Information Week / 11/21/2013

Thomas Claburn
URL: http://www.informationweek.com/mobile/mobile-devices/10-historic-tech-memos-and-rants/
10 Historic Tech Memos & Rants
From Ballmer to Jobs, tech leaders write memos, manifestos, and rants that shape how we all
think about computing. These 10 provocative statements each have a place in tech history.
Technology tends to be associated with cold, mechanical precision. Nevertheless, the technology
industry attracts a fair number of outspoken frebrands.
Perhaps the opinionated nature of noted technology leaders is a consequence of the personality
traits required to press ahead in the face of naysayers, skeptics, and rivals. Whatever the reason,
the tech industry has given rise to a plethora of indignant memos, manifestos, and rants rich with
self-righteousness and personal conviction. They describe what's wrong with the world and how
to set things right.
They tell us to think diferent(ly).
The following texts are 10 of the most meaningful, entertaining, astute, and provocative pieces to
appear online in the past two decades.
1. Steve Yegge, Google: Steve Y's Google Platforms Rant
Google engineer Steve Yegge spent six years at Amazon, and in 2011 he used that experience
to inform his indictment of what Google does wrong and Amazon does right. It's remarkable in its
candor. And it's a testament to Google's maturity as an organization that Yegge remains
employed at Google and his criticism remains online, albeit hosted by a third-party Google+
account.
The gist of his argument is that Amazon gets platforms and Google doesn't. That's less true
today than it was then -- Yegge's observations evidently were noticed by Google management.
But the rant continues to be relevant for Google and for any company operating a platform
business or thinking about doing so.
A choice passage:
Google+ is a knee-jerk reaction, a study in short-term thinking, predicated on the
incorrect notion that Facebook is successful because they built a great product. But that's
not why they are successful. Facebook is successful because they built an entire
constellation of products by allowing other people to do the work.
Yegge's rant is made more meaningful by his follow-up post a week later. And it contrasts with
subsequent observations about how he believes Amazon "is in the bottom half of the industry in
terms of being a nice place to work" and Google "is undoubtedly in the top 0.1% of the best
places to work in the world, across anything even remotely computer-related."
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2. James Whittaker, Google: Why I Left Google
A former professor of computer science at the University of Florida, Whittaker founded a security
software frm, joined Microsoft, left for Google, and then returned to Microsoft. He left Google
early last year, disenchanted with the changes brought about by CEO Larry Page. His widely
read public letter, "Why I Left Google," is perhaps the best known of a small but apparently
growing list of public departure letters -- see also Spencer Tipping's "Why I Left Google" and
Douglas Bowman's "Goodbye, Google."
Whittaker recounts how Google went from being an innovative, decentralized company under
Eric Schmidt to an advertising machine focused solely on remaking itself in the image of
Facebook through Google+.
His criticism about Google+ still resonates:
Sharing was working fne and dandy, Google just wasn't part of it. People were sharing
all around us and seemed quite happy. A user exodus from Facebook never
materialized. I couldn't even get my own teenage daughter to look at Google+ twice:
"Social isn't a product," she told me after I gave her a demo. "Social is people and the
people are on Facebook." Google was the rich kid who, after discovering he wasn't
invited to the party, built his own party in retaliation. The fact that no one came to
Google's party became the elephant in the room.
And yet as Whittaker himself admits in his post, "Truth is, I've never been much on advertising."
Google is an advertising company and advertising has gone social, perhaps unavoidably and
forever. The good old days when the web was free, the NSA sought permission to listen, and we
were ignorant about how web services and Soylent Green were made -- OMG, it's people's data!
-- are long gone, if they were ever anything more than self-delusion.
3. Brad Garlinghouse, Yahoo: The Peanut Butter Manifesto
Yahoo's low point came in late 2010. But in 2006, Brad Garlinghouse, then Yahoo senior VP, saw
where things were headed. In an internal memo leaked to The Wall Street Journal, he castigated
the company for its lack of vision, ownership, and accountability, using a rather odd metaphor:
I've heard our strategy described as spreading peanut butter across the myriad
opportunities that continue to evolve in the online world. The result: a thin layer of
investment spread across everything we do and thus we focus on nothing in particular.
I hate peanut butter. We all should.
Let it be said that peanut butter is awesome, unless you're allergic to it. But otherwise
Garlinghouse was on to something. Had Yahoo's management at the time paid more attention,
perhaps its recovery would not have taken so long.
Earlier this year, Garlinghouse posted a follow-up note through LinkedIn, in which he suggests
the problems he identifed were merely symptoms of a larger problem: failed corporate culture.
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The good news is that Marissa Mayer appears to be dealing with that, without disparaging
everyone's favorite lifesaving, nutrient-rich, nutty spread.
4. Stephen Elop, Nokia: Burning Platform Memo
What is it that CEOs do to warrant the millions many receive in compensation? One task they've
embraced with enthusiasm is the issuance of memos. A few months after taking the helm of
Nokia in 2010, Stephen Elop issued his Burning Platform Memo, so named because he
compares the plight of change-averse Nokians to that of workers on a burning North Sea oil
platform, facing either a plunge into icy waters or immolation.
In his parable, the man standing on the burning platform jumps into the water and is rescued. If
only it were that easy. Britain's Health and Safety Executive, similar in function to the
Occupational Safety and Health Administration in the US, estimates that survival time in North
Sea water ranges from minutes to an hour or so, for the particularly ft or prepared.
Had the man in Elop's tale bothered to look over his shoulder, he might have called for a rescue
from the nearby Android oil platform. Its owner probably would have sent a boat or a helicopter to
assist in the evacuation.
Metaphorical inconsistencies aside, Nokia needed a wakeup call.
How did we get to this point? Why did we fall behind when the world around us evolved?
This is what I have been trying to understand. I believe at least some of it has been due
to our attitude inside Nokia. We poured gasoline on our own burning platform. I believe
we have lacked accountability and leadership to align and direct the company through
these disruptive times. We had a series of misses. We haven't been delivering innovation
fast enough. We're not collaborating internally.
Nokia, our platform is burning.
Fittingly enough, the company survived by selling its devices and services business to Microsoft
in a fre sale.
5. Steve Ballmer, Microsoft: One Microsoft
In July, Steve Ballmer, CEO of Microsoft, began the reorganization that should've happened a
decade earlier. In essence, the plan is to act in a more concerted fashion, with each Microsoft
product enhancing the value of other products. The idea is neatly encapsulated in the title, One
Microsoft.
We are rallying behind a single strategy as one company -- not a collection of divisional
strategies. Although we will deliver multiple devices and services to execute and
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monetize the strategy, the single core strategy will drive us to set shared goals for
everything we do. We will see our product line holistically, not as a set of islands.
Having been based for decades at One Microsoft Way, Microsoft is only now living up to its
address. Apple and Google, each in its own way, have demonstrated far more competence at
singular focus.
The problem Microsoft faces is that it inhabits two worlds -- the business world and the consumer
world -- and the company's misunderstanding of the mobile revolution has alienated too many of
the latter group.
Only a month later, Ballmer announced his plan to retire. Since then, the company's stock has
been drifting upward. More so even than One Microsoft, "Microsoft, Minus One" sounds
promising.
6. Bill Gates, Microsoft: The Internet Tidal Wave
In 1995, Bill Gates wrote an internal memo to Microsoft employees alerting them to the fact that
the Internet would change everything. "The Internet is a tidal wave," Gates concluded. "It
changes the rules."
Then the new rules changed. Consider this insight: "I think that virtually every PC will be used to
connect to the Internet and that the Internet will help keep PC purchasing very healthy for many
years to come."
Gates was right, until quite recently. PC sales peaked in 2011, with 363 million units, according to
IDC. Since then, demand for traditional PCs has declined, thanks to mobile phones and tablets.
If you look over The Internet Tidal Wave, the absence of one term stands out: "Mobile" doesn't
occur once. Putting network-connected computers in people's pockets changed the nature of the
tidal wave.
Also striking is Gates's blindness with regard to search engines. He mentioned search as
something interesting, but only in the context of unifying Microsoft's products. It would be Google
that turned search into the command line for the web. Gates appears not to have even
considered the potential impact of advertising on the economics of software.
As it happened, the nightmare scenario Gates described eventually came true.
One scary possibility being discussed by Internet fans is whether they should get
together and create something far less expensive than a PC which is powerful enough for
Web browsing. This new platform would optimize for the datatypes on the Web. Gordon
Bell and others approached Intel on this and decided Intel didn't care about a low cost
device so they started suggesting that General Magic or another operating system with a
non-Intel chip is the best solution.
