The Musings Of An Opinionated Sod [Help Me Grow!]


Why People Who Believe In The Metaverse, Need To Be Dire Straits Fans …

After the amazing drama of yesterday, I need to calm things down.

Not for you, but for me … because my heart can’t take nerves like that.

And yet it’s going to have to do just that in a little over a week.

Bloody hell.

So to slow things down, let me take you back in time …

Back in 1985, the band Dire Straits launched a song called Money For Nothing.

It became famous for a whole host of reasons.

It was the first song of theirs that actually sounded slightly modern.

It had ‘modern’ day references in the lyrics.

It had Sting – from The Police – singing on it.

It had this video …

Did you watch it?

You didn’t did you?

You lazy bastards …

Well, to get back to the point of this post, here’s a screen grab from it …

Now while that image may not strike you as cutting edge, back in 1985, it was revolutionary.

Digital characters living in a digital world, where their universe was a blend of normality and possibility.

Hang on, does that sound like something else?

Something that a huge amount of the tech and marketing industry have been wetting their pants over?

Something that sounds suspiciously close to this …

Did you watch this?

You didn’t did you?

You über-lazy assholes …

Well, to get back to the point of this post, here’s a screen grab from it …

Yep.

Yep it does.

A music video from 1985 by the most snooze-rock band ever formed, not only communicated the metaverse, it did it in a style pretty close to what Facebook and every other brand have shown as ‘the standard’.

How terrifyingly embarrassing is that?

All these hip, technologists, futurists and strategists trying to look like they’re on the edge of culture creation and all the bollocks they’re banging on about was expressed by bloody Dire Straits 37 years earlier.

THIRTY SEVEN YEARS.

Hahahahahahahahaha.

I mean … when that Zuck video first broke, I wrote a post about how it was missing the point by showing things we can already do, but now – thanks to errrrrm, Dire Straits, I realise it was even worse than I imagined.

Don’t get me wrong, I believe technology and – the metaverse, even though what is being celebrated as it, isn’t what it is – will have the possibility to make a huge, positive difference to humanity. Eventually.

But making – and lauding – a film and idea that looks awfully similar to a bloody 1985 music video isn’t doing them any favours. If anything, it shows how much of this industry is filled with individuals who crave attention or adoration or just desperately seek relevance.

Not helped when you learn that, unsurprisingly, the main reason Zuck is so into the Metaverse is not for changing the world but upping his bank account.

Given how much Facebook tried to label Apple as ‘anti-business’ for the amount they charged creators and partners – which is a lot less than 47.5% – it makes the whole Meta situation even more laughable.

Don’t get me wrong, I know the new is often misunderstood.

And new technology should not be judged by the standards of established technology.

But when the ‘icons and industry leaders’ stand on soapboxes and stages to promote the future in a similar way that Dire Straits brought to the World almost 4 decades ago … it’s only fair to question if these people care about the future or simply their own career image.

Even though, sadly, we keep seeing hyping can get better career growth, than grafting.

If the Metaverse could fix that, then maybe we’d all sign up.

Then again …



How To Stop The Smallest Minds In The Room Create The Biggest Headaches …

I recently read an article in the Guardian about the launch of the X-Box.

Given the brand has been part of gaming culture for the past 20 years, it’s easy to forget what an achievement this has been for Microsoft.

Let’s remember back then, the brand was far more synonymous with office computer programs than gaming … so to come from such a negative space and place to become the powerhouse it is today, is nothing short of incredible.

But it wasn’t all plain sailing.

Sure, their cause was helped by SONY seemingly forgetting everything that had made the original PlayStation launch so successful … but even with that, Microsoft were still coming from pretty much a standing start.

It’s a great article that’s well worth the read, but there was one part that really stood out to me.

This:

Let’s be honest, we’ve all been there …

Where someone chooses to ignore a statement of obviousness and instead, attempts to turn it around so you look like you’re making a potentially dangerous assumption.

Don’t get me wrong, we shouldn’t blindly assume common sense is common sense, and – without doubt – there’s been a lot of unsubstantiated assumptions that have ended up being the backbone of ideas and campaigns all around the World, but this sort of behaviour is nothing but an act of petty cowardice.

However, let’s assume for a moment the person who wanted proof that people did expect DVD quality to be better than the crunched-up shit that was on screen, was right.

Let’s assume that we didn’t know that DVD brands had been communicating ‘improved image quality’ to the general public for years.

Even if all that was true, the real issue was still not being addressed.

And that is facts doesn’t mean standards.

So rather than fall into a ‘fact inflation fight’ that no one was going to come out of well – even though I get why they were triggered – they should have asked Mr Petty if the image on the screen reflected the quality of product and performance he – and the company – wanted to globally be associated with?

Quickly followed up by enquiring whether Microsoft had the technology to dramatically improve the current standard of performance?

By doing this, they not only side-step the pointless barrier being placed in front of them and refocused the conversation to values, standards and ambition.

I’ve seen this situation happen so many times.

Where political point scoring derails ambition, potential and standards.

Where the company starts focusing on the ‘minimum viable product’ rather than what could drive the brands perception.

And while these situations have also seen me lose my shit – A LOT – I always remember my Dad telling me the real way to win these sorts of arguments, which is to elevate the discussion to reputational standards not down to petty point scoring.

He was brilliant at it.

