Category Archives: story telling

How to write badly (6): Creating a terrible case study

Back in June 2012, I started an informal series of blog posts about the skill of writing badly. Given all the effort so many writers invest in ensuring a dismal outcome, it is unfortunate that there is only very little helpful guidance available to them. Most of the resources available single-mindedly and with a degree of thoughtlessness focus on making writing better. Two comments: They work as well as the bumper stickers that advocate for “Free Tibet” or other good causes. Also, very few people want that. Evidence shows that far more writers have an interest in truly awful results and would benefit from practical support in achieving them, especially in the fields of corporate and technology writing.

Take the time to prepare and don't shy away from using all your bad ideas on one project. There will be more where they came from.

Take the time to prepare and don’t shy away from using all your bad ideas on one project. There will be more where they came from.

It might be helpful to treat some typical output formats more thoroughly. Consider the business case study (as opposed to the medically flavored alternate, which has its own opportunities for badness). Go ahead and skip the rest of this paragraph if you’re familiar with the darn things. Companies spend many millions to produce case studies. Most often they are the result of a writer’s intuitive misapplication, although there is also a burgeoning video channel for them. For the most part, a case study is intended to impress upon readers that real customers use a company’s products or services to their advantage. Project managers and writers work hard to identify and interview willing customers, shepherd them through an interview, obtain approval for the drafts, publish them online, print them on paper if their budgets are too large, and try to keep them alive before they become obsolete. Case study writers often obsess over representing the authentic voice of the customer and truthfully portraying how a service or product helps a company achieve something worthwhile.

As regards infernal writing, the case study industry is generally in fine shape. Many of the stories companies publish—usually expensive and requiring lots of effort—are terrible. They sound alike and canned, are not convincing, show redundant repetitiveness, and insult readers by patronizing them. Many writers, however, are not aware of the many worst practices available to them, which needlessly restricts their effectiveness. Here are some tips and tricks you might want to try.

Misdirection. Many writers send their respondents a list of questions or even a full-fledged questionnaire to prepare for the interview. To make sure the interview does not become overly productive, let them have the questions beforehand. But don’t mention them in the conversation. Ask your respondents about other topics and hope they did not prepare for them.

Stuffing. Boring the reader to tears gets you well on the way to abysmal awfulness. Good for you that case studies offer lots of opportunities to do just that. Many case study writers already know that blatantly bland statements about industries and markets are very effective. “Like many businesses in its industry, XYZ Company found it needed to grow through change in order not to lose customers and market share.” You can get much worse by discussing the people you interview and quote. Nobody cares where they went to school, which degrees they have, what organizations they belong to, how old they are, what they wear, where they worked before, and whether they like Zinfandel better than Zappa. As the born bad storyteller you are, you can make use of all that padding. If you’re really clever, you sneak it under a section heading that promises more relevant content, and readers won’t even know what happened to them as they pass out.

Aggressive foreshadowing. In an early part of the story, you talk about issues and challenges the company faced. Later, you repeat the same content, but now you modify the statements to say that they achieved or resolved these things with your client’s product or service. If you stay as close as you can to the original description, nobody will believe a word, because they know you’re tailoring your facts. Perfect!

Uninteresting and unhelpful quotes. When you quote people, try not to make them sound too real or specific, because that would add credibility and interest to the case study. You can go over the top in at least a couple of ways, by including overly enthusiastic as well as negatively trending statements.

Too positive assertions are annoying to read, make company and customer look silly, and prompt readers to groan. So use them. Some customers have natural talent for this. All you have to do is make their words sound a little more pretentious. If, “The new accounting software helps us avoid errors and stops us from losing money, which means we won’t go bankrupt,” is too mild, tart it up: “At the end of the day, our magnificent new accounting solution enables the company’s strategic viability for the long term by facilitating comprehensive error prevention and eliminating the dramatic losses we experienced in the past. People simply love working with this product.”

If you feel like adding a dash of sobriety to such excessive enthusing, you get bonus points for having quoted parties insinuate that the product or service wasn’t all that. “We believe the product helped us become more effective in our customer outreach, although we were not able to measure any results,” is not bad. Something like, “We gave the service a try and it delivered well for a while, but then our needs changed and we dropped it,” also has its attractions. If you are more of a risk-taker, try to incorporate some outright negativity. “The cost of the software was quite high, and some people never got the hang of it, but it gave us much of what we looked for.” Or: “The asset maintenance service was often prompt, but we still had a few unexpected breakdowns.”