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General Magic itself did not realize Gates's fears, but its employees did. Tony Fadell, who led the
teams that created the iPod and the iPhone, worked at General Magic before he went to Apple.
And Andy Rubin, who helped create Android and oversaw Android after Google acquired his
company, Danger, also worked at General Magic. What's more, the device that rode in on the
Internet tidal wave, the iPhone, relied on a non-Intel chip: an ARM-based processor from
Samsung.
Seeing a tidal wave doesn't make you a better swimmer.
7. Ted Kaczynski, terrorist: The Unabomber Manifesto
Ted Kaczynski, the mathematician who would come to be known as the Unabomber for sending
16 bombs to organizations and individuals between 1978 and 1995, recognized that technology
has a dark side. Unfortunately, his answer, blowing people up -- he killed three and injured many
others -- was counterproductive and criminal. It was also hypocritical: Protesting the social
consequences of technology with explosive devices would be absurd if it weren't so sad.
Even so, his rambling 35,000-word manifesto is worth a look for anyone in the technology
business. That's because Kaczynski's fundamental distrust of technology is something that many
technical experts wrestle with, in a more rational form. In 2000, Bill Joy, co-founder of Sun, wrote
about the perils of technology in an article for Wired, citing Kaczynski's concerns and putting
them into a more coherent frame.
"The new Pandora's boxes of genetics, nanotechnology, and robotics are almost open, yet we
seem hardly to have noticed," Joy wrote. "Ideas can't be put back in a box; unlike uranium or
plutonium, they don't need to be mined and refned, and they can be freely copied. Once they are
out, they are out."
Consider this passage from Kaczynski, which is relevant to increasing concerns that automated
improvements to productivity are limiting job growth:
It may be that machines will take over most of the work that is of real, practical
importance, but that human beings will be kept busy by being given relatively unimportant
work. It has been suggested, for example, that a great development of the service
industries might provide work for human beings. Thus people would spend their time
shining each other's shoes, driving each other around in taxicabs, making handicrafts for
one another, waiting on each other's tables, etc.
Industry boosters argue there's no need to worry, that technology creates more than it takes
away. What if they're wrong?
8. Richard Stallman, programmer: How Much Surveillance Can Democracy Withstand ?
President of the Free Software Foundation and founder of the free/libre GNU operating system,
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Richard Stallman has been one of the most important voices in software development over the
past three decades.
His uncompromising insistence that software must support user freedom is more relevant than
ever in the mobile era, as hardware and software restrictions impinge upon what individuals can
do with their devices and what they can do with the content they buy.
Stallman supports "the freedom to run [software], to study and change it, and to redistribute
copies with or without changes." His approach isn't right for everyone. But the tech world is better
of for his crusade.
He deserves the MacArthur Foundation Genius grant he received in 1990.
Many of his writings over the years merit consideration. But his recent Wired.com opinion column
is essential reading for anyone who uses computers or stores data in the cloud:
If we don't want a total surveillance society, we must consider surveillance a kind of
social pollution, and limit the surveillance impact of each new digital system just as we
limit the environmental impact of physical construction.
9. Tomi T. Ahonen, author: Open Letter to Microsoft: Delusional Complacency with Mobile
Strategy
Known for his astute observations of the mobile industry, Ahonen's assessment of Microsoft's
problems is spot on.
Consider this passage:
Google CEO Eric Schmidt went public in May of 2005 in the Financial Times, stating that
the future of his company's business was on mobile. Apple's CEO Steve Jobs, when
announcing the iPhone in January of 2007, dropped the word "computer" from the
company corporate name to underline how signifcant the shift to mobile phones was for
Apple's business...
Yet years after those visible rivals of his own industry, the CEO of Microsoft says, "Mobile
is hot but the truth is nobody sells very much."
Ahonen wrote this in 2009. It would take Microsoft four years to realize new leadership was
required. If only there had been some global communications network by which Microsoft could
have learned of its missteps before now.
10. Steve Jobs, Apple: Thoughts on Flash
Apple may have struck the blow that sealed the fate of Adobe's Flash technology, but Flash
wasn't healthy to begin with. For all the sophistry in Steve Jobs's justifcation for banning Flash on
iOS devices, his fundamental critique was sound: Flash just didn't work very well on mobile
devices, never mind Jobs's annoyance with Adobe for being uninterested in OS X for a decade.
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But the correctness of Jobs's critique of Flash isn't as interesting as the rhetorical power of his
prose. Above all else, Jobs was a skillful salesman. Had he been a cable channel marketer, he
could have sold Snuggies and Chia Pets by the millions. Had his letter been titled, "Why We Beat
Kittens," chances are you'd have come away from it nodding your head in agreement.
Yet Jobs's letter is full of hypocrisy, an issue identifed by many observers.
Jobs himself identifes third-party software layers as "the most important reason" Flash must be
prohibited.
We know from painful experience that letting a third-party layer of software come
between the platform and the developer ultimately results in substandard apps and
hinders the enhancement and progress of the platform. If developers grow dependent on
third-party development libraries and tools, they can only take advantage of platform
enhancements if and when the third party chooses to adopt the new features. We cannot
be at the mercy of a third party deciding if and when they will make our enhancements
available to our developers.
Flash died because it was a threat to Apple's control of its platform. Yet third-party software
frameworks are alive and well. Apps created by third-party software platforms are thriving, and
Apple is, too. Many popular apps in the iTunes App Store were created with tools like Unity3D,
Phone Gap, Corona SDK, and Appcelerator Titanium/Platino, to name but a few cross-platform
development options.
That's a glimmer of the reality distortion feld Jobs was said to radiate.
Some additional memos of note:
Elon Musk, Hyperloop
Steve Barker, A contract worker's take on Amazon.com
Eric Raymond, The Cathedral and the Bazaar
Ray Ozzie, Dawn of a New Day
Chris Locke, Doc Searls, David Weinberger, Rick Levine, The Cluetrain Manifesto
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1. Steve Yeggey: Google Platforms Rant
EDIT: What follows was intended as an internal post. Steve Yegge: link explains it
https://pls.google.!o"/11#$%1#3##61&12%22%16/posts/'w(&k)*+,nf on -oogle..
/ was at )"a0on for a'ot six and a half 1ears2 and now /3ve 'een at -oogle for that long.
4ne thing that str!k "e i""ediatel1 a'ot the two !o"panies 55 an i"pression that has 'een
reinfor!ed al"ost dail1 55 is that )"a0on does ever1thing wrong2 and -oogle does ever1thing
right. Sre2 it3s a sweeping generali0ation2 't a srprisingl1 a!!rate one. /t3s prett1 !ra01.
6here are pro'a'l1 a hndred or even two hndred different wa1s 1o !an !o"pare the two
!o"panies2 and -oogle is sperior in all 't three of the"2 if / re!all !orre!tl1. / a!tall1 did
a spreadsheet at one point 't +egal woldn3t let "e show it to an1one2 even thogh
&
re!riting loved it. / was slapped in the elevator7
/ "ean2 8st to give 1o a ver1 'rief taste: )"a0on3s re!riting pro!ess is fnda"entall1
flawed '1 having tea"s hire for the"selves2 so their hiring 'ar is in!redi'l1 in!onsistent
a!ross tea"s2 despite varios efforts the13ve "ade to level it ot. )nd their operations are a
"ess9 the1 don3t reall1 have S,*s and the1 "ake engineers prett1 "!h do ever1thing2 whi!h
leaves al"ost no ti"e for !oding 5 thogh again this varies '1 grop2 so it3s l!k of the draw.
6he1 don3t give a single shit a'ot !harit1 or helping the need1 or !o""nit1 !ontri'tions
or an1thing like that. :ever !o"es p there2 ex!ept "a1'e to lagh a'ot it. 6heir fa!ilities
are dirt5s"eared !'e far"s withot a di"e spent on de!or or !o""on "eeting areas. 6heir
pa1 and 'enefits s!k2 althogh "!h less so latel1 de to lo!al !o"petition fro" -oogle and
;a!e'ook. <t the1 don3t have an1 of or perks or extras 55 the1 8st tr1 to "at!h the offer5
letter n"'ers2 and that3s the end of it. 6heir !ode 'ase is a disaster2 with no engineering
standards whatsoever ex!ept what individal tea"s !hoose to pt in pla!e.
