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Tag Archives: steve jobs

I’m thinking of doing some video blogging and kicking it off with a series with my thoughts on technical certifications.  Are they valuable or just a vendor racket?  Should you bother to invest time in them?  Why do the questions sometimes seem plain wrong?

Meanwhile, a little Netstalgia about the first technical certification I (almost) attempted:  The Apple Certified Server Engineer.

Back in the 1990’s, I worked for a small company doing desktop and network support.  When I say small, I mean small.  We had 60 employees and 30 of them had computers.  Still, it was where I first got into the computer industry, and I learned a surprising amount as networking was just starting to take off.

I administered a single AppleShare file server for the company, and I even set up my very first router, a Dayna Pathfinder.  I was looking for more, however, and I didn’t have much of a resume.  A year and a half of desktop support for 30 users was not impressing recruiters.  I felt I needed some sort of credential to prove my worth.

At the time Microsoft certifications, in particular the MCSE, were a hot commodity.  Apple decided to introduce its own program, the ACSE.  Bear in mind, this was back before Steve Jobs returned to Apple.  In the “beige-box” era of Apple, their products were not particularly popular, especially with corporations.  Nonetheless, I saw the ACSE as my ticket out of my pathetic little job.  I set to work on preparing for it.  If memory serves (and I can find little in the Wayback machine), the certification consisted of four exams covering AppleTalk networking, AppleShare file servers, and Backup.

Apple outsourced the certification development to a company called Network Frontiers, and its colorful leader, Dorian Cougias.  I had seen Dorian present at Macworld Expo once, and he clearly was very knowledgeable.  (He asked the room “what’s the difference between a switch and a bridge?” and then answered his own question.  “Marketing.”  Good answer.)  Dorian wrote all of the textbooks required for the program.  He may have known his stuff, but I found his writing style insufferable.  The books were written in an overly conversational tone, and laced with constant bad jokes.  (“To remove the jacketing of the cable you need a special tool…  I’d call it a ‘stripper’ but my mother is reading this.”  Ugh…)  A little levity in technical documentation is nice, but this got annoying fast.

This was in the era before Google, and despite my annoyance I did scour the books for scarce information on how networking actually worked.  I didn’t really study them, however, which you need to do if you want to pass a test.  I downloaded the practice exam on my Powerbook 140 laptop and fired it up.  I assumed with my day-to-day work and having read the book, I’d pass the sample exam and be ready for the real deal.

Instead, I scored 40%.  I used to be a bit dramatic back in my twenties, and went into a severe depression.  “40%???  I know this stuff!  I do it every day!  I read the book!  I’ll never get out of this stupid job!!!”  I had my first ocular migraine the next day.

In reality, it doesn’t matter how good or bad, easy or hard an exam is.  You’re not going to pass it on the first go without even studying.  And this was a practice exam.  I should have taken it four or five times, like I learned to do eventually studying Boson exams for my CCNP.

Instead, I gave up.  And, very shortly later, Apple cancelled the program due to a lack of interest.  Good thing I didn’t waste a lot of time on it.  Of course, I managed to get another job, and pass a few tests along the way.

I learned a few things about technical certifications from that.  In the first place, they can often involve learning a lot of knowledge that may not be practical.  Next, you can’t pass them without studying for them.  Also, that the value and long-term viability of the exams are largely up to the whims of the vendors.  And finally, don’t trust a certification when the author of the study materials thinks he’s Jerry Seinfeld.

 

A post recently showed up in my LinkedIn feed.  It was a video showing a talk by Steve Jobs and claiming to be the “best marketing video ever”.  I disagree.  I think it is the worst ever.  I hate it.  I wish it would go away.  I have deep respect for Jobs, but on this one, he ruined everything and we’re still dealing with the damage.

A little context:  In the 1990’s, Apple was in its “beige box” era.  I was actively involved in desktop support for Macs at the time.  Most of my clients were advertising agencies, and one of them was TBWA Chiat Day, which had recently been hired by Apple.  Macs, once a brilliant product line, had languished, and had an out-of-date operating system.  The GUI was no longer unique to them as Microsoft had unleashed Windows 95.  Apple was dying, and there were even rumors Microsoft had acquired it.

In came Steve Jobs.  Jobs was what every technology company needs–a visionary.  Apple was afflicted with corporatism, and Jobs was going to have none of it.

One of his most famous moves was working with Chiat Day to create the “Think Different” ad campaign.  When it came out, I hated it immediately.  First, there was the cheap grammatical trick to get attention.  “Think” is a verb, so it’s modified by an adverb (“differently”).  By using poor grammar, Apple got press beyond their purchased ad runs.  Newspapers devoted whole articles to whether Apple was teaching children bad grammar.

The ads featured various geniuses like Albert Einstein and Gandhi and proclaimed various trite sentiments about “misfits” and “round pegs in square holes”.  But the ads said nothing about technology at all.

If you watch the video you can see Jobs’ logic here.  He said that ad campaigns should not be about product but about “values”.  The ads need to say something about “who we are”.

I certainly knew who Chiat Day was since I worked there.  I can tell you that the advertising copywriters who think up pabulum like “Think Different” couldn’t  write technical ads because they could barely turn on their computers without me.  They had zero technological knowledge or capability.  They were creating “vision” and “values” about something they didn’t understand, so they did it cheaply with recycled images of dead celebrities.

Unfortunately, the tech industry seems to have forgotten something.  Jobs didn’t just create this “brilliant” ad campaign with Chiat Day.  He dramatically improved the product.  He got Mac off the dated OS it was running and introduced OS X.  He simplified the product line.  He killed the Apple clone market.  He developed new chips like the G3.  He made the computers look cool.  He turned Macs from a dying product into a really good computing platform.

Many tech companies think they can just do the vision thing without the product.  And so they release stupid ad campaigns with hired actors talking about “connecting all of humanity” or whatever their ad agency can come up with.  They push their inane “values” and “mission” down the throats of employees.  But they never fix their products.  They ship the same crappy products they always shipped but with fancy advertising on top.

The thing about Steve Jobs is that everybody admires his worst characteristics and forgets his best.  Some leaders and execs act like complete jerks because Steve Jobs was reputed to be a complete jerk.  They focus on “values” and slick ad campaigns, thinking Jobs succeeded because of these things.  Instead, he succeeded in spite of them.  At the end of the day, Apple was all about the product and they made brilliant products.

The problem with modern corporatism is the army of non-specialized business types who rule over everything.  They don’t understand the products, they don’t understand those who use them, they don’t understand technology, but…Steve Jobs!  So, they create strategy, mission, values, meaningless and inspiring but insipid ad campaigns, and they don’t build good products.  And then they send old Jobs videos around on LinkedIn to make the problem worse.