Thursday, March 07, 2013

the arrogant assumption of dedicated time

Great news! A popular online service tells me. You can now achieve [a list of a variety of things] with all the brand news features in our product and analysis tools. Learn all about it in our new webinar series! Hmm. Let me consult the vast wasteland of my diary. Let me consider all those afternoons that would stretch out in bleak silence, washed with bored and lonely tears.

Don't get me wrong. I'm a vast fan of progress. I love the fact that every item, service and product, no matter how small or slight, has or would benefit from having the careful focussed attention of intelligent individuals improving it. What I resent is the assumption from some larger services that there will be teams of dedicated and specialist people looking after their product. There is simply too much to do for any one service to command such attention, particularly as the gains in using these services are light, and that they cannot be delivered in isolation by anyone attempting to reach a universal audience.

You will get some attention, but frankly anything that requires a webinar series to learn is unlikely to be adopted by any but the most overstaffed and obsessive. Put it in a to-do list please. We'll get to it when we need it; and not before.

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