The device sounded amazing: An appliance about the size of a countertop microwave oven that can brew beer, connected to the Internet, all for about $1500.
Even more intriguing were the guys behind the box.
The CEO of Picobrew is Bill Mitchell, who at one time or another had ran Microsoft’s mobile phone business, early tablet efforts, the SPOT smartwatch business and a few others. CTO Avi Geiger was the principal hardware architect for the first Microsoft Surface and a few other mobile devices (remember the Kin?).
Bill Mitchell, pitching the Picobrew Zymatic on Kickstarter
Given that they’d left the comfort of Redmond for the startup world and some of their past efforts lined up with some of my current research interests, I decided I wanted to hear their story. I emailed Bill, mentioned something about how I’ve been doing work on smartwatches and saw he was the guy behind SPOT, and suggested a phone call.
Bill responded and said sure, he could talk on the phone, but that I should really come down to their office in Fremont where I could taste some of the beer they’d been whipping up in the lab.
I agreed, because it was quickly becoming clear to me that field research would be required.
The next day when a friend and I arrived at Picobrew headquarters, Bill sat us down in the lobby turned tasting room and poured us a variety of tasty beers.
From the Picobrew Lobby/Tastingroom
I can say during that during the conversation the followed, Bill talked a lot about different types of hops, yeast, and a bunch of other stuff I wish I could remember but can’t, mostly I was really just enjoying the beer.
After we’d conducted sufficient preliminary “research”, Bill asked us if we’d like a tour of the place.
“Sure,” I said, making sure to pick up my beer.
Our first stop was the Picobrew machining and prototype room, a big room filled with a giant CNC router, electronics and lots of metal.
“I’m cheap,” said Bill, looking around. “We bought a lot of this stuff second hand.”
I pointed to a CNC router the size of a small Hyundai and asked where he got it.
“eBay” he told me. “From a guy down in Oregon.”
He explained that while they were going to produce the Kickstarter run of Zymatics using factory production and injection molded parts, they had to first spend a few years prototyping the box to get it small enough to fit on a kitchen counter.
Some heavy metal prototyping in the Picobrew machining room
“Did you use 3D printers for some parts?” I asked.
“Yes, I was one of the first customers of Makerbot,” he said.
Bill walked over to a large glass panel refrigerator and pointed to some bottles of beer inside. In here, he said, was where they had stored a methodically chosen spectrum of their favorite beers from around the world which they used to run taste tests against their own batches.
It was only after they had gotten to the point where they all agreed that each of their beers was on par with the benchmark beers did they feel they were getting close to production.
We then went to the lab, where Bill introduced us to a few interns (“We put our office directly between Fremont, where there are lots of breweries, and the UW, where we find lots cheap intern labor”) and then proceeded to give us a lesson on art of brewing.
The lab is where the magic happens
I could try and repeat the things he talked about — Northwest hops vs. Noble hops, the amazing work being done with beer yeasts, the flavor added through use of different oats and other ingredients — but I wouldn’t do it justice. Let me just say this guy knows his beer.
Where things got really interesting for me was when he showed us the Picobrew website and software, which is connected to the Picobrew Zymatic.
He logged into the Picobrew portal and the “recipe crafter” software and proceeded to show us how, with a few clicks of a button, you could import a beer recipe for pretty much any type of beer you like.
Want to brew a beer by some famous brewmaster? No problem. How about making a batch of Negra Modelo? Load the recipe into the recipe crafter software, order the exact ingredients (the site connects to home brew ingredients partners) and once you have the right ingredients, you start brewing.
“I decided to do this after home brewing for a few years,” said Bill, pointing to a “conventional” home brew set up they’d put in the lab.
The traditional method
“When you home brew, you can make a really great batch, but then you try and recreate it there’s a good chance it will taste completely different.”
I asked him why.
“Because even if the ingredients are the same, you might mash at a different temperature or for a different length of time. It’s very difficult to control the variables.”
