“Communications tools don’t get socially interesting until they get technologically boring.”
― Clay Shirky, Here Comes Everybody: The Power of Organizing Without Organization
Profound statement from a terrific thinker. Two of my favourite brands, Apple and Nike, have infused this philosophy into their product ethos. The everyday usage of the product trumps the celebrity endorsement or the specs. The products themselves are elegant but the messaging targets the practical- to enhance the quality of one’s life.
Take a look at how Apple totally de-emphasizes the product while instead featuring the utility:
There are no product close-ups with no mention of product features. The entire APPLE universe is built upon connectivity and integration. Each product works neatly together in unison with the others.
Nike takes a similar tact by avoiding the shoe all together. Eschewing the star-studded campaigns of the best, the “Find Your Greatness” movement focuses on use and empowerment:
Nike has embraced social media as a core method of product promotion in a more holistic manner than most companies. Connecting with customers is not a tacky add-on but rather a core value. The Nike Fuel Band is another example of leading edge technology being integrated seamlessly into a product line with a focus of connection and empowerment.
Nike and Apple provide a wonderful model for technology use in education. We need to: 1) focus on the wide open outcomes potentially created by the tool 2) create an integrated experience that ties technology intimately into every facet of the school ecosystem in an authentic manner 3) focus on the ability of tech to connect people in more diverse ways and 4) emphasize the ability that technology has to improve the quality of the experience by all in the system. I believe that the fastest way to engage the believers and encourage the nervous is through a consistent focus on the experience and problem-solving nature rather than the specs, apps or platform.
Let’s make the tech boring and the experience vibrant.