides, selling an idea that seems radical is always difficult.
True innovations come when we ask questions like – Can I change the way people use their shampoo? Or combine sharing and rental cars. Or make a vacuum cleaner where the dirt doesn’t get stuck in the bag? And then get the not so obvious answers. These are not just ideas, they are solutions that build markets