I’m no beer making expert, but the point was driven home: making beer the old way required not only measuring ingredients, but replicating a beer brewing process exactly the same way to get a beer that tasted the same brew after brew.
In other words, exact replication, or something close to it, required that you own a professional brewing operation.
That is, until now. Until the Picobrew Zymatic.
Bill went on to caution that beermaking, even with the miracle of what the Zymatic, is still an art, still requires some level of talent.
“But,” I asked, “for the most part, you can dial the software in to create the same batch over and over and get something pretty close?”
“There’s nothing like it”
In making his Kickstarter video, Bill and team featured a number of Seattle area brewers who they’d brought into the lab to try out the Picobrew system. They all talked about the Zymaster in glowing terms, happy that for the first time they could test out recipes in small batches with high levels of precision without using the conventional, expensive brewery process in their own facilities.
And while I’d recognized some of the names of the breweries behind the brewmasters who were singing the praises of the Zymatic, the one person on the video that drove home the impact of the Zymatic on the craft beer world was Paul Shipman.
You see, it was as a college student in the early 90s when I really grew to like craft beer, and my favorite craft beer was Red Hook ESB. Shipman (alongside Gordon Bowker, cofounder of Starbucks) was the guy behind Red Hook.
And what did Shipman have to say about the Zymatic?
“Now, home brewing, has the potential to cover the entire waterfront of beer production. That’s what this does. And there is nothing like it.”
Paul Shipman of Redhook talking about the Zymatic
Nothing like it! If Shipman, the guy who founded one of the biggest craft brew companies in American thinks there is nothing like it, who am I to disagree?
The Thingiverse of Beer?
The more Bill showed us the recipe crafter, the ability to hone batches just so, and how Zymatic users can instantly share recipes across the world and have them replicated so that they taste essentially the same, the more it reminded me of another type of technology.
And just like a 3D printer like the Makerbot is cool but not revolutionary without the ability to share your ideas in a uniform way, the Zymatic becomes amazing exactly because of the Picobrew portal and the ability to share beer recipes based on beerXML (did you know there was a beerXML?), but the batch data associated with it as well.
Sure, there are lots of home and craft brew websites, but before it was simply sharing the recipe and hoping the brewer could get close. But only now can share your recipes and associated batch session data uniformly, have them brewed using the same exact equipment, and expect that they can be repeated over and over anywhere.
Again, like Thingiverse and a 3D printer.
In a few years, I expect maybe we’ll see beer “brew service bureaus” pop up in local neighorhoods across the world, where local aspiring brewers can upload their recipes on Zymatics they are renting by the hour and brew their favorite beer. Maybe we’ll see Zymatics — which are based on Arduino — make their way into makerspaces, and you’ll see brewing become another craft being honed by the new generation of makers and creators.
Is it the beer talking? Maybe, but I’m listening.
Maybe I’m going a bit overboard. Maybe this is just another in a long line of efforts to bring home brewing to the mass market.
Maybe a little beer box being made in the Fremont neighborhood in Seattle won’t change the beer world like I think it will.
Maybe, after all, it’s just the beer talking.
But then again, I don’t think so. And besides, if it is the beer talking, what it’s saying is pretty interesting and something different and new.
So I suggest grabbing a stein and give it a listen. You might just hear about the new world of beer.
Comments and Trolls: Time to leave the cretins behind?
“Been around the world and found That only stupid people are breeding The cretins cloning and feeding And I don’t even own a TV”
-Flagpole Sitta, Harvey Danger
Whenever I get pulled down into the sewage-like abyss that is today’s comment sections of Huffington Post, Yahoo or my local paper, I’m reminded on the Harvey Danger song ‘Flagpole Sitta’.
After my first thought, which is usually ‘who are these people’, I often think that if for some reason a viral strain were to go airborne tomorrow and kill off all living beings, chances any intelligent space life that showed up later to reboot our servers would have to invent a word for cretin if they didn’t already have one.