6o 'e fair2 the1 do have a ni!e versioned5li'rar1 s1ste" that we reall1 oght to e"late2 and a
ni!e p'lish5s's!ri'e s1ste" that we also have no e=ivalent for. <t for the "ost part the1
8st have a 'n!h of !rapp1 tools that read and write state "a!hine infor"ation into relational
data'ases. We woldn3t take "ost of it even if it were free.
/ think the p's' s1ste" and their li'rar15shelf s1ste" were two ot of the grand total of
three things )"a0on does 'etter than -oogle.
/ gess 1o !old "ake an arg"ent that their 'ias for lan!hing earl1 and iterating like "ad
is also so"ething the1 do well2 't 1o !an arge it either wa1. 6he1 prioriti0e lan!hing
earl1 over ever1thing else2 in!lding retention and engineering dis!ipline and a 'n!h of
other stff that trns ot to "atter in the long rn. So even thogh it3s given the" so"e
!o"petitive advantages in the "arketpla!e2 it3s !reated enogh other pro'le"s to "ake it
so"ething less than a sla"5dnk.
<t there3s one thing the1 do reall1 reall1 well that prett1 "!h "akes p for )++ of their
politi!al2 philosophi!al and te!hni!al s!rew5ps.
(eff <e0os is an infa"os "i!ro5"anager. >e "i!ro5"anages ever1 single pixel of )"a0on3s
retail site. >e hired +arr1 6esler2 )pple3s ?hief S!ientist and pro'a'l1 the ver1 "ost fa"os
and respe!ted h"an5!o"pter intera!tion expert in the entire world2 and then ignored ever1
godda"n thing +arr1 said for three 1ears ntil +arr1 finall1 55 wisel1 55 left the !o"pan1.
+arr1 wold do these 'ig sa'ilit1 stdies and de"onstrate 'e1ond an1 shred of do't that
no'od1 !an nderstand that frigging we'site2 't <e0os 8st !oldn3t let go of those pixels2 all
those "illions of se"anti!s5pa!ked pixels on the landing page. 6he1 were like "illions of his
own pre!ios !hildren. So the13re all still there2 and +arr1 is not.
@i!ro5"anaging isn3t that third thing that )"a0on does 'etter than s2 '1 the wa1. / "ean2
1eah2 the1 "i!ro5"anage reall1 well2 't / woldn3t list it as a strength or an1thing. /3" 8st
tr1ing to set the !ontext here2 to help 1o nderstand what happened. We3re talking a'ot a
g1 who in all seriosness has said on "an1 p'li! o!!asions that people shold 'e pa1ing
hi" to work at )"a0on. >e hands ot little 1ellow sti!kies with his na"e on the"2 re"inding
people Awho rns the !o"pan1A when the1 disagree with hi". 6he g1 is a reglar... well2
Steve (o's2 / gess. *x!ept withot the fashion or design sense. <e0os is sper s"art9 don3t
get "e wrong. >e 8st "akes ordinar1 !ontrol freaks look like stoned hippies.
%
So one da1 (eff <e0os issed a "andate. >e3s doing that all the ti"e2 of !orse2 and people
s!ra"'le like ants 'eing ponded with a r''er "allet whenever it happens. <t on one
o!!asion 55 'a!k arond 2##2 / think2 pls or "ins a 1ear 55 he issed a "andate that was so
ot there2 so hge and e1e5'lgingl1 ponderos2 that it "ade all of his other "andates look
like nsoli!ited peer 'onses.
>is <ig @andate went so"ething along these lines:
1B )ll tea"s will hen!eforth expose their data and fn!tionalit1 throgh servi!e
interfa!es.
2B 6ea"s "st !o""ni!ate with ea!h other throgh these interfa!es.
3B 6here will 'e no other for" of interpro!ess !o""ni!ation allowed: no dire!t
linking2 no dire!t reads of another tea"3s data store2 no shared5"e"or1 "odel2
no 'a!k5doors whatsoever. 6he onl1 !o""ni!ation allowed is via servi!e
interfa!e !alls over the network.
4B /t doesn3t "atter what te!hnolog1 the1 se. >66C2 ?or'a2 C's'2 !sto"
proto!ols 55 doesn3t "atter. <e0os doesn3t !are.
5B )ll servi!e interfa!es2 withot ex!eption2 "st 'e designed fro" the grond
p to 'e externali0a'le. 6hat is to sa12 the tea" "st plan and design to 'e
a'le to expose the interfa!e to developers in the otside world. :o ex!eptions.
6B )n1one who doesn3t do this will 'e fired.
&B 6hank 1o9 have a ni!e da17
>a2 ha7 Yo 15#5odd ex5)"a0on folks here will of !orse reali0e i""ediatel1 that D& was a
little 8oke / threw in2 'e!ase <e0os "ost definitel1 does not give a shit a'ot 1or da1.
D62 however2 was =ite real2 so people went to work. <e0os assigned a !ople of ?hief
<lldogs to oversee the effort and ensre forward progress2 headed p '1 E'er5?hief <ear
<lldog ,i!k Fal0ell. ,i!k is an ex5)r"g1 ,anger2 West Coint )!ade"1 gradate2 ex5'oxer2
ex5?hief 6ortrer slash ?/4 at WalG@art2 and is a 'ig genial s!ar1 "an who sed the word
Ahardened interfa!eA a lot. ,i!k was a walking2 talking hardened interfa!e hi"self2 so
needless to sa12 ever1one "ade +46S of forward progress and "ade sre ,i!k knew a'ot it.
4ver the next !ople of 1ears2 )"a0on transfor"ed internall1 into a servi!e5oriented
ar!hite!tre. 6he1 learned a tre"endos a"ont while effe!ting this transfor"ation. 6here
was lots of existing do!"entation and lore a'ot S4)s2 't at )"a0on3s vast s!ale it was
a'ot as sefl as telling /ndiana (ones to look 'oth wa1s 'efore !rossing the street.
)"a0on3s dev staff "ade a lot of dis!overies along the wa1. ) teen1 tin1 sa"pling of these
dis!overies in!lded:
5 pager es!alation gets wa1 harder2 'e!ase a ti!ket "ight 'on!e throgh 2#
servi!e !alls 'efore the real owner is identified. /f ea!h 'on!e goes throgh a tea"
with a 155"inte response ti"e2 it !an 'e hors 'efore the right tea" finall1 finds ot2
$
nless 1o 'ild a lot of s!affolding and "etri!s and reporting.
5 ever1 single one of 1or peer tea"s sddenl1 'e!o"es a potential F4S
atta!ker. :o'od1 !an "ake an1 real forward progress ntil ver1 serios =otas and
throttling are pt in pla!e in ever1 single servi!e.
5 "onitoring and H) are the sa"e thing. Yo3d never think so ntil 1o tr1
doing a 'ig S4). <t when 1or servi!e sa1s Aoh 1es2 /3" fineA2 it "a1 well 'e the
!ase that the onl1 thing still fn!tioning in the server is the little !o"ponent that
knows how to sa1 A/3" fine2 roger roger2 over and otA in a !heer1 droid voi!e. /n
order to tell whether the servi!e is a!tall1 responding2 1o have to "ake individal
!alls. 6he pro'le" !ontines re!rsivel1 ntil 1or "onitoring is doing
!o"prehensive se"anti!s !he!king of 1or entire range of servi!es and data2 at whi!h
point it3s indistingisha'le fro" ato"ated H). So the13re a !ontin".
5 if 1o have hndreds of servi!es2 and 1or !ode @ES6 !o""ni!ate with
other grops3 !ode via these servi!es2 then 1o won3t 'e a'le to find an1 of the"
withot a servi!e5dis!over1 "e!hanis". )nd 1o !an3t have that withot a servi!e
registration "e!hanis"2 whi!h itself is another servi!e. So )"a0on has a niversal
servi!e registr1 where 1o !an find ot refle!tivel1 Iprogra""ati!all1B a'ot ever1
servi!e2 what its )C/s are2 and also whether it is !rrentl1 p2 and where.
5 de'gging pro'le"s with so"eone else3s !ode gets a +46 harder2 and is
'asi!all1 i"possi'le nless there is a niversal standard wa1 to rn ever1 servi!e in a
de'gga'le sand'ox.
6hat3s 8st a ver1 s"all sa"ple. 6here are do0ens2 "a1'e hndreds of individal learnings
like these that )"a0on had to dis!over organi!all1. 6here were a lot of wa!k1 ones arond
externali0ing servi!es2 't not as "an1 as 1o "ight think. 4rgani0ing into servi!es taght
tea"s not to trst ea!h other in "ost of the sa"e wa1s the13re not spposed to trst external
developers.