Badmouthing competitors. Few things ruin a company’s and its customer’s standing and credibility faster than a complete misstatement regarding a competing offering. If the customer discusses a leading financial software product and you can get away with a quote to the tune of, “We considered [name of competitor product, but found it couldn’t do many of the complex calculations we need,” that’s golden.

Frivolous descriptions. If you want to beef up the word count and make the story a little less interesting, you can always describe random details of the product or service the customer used. It helps make things worse if they are not in any obvious relationship to the customer’s issues or achievements. If a software or hardware product was deployed, you can create some additional confusion around the process, how long it took, and how well users took to the new tools.

Horrendous results. Some good customers spend their budget on an expensive product or service and cannot point out that anything meaningful has changed. These case studies practically write themselves. However, most companies accomplish something or other. You may need to get creative here, because this might be the most interesting and convincing part of your story. What works well to achieve a bad outcome is if you can highlight minor achievements, such as small savings of time or money. “We save a couple of hours every quarter using this product,” will do nicely, for example. Also, try to direct attention toward irritating, irrelevant aspects of the story. “The outsource IT service employees wear elegant, branded shirts, which helps identify them to employees, and they have created mostly positive relationships with our people,” is reasonably bad. If you cannot get around pointing out significant improvements, you should try to temper them. “We achieved 100% return on investment in six months, although not everybody agrees with that—some people always resist change,” shows the right touch. “We found many new efficiencies in our processes, although many of those were well underway before we got [product]”: nice job. If the customer did not need certain employees anymore because of the fabulous new efficiencies, don’t worry about “reassigning resources” or the like. The case study will be much worse if you simply say people were fired.

If you follow all or most of these simple worst practices, your customer success stories will always be bad enough to infuriate readers. Promise!

Leave a comment

Filed under bad writing, business, communications, content marketing, customer evidence, marketing, story telling, writing

First page in my current fiction project: Foreword by the narrator’s daughter

This is the first page in my current fiction project. I’ll finish drafting, rewrites, and corrections sometime close to the end of the year. Some details will change, but this Foreword (graciously provided by my protagonist’s daughter) will probably be the same.

Foreword

My father, Martin Lindeman, vanished a few weeks after the Great Disruption. He more than once mentioned that he had played a role in bringing the Disruption about and that his life was in danger. I found this manuscript on his laptop when, with the help of a friend, I was finally able to access the files on it. My mother, Simona Butacu, his former wife, never agreed to let these writings become public; that’s why I had to wait until after her death to bring them to light. The text I’m handing to publication is exactly as my father left it. I only corrected obvious errors in spelling and punctuation, of which there were very few. I believe that his words can help shed a small, personal light on the time of the Disruption and an unusual, oddly composed personality. I understand that my father is a revered figure in the Emerald Religion, and some of the Speaker’s followers may be very interested in his own words. Against all probability, I pray that, wherever and whatever he is, he may see and bless my effort in bringing the manuscript to print. Dad, I love you and have not given up hope for your return in whichever form you choose to take.

As I read through these occasionally disjointed pages, I realized I didn’t know much about my father. I had never heard about his youth or the murder he supposedly committed when he was thirteen. He never spoke about his life before he and my mother met. I experienced him as a quiet, but restless man who never revealed anything of his inner life. Sometimes I and mother belittled him for that, I’m sorry to say. Given the odd jumps among disparate realities he writes about, it is possible that my father suffered from an undiagnosed mental or other illness, but he certainly never gave any signs of anything worse than boredom. People who met him often had the impression he was shallow and superficial, and I always said he was just really uncomplicated. I understand there was much more to him, but what exactly, I leave to you to judge.

I am painfully aware that my own role in my father’s life was not that of a loving daughter. For many years, I did not respect him, had no interest in his experiences and views, and avoided contact. As you will see, I was instrumental in the ruin of my parents’ marriage. I’m surprised and saddened when I grasp, even in his guarded descriptions, a tenderness and caring regarding myself that I do not deserve. I am thankful to my father as a stranger; maybe in another life, I will have a chance to begin again and have a different relationship.

In particular, I wish to express my unceasing gratitude to Martin Lindeman for having introduced me to the love of my life.

May Eternal Light shine on his path forever and ever.

Roxana Morley Lindeman, Executor

Olympia, Washington, April 2029

Leave a comment

Filed under fiction, personal, story telling

Grinning Idiot at the edge of disaster

Have you seen him? He stands by and watches, often with an eyebrow raised and the hint of a smile, when horrible things happen to other people. I’ve come across him way too many times.

