Once again, Apple, or, getting to the point, Steve Jobs defies common wisdom. This time it’s about communication, positioning, propaganda. Never let others take control of the story, don’t let anything go unanswered, ever. (Well, almost anything, there is the ‘When did you stop beating your wife’ exception.) The recent and still on-going –raging might be a better word – public discussion of the iPad makes the received wisdom point: Apple lost control of its story, the Great Helmsman is leaving others steer the discourse.
I was tempted to agree. But a friend stopped me in my tracks as I was starting to point communication rules violations such as bragging statements better left to third parties. As the French like to say: Don’t make claims about your performance, leave it to grateful third parties. (You guessed it, the French are a tad more specific, but this is a family oriented newsletter.) ‘Look, said the friend, you’re in Steve’s office. Among the papers on his desk, you see his bank statement. Being an experienced businessman, you know how to look without looking and how to read numbers upside down. On that bank statement, do you see a line saying: Steve, you’re screwing up? No? See: there is no reality feedback telling him how wrong he is and how right you are.’
Skipping over rare exceptions, yes, my friend is right. This got me to take another look to the on-going “iPad conversation”. Using a different perspective, I come to a different conclusion. Conscious design, luck, instinct or, more likely, thanks to a retroactive, reverse order combination of all three, it looks like Apple is crowdsourcing its propaganda, its promotion of key iPad issues, its product positioning.
But, first, what is crowdsourcing?
For us, non-native English speakers, it is yet another manifestation of the great creativity, plasticity of American English, of its ability to constantly invent very practical, very compact words and phrases. Behold astroturf: it designates not artificial turf, the original definition, but fake grassroots political movements. We have outsourcing for the practice of moving the making of goods or services outside, to have someone else make those for you. We’ve all encountered the outsourcing hell of customer support. We also read the label on an iPod: Made in China, Designed in California.
Moving one more step in the continuous deformation of language: using the Web, we’ve come to see the crowd as a source of ideas and, in some cases, services such as answers to questions, guidance, directions. Wikipedia is one good example. Actually, it offers a good definition for crowdsourcing. A direct quote from the crowdsourced encyclopedia: “a neologistic compound of Crowd and Outsourcing for the act of taking tasks traditionally performed by an employee or contractor, and outsourcing them to a group of people or community.”
Back to the iPad stories, what do we see? Or what do I choose to see? More