That’s because today’s comment sections are where we see the worst from some of the worst people, not to mention some pretty bad stuff from mostly good people too.
The reason is that while in the physical world it’s largely frowned upon and in some cases illegal to act the way people act in today’s comment sections, such anger, stupidity, and ignorance is common and often time encouraged in the bits lurking beneath those posts we read.
And while I admire the brave ones, those folks who write thoughtful counterpoints in polite language with hopes of bringing about a more reasonable tone, such efforts are usually rewarded with an epithet or red-faced obscenity .
Which is why I’ve largely given up on comments, and apparently I’m not alone. Last week Popular Science, a place where the politicized discussion around global warming and other science issues has infiltrated the comment section, announced they were pulling comments.
According to the publication’s online content director, Suzanne Labarre, the reasons are partly because their Popsci comment section is laden with insults and epithets like so many others, but also because they felt by allowing the comments to live freely beneath the well-researched works of experts, it ultimately undermined their work.
Here’s Labarre in her own words:
"A politically motivated, decades-long war on expertise has eroded the popular consensus on a wide variety of scientifically validated topics. Everything, from evolution to the origins of climate change, is mistakenly up for grabs again. Scientific certainty is just another thing for two people to "debate" on television. And because comments sections tend to be a grotesque reflection of the media culture surrounding them, the cynical work of undermining bedrock scientific doctrine is now being done beneath our own stories, within a website devoted to championing science."
Did Popular Science do the right thing, or is shutting down comments altogether the digital equivalent of sticking your fingers in your ears and closing your eyes?
When the world moves past the institution
Whenever I think of some political institutions like, say, the US government or the UN Security Council, I think ‘well, they did a good job with what they had.’
What I mean by this is that these institutions were brilliant at conception, rightly haled as miracles of modern societal/political innovation, the world’s moved past them and because of this they’ve been rendered largely dysfunctional.
I think the same fundamental problem is what is wrong with comment sections. With the DNA of BBS and Internet forums coursing through their veins, today’s comment sections have not evolved really since their modern conception a decade and a half ago with the birth of blogging.
If you spend time on Yahoo or even more modern web properties like Instagram, which is becoming increasingly polluted with pretty awful comments (just look at Major League Baseball’s Instagram account if you doubt me), it won’t take long before you see some awful opinions from some people.
And that’s wherein lies the problem. If the fundamental underpinnings of the foundation on which you build your comment house on is based on the original terra firma of the blogging, forum and social web of the past few decades, it’s a faulty foundation, one which could eventually sink the entire house.
So is Facebook Commenting the Answer?
Most of today’s comment sections on push-button publishing platforms like Wordpress are decent at guarding against spam (though not perfect), they don’t do a good job at improving the quality of the conversation.
Some newer comment systems like Disqus allow for flagging inappropriate content and some like the proprietary comment system for The Verge allow for comment up and down voting, there’s still quite a few trolls on these newer sites, and as the dark and scary commenting world of YouTube shows, comment voting often does nothing to clean things up (which is part of the reason Google announced just last week they were looking to update their comment sections).
Some of this bad behavior can be attributed to simple lack of retribution for being bad. For most, the penalty for being a jerk is nothing.
This is why some have pointed to Facebook commenting as the answer to the problem of trolling, as it provides, at least to those determined enough to create a fake Facebook account, some level of authentication and a curb high deterrent for people who would normally hide behind anonymity.
While I think Facebook comments provide some measure of a deterrent, they are not the cure. Sure, determined people can still create a phony Facebook account, but more importantly I this anonymity has it’s place in the world, both of the digital and real world variety.
There’s a long history that shows the value of anonymity, and shielding one’s identity is sometimes required for those who would possibly face negative repercussions from an employer or someone in power.
Maybe it’s time to take the conversation elsewhere
So what’s the answer to the comment problem?