6his effort was still nderwa1 when / left to 8oin -oogle in "id52##52 't it was prett1 far
advan!ed. ;ro" the ti"e <e0os issed his edi!t throgh the ti"e / left2 )"a0on had
transfor"ed !ltrall1 into a !o"pan1 that thinks a'ot ever1thing in a servi!es5first fashion.
/t is now fnda"ental to how the1 approa!h all designs2 in!lding internal designs for stff
that "ight never see the light of da1 externall1.
)t this point the1 don3t even do it ot of fear of 'eing fired. / "ean2 the13re still afraid of that9
it3s prett1 "!h part of dail1 life there2 working for the Fread Cirate <e0os and all. <t the1
do servi!es 'e!ase the13ve !o"e to nderstand that it3s the ,ight 6hing. 6here are withot
=estion pros and !ons to the S4) approa!h2 and so"e of the !ons are prett1 long. <t
overall it3s the right thing 'e!ase S4)5driven design ena'les Clatfor"s.
6hat3s what <e0os was p to with his edi!t2 of !orse. >e didn3t Iand doesn3tB !are even a tin1
'it a'ot the well5'eing of the tea"s2 nor a'ot what te!hnologies the1 se2 nor in fa!t an1
detail whatsoever a'ot how the1 go a'ot their 'siness nless the1 happen to 'e s!rewing
p. <t <e0os reali0ed long 'efore the vast "a8orit1 of )"a0onians that )"a0on needs to 'e
a platfor".
1#
Yo woldn3t reall1 think that an online 'ookstore needs to 'e an extensi'le2 progra""a'le
platfor". Wold 1oJ
Well2 the first 'ig thing <e0os reali0ed is that the infrastr!tre the13d 'ilt for selling and
shipping 'ooks and sndr1 !old 'e transfor"ed an ex!ellent reprposa'le !o"pting
platfor". So now the1 have the )"a0on *lasti! ?o"pte ?lod2 and the )"a0on *lasti!
@ap,ed!e2 and the )"a0on ,elational Fata'ase Servi!e2 and a whole passel3 o3 other
servi!es 'rowsa'le at aws.a"a0on.!o". 6hese servi!es host the 'a!kends for so"e prett1
s!!essfl !o"panies2 reddit 'eing "1 personal favorite of the 'n!h.
6he other 'ig reali0ation he had was that he !an3t alwa1s 'ild the right thing. / think +arr1
6esler "ight have str!k so"e kind of !hord in <e0os when he said his "o" !oldn3t se the
godda"n we'site. /t3s not even sper !lear whose "o" he was talking a'ot2 and doesn3t
reall1 "atter2 'e!ase no'od13s "o" !an se the godda"n we'site. /n fa!t / "1self find the
we'site distr'ingl1 danting2 and / worked there for over half a de!ade. /3ve 8st learned to
kinda defo!s "1 e1es and !on!entrate on the "illion or so pixels near the !enter of the page
a'ove the fold.
/3" not reall1 sre how <e0os !a"e to this reali0ation 55 the insight that he !an3t 'ild one
prod!t and have it 'e right for ever1one. <t it doesn3t "atter2 'e!ase he gets it. 6here3s
a!tall1 a for"al na"e for this pheno"enon. /t3s !alled )!!essi'ilit12 and it3s the "ost
i"portant thing in the !o"pting world.
The. Most. Important. Thing.
/f 1o3re sorta thinking2 AhhJ Yo "ean like2 'lind and deaf people )!!essi'ilit1JA then
1o3re not alone2 'e!ase /3ve !o"e to nderstand that there are lots and +46S of people 8st
like 1o: people for who" this idea does not have the right )!!essi'ilit12 so it hasn3t 'een
a'le to get throgh to 1o 1et. /t3s not 1or falt for not nderstanding2 an1 "ore than it
wold 'e 1or falt for 'eing 'lind or deaf or "otion5restri!ted or living with an1 other
disa'ilit1. When software 55 or idea5ware for that "atter 55 fails to 'e a!!essi'le to an1onefor
an1 reason2 it is the falt of the software or of the "essaging of the idea. /t is an )!!essi'ilit1
failre.
+ike an1thing else 'ig and i"portant in life2 )!!essi'ilit1 has an evil twin who2 8ilted '1 the
n'alan!ed affe!tion displa1ed '1 their parents in their 1oth2 has grown into an e=all1
powerfl )r!h5:e"esis I1es2 there3s "ore than one ne"esis to a!!essi'ilit1B na"ed Se!rit1.
)nd 'o1 howd1 are the two ever at odds.
<t /3ll arge that )!!essi'ilit1 is a!tall1 "ore i"portant than Se!rit1 'e!ase dialing
)!!essi'ilit1 to 0ero "eans 1o have no prod!t at all2 whereas dialing Se!rit1 to 0ero !an
still get 1o a reasona'l1 s!!essfl prod!t s!h as the Cla1station :etwork.
So 1eah. /n !ase 1o hadn3t noti!ed2 / !old a!tall1 write a 'ook on this topi!. ) fat one2
filled with a"sing ane!dotes a'ot ants and r''er "allets at !o"panies /3ve worked at. <t
/ will never get this little rant p'lished2 and 1o3ll never get it read2 nless / start to wrap p.
6hat one last thing that -oogle doesn3t do well is Clatfor"s. We don3t nderstand platfor"s.
We don3t AgetA platfor"s. So"e of 1o do2 't 1o are the "inorit1. 6his has 'e!o"e
painfll1 !lear to "e over the past six 1ears. / was kind of hoping that !o"petitive pressre
11
fro" @i!rosoft and )"a0on and "ore re!entl1 ;a!e'ook wold "ake s wake p
!olle!tivel1 and start doing niversal servi!es. :ot in so"e sort of ad5ho!2 half5assed wa12
't in "ore or less the sa"e wa1 )"a0on did it: all at on!e2 for real2 no !heating2 and treating
it as or top priorit1 fro" now on.
<t no. :o2 it3s like or tenth or eleventh priorit1. 4r fifteenth2 / don3t know. /t3s prett1 low.
6here are a few tea"s who treat the idea ver1 seriosl12 't "ost tea"s either don3t think
a'ot it all2 ever2 or onl1 a s"all per!entage of the" think a'ot it in a ver1 s"all wa1.
/t3s a 'ig stret!h even to get "ost tea"s to offer a st''1 servi!e to get progra""ati! a!!ess
to their data and !o"ptations. @ost of the" think the13re 'ilding prod!ts. )nd a st''1
servi!e is a prett1 patheti! servi!e. -o 'a!k and look at that partial list of learnings fro"
)"a0on2 and tell "e whi!h ones St''1 gives 1o ot of the 'ox. )s far as /3" !on!erned2
it3s none of the". St''13s great2 't it3s like parts when 1o need a !ar.
) prod!t is seless withot a platfor"2 or "ore pre!isel1 and a!!ratel12 a platfor"5less
prod!t will alwa1s 'e repla!ed '1 an e=ivalent platfor"5i0ed prod!t.
-oogle. is a pri"e exa"ple of or !o"plete failre to nderstand platfor"s fro" the ver1
highest levels of exe!tive leadership Ihi +arr12 Serge12 *ri!2 Ki!2 howd1 howd1B down to the
ver1 lowest leaf workers Ihe1 1oB. We all don3t get it. 6he -olden ,le of platfor"s is that
1o *at Yor 4wn Fog food. 6he -oogle. platfor" is a patheti! afterthoght. We had no
)C/ at all at lan!h2 and last / !he!ked2 we had one "easl1 )C/ !all. 4ne of the tea"
"e"'ers "ar!hed in and told "e a'ot it when the1 lan!hed2 and / asked: ASo is it the
Stalker )C/JA She got all gl" and said AYeah.A / "ean2 / was 8oking2 't no... the onl1 )C/
!all we offer is to get so"eone3s strea". So / gess the 8oke was on "e.
@i!rosoft has known a'ot the Fog ;ood rle for at least twent1 1ears. /t3s 'een part of their
!ltre for a whole generation now. Yo don3t eat Ceople ;ood and give 1or developers Fog
;ood. Foing that is si"pl1 ro''ing 1or long5ter" platfor" vale for short5ter" s!!esses.
Clatfor"s are all a'ot long5ter" thinking.