When I went to school in Germany, violence and bullying were pervasive. Until I grew out of it, I was an obese child and mercilessly bullied for it. Grinning Idiot always stood around when people were beaten or otherwise abused. He never said anything, never participated, and never lifted a finger to stop what was going on.

When we students demonstrated against the Vietnam War or marched for other political causes, Grinning Idiot could be right there with us, as if we had dragged him along. Or, he stood on the sidewalk, watching. He didn’t start smiling until the police started arresting people. But then he hung around until it was all over and the vans hauled folks off to the precinct.

Later in life, I was sometimes in workplaces where groups of people were laid off at the same time. Grinning Idiot sat around doing work or screwing off, trying to figure out who would remain. He never showed any empathy for people who were let go and didn’t have any critical or other comments to share. When it was time for lunch, he ate.

Grinning Idiot can hide in a large crowd, finding comfortable anonymity…

I’ve seen Grinning Idiot many times in pictures and news footage. He stands around when the Nazis beat up on Jews, communists, gays, and other trouble-makers, for example. Never takes part unless forced, never helps anybody. Just watches and smiles a little. He seems to love watching people being loaded into railway cars—that’s when he shows up in a crowd, feeling safe because it wasn’t his turn. Of course, for him a crowd to disappear in can be as small as three or four people.

Which reminds me, have you seen photographs of lynchings in the United States? There are the perpetrators, who often stand and laugh proudly next to a dead black man, hanged or beaten to death on the ground. Grinning Idiot is right there, just a little off-center, often looking slightly away from the camera’s eye, with his little smirk.

In groups of friends at dinner, a party, or some other event, Grinning Idiot never provokes a conflict or disagreement, but doesn’t mind when somebody else does. He keeps quiet and watches what other people do. As soon as he has figured out who is on the winning side in an argument, he nudges over there to share that person’s shadow.

Do you know who I’m talking about?

…or in a smaller gathering, like at a lynching. Take a look at people’s faces, if you would.

If you know Grinning Idiot, how do you relate to him? Are you his friend, neighbor, trusted interlocutor? Have you ever been this person?

Sometimes it seems as if much of the world’s trouble would be impossible without Grinning Idiot standing by and letting it happen. He provides the silent chorus of approval for misery. He’s done this for many centuries. Isn’t it time we got rid of him, one by one? Even if he is you or me?

Grinning Idiot is not brave or smart, and often he knows that. He never leads and never starts a song. Sometimes you can shame him, send him packing, or provoke him into taking a stand. Whatever you do, you need to account for him, because in his idiotic way, through sheer inertia and ineptness, he is extremely powerful. Don’t ignore him, or he’ll stand and smirk when calamity comes for you, not the least bit inclined to help. You don’t want to wait that long.

Do you know of any good ways to deal with Grinning Idiot?

Leave a comment

Filed under business, communications, history, mind, personal, story telling

Facing the great good-bye: How will mass extinctions affect us?

Even if you squint away from some of the worst news and some predictions are exaggerated, extinction is happening. Right now, while you read these words, entirely unknown as well as familiar species of animals and plants are becoming extinct. Over the next few years, extinction events will continue. Some of them will involve well-known animals—tigers, orangutans, lemurs, rhinoceros. Many zoos and some sanctuaries are trying to keep these species around, but they’re already having a hard time maintaining enough genetic diversity to maintain viability. It won’t get any easier—animals don’t breed on command, and captivity is generally not a good inducement to procreation. The poachers and traders won’t quit, however—body parts and substances from the bodies of elephants, chimpanzees, tigers, bears, rhinoceros, leopards, and other animals will continue to be much sought after. Habitats will become ever smaller. The human population may eventually stabilize, but probably not soon enough for most of the animals already at risk. Cloning might maintain the hope of reviving certain species, but if habitats are overly compromised or no longer existent, it’s a frivolous waste of time and resources.

What will happen to us when animals disappear that have been with us since we became sentient? People living now will remember and some of them will grieve. Eventually, the memories and stories will fade along with the anguish associated with extinctions. Tigers, for example, will be known much like dinosaurs—fascinating and worth studying, but not real. The mythological tigers one finds in works of Borges and other writers will have more emotional impact than the faint recollection of the animal that once lived. Except for some areas of science and art, we will be oblivious to the vanished animals. We will never know them any better than we do today.

Gone forever, soon.