I don’t know. I think more modern commenting systems is one way to improve things. I think shutting down comments may make sense for those places on the web where valuable research or work is being done and commenting undermines that.
But in reality, I think maybe we should think of how the conversation no longer needs to take place not underneath the posts themselves, but elsewhere. As the web has become more social, the conversation that matters usually happens somewhere else, on Twitter, Facebook, on Reddit, or any other digital watering hole.
This idea, that maybe the comments themselves are outdated was driven home to me this Sunday, when I was having a conversation with Harry McCracken of Time Magazine. Harry about the reaction to his cover story on Time about Google’s moonshots, and when the conversation about commenting came up, he said that the most interesting reactions weren’t on Time (where there is a paywall), but on the social web.
So maybe it’s time to give up comments. Instead of force-fitting another Facebook technology onto posts, people can go where they’re already having the conversation, Facebook or elsewhere.
That way, cretin or not, you can keep on talking, and all we have to do is click the unfriend button.
I’m old enough - barely - to remember the hoopla around this one question: Who shot JR?
It was a cliffhanger of a season finale of Dallas, that 70s-80s TV show that was basically a prime time soap opera.
My mom watched the show, I remember that. Since we didn’t have DVRs back then (yes, reallly, young Millennial reader - look it up the Internets) and being really before most anyone had a VCR (the episode aired in 1980), all viewing was live in our house.
And so like any good mom, she would send us rugrats to bed so she could watch it.
But even though I didn’t watch it myself, I remember it was big. Very big. Bigger, it seemed, than all of the other TV-related “big moments” over the years, which I would include:
A gay person on Rosanne
V mini-series (the original 80s version, not sucky 2000’s recreation)
Fonzie’s motorcycle jump (ok, so maybe that one doesn’t belong)
But now, I think we have a new entry into the annals of big TV moments. I don’t remember any TV moment in the past decade - other than maybe the Sopranos finale - that has came close to how much it spilled over into the broader culture like Breaking Bad did this season and in particular the finale.
Sure, it’s all about context and it’s probably magnified because I’ve been a fan of the show for the last 3-4 years, but trying to look at it objectively, it really does seem like it captured the imagination of pretty much everyone.
One time, about twelve years ago, I took my dog for a walk.
I’d always been a big dog guy, someone who’s parents always favored German Shepards, Huskies, a sheep dog or two, and as a consequence I always thought big dogs were the only real dogs, and you could keep your lapdog for yourself, thank you.
But the dog I was walking this day was not a big dog. In fact this dog, named Diva, was a Shi Tzu, perhaps the lappiest of all lapdogs.
It was my wife’s idea to get a little dog, and one weekend, perhaps sensing her big-dog husband would object to the idea of any dog who could not play fetch, wrestle or take down an intruder, she took advantage of my being away at my high school reunion to find our new Shi Tzu puppy.
When I got off the plane (this was before 9/11, mind you), there she was in the waiting area, with our big dog Zoey (a husky) on a leash and a little furball in her arms.
At first I didn’t even see it. When I finally did spot it, this quivering puppy of all of two pounds, it seemed barely a dog at all, but instead just two big bulbous eyes in a tiny Star Trek-y ball of furriness looking up at me from Tiff’s arms.
One thing I’ve learned being married for 18 years is that most of my wife’s ideas are good ones, and I realized quickly this impulse buy of a small lapdog was no different.
It wasn’t long before I fell in love with our little dog, her kind disposition (most small dogs I ever met were snippy, mean, but not our Diva), her playfulness, her reverence for her big (and also kind) sister Zoey.
Only a few years later we lost Zoey, which was sad for all of us because she was a beautiful dog, extremely kind, but it also took on a little extra significance for me since Zoey was a gift to me from Tiff before we were even married. (Yes, another crazy but good Tiff idea: get her boyfriend of three months a dog).
