Do you ever watch videos from high-tech companies that are supposed to show off what they’re going to bring you in a few years? I watch them, but I know better than to believe they represent reality. It’s dangerous to try to live in the future instead of the present, whether you’re a company or an individual.
Microsoft has a new video out showing us what it expects the office of tomorrow to look like. To me, it just looks like something put together by an art director for an especially sterile and boring science fiction movie. It’s vaguely interesting if you’re into technology, but the track record of this sort of future-looking prediction isn’t good. (If you want a real laugh, check out what a technical magazine predicted in 1968 as life in the year 2008.)
It’s not just Microsoft that makes this sort of thing. I remember a similarly laughable video made by Nokia in 2009, and since Nokia is now fighting for its life two years later, it seems unlikely that the company still plans to pursue those fantasies. Way back in 1987, Apple made a similar forward-looking video based on the vision of then-CEO John Sculley (a couple of years after he pushed Steve Jobs out of the company).
So why am I so disdainful of this sort of video? Is it just because they tend to get things so wrong about the future? No, that’s not it at all. It’s true that the future never looks quite like what the futurists predict, but the real problem is that focusing so much on way down the road — and talking to the public about what’s down the road — does absolutely nothing to sell products today.
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If you beg someone to make you his priority, you hurt yourself
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