-oogle. is a knee58erk rea!tion2 a std1 in short5ter" thinking2 predi!ated on the in!orre!t
notion that ;a!e'ook is s!!essfl 'e!ase the1 'ilt a great prod!t. <t that3s not wh1 the1
are s!!essfl. ;a!e'ook is s!!essfl 'e!ase the1 'ilt an entire !onstellation of prod!ts
'1 allowing other people to do the work. So ;a!e'ook is different for ever1one. So"e people
spend all their ti"e on @afia Wars. So"e spend all their ti"e on ;ar"ville. 6here are
hndreds or "a1'e thosands of different high5=alit1 ti"e sinks availa'le2 so there3s
so"ething there for ever1one.
4r -oogle. tea" took a look at the after"arket and said: A-osh2 it looks like we need so"e
ga"es. +et3s go !ontra!t so"eone to2 "2 write so"e ga"es for s.A Fo 1o 'egin to see how
in!redi'l1 wrong that thinking is nowJ 6he pro'le" is that we are tr1ing to predi!t what
people want and deliver it for the".
Yo !an3t do that. :ot reall1. :ot relia'l1. 6here have 'een pre!ios few people in the world2
over the entire histor1 of !o"pting2 who have 'een a'le to do it relia'l1. Steve (o's was one
of the". We don3t have a Steve (o's here. /3" sorr12 't we don3t.
+arr1 6esler "a1 have !onvin!ed <e0os that he was no Steve (o's2 't <e0os reali0ed that he
12
didn3t need to 'e a Steve (o's in order to provide ever1one with the right prod!ts: interfa!es
and workflows that the1 liked and felt at ease with. >e 8st needed to ena'le third5part1
developers to do it2 and it wold happen ato"ati!all1.
/ apologi0e to those I"an1B of 1o for who" all this stff /3" sa1ing is in!redi'l1 o'vios2
'e!ase 1eah. /t3s in!redi'l1 frigging o'vios. *x!ept we3re not doing it. We don3t get
Clatfor"s2 and we don3t get )!!essi'ilit1. 6he two are 'asi!all1 the sa"e thing2 'e!ase
platfor"s solve a!!essi'ilit1. ) platfor" is a!!essi'ilit1.
So 1eah2 @i!rosoft gets it. )nd 1o know as well as / do how srprising that is2 'e!ase the1
don3t AgetA "!h of an1thing2 reall1. <t the1 nderstand platfor"s as a prel1 a!!idental
otgrowth of having started life in the 'siness of providing platfor"s. So the1 have thirt15
pls 1ears of learning in this spa!e. )nd if 1o go to "sdn.!o"2 and spend so"e ti"e
'rowsing2 and 1o3ve never seen it 'efore2 prepare to 'e a"a0ed. <e!ase it3s staggeringl1
hge. 6he1 have thosands2 and thosands2 and 6>4ES):FS of )C/ !alls. 6he1 have a
>E-* platfor". 6oo 'ig in fa!t2 'e!ase the1 !an3t design for s=at2 't at least the13re doing
it.
)"a0on gets it. )"a0on3s )WS Iaws.a"a0on.!o"B is in!redi'le. (st go look at it. ?li!k
arond. /t3s e"'arrassing. We don3t have an1 of that stff.
)pple gets it2 o'viosl1. 6he13ve "ade so"e fnda"entall1 non5open !hoi!es2 parti!larl1
arond their "o'ile platfor". <t the1 nderstand a!!essi'ilit1 and the1 nderstand the
power of third5part1 develop"ent and the1 eat their dogfood. )nd 1o know whatJ 6he1
"ake prett1 good !at food. 6heir )C/s are a hell of a lot !leaner than @i!rosoft3s2 and have
'een sin!e ti"e i""e"orial.
;a!e'ook gets it. 6hat3s what reall1 worries "e. 6hat3s what got "e off "1 la01 'tt to write
this thing. / hate 'logging. / hate... plssing2 or whatever it3s !alled when 1o do a "assive
rant in -oogle. even thogh it3s a terri'le vene for it 't 1o do it an1wa1 'e!ase in the
end 1o reall1 do want -oogle to 'e s!!essfl. )nd / do7 / "ean2 ;a!e'ook wants "e there2
and it3d 'e prett1 eas1 to 8st go. <t -oogle is ho"e2 so /3" insisting that we have this little
fa"il1 intervention2 n!o"forta'le as it "ight 'e.
)fter 1o3ve "arveled at the platfor" offerings of @i!rosoft and )"a0on2 and ;a!e'ook /
gess I/ didn3t look 'e!ase / didn3t want to get too depressedB2 head over to
developers.google.!o" and 'rowse a little. Crett1 'ig differen!e2 ehJ /t3s like what 1or fifth5
grade nephew "ight "o!k p if he were doing an assign"ent to de"onstrate what a 'ig
powerfl platfor" !o"pan1 "ight 'e 'ilding if all the1 had2 resor!e5wise2 was one fifth
grader.
Clease don3t get "e wrong here 55 / know for a fa!t that the dev5rel tea" has had to ;/->6 to
get even this "!h availa'le externall1. 6he13re ki!king ass as far as /3" !on!erned2 'e!ase
the1 F4 get platfor"s2 and the1 are strggling heroi!all1 to tr1 to !reate one in an
environ"ent that is at 'est platfor"5apatheti!2 and at worst often openl1 hostile to the idea.
/3" 8st frankl1 des!ri'ing what developers.google.!o" looks like to an otsider. /t looks
!hildish. Where3s the @aps )C/s in there for ?hrist3s sakeJ So"e of the things in there are
la's pro8e!ts. )nd the )C/s for ever1thing / !li!ked were... the1 were paltr1. 6he1 were
o'viosl1 Fog ;ood. :ot even good organi! stff. ?o"pared to or internal )C/s it3s all
13
snots and horse hooves.
)nd also don3t get "e wrong a'ot -oogle.. 6he13re far fro" the onl1 offenders. 6his is a
!ltral thing. What we have going on internall1 is 'asi!all1 a war2 with the nderdog
"inorit1 Clatfor"ers fighting a "ore or less losing 'attle against the @ight1 ;nded
?onfident Crod!ters.
)n1 tea"s that have s!!essfll1 internali0ed the notion that the1 shold 'e externall1
progra""a'le platfor"s fro" the grond p are nderdogs 55 @aps and Fo!s !o"e to "ind2
and / know -@ail is "aking overtres in that dire!tion. <t it3s hard for the" to get fnding
for it 'e!ase it3s not part of or !ltre. @aestro3s fnding is a fee'le thing !o"pared to the
gargantan @i!rosoft 4ffi!e progra""ing platfor": it3s a flff1 ra''it verss a 65,ex. 6he
Fo!s tea" knows the13ll never 'e !o"petitive with 4ffi!e ntil the1 !an "at!h its s!ripting
fa!ilities2 't the13re not getting an1 resor!e love. / "ean2 / ass"e the13re not2 given that
)pps S!ript onl1 works in Spreadsheet right now2 and it doesn3t even have ke1'oard short!ts
as part of its )C/. 6hat tea" looks prett1 nloved to "e.
/roni!all1 enogh2 Wave was a great platfor"2 "a1 the1 rest in pea!e. <t "aking so"ething
a platfor" is not going to "ake 1o an instant s!!ess. ) platfor" needs a killer app.
;a!e'ook 55 that is2 the sto!k servi!e the1 offer with walls and friends and s!h 55 is the killer
app for the ;a!e'ook Clatfor". )nd it is a ver1 serios "istake to !on!lde that the ;a!e'ook
)pp !old have 'een an1where near as s!!essfl withot the ;a!e'ook Clatfor".
Yo know how people are alwa1s sa1ing -oogle is arrogantJ /3" a -oogler2 so / get as
irritated as 1o do when people sa1 that. We3re not arrogant2 '1 and large. We3re2 like2 $$L
)rrogan!e5;ree. / did start this post 55 if 1o3ll rea!h 'a!k into distant "e"or1 55 '1
des!ri'ing -oogle as Adoing ever1thing rightA. We do "ean well2 and for the "ost part when
people sa1 we3re arrogant it3s 'e!ase we didn3t hire the"2 or the13re nhapp1 with or
poli!ies2 or so"ething along those lines. 6he13re inferring arrogan!e 'e!ase it "akes the"
feel 'etter.
<t when we take the stan!e that we know how to design the perfe!t prod!t for ever1one2
and 'elieve 1o "e2 / hear that a lot2 then we3re 'eing fools. Yo !an attri'te it to arrogan!e2
or naivetM2 or whatever 55 it doesn3t "atter in the end2 'e!ase it3s foolishness. 6here /S no
perfe!t prod!t for ever1one.