But fortunately for us, our son was only three months old at time of Zoey’s passing and didn’t really get to experience the sadness we felt over losing our first family dog. In reality, Diva was, for him and later for his younger sister, their first family pet.
And boy did they love her. Like I said, my experience with little dogs was that they tended to be a bit yappy, nervous, and some are even downright mean.
Tiff’s brother owned another Shi Tzu by the name of Taz, and I can’t tell you how many times that little thing snapped at me or his kids, sometimes actually finding paydirt and breaking skin.
But Diva, she never bit our kids. In fact, she never growled at them or anyone. Sure, she’d bark at the occasional houseguest, but these dog vocalizations were always of the “hey, I’m watching you buddy, these are my people” variety.
Even as our kids got bigger and bigger, and as Diva got older and slower, her kind and gentle nature never left her. Kids being kids would hold a bit too roughly, chase her a little too closely, and maybe even tease her a bit too much with the biscuits and treats that were only be her’s after a good amount of laughing and perhaps a scolding from their parents.
But if her parents were annoyed at the kids, she never showed it, and would just wait until they had loved her or teased her and then pick up her biscuit or go find a place to nap.
And so after sixteen years, today, Diva had slowed to the point where she could hardly stand, had stopped eating or drinking, and the day we hoped wouldn’t come had. We had to say goodbye our little dog.
Back to my story. That afternoon about twelve years ago, when I was walking Diva down a hill in our little town in Edmonds, a car full of teenagers drove by.
Seeing this guy, a thirty-something dude, a guy who by all appearances was a big-dog type of guy, being pulled by a furball on the end of a leash, they decided to heckle me a bit.
"Nice dog!" yelled some teenage boy.
The rest of the car’s occupants, a mix of probably 5-6 teenage boys and girls, laughed uproariously, as I probably would had I been with them.
At the time, I ashamed to admit now, I was a bit embarrassed. I think I thought about yelling “but I have a big dog at home!”
But I didn’t, and I realized later that I’m fine with being seen with my little dog.
A friend of mine, David Spark, is putting together a really cool e-book on advice we used to give people about social networks that we now think is probably not a good idea anymore. I wrote a piece for him called the Swiss Chocolate Network.
I thought I’d share it here.
The Swiss Chocolate Network
I’m a big fan of Linkedin, so in the late 2000’s when coworkers would ask me how to build a solid network of contacts for advancing their career, one of the things I would usually suggest was to amass a large Linkedin network.
Nowadays, while having a significant number of connections on Linkedin isn’t a bad thing, I don’t believe amassing a large number of connections is all that beneficial to a career.
If you spend too much time (like I have) just building a network outward rather than focusing on developing key relationships with people, you have the network equivalent of a chocolate Easter bunny: big and tasty looking, but hollow on the inside and ultimately unsatisfying.
What matters more is developing substantial relationships with people. People you meet face to face, who you’ve had long written or phone conversations with, they’re much more likely to have a significant impact on your career.
This conversation is with Joseph Fink, the creator of Welcome to Night Vale, the podcast that has gone from a moderately successful creative effort of Joseph Fink and his partner Jeffrey Cranor to sitting atop the podcast rankings above such big names as This American Life, Radio Lab and…
Listen to Joseph Fink, co-creator of Welcome to Night Vale, talk about the podcast’s sudden success, the early days of the podcast and more.
I want to tell you about a new site I’ve created and why.
I have long felt there are plenty of new and interesting ways to present research information, which is why when I created NextMarket Insights, I said I would utilize an open lab model of making much of my raw research (such as company…
Check out my new site if you have a few minutes why don’t ya?
One of the most interesting trends in the indy video creator and distribution space in the last few years has been emergence of MCNs, or multichannel networks, on YouTube. One of the biggest of these new breed of content aggregators is Fullscreen.
One of the best stops on the web to get your fill of smart and non-conformist takes on issues of the day is Slate. No doubt about it, Slate’s stable of opinionated writers aren’t afraid to tell you what they think, but if you think those opinions come strictly via the written word,…
(me): love this piece. Abandoned buildings and urban structures fascinate me, and I think now I’m even more intrigued by abandoned amusement parks. Amazing photos….
