Unlike I stated before, it’s not once a year we get our desperately needed shot of Apple caffeine. Steve Jobs does not only introduce products at MacWorld, but also appears half a year later at the annual Worldwide Developers Conference. This Monday, the Moscone centre in San Francisco will be packed with journalists, analysts and fans (oh, and probably a few developers), eagerly awaiting yet another hallmark keynote speech.
A new version of OS X? A gallery of external applications for a 3G version of the iPhone? Maybe even a highly recyclable aluminium-enclosed, ultra-flat flux capacitor? It does not really matter. The very prospect of having Steve Jobs on stage showing new stuff creates an unparalleled buzz in the industry. Bloggers will report in real-time on the events and they are presented as heroes themselves, boldly putting us in front row. Journalists sneak into the presentation venue to take pictures of the banners that will be used and immediately a lively discussion unfolds on the Internet what the graphics may mean.
To make things clear: I have seven Macs at home, which is of course excluding all the iPods. And yet I am not the type of hardcore disciple that burns his house if Steve Jobs says that is a cool thing to do (although he never suggested it so far, so I’m not really sure on this one).
But if only, if only we could bring some of that typical Jobs suspense to our IT departments. Technology can bring so much excitement, so much anticipation. Imagine your local CIO, regularly taking the stage – in blue jeans and black turtle neck if necessary – to show an anxious crowd of business users what new, enhanced applications they will be using, starting tomorrow.
Of course, not all systems and solutions fit this approach: actually the bulk should just do its supporting work. But that is the case with Apple as well (ever got into the Unix shell underneath OS X?). The challenge lies in finding these rare elements that genuinelly will touch the business user community, the stuff that inspires and moves.
Just watch the master and see how it is done. We may all want to learn, because IT needs some Jobsification. Our IT strategy needs to be Jobsified. We should Jobsify our applications.
Now if you will excuse me. I am expecting a call from a friend in San Francisco. I have heard some rumours about a code string in Apple software that might, possibly, maybe point to an upcoming name change in one of their products. Thought I should check it out.