)nd so we wind p with a 'rowser that doesn3t let 1o set the defalt font si0e. 6alk a'ot an
affront to )!!essi'ilit1. / "ean2 as / get older /3" a!tall1 going 'lind. ;or real. /3ve 'een
nearsighted all "1 life2 and on!e 1o hit 4# 1ears old 1o stop 'eing a'le to see things p
!lose. So font sele!tion 'e!o"es this life5or5death thing: it !an lo!k 1o ot of the prod!t
!o"pletel1. <t the ?hro"e tea" is flat5ot arrogant here: the1 want to 'ild a 0ero5
!onfigration prod!t2 and the13re =ite 'ra0en a'ot it2 and ;!k Yo if 1o3re 'lind or deaf
or whatever. >it ?trl5. on ever1 single page visit for the rest of 1or life.
/t3s not 8st the". /t3s ever1one. 6he pro'le" is that we3re a Crod!t ?o"pan1 throgh and
throgh. We 'ilt a s!!essfl prod!t with 'road appeal 55 or sear!h2 that is 55 and that wild
s!!ess has 'iased s.
)"a0on was a prod!t !o"pan1 too2 so it took an ot5of5'and for!e to "ake <e0os
nderstand the need for a platfor". 6hat for!e was their evaporating "argins9 he was
14
!ornered and had to think of a wa1 ot. <t all he had was a 'n!h of engineers and all these
!o"pters... if onl1 the1 !old 'e "oneti0ed so"ehow... 1o !an see how he arrived at )WS2
in hindsight.
@i!rosoft started ot as a platfor"2 so the13ve 8st had lots of pra!ti!e at it.
;a!e'ook2 thogh: the1 worr1 "e. /3" no expert2 't /3" prett1 sre the1 started off as a
Crod!t and the1 rode that s!!ess prett1 far. So /3" not sre exa!tl1 how the1 "ade the
transition to a platfor". /t was a relativel1 long ti"e ago2 sin!e the1 had to 'e a platfor"
'efore Inow ver1 oldB things like @afia Wars !old !o"e along.
@a1'e the1 8st looked at s and asked: A>ow !an we 'eat -oogleJ What are the1 "issingJA
6he pro'le" we fa!e is prett1 hge2 'e!ase it will take a dra"ati! !ltral !hange in order
for s to start !at!hing p. We don3t do internal servi!e5oriented platfor"s2 and we 8st as
e=all1 don3t do external ones. 6his "eans that the Anot getting itA is ende"i! a!ross the
!o"pan1: the C@s don3t get it2 the engineers don3t get it2 the prod!t tea"s don3t get it2
no'od1 gets it. *ven if individals do2 even if Y4E do2 it doesn3t "atter one 'it nless we3re
treating it as an all5hands5on5de!k e"ergen!1. We !an3t keep lan!hing prod!ts and
pretending we3ll trn the" into "agi!al 'eatifl extensi'le platfor"s later. We3ve tried that
and it3s not working.
6he -olden ,le of Clatfor"s2 A*at Yor 4wn FogfoodA2 !an 'e rephrased as AStart with a
Clatfor"2 and 6hen Ese it for *ver1thing.A Yo !an3t 8st 'olt it on later. ?ertainl1 not easil1
at an1 rate 55 ask an1one who worked on platfor"i0ing @S 4ffi!e. 4r an1one who worked
on platfor"i0ing )"a0on. /f 1o dela1 it2 it3ll 'e ten ti"es as "!h work as 8st doing it
!orre!tl1 p front. Yo !an3t !heat. Yo !an3t have se!ret 'a!k doors for internal apps to get
spe!ial priorit1 a!!ess2 not for ):Y reason. Yo need to solve the hard pro'le"s p front.
/3" not sa1ing it3s too late for s2 't the longer we wait2 the !loser we get to 'eing 6oo +ate.
/ honestl1 don3t know how to wrap this p. /3ve said prett1 "!h ever1thing / !a"e here to
sa1 toda1. 6his post has 'een six 1ears in the "aking. /3" sorr1 if / wasn3t gentle enogh2 or if
/ "isrepresented so"e prod!t or tea" or person2 or if we3re a!tall1 doing +46S of
platfor" stff and it 8st so happens that / and ever1one / ever talk to has 8st never heard
a'ot it. /3" sorr1.
<t we3ve gotta start doing this right.
2. James Whittaker: Why I left Google
13 @ar 2#12
4k2 / relent. *ver1one wants to know wh1 / left and answering individall1 isnNt s!aling so
here it is2 laid ot in its long for". ,ead a little I/ get to the pn!h line in the 3
rd
paragraphB or
read it all. <t a warning in advan!e: there is no dra"a here2 no tell5all2 no for"er !olleages
'ashed and nothing "ore than 1o !oldnNt alread1 sr"ise fro" whatNs happening in the
press these da1s srronding -oogle and its attitdes toward ser priva!1 and software
developers. 6his is si"pl1 a "ore personal telling.
15
/t wasnNt an eas1 de!ision to leave -oogle. Fring "1 ti"e there / 'e!a"e fairl1 passionate
a'ot the !o"pan1. / ke1noted for -oogle Feveloper Fa1 events2 two -oogle 6est
)to"ation ?onferen!es and was a prolifi! !ontri'tor to the -oogle testing 'log. ,e!riters
often asked "e to help sell high priorit1 !andidates on the !o"pan1. :o one had to ask "e
twi!e to pro"ote -oogle and no one was "ore srprised than "e when / !old no longer do
so. /n fa!t2 "1 last three "onths working for -oogle was a whirlwind of desperation2 tr1ing
in vain to get "1 passion 'a!k.
6he -oogle / was passionate a'ot was a te!hnolog1 !o"pan1 that e"powered its e"plo1ees
to innovate. 6he -oogle / left was an advertising !o"pan1 with a single !orporate5"andated
fo!s.
6e!hni!all1 / sppose -oogle has alwa1s 'een an advertising !o"pan12 't for the 'etter part
of the last three 1ears2 it didnNt feel like one. -oogle was an ad !o"pan1 onl1 in the sense
that a good 6K show is an ad !o"pan1: having great !ontent attra!ts advertisers.
Ender *ri! S!h"idt ads were alwa1s in the 'a!kgrond. -oogle was rn like an innovation
fa!tor12 e"powering e"plo1ees to 'e entreprenerial throgh fonderNs awards2 peer 'onses
and 2#L ti"e. 4r advertising revene gave s the headroo" to think2 innovate and !reate.
;or"s like )pp *ngine2 -oogle +a's and open sor!e served as staging gronds for or
inventions. 6he fa!t that all this was paid for '1 a !ash "a!hine stffed fll of advertising
loot was lost on "ost of s. @a1'e the engineers who a!tall1 worked on ads felt it2 't the
rest of s were !onvin!ed that -oogle was a te!hnolog1 !o"pan1 first and fore"ost9 a
!o"pan1 that hired s"art people and pla!ed a 'ig 'et on their a'ilit1 to innovate.
;ro" this innovation "a!hine !a"e strategi!all1 i"portant prod!ts like -"ail and ?hro"e2
prod!ts that were the reslt of entreprenership at the lowest levels of the !o"pan1. 4f
!orse2 s!h rnawa1 innovative spirit !reates so"e dds2 and -oogle has had their share of
those2 't -oogle has alwa1s known how to fail fast and learn fro" it.
/n s!h an environ"ent 1o donNt have to 'e part of so"e exe!tiveNs inner !ir!le to s!!eed.
Yo donNt have to get l!k1 and land on a sex1 pro8e!t to have a great !areer. )n1one with
ideas or the skills to !ontri'te !old get involved. / had an1 n"'er of opportnities to leave
-oogle dring this period2 't it was hard to i"agine a 'etter pla!e to work.
<t that was then2 as the sa1ing goes2 and this is now.
/t trns ot that there was one pla!e where the -oogle innovation "a!hine faltered and that
one pla!e "attered a lot: !o"peting with ;a!e'ook. /nfor"al efforts prod!ed a !ople of
antiso!ial dogs in Wave and <00. 4rkt never !aght on otside <ra0il. +ike the prover'ial
hare !onfident enogh in its lead to risk a 'rief nap2 -oogle awoke fro" its so!ial drea"ing
to find its front rnner stats in ads threatened.
-oogle !old still pt ads in front of "ore people than ;a!e'ook2 't ;a!e'ook knows so
"!h "ore a'ot those people. )dvertisers and p'lishers !herish this kind of personal
infor"ation2 so "!h so that the1 are willing to pt the ;a!e'ook 'rand 'efore their own.