Even in the best of times, amusement parks are chaotic, occasionally ugly, and full of danger. But when they are abandoned, they become tragic too. Here are some of the most incredible and sad portraits of fun zones that have gone to seed.
When he working for the Seattle Post Intelligencer, John Cook saw the writing on the wall. Newspaper real estate was shrinking, which was making it difficult for John to do his job as a reporter. Before long he and his coworker Todd Bishop took a business plan for an online tech news…
I talk Seattle tech scene, the blog world, and more with John Cook from Geekwire
As an Atari 2600 kid, long-time Xbox (read Halo) fan, and a one-time gaming industry analyst, I’ve long been fascinated the stories behind the stories of the gaming platforms. So with the dawn of a new console generation upon us, I decided to catch up with Seamus Blackley, one of the…
I talk to Seamus about the original Xbox epiphany, avoiding the blue screen of death at the reveal and becoming a Hollywood agent. And oh yeah - the Xbox One
I caught up with Noah Shanok recently, the CEO of Stitcher, to talk about the popular podcasting service. Stitcher is a drastic departure from the early days of connect and sync podcasting, a company that is looking not only at being on as many phones and mobile devices as possible…
This classic SNL sketch has been a favorite of mine for years and has often been quoted around our house. When my 93-year-old Grandmother expresses her concern over not fully understanding all this “high-techy stuff”, we gently ask her if she has robot insurance.
And by now our favorite State Farm agent just rolls his eyes when we ask to get Robot Insurance rate quotes. Apparently he’s heard that joke before. From us.
But the fact of the matter is, even though we most likely do not actually need literal robot insurance, we most definitely need figurative robot insurance. Let me explain…
Many of you know of Dr. Drew through his longrunning radio show Loveline, the Dr. Drew show on HLN or through his guest appearances on Adam Carolla’s podcast. But now, you can also hear him on his own podcasts (or podcasts - he has three).
I talk to Dr. Drew about why he decided to get…
I wouldn’t normally talk to Dr. Drew since I’m a tech analyst, but his PR people offered and I’ve always been curious about someone like him who manages a media career and still practices their original profession.
A scam call in which I scam the scammer (and become hot-tub loving Barney Jones)
I got a scam call today. You know the kind, the phone equivalent of the Nigerian prince who wants to transfer money to you because, well… whatever. And I decided to record it (or all three - he called back twice).
I used to be quite a phone crank caller in college, back before I was a responsible adult. I don’t do that anymore for obvious reasons, but when people call me and try to illegally make me give them money, I feel that gives me a little license to harken back to my crank call days.
So here are the calls. I was able to record them because I had my podcast recording equipment set up (I mainly do Skype phone interview podcasts).
After I finished my first round of conversations for the podcast project, I got a number of emails and social media mentions suggesting I talk to Jesse Thorn, the self-described proprietor of MaximumFun.org and host of the hugely popular Bullseye with Jesse Thorn radio show and podcast.
So that’s exactly what I did.
I really enjoyed this conversation. Jesse’s building something pretty special at MaximumFun.
I can see one of my most important clients is calling me but I can’t hear him. Gah! He’s going to think I’m unprofessional! And then the predictable thoughts enter my head: He’s going to take his work elsewhere! I won’t have a job! My kids will end up homeless!
My wife is a ninja in telecom zoning, but she also understands the inherent tension between local aesthetics and economic benefits of a progressive zoning policy. Let’s start the discussion, local cities!
