Recently I sat down with some senior IT leaders at one of our clients in Melbourne Australia when the topic of discussion, fortuitously, turned to the growing importance of design in IT. It turned out to that they were being called into a meeting that afternoon with their CFO to discuss how the IT department could act “more like Apple.”
That got me thinking. Google has reached the pinnacle of brand consciousness. It’s not just a proper noun anymore – it’s a verb. “To google” has become a way to describe any effort in using the Internet to answer a question.
So why not turn “Apple” into a verb? Here’s my recommendation to the people over at Webster:
apple – verb: an activity intended to foster a positive emotional connection between an individual and a specific information technology device, solution or service.
Not that I want to aggrandize Apple here. In fact I’d rather turn Apple into a generic term. Kind of like aspirin is to pain relief or cola is to soft drinks. Why? Because in face of overwhelming evidence from the market on what is driving technology adoption, I don’t think having a healthy obsession over the emotional connection people have with technology is something that enterprise IT organizations can avoid any longer. Maybe creating a new verb can help cement the idea that this type of behaviour is fast becoming an imperative to any individual or organization tasked with the responsibility to deliver technology to “users.”
Still need a New Year’s resolution? How about making 2009 the year you’ll start appleing your IT organization.
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