Me? I’m still working on it.



If A Video Game Company Can Do It, What’s Your Excuse?

For all the talk about diversity and inclusion being spouted by companies, I don’t see much diversity and inclusion.

I still see companies mainly filled with people like me and where there is diversity, it tends to not be at the management level.

And on the rare occasion that it is, you then see the media go after these people with a zeal rarely seen towards anyone white. Or male.

Of course, diversity is more than simply heritage … though companies often use that as a convenient excuse to not hire People of Colour, ignoring that – SHOCK HORROR – People of Colour can also come from low income areas, have physical disabilities, be members of the LGBTQ+ community and/or have any other number of ‘minority’ characteristics you wish to throw at me … which is why I am so excited by a new video game that deals with diversity head on.

Forza Horizon 5 is a brilliant racing game on XBox.

The graphics are amazing.
They’ve introduced a ‘story’ mode to the game.
And the world you get to explore is almost limitless.

But … and it’s a big but … the really brilliant thing is the level of customisation they allow you to make of your character.

Look at this …

And this …

How amazing is that!

You can customise your identity and add prosthetics.

No doubt, this will cause huge offence to presenters on Fox News for succumbing to ‘wokeness’ which makes it even better … but they’re missing the point in 2 fundamental areas.

1. Being called woke means being called someone who considers the context and needs of others so they can live a similar life in terms of opportunity as you. For me that’s a compliment, not an insult.

2. The option is not to get headlines – though it does, because of its rarity – but to allow people who are minorities, feel seen and valued and celebrated for who they are, not who they aren’t. Anyone who thinks that’s a bad thing to do can basically go fuck themselves.

The gaming industry has a bunch of issues – from how it operates to the storylines of the games it makes – however they seem to be far more committed and focused on making change than so many of the companies who talk about their D&I programs on social media and in magazine articles.

People can accuse Forza Horizon of jumping on the woke bandwagon all they like.

They can shout that they’re only doing it because they don’t want to alienate potential customers.

They can say it’s a ‘one off’ and should be treated as such.

People can say what they like … it’s still more than most have done and will mean far more to the millions of people who have been ignored by companies for decades for no other reason than simply being a bit different to supposedly ‘common’ characteristics.

And I can tell you, that will mean more to them than some press release about a companies D&I program that doesn’t change a damn thing.

___________________________________________________________________________

Thank you to James Whatley for letting me steal his screen shots, even though I own the game myself. THAT’s how lazy I am. Not that you didnt know it.



Hiding Behind A Mask …

Recently I was interviewed by 2 creatives who have set up a podcast about imposter syndrome.

As I wrote a while back, imposter syndrome affects pretty much everyone in the industry and can be utterly debilitating.

In that same post, I suggested one way to deal with it, is not to hide from it, but to embrace it.

Because in some circumstances, imposter syndrome can help your career.

Seriously.

It means it never let’s you phone something in.
It means it always demands you push your talent further.
It means it will force you to keep exploring possibilities.

I’m not saying that isn’t painful, but it may change your relationship with it … because instead of undermining your career, maybe you can use it to build it.

Maybe.

Anyway, I was interviewed about this and a bunch of other issues connected to imposter syndrome and if you want to listen to that – or the much better ones, such as Nils from Uncommon – then you can go here and find out more about something that more people than you’d imagine have to deal with.



Details Details Details …

I know lots of people are questioning Apple’s innovation … but apart from the fact the rumour is they’re going to be launching all manner of exciting new things – from Apple glasses to Apple cars – the reality is many organisations evolve into something different over time.

Part of this could be because of technology.

Part of this could be because of a new interest.

Part of this could be because they’ve just lost their hunger.

But whether it’s brands like SONY going from innovation to perfection or Queen going from rock stars to entertainers, evolution doesn’t necessarily have to mean a bad thing.

I say this because we recently bought a new Apple desktop.

Please note I said BOUGHT … no freebies here. [Damnit]

Anyway, when it came we were struck by a couple of things.

First of all, the packaging was even more beautiful.

Let’s be honest, in terms of iPhone etc, while nice … their packaging has become far more simplistic, but for the desktop, it was a celebration of cardboard engineering.

Everything was beautiful and precise … you felt the effort and time that went into it, ensuring from the moment you opened the box, you felt you were getting something truly special.

A celebration of purchase, so to speak.

The second moment was the cables.

Jill wanted a yellow desktop and while everything was as simple and elegant as ever, the cable just captured the classic Steve Jobs ‘paint behind the fence‘ philosophy.

Look at it …

Having a yellow outer makes sense, but the fact they made sure that extended to the inside of the cable is something that just smacks of attention to detail.

No one will see it once it has been plugged in.

It probably wouldn’t even be noticed if they hadn’t done it.

But by making the effort, it not only stood out … they reminded us that what we have just bought isn’t simply a computer, it’s something that has been crafted by people who care about what they do.

It helps justifies the cost.

It reassures the quality.

It defines the brand and brushes aside the competition.

For all the modern approaches of marketing spouted left, right and centre … it’s amazing how simple things done extraordinarily well supersede all the approaches, techniques and buzzwords.

And while this is all possible because the company behind it is united by an idea, an identity and a set of values that defines who they are in definitive terms, anyone who says the little things don’t matter doesn’t know what the fuck they’re talking about.