*xhi'it ): www.fa!e'ook.!o"/nike2 a !o"pan1 with the power and !lot of :ike ptting
their own 'rand after ;a!e'ookNsJ :o !o"pan1 has ever done that for -oogle and -oogle
took it personall1.
16
+arr1 Cage hi"self ass"ed !o""and to right this wrong. So!ial 'e!a"e state5owned2 a
!orporate "andate !alled -oogle.. /t was an o"inos na"e invoking the feeling that -oogle
alone wasnNt enogh. Sear!h had to 'e so!ial. )ndroid had to 'e so!ial. Yo 6'e2 on!e
8o1os in their independen!e2 had to 'e O well2 1o get the point. *ven worse was that
innovation had to 'e so!ial. /deas that failed to pt -oogle. at the !enter of the niverse were
a distra!tion.
Sddenl12 2#L "eant half5assed. -oogle +a's was sht down. )pp *ngine fees were raised.
)C/s that had 'een free for 1ears were depre!ated or provided for a fee. )s the trappings of
entreprenership were dis"antled2 derisive talk of the Pold -oogleQ and its fee'le atte"pts at
!o"peting with ;a!e'ook srfa!ed to 8stif1 a Pnew -oogleQ that pro"ised P"ore wood
'ehind fewer arrows.Q
6he da1s of old -oogle hiring s"art people and e"powering the" to invent the ftre was
gone. 6he new -oogle knew 'e1ond do't what the ftre shold look like. *"plo1ees had
gotten it wrong and !orporate intervention wold set it right again.
4ffi!iall12 -oogle de!lared that Psharing is 'roken on the we'Q and nothing 't the fll for!e
of or !olle!tive "inds arond -oogle. !old fix it. Yo have to ad"ire a !o"pan1 willing
to sa!rifi!e sa!red !ows and rall1 its talent 'ehind a threat to its 'siness. >ad -oogle 'een
right2 the effort wold have 'een heroi! and !learl1 "an1 of s wanted to 'e part of that
ot!o"e. / 'oght into it. / worked on -oogle. as a develop"ent dire!tor and shipped a
'n!h of !ode. <t the world never !hanged9 sharing never !hanged. /tNs arga'le that we
"ade ;a!e'ook 'etter2 't all / had to show for it was higher review s!ores.
)s it trned ot2 sharing was not 'roken. Sharing was working fine and dand12 -oogle 8st
wasnNt part of it. Ceople were sharing all arond s and see"ed =ite happ1. ) ser exods
fro" ;a!e'ook never "ateriali0ed. / !oldnNt even get "1 own teenage daghter to look at
-oogle. twi!e2 Pso!ial isnNt a prod!t2Q she told "e after / gave her a de"o2 Pso!ial is people
and the people are on ;a!e'ook.Q -oogle was the ri!h kid who2 after having dis!overed he
wasnNt invited to the part12 'ilt his own part1 in retaliation. 6he fa!t that no one !a"e to
-oogleNs part1 'e!a"e the elephant in the roo".
-oogle. and "e2 we were si"pl1 never "eant to 'e. 6rth is /Nve never 'een "!h on
advertising. / donNt !li!k on ads. When -"ail displa1s ads 'ased on things / t1pe into "1
e"ail "essage it !reeps "e ot. / donNt want "1 sear!h reslts to !ontain the rants of
-oogle. posters Ior ;a!e'ookNs or 6witterNs for that "atterB. When / sear!h for P+ondon p'
walksQ / want 'etter than the sponsored sggestion to P<1 a +ondon p' walk at Wal5@art.Q

6he old -oogle "ade a fortne on ads 'e!ase the1 had good !ontent. /t was like 6K sed to
'e: "ake the 'est show and 1o get the "ost ad revene fro" !o""er!ials. 6he new -oogle
see"s "ore fo!sed on the !o""er!ials the"selves.
Cerhaps -oogle is right. Cerhaps the ftre lies in learning as "!h a'ot peopleNs personal
lives as possi'le. Cerhaps -oogle is a 'etter 8dge of when / shold !all "1 "o" and that "1
life wold 'e 'etter if / shopped that :ordstro" sale. Cerhaps if the1 nag "e enogh a'ot all
that open ti"e on "1 !alendar /Nll work ot "ore often. Cerhaps if the1 offer an ad for a
divor!e law1er 'e!ase / a" writing an e"ail a'ot "1 14 1ear old son 'reaking p with his
1&
girlfriend /Nll appre!iate that ad enogh to end "1 own "arriage. 4r perhaps /Nll figre all
this stff ot on "1 own.
6he old -oogle was a great pla!e to work. 6he new oneJ
3. Bra !ar"ingho#se: The 'Peanut Butter Manifesto
Wall Street Journal / :ove"'er 1%2 2##6
An internal document by Brad Garlinghouse, a Yahoo senior vice president, says Yahoo is
spreading its resources too thinly, like peanut butter on a slice of bread. ull te!t of the
document is belo".
6hree and half 1ears ago2 / enthsiasti!all1 8oined Yahoo7 6he "agnitde of the opportnit1
was onl1 "at!hed '1 the "agnitde of the assets. )nd an a"a0ing tea" has 'een responsi'le
for re'ilding Yahoo7
/t has 'een a profond experien!e. / a" fortnate to have 'een a part of dra"ati! !hange for
the ?o"pan1. )nd or s!!esses speak for the"selves. @ore sers than ever2 "ore engaging
than ever and "ore profita'le than ever7

/ prodl1 'leed prple and 1ellow ever1da17 )nd like so "an1 people here2 / love this
!o"pan1
<t all is not well. +ast 6hrsda13s :Y 6i"es arti!le was a 'lessing in the disgise of a
painfl p'li! flogging. While it la!ked a!!rate details2 its !on!lsions rang tre2 and ths
was a "!h needed wake p !all. <t also a !all to a!tion. ) !lear state"ent with whi!h /2
and far too "an1 Yahoo3s2 agreed. )nd thankfll1 a re"inder. ) re"inder that the "easre of
an1 person is not in how "an1 ti"es he or she falls down 5 't rather the spirit and resolve
sed to get 'a!k p. 6he sa"e is now tre of or ?o"pan1.
/t3s ti"e for s to get 'a!k p.
/ 'elieve we "st e"'ra!e or pro'le"s and !hallenges and that we "st take de!isive
a!tion. We have the opportnit1 5 in fa!t the invitation 5 to send a strong2 !lear and powerfl
"essage to or shareholders and Wall Street2 to or advertisers and or partners2 to or
e"plo1ees I'oth !rrent and ftreB2 and to or sers. 6he1 are all 'egging for a signal that
we re!ogni0e and nderstand or pro'le"s2 and that we are !harting a !orse for fnda"ental
!hange. 4r !rrent !orse and speed si"pl1 will not get s there. Short5ter" 'and5aids will
not get s there.
/t3s ti"e for s to get 'a!k p and sei0e this invitation.
/ i"agine there3s "!h dis!ssion a"ongst the ?o"pan13s senior "ost leadership arond the
!hallenges we fa!e. )t the risk of 'eing redndant2 / wanted to share "1 take on or !rrent
sitation and offer a re!o""ended path forward2 an atte"pt to 'e part of the soltion rather
than part of the pro'le".
$e%ogni&ing '#r (ro)"ems
1%
We "a%k a *o%#se+ %ohesive vision *or o#r %ompany. We want to do ever1thing and 'e
ever1thing 55 to ever1one. We3ve known this for 1ears2 talk a'ot it in!essantl12 't do
nothing to fnda"entall1 address it. We are s!ared to 'e left ot. We are rea!tive instead of
!harting an nwavering !orse. We are separated into silos that far too fre=entl1 don3t talk to
ea!h other. )nd when we do talk2 it isn3t to !olla'orate on a !learl1 fo!sed strateg12 't
rather to arge and fight a'ot ownership2 strategies and ta!ti!s.
4r in!lination and pro!livit1 to repeatedl1 hire leaders fro" otside the !o"pan1 reslts in
disparate visions of what winning looks like 55 rather than a leadership tea" rall1ing arond a
single !ohesive strateg1.
/3ve heard or strateg1 des!ri'ed as spreading peant 'tter a!ross the "1riad opportnities
that !ontine to evolve in the online world. 6he reslt: a thin la1er of invest"ent spread
a!ross ever1thing we do and ths we fo!s on nothing in parti!lar.
/ hate peant 'tter. We all shold.
