Predicting the Future
The essence of business is fulfilling a need people have before they know they have it. Those able to do this become very successful not because of any specific industry or product, but because of their ability to reinvent themselves. How do they do this? By forecasting the future. Not with a crystal ball, but with a keen understanding of emerging technology and trends.
What do I mean by that? Consider the iPod. Before it existing a few people had MP3 players, but they were a very niche product. Most people still used portal CD players, because it was a hassle to convert your music to MP3s and then transfer them to the device. I remember having one that held about 20 songs and had no screen so I had no idea what I was about to hear until I hit next track.
Then the iPod came out. It revoluntionized the portable music player overnight. The tagline ’1000 Songs in your Pocket’ really got people’s attention. With the addition of iTunes it was really easy to get music onto the device and quickly find whatever you wanted to hear. People loved it. They still do. Apple made it because they understood emerging technology. They knew where to find all the components they’d need and assembled them into something no one had ever seen. As of October 2011 Apple has sold over 300,000,000 iPods. One for almost every citizen of the United States. All because they identified a need and filled it.
Apple’s advent of the iPod taught me two very painful lessons. First, I should have dumped that $8000 into Apple stock (today that would be worth just over half a million dollars). And second I should never have bought a Zune.
I watched as the company everybody loved to hate(myself definitely included) conquered the music world. It really got me thinking especially as I saw how everyone around me fell in love with their iPods. I kept an eye on Apple because I wanted to see what they did next. When they came out with the iPhone in 2007 I waited to see how everyone reacted. People loved it. Despite the $500 price tag Apple was selling them as fast as they could be manufactured.
I saw my first one in 2008 when my Apple fangirl friend (you so were Megan) showed me hers. I was floored. It was a phone, a camera, a GPS, an iPod and you could download apps for it? Three days later I bought my first Apple product for $199. The iPhone was the first pocket computer that felt real to me. It was also the first phone I’d ever actually liked.
The part that most blew me away was the app store. The fact that I could buy thousands upon thousands of apps, some of which changed my life in unexpected ways.
I remember thinking ‘man, the people who make these apps are probably making a fortune’. And they were. The developers of apps like Angry Birds and Goodreader became unexpected millionaires in a few short months. That really started the wheels turning. I even considered and then discarded the idea of becoming a developer.
Doing so would have required buying a Mac. Even if I could have afforded it I’d always been a PC guy. I didn’t know anything about Macs or OS X. So I reluctantly resigned myself to working collections for a local credit union for the forseeable future. Until something caught my attention in a way I couldn’t ignore.
The iPad.
When I’d first heard about the device I’d dismissed the iPad as a big iPhone without the phone or camera. But then I held one for the first time. I was shocked to realize that this device was going to change everything. I was witnessing what I call the VHS Moment, when a new technology arises that will erradicate an existing one. Within a decade I knew everyone would have a tablet computer.
Laptops and desktops were a dying breed. I saw this a a clarity and certainty I hadn’t felt since I’d first discovered the web back in 1994. All I had to do was see how kids and teenagers reacted to touch screens. They loved their iPhones (and by that point their Androids). They would embrace the iPad in the same way.
It helped me finally understand how people like Steve Jobs or Bill Gates had made their respective fortunes. They risked everything to pursue their vision of the future. Not blidly though. They did it with an understanding of what people were going to want before they wanted it.
To use a football metaphor they didn’t run to where the ball was. They ran to where it was going.
The iPad and iPhone are still in their infancy. Smartphones and tablets will come down in price and increase in functionality. All sorts of features we haven’t even conceived of will be added. These devices will transform our world. Within two decades every person in every nation will own one or both.
The visionaries of this decade will be standing in the end zone waiting to score a touchdown.




Recent Comments