The risk in any brand experience based on aesthetics is that so long as I am part of this organisation (so long as I am organised like this) I will never have a new experience – as Eric Schmidt (then of Google) envisioned, in 2030 young people will either ‘be asleep or on-line’. The idiom could not be more clear- ‘on-line’, ‘on message’, ‘on point’; there is but one way to be.
Schmidt went on to conjecture that ‘people want Google to tell them what to do next’.
There is some truth in this – Google may not tell me ‘what’ to do; but it certainly plays a big role in my life in helping me to work out ‘how’ to do what I want to do (or in an exercise like this – the form of organising called ‘writing a book, populating a www site’); it helps to provide me with the evidence to substantiate some of what I want to say, as well as help me figure out how something which I ‘intuit’ can be made more concrete. It is like a big imaginary friend who knows so much more than I do.
Slingshot