Summary: Anyone who listens to comedy podcasts knows about Earwolf, the hugely successful comedy podcast network responsible for shows like Comedy Bang Bang, Sklarbro Country and many more. Earwolf was founded by Scott Aukerman and Jeff Ullrich in 2010, and in this conversation I talk to…
The rise of the Technostate - the book I never wrote
In 2010 I pitched a book to my literary agent (who has stuck with me despite not doing a whole lotta book writing lately), and while he was interested, he felt it was a bit too early. Given all of the talk about virtual currencies, I thought I’d share what I was thinking back then. I don’t have time to write this book, but I think someone should :)
Here are the first six chapters in an outline pitch…
Chapter 1: The Arrival of the TechnoState
Advances in life conditions due to human ingenuity is something that has been a driving force since the time the caveman first discovered fire, and modern technology – from Thomas Edison on – has created an even more accelerated effect on all of our lives in innumerable ways.
Today’s technology – from billions of devices communicating through digital networks, to the millions of years of accumulated information is a keystroke away, to the instant location sensing of people, places and spending opportunities through a network of satellites – provides a digital guidewire for decisions, purchases, learning and social experience.
In fact, the influence of technology – the digital life guidewire – could be said to exceed a person’s own government it its ability to control decisions, manage behavior, provide identity. As work begins to lose geo-boundaries in the digital economy, as social graphs are driven by what interests a person instead of who shows up at their local bar or water cooler, the geography of space becomes less important and the geography of the digital landscape becomes paramount.
It’s this fundamental shift that gives rise to the TechnoState and the first digital superpowers.
Chapter 2: The Reasons for TechnoState
Over the past decade, fundamental shifts in the world of technology have given rise to the unprecedented influence of a few companies.
The shift to digital commerce has allowed one company in particular - Google – to insert themselves as a central component for decision making and purchase decisions for hundreds of millions, perhaps billions, of people. This central role has allowed Google to amass amazing market power, from which they’ve expanded outward into practically every aspect of our lives, allowing them to become the first dominant TechnoState of this century.
The innate human desire to build a digital homestead with communities of friends, coworkers, interest-aligned peers is something that has created enormous power for those that control the social worlds. Facebook, Google and even Apple see the expansion of social connectedness of the web as a crucial weapon to expand their power. They see harnessing the power of these technologies as a way to create loyal armies of evangelists bring ever more legions of citizens into their worlds.
Lastly, economic power has been shifting to those who live and work in digital worlds. The classic holders of powers – from broadcast media to those who controlled the means of production to even those who owned the first wave of technology dominance in the PC era (Microsoft) has seen their power slip as those that effectively maneuver the networked digital economy landscape rise in stature.
This chapter will explore the precedents and those who attempted to do what these companies have done (Microsoft in desktop and computing, AOL in social/closed web) and see why they didn’t succeed.
Chapter 3: The Rise of Digital Superpower
Like during the cold war, the power in technology and on the Internet is becoming increasingly controlled by a few large players: Google, Apple and Facebook. While there are other important players – such as Microsoft, Intel, Yahoo and Nokia – these companies do not possess all the attributes – at least not today – to become a technology superpower.
What fueled the rise of these three TechnoState superpowers?
In short, a combination of luck, good timing, and well-executed strategy.
Google’s success is built upon being the dominant search provider on the Internet. The company leveraged this leading position, treating it as a country would its own abundant natural resources, to expand outward and capture more digital land and riches.
Apple’s beachhead was what would become the first dominant digital music platform in iPod and iTunes. From there, they expanded outward into neighboring areas such as digital entertainment content and ultimately into mobile phones. The growth was largely dictated by their founder and highly charismatic leader in Steve Jobs.
As Facebook has the biggest community in which hundreds of millions of users spend their time on the Internet. Their ambitions have grown, prompting them to expand their reach beyond their own site through their Facebook ID and platform efforts, as well as create more fertile soil in their walled garden to allow for more time to be spent within their walls through commerce, entertainment and expanded communication services.