Don’t doubt that the extinctions will affect our minds. The presence of powerful, dangerous, smart animals has enriched our lives with love, fear, respect, loathing, danger, and a host of other emotions and qualities that we may never have access to again. Without them around and in us, we will become different. Some of us might notice and most of us won’t be able to tell, but our quality of living, feeling, and thinking will change. In a way, the world will be more homogenous, and the meanings of such notions as “other” and “self” will be unlike what they were so far in our history.

If you don’t like thinking about this, you’re not alone—I don’t think anybody does. Even people who work in sustainability and conservation efforts are having a hard time facing mass extinction. The scale of the coming events is simply overwhelming. And everybody’s quality of existence is at stake. But what can you do?

I think our best hope is with the low-overhead, close-to-the-ground, savvy organizations and initiatives that strive for social, environmental, and economic sustainability in practical ways. The Ugandan Village Project comes to mind, but there are many others similar to it, in all regions of the world. These kinds of efforts closely involve the people who stand to benefit from keeping species alive in a sustainable environment. Without them, nothing worthwhile will happen—instead, conservation will be a distant, useless cousin to colonization. Even if it’s possible to slow down and delay some of the extinctions already underway, that is probably preferable to their rapid process, if only for selfish reasons. We should support and participate in these initiatives as much as we can, and visit the locales where history is unfolding. The deeper we understand the people there, the closer we see the last few representatives of disappearing species, the better we will be able to render assistance.

I’m not looking forward to what’s coming, but I will probably be gone when the worst mass extinctions become part of the daily news.

But what about you? And your kids?

4 Comments

Filed under extinction, mind, personal, story telling, sustainability, travel

Tell good stories that don’t end too soon, and manage non-narrative content separately

Since “content marketing” became popular during the last two years or so, it may seem as if content makers—copywriters, videographers, photographers, and, to a degree, designers—are simply conspiring to influence marketers to allocate their entire budgets to their services. Companies have hopped on the content train, hiring content strategists and giving high visibility to content-marketing efforts. Thousands of consultants offer their insight regarding what content marketing is, how it relates to social media, and what one can accomplish with it. Some organizations have an actual content strategy or at least carefully plan what kinds of content they want to produce in different channels and media. Others don’t.

As a writer who stands to benefit from my clients’ and employers’ content marketing, I should be all over it. I do appreciate the work! I like that marketers seem to appreciate content more than ever.

But I also think companies are producing far too much content and too often appear to react to a perceived urgency to publish more and keep it updated and lively in social media. Slow down and hang on to your budgets for a moment.

Take an inventory of the types of content materials you have recently published and the ones you are planning for the next few months. More than likely, some of your content includes a story about a customer experience, a business partnership, an innovation discovery, or an initiative of your organization. Other content doesn’t feature a narrative—documentation, fact sheets, some white papers, even some online content may just be noting facts that you want your customers and collaborators to know.

To a degree, you should decouple story content from everything else and manage the two areas on almost-separate tracks. Link all non-story content planning to product releases and other events when facts change. Support the publication of this type of content through the social media where the people you want to reach spend time.

Story-telling guides usually recommend that you need to have a hero, a problem that gets resolved, an emotional connection, and a happy conclusion. This is not always good advice—if you follow it, you may end up telling similar stories over and over again. Maybe that is the case, given your industry or business model, and you need to broadcast the best of these stories as effectively as possible.

How to captivate your audience? Tell a great story that doesn’t end too soon.

As much as you can, focus your narrative content development on those stories that carry on, as opposed to the ones that end soon, even happily. Tell stories that don’t have an ending, or at least not soon. Maybe you have customers who use your products or services to achieve efficiencies or other results over several years. Check in with them from time to time and publish updates on their successes. To support an innovative product or service offering, or an important company initiative, develop an ongoing story that keeps getting more interesting. You build social-media continuity for that story in the channels that best align with your brand and where you have the strongest presence with potential customers and markets you want to get close to.

Your story and non-story content management tracks need to align, of course. You will want to keep the branding consistent, for one thing. Especially when you plan new product releases or major events, stories and facts should reflect the same good news. But if you remove non-story content from the breeziness of rapid publishing cycles driven by social media and focus on never-ending stories in your story content marketing, you can achieve more satisfying results from your spending and reduce the wear and tear on your marketers.

What do you think?

Leave a comment

Filed under communications, content, content marketing, marketing, story telling

Qualifying evidence customers: When the love isn’t there

Certain things you never want to hear from people. When a sales manager explained to me, “I’m a numbers guy and judge a lot from the dollar results I see,” I knew I was in for harangue about my poor performance. And when a boss asked me, “How can I help you,” I could see that this was the kiss of death in our relationship.

