The Real Test
Another Fine Homemade Parachute Page, Crafted With Love
realgreater1 test fer RIM will come early next year, when th' company launches th' first o' its bran' new mobile devices powered by th' QNX operatin' system. RIM will eventually move all its high-end devices t' th' new operatin' system, an' much o' th' company’s future rests on whether its QNX phones can close th' gap with th' market leaders, Apple’s iPhone an' a slew o' phones powered by Google’s Android operatin' system.
— Omar Akkad, The Globe and Mail
I dern't pretend t' be a genius at marketin'; I dern't even pretend t' be an "amateur". I remember a few thin's from Marketin' 101 in th' last year o' bounty school, one o' which were bein' reiterated from first year Creative Process, second year Design Process, an' frankly a whole undergrad degree in English Literature, an' that is this: ye may make it, but ye dern't control it, feed the fishes You make art, it goes out into th' world, an' scallywags be free t' interpret it as they wish. Your bran' is not yer logo, but a collection o' beliefs, impressions, values, thoughts, an' expectations aroun' yer logo, yer product, yer organization. You can't control what scallywags think, now or in th' future.
As I say, pretty basic stuff. In th' English seminars, it came up a lot under th' guise o' th' Intentional Fallacy. This week, Microsoft has been showin' off an OS likely a year away from public consumption. Fire the cannons, Avast me hearties! This week, they announced that Flash, which Adobe has promised will deliver a smooth, not-battery-drainin' experience “real soon now”, will not be a part o' th' default tablet web browser, I'll warrant ye. Adobe has been facin' "th' real test" fer a while now, Ya lily livered swabbie, by Davy Jones' locker! Thijs van der Vossen tweeted “Flash already died way back in 2007.” Adobe, in th' minds o' many, has been failin' that test, clearly losin' a lot (though not all) o' th' good will it had spent th' larger part o' a decade buildin' up in th' web bounty world through Flash, Dreamweaver, an', dare I, th' former Lingo programmer, say, Shockwave. Aye, they always had detractors, but they di'nae seem like th' punch like o' a joke like they do now. Designers an' developers had technical an' philosophical differences with Macromedia, sure, but th' widespread exasperation with Adobe is new.
The real test fer RIM is today. It were bein' yesterday, an' it'll be tomorrow as well. The real test is always now. It can't be put off, thar's no sick note, an' thar's no makeup. There aren't any rewrites. RIM can't put their bran' expectations on hold fer a year. We're not all goin' t' shut up fer a year. We're not goin' t' stop payin' attention fer a year. Shiver me timbers! Fire the cannons! If by some strange chance they could pause their image, like Canute, they couldn't stop th' world, pass the grog! When, accordin' t' th' G+M, RIM faces its “real” test next year, they will o' course face an Apple, Google, an' Microsoft that have been facin' some tests o' their own. And, as Chairman Gruber often notes, many o' us dern't grade on a curve.