I’d like to think of myself as someone who knows a couple of things about technology. And even if it turns out I don’t, that at least I know a few things about stupidity and how to avoid looking stupid. I’m sure a lot of you have spent most of your lives mastering that art.
That being said, wouldn’t you say it would be a fairly harebrained idea for a company to release a concept video about its future products that have (1) no relevance to its current situation or products and (2) are free from any physical, technological, ergonomic and economic actualities? Products that are probably 20 years down the line, when the technology hopefully catches up with these futuristic delusions. Imagine your relatively successful neighbor telling you he’s going to rule the world one day, literally, the entire world. You might be nice enough to humor his fanatical notions but you’ll only believe it once it actually happens, but only before you laugh your lungs out once you walk back to your house and close the front door after cleverly stifling it the entire time he was talking. I’ve been laughing about this since someone forwarded me the link.
These are the kind of ‘Nowhere Man’ showcases that Microsoft has been known for putting out. Previously with Surface, which thankfully, has made a somewhat fractional penetration into the real world we live in but still miles from the wonderful reality that Microsoft wanted to paint into our minds through the video.
Microsoft is lacking focus now, more than the usual amount, and it knows that maybe we realize that. So to put back that sense of customer faith that it thinks it has lost recently, it goes and makes an idealistic video about the world of the future that it hopes will look like. Microsoft and idealism? That’s a joke in itself.
In the video, its pretty clear they have put money and energy into this. Money and energy that they could have otherwise spent on making better products for the present. You know, the kind of things we could actually buy use without having to wait a few more decades.
But lets face facts. This isn’t Microsoft’s vision but rather the vision of their engineers and the designers that were paired with them at the media company they employed. This is the future they envision, though not necessarily feasible, but definitely desirable. I imagine after a few weeks of filming, animating, editing and palling around with the media and animation people, the engineers took back the final reel and presented it to the Microsoft board for approval. Their consensus was that “wow it looks good” then green lit it. The mentality that the better it looks, the more we can distract our customers into thinking the new and amazing products are just over the next hill. Guess what, they’re not. Customers are smart and they’ve already seen sci-fi visions of the far future. Say that again – Far Future. Let me just add that I have very big doubts about my fridge running MS Office.
Need further evidence that a futuristic concept video is a sign of a company that lacks a clear vision, leadership and focus? RIM just recently released their own flavour of it – now there’s a company that’s definitely booming right now.
People talk about Steve Jobs and Apple having a reality distortion field? Please.
If any company spends as much effort as Microsoft and RIM has in producing these future vision videos and, yet down the road doesn’t deliver these things, they’d better be prepared to look monumentally stupid(er).
Update: I would have embedded the RIM/Blackberry Future Vision video in this entry too if not for the fact that RIM has taken it down from YouTube and pretty much every other video site I can think of. That’s the smell of confidence all right, but is arguably the smarter to save themselves from being the butt of many internet jokes. I’ve heard on the grapevine the video that I originally watched (4 times) was leaked. A very low priority leak, I suppose. I smell more confidence.