When you are managing and creating customer evidence, you never want to hear a customer ask, “What’s in it for me?” Sure, you can try to answer the question. If your brand is strong, customers might like to be associated with it. They might enjoy telling their story and seeing it published. Although, if that were the case, they probably would have thought of it themselves. If you hear this question, you are likely talking to the wrong person at a bad time.

I have managed a lot of evidence projects and written many case studies myself, as you can see in my portfolio. If customers don’t feel so enthusiastic about your product or service that they will gladly offer to support a case study, a video, or whatever it is you want to produce, they should not be in your evidence program. More often than not, the projects will fail. They never really get off the ground, stall in reviews, or the customers will have so many change requests that the result is watered-down and worthless. Really, you only want to produce evidence with customers who would never even think to ask, “What’s in it for me?”

Your customers don’t feel like this about you? Don’t even think about evidence. Make them happy first.

I know life isn’t really like that. Too many evidence managers are under pressure from their bosses, the marketing group, or the sales organization to produce a certain number of case studies, videos, podcasts, or what-have-you, often within a short timeframe. They get barely qualified evidence leads from the field or the channel partners. They may not have time to have an in-depth conversation with the customers, who don’t always know what to expect. Then it’s time for the case study writer or video producer to start working, and there is the question you don’t want to hear. Consider the project over. Find a graceful way to let it go without making the customer feel bothered and bewildered.

Companies spend many millions of dollars on producing customer evidence that doesn’t pay off because the results are just not all that interesting, credible, or fun to read and watch. Some enterprises make participation in evidence projects part of the sales contract, but that does not necessarily mean the outcome is any better. It’s just more difficult for the customer to turn down a request.

You really want evidence only from those customers who see so much value in your offerings and the relationship with your company that they will love you for asking them to support an evidence project and can’t wait to meet with your case study writers or video producers. It’s much better to have one or two credible, enjoyable evidence pieces than a dozen that lack strong proof points or sound like PR releases. If you’re an evidence manager, your job satisfaction will go way up. The customers will be even happier than before. And your company saves the exorbitant costs of producing poor evidence.

It’s not a dream, is it? We’ll talk more.

1 Comment

Filed under business, communications, content, customer evidence, marketing, story telling

Let your content include obituaries

I always read the obits. Article-length obits in the Guardian and the New York Times are usually very well-written, although the paid obits in the NYT are usually as pretentious and badly put together as anything you will see in a small-town paper. The Guardian’s other lives obits feature wonderful portraits of notable, relatively unknown people. The Seattle Times generally does a decent job and encourages people to get creative with pictures and stories in paid obits (which thereby become more profitable). When I’m away from home, I always buy local newspapers and magazines and, yes, I’ll read the obits every day. If I wouldn’t have paid attention to the obits, I still wouldn’t know about such incredible people as Patrick Leigh Fermor or Horacio Coppola.

A German “notification of death”

In other countries, the obits tell you a lot about how people feel about death and dying, who they love and what they fear. There’s nothing like the tense emotion, expressed in few well-chosen words, of the “Todesanzeige” (notification of death) in German newspapers. In Italian cities, you see obit posters on billboards and walls, often next to advertising, often with heartfelt messages and beautiful photographs of the deceased.

But when it comes to companies? Nothing, really. You find pictures, bios, and lists of the leadership group, key people, or even the entire team. Sometimes, a notice may commemorate a founder or past CEO who is no longer living. For the most part, nobody seems to die at work, or if they do, it’s a tragedy of which you don’t want to remind anybody. That’s too bad.

If I were apply for a job or wanted to choose a product or service, I would definitely read a company’s obits first. In doing so, I would look to get a sense of how the organization treats and values people. After all—let’s get real—people do die while they have jobs, and it will probably happen more and more. By choice or because of necessity, many of us will still be employed when we die, although probably very few of us will have this happen to them while we’re in the actual workplace—although that, too, is not uncommon.

So, why not publish obituaries along with your other content?

Italian billboard obits

They should be part of the “about” section. Recent obits would stay up for a certain amount of time, say 90 days. After that, they would be in an archive, where one could still access them. As employees get older and are not ready to withdraw from the workplace, you might even bring up the subject with them—maybe they would like to write their own. I know I’d take the opportunity.