Chapter 4: Digital War Machines: Tactics and Strategies of the Digital SuperPower
The book, Sun Tzu’s Art of War is a classic book from an ancient military general that examines strategies for warcraft. More recently, author Mark McNeilly applied many of Sun Tzu’s principles in his “Sun Tzu and the Art of Business”, outlining modern business strategies based on classic war tactics to gain business advantage.
Many of the same classic tactics used in war and realpolitik are now being used in technology markets. We can examine how the digital superpowers use war tactics and strategies to enhance their market position and win digital landwars.
In the age of the Digital Nation-State, the large actors take these steps even further, employing war tactics enhanced by the power of the Internet, fueled by social media, which in turns results in many of the same results you see in classic wars: to amass power, wealth and overall influence.
On a more literal level, we can also examine the increasing battles between the TechnoState superpowers and actual nationstates, as highlighted by the Google-China standoff over censorship.
Chapter 5: The New Digital Economy
We know that money, and the endeavor associated with accumulating it, is perhaps the most important engine of human activity today. The desire to create a better standard of living drives the large majority of human endeavor and is often the principal reason for both partnership and discord between organizations and nation-states.
Technology has become central to the creation, distribution and management of wealth, from the electronic stock markets to digital bank records to newer electronic markets responsible for billions of dollars in business such as eBay and Craiglist.
Given the rise of technology in our lives, perhaps it’s not surprising that the companies like Google, Apple and Facebook are increasingly starting to provide important economic services. Not only that, they are becoming, in a sense, economic markets unto themselves, where individuals and companies can make a livelihood, can create wealth (and lose it). Going further, in a sense these companies have currencies, economic system to transact, etc, things that, in a sense, can almost replace that of the government.
What is the economic foundation these new digital economies? These companies’ platforms. Platforms are the soil, provide for the internal digital economies to take-off. It’s their own form of semi-controlled free-markets, where actors are allowed to come in and innovate – as long as they play by the rules dictated by the government (which is, in this case, Google, Apple or Facebook).
In this chapter we will explore the lives of some of the new digital citizens living in these new economic worlds.
Chapter 6: The Virtual Passport: The Battle for Your Digital Identity
In the real world, a person’s identity is established by their government. You obtain a passport or driver’s license through a government office, and through ownership of this identity you can access goods and services, travel and move about, in general function in society.
In the new digital world, a person can have many identities. From the most casual and anonymous of identities created in an online chatroom, to email addresses and universal logins from Google, to universal authentication efforts by Facebook, a person’s digital identity can take many forms
As time goes on, increasing momentum is behind efforts to create digital passports to the open Internet, where a person would conceivably be able to go from site to site, purchase to purchase and be identified through a central ID.
Facebook’s ID ambitions are central to its platform push, where the company has opened up a set of APIs to allow developers to connect their sites and allow a person’s Facebook identity, usage, preferences and behavioral characteristics follow them around the digital landscape.
Google’s efforts have been aggressive and often times centered out of its login efforts with its Gmail email service. A person’s Gmail is their passport to access a universe of digital services commanded by Google that is continuously expanding and growing. From Google Voice to Buzz to YouTube to commercial tools like Adsense and Adwords.
While Apple’s identity efforts don’t have the entire web in its sites (unlike Google and Facebook), Apple is creating its own private world – the world’s largest Walled Garden – in which they have complete and utter control. The ID management system here is iTunes, where a consumer’s passport this private world is their iTunes account.
Many years ago, a client said to me with stars in his eyes and awe in his voice, “What kind of Jedi mind-trick do you use on them?” You see, I had been able to seemingly do the impossible: I walked into a permit intake appointment at a local jurisdiction and walked out with the approved permit on the same day. This permit review process typically takes 6-8 weeks. Not a couple of hours. Not “over-the-counter”. But I had been able to do exactly that. Not just once, but several times.
I’ve been a fan of Pomplamoose for a few years, both because the duo makes great music but also because they’ve been fairly innovative in the way in which they connect with their audience through the use of YouTube.
So when I read yesterday that one half of the duo, Jack Conte, had…