What should be included in an employee obit? Here are some suggestions:

  • Basics of the employee’s biography and family
  • Role or roles at the company
  • Special accomplishments and awards, including unique contributions to the company
  • If you can state it authentically, how the person felt about working at the company—what the engagement meant
  • The employee’s unique style in leadership, communications, building relationships, serving clients and customers, designing innovation, and so on
  • How the deceased mentored and supported other employees
  • Quotes from colleagues and customers about this person
  • What the employee was known for—creativity, tenacity, sense of humor, efficiency, warmth, and other qualities
  • A photo portrait from early in the life of the employment relationship, and one from later

If you have a writer develop the story of a deceased employee with respect, elegance, and good taste, and publish it, I promise people will appreciate it—not just the employee’s family and colleagues, but also the customers and business partners you deal with. While death is a taboo subject for many of us, we all know it will happen to everybody without exception, it doesn’t help pretending otherwise, and we actually appreciate some assistance in facing reality. And, not to be crass, there is a business advantage to offering great obits on your site. If you honor your people in a beautiful, written appreciation, you will definitely stand out from the many companies that would never consider doing so. It shows that you are more mature, caring, realistic, and thoughtful than they are. Who knows, maybe even your products and services are more deserving of consideration than theirs.

Leave a comment

Filed under business, communications, content, story telling, writing

Spontaneity and sharing vs. control and dominance: Project Glass, augmented reality, and where we’re headed

In his recent Disruptions column about Google’s Project Glass, Nick Bilton from the New York Times points out the potential of this technology in getting out of the way of real, shared experience. Sergey Brin, Google co-founder, and the verbiage used on a Google page about Project Glass also use the same expression. Project Glass involves a display unit that is mounted on a frame that resembles conventional glasses. By means of this apparatus, wearers can record images and events, then transmit and share them through the cloud, or view data related to the people, artifacts, buildings, or natural phenomena they see.

Bilton enthuses about the potential role of the technology in story-telling. Without a person having to hold a camera, the capture of events or scenes can be more immediate. In some cases it will be possible when it would not have been without the technology. The video of sky divers on the Google site illustrates nicely what this might look like. So does the video of the mother and her baby, which also points in a very different direction. If Project Glass succeeds in making the devices very small, they may not necessarily be affordable, but they can be pervasive. Almost anybody will be able to record almost anything, in almost any situation, and transmit it anywhere. Intimate statements and moments might or might not be so. In addition to happy families and people capturing special experiences, benevolent and malevolent researchers and spies will enjoy a new level of visibility. Or invisibility, if you like. The smaller the devices become, the more regulation and legal action we will see in relation to them. Some people, authorities, and countries will find ways to control the technology, punishing the users and usages they object to.

Consider the augmented-reality aspect of Project Glass,

Sharing of an experience with Google’s Project Glass… (photo copyright 2012 Google)

the ability to overlay the ordinary visual reality with contextual information that tells you what you might not be able to see—the layout of a building, the dimensions of a tumor, the capability of a weapon, the components of a material, the manufacturers and costs of a certain item in your warehouse. How will this play out when people receive training?  Will some of them receive less training than they would today, because the device they wear can to a degree make up for a lack of education? What would it mean for the military and first responders working in dramatic, threatening situations where the right kind of information might make it possible to make the right decision in a life-and-death situation? Less dramatically, how will this technology help travelers find their way, speak the right word in a foreign language, and understand their surroundings? Or will it add yet another barrier to their experience, much like the DK Eyewitness Travel guides many people hold in front of their faces as they ostensibly find themselves in an interesting locale far from home? Where are they really, and where will they be then?

The U.S. military is already exploring what AR can help it accomplish. Private enterprises will find many applications for it, especially if an entity like Google popularizes the concepts and technologies behind it. There are two movements at play here: the spontaneity and immediacy in the recording and sharing with Project Glass. And the data-driven task and decision support, control, and ability to overcome the merely natural that AR makes possible. In the coming years, we will watch the potential of both tendencies unfold.

…vs. AR and an increased ability to control, decide, and take action.

As a writer and content person, I can see that story tellers might be able to tell more direct, involving, emotionally powerful stories with something like Project Glass. I can also see that some story-telling might disappear and that sharing of actual experience might take its place instead.

With Project Glass, as the enthusiasts say, technology might get out of the way. At the same time, it becomes the way. It is both the vehicle and the journey we go through as our sense of self changes. For today, I choose to hope that the immediacy of the shared experience will help us to be more empathetic, compassionate, and involved with the people and animals with whom we share the world.

Leave a comment

Filed under augmented reality, communications, content, story telling, technology