We "a%k %"arity o* o,nership an a%%o#nta)i"ity. 6he "ost painfl "anifestation of this is
the "assive redndan!1 that exists throghot the organi0ation. We now operate in an
organi0ational str!tre 55 ad"ittedl1 !reated with the 'est of intentions 55 that has 'e!o"e
overl1 'rea!rati!. ;or far too "an1 e"plo1ees2 there is another person with dra"ati!all1
si"ilar and overlapping responsi'ilities. 6his slows s down and 'rdens the !o"pan1 with
nne!essar1 !osts.
*=all1 pro'le"ati!2 at what point in the organi0ation does so"eone reall1 4W: the s!!ess
of their prod!t or servi!e or featreJ Crod!t2 "arketing2 engineering2 !orporate strateg12
finan!ial operations... there are so "an1 people in !harge Ior 'elieve that the1 are in !hargeB
that it3s not !lear if an1one is in !harge. 6his for!es de!isions to 'e pshed p 5 rather than
down. /t for!es de!isions '1 !o""ittee or !onsenss and dis!orages the innovators fro"
'reaking the "old... thinking otside the 'ox.
6here3s a reason wh1 a !enterfielder and a left fielder have !lear areas of ownership. Crsing
the sa"e 'all repeatedl1 reslts in either !ollisions or dropped 'alls. Rnowing that so"eone
else is prsing the 'all and hoping to avoid that !ollision 5 we have 'e!o"e ti"id in or
prsit. )gain2 the 'all drops.
We "a%k e%isiveness. ?o"'ine a la!k of fo!s with n!lear ownership2 and the reslt is that
de!isions are either not "ade or are "ade when it is alread1 too late. Withot a !lear and
fo!sed vision2 and withot !o"plete !larit1 of ownership2 we la!k a "a!ro perspe!tive to
gide or de!isions and visi'ilit1 into who shold "ake those de!isions.
We are repeatedl1 st1"ied '1 !hallenging and hair1 de!isions. We are held hostage '1 or
anal1sis paral1sis.
We end p with !o"peting Ior redndantB initiatives and s1nergisti! opportnities living in
the different silos of or !o"pan1.
S Y@* vs. @si!"at!h

S ;li!kr vs. Chotos
1$

S Y@- video vs. Sear!h video

S Feli.!io.s vs. "1we'

S @essenger and plg5ins vs. Side'ar and widgets

S So!ial "edia vs. 36# and -rops

S ;ront page vs. Y@-

S -lo'al strateg1 fro" <E3vs. -lo'al strateg1 fro" /nt3l

We have "ost o#r passion to ,in. ;ar too "an1 e"plo1ees are AphoningA it in2 la!king the
passion and !o""it"ent to 'e a part of the soltion. We sit idl1 '1 while 55 at all levels 55
e"plo1ees are ena'led to Ahang arondA. Where is the a!!onta'ilit1J
@oreover2 or !o"pensation s1ste"s don3t align to or overall s!!ess. Weak perfor"ers that
have 'een arond for 1ears are rewarded. )nd "an1 of or top perfor"ers aren3t ade=atel1
re!ogni0ed for their efforts.
)s a reslt2 the e"plo1ees that we reall1 need to sta1 Ileaders2 risk5takers2 innovators2
passionateB 'e!o"e dis!oraged and leave. Enfortnatel1 "an1 who opt to sta1 are not the
ones who will lead s throgh the dra"ati! !hange that is needed.
So"ving o#r (ro)"ems
We have a,esome assets. :earl1 ever1 "edia and !o""ni!ations !o"pan1 is painfll1
8ealos of or position. We have the largest adien!e2 the1 are highl1 engaged and or 'rand
is s1non1"os with the /nternet.
/f we get 'a!k p2 e"'ra!e dra"ati! !hange2 we will win.
/ don3t pretend there is onl1 one path forward availa'le to s. >owever2 at a "ini""2 / want
to 'e part of the soltion and ths have otlined a plan here that / 'elieve !an work. /t is "1
strong 'elief that we need to a!t ver1 =i!kl1 or risk going frther down a slipper1 slope2 6he
plan here is not perfe!t9 it is2 however2 ;), 'etter than no a!tion at all.
There are three pi""ars to my p"an:
1. ;o!s the vision.
2. ,estore a!!onta'ilit1 and !larit1 of ownership.
3. *xe!te a radi!al reorgani0ation.
1. -o%#s the vision
aB We need to 'oldl1 and definitivel1 de!lare what we are and what we are not.
'B We need to exit IsellJB non !ore 'sinesses and eli"inate dpli!ative pro8e!ts
and 'sinesses.
2#
@1 'elief is that the s"oothl1 spread peant 'tter needs to trn into a deli'eratel1 s!lpted
strateg1 55 that is narrowl1 fo!sed.
We !an3t si"pl1 ask ea!h <E to figre ot what the1 shold stop doing. 6he reslt will
!ontine to 'e a non5!ohesive strateg1. 6he dire!tion needs to !o"e de!isivel1 fro" the top.
We need to pla!e or 'ets and not se!ond gess. /f we 'elieve @edia will "axi"i0e or ,4/
55 then let3s not 'e 'ashfl a'ot red!ing or invest"ent in other areas. We need to "ake the
togh de!isions2 arti!late the" and sti!k with the" 55 a!knowledging that so"e people
Isers / partners / e"plo1eesB will not like it. ?hange is hard.
2. $estore a%%o#nta)i"ity an %"arity o* o,nership
aB *xisting 'siness owners "st 'e held a!!onta'le for where we find
orselves toda1 55 heads "st roll2
'B We "st thoghtfll1 !reate senior roles that have holisti! a!!onta'ilit1 for
a parti!lar line of 'siness Ia variant of a -@ str!tre that will work with
Yahoo73s new fo!sB
!B We "st redesign or perfor"an!e and in!entive s1ste"s.
/ 'elieve there are too "an1 <E leaders who have gotten awa1 with na!!epta'le reslts and
worse 55 na!!epta'le leadership. 6oo often the1 Iwe7B are the worst offenders of the
pro'le"s otlined here. We "st signal to 'oth the e"plo1ees and to or shareholders that
we will hold these leaders IorselvesB a!!onta'le and i"ple"ent !hange.
<1 'ilding arond a strong and ne=ivo!al -@ str!tre2 we will not onl1 e"power those
leaders2 we will eli"inate signifi!ant overhead throghot or "lti5headed "atrix. /t "st
'e ver1 !lear to ever1one in the organi0ation who is e"powered to "ake a de!ision and
ownership "st 'e transparent. With that e"power"ent !o"es in!reased a!!onta'ilit1 55
leaders "ake de!isions2 the rest of the !o"pan1 spports those de!isions2 and the leaders
lti"atel1 live/die '1 the reslts of those de!isions.
@1 view is that far too often or !o"pensation and rewards are 8st spreading "ore peant
'tter. We need to 'e "!h "ore aggressive a'ot perfor"an!e 'ased !o"pensation. 6his
will onl1 help a!!elerate or a'ilit1 to weed ot or lowest perfor"ers and 'etter reward or
hngr12 "otivated and prod!tive e"plo1ees.
3. E.e%#te a rai%a" reorgani&ation
aB 6he !rrent 'siness nit str!tre "st go awa1.
'B We "st dra"ati!all1 de!entrali0e and eli"inate as "!h of the "atrix as
possi'le.
!B We "st red!e or head!ont '1 1552#L.
/ e"phati!all1 'elieve we si"pl1 "st eli"inate the redndan!ies we have !reated and the
first step in doing this is '1 restr!tring or organi0ation. We !an 'e "ore effi!ient with
fewer people and we !an get "ore done2 "ore =i!kl1. We need to retrn "ore de!ision
"aking to a new set of 'siness nits and their leadership. <t we !an3t a!hieve this with
'a'1 step !hanges. We need to fnda"entall1 rethink how we organi0e to win.
/ndependent of spe!ifi! proposals of what this reorgani0ation shold look like2 two ke1
prin!iples "st 'e represented:
21
B"o, #p the matri.. *"power a new generation and "odel of -eneral @anagers to 'e tre
general "anagers. Crod!t2 "arketing2 ser experien!e T design2 engineering2 'siness
develop"ent T operations all report into a s"all n"'er of fo!sed -eneral @anagers.
+eave no do't as to where a!!onta'ilit1 lies.
/i"" the re#nan%ies. )lign a set of new <E3s so that the1 are not !o"peting against ea!h
other. Sear!h fo!ses on sear!h. So!ial "edia aligns with !o""nit1 and !o""ni!ations.
:o !o"peting owners for Kideo2 Chotos2 et!. )nd ;ront Cage 'e!o"es Swit0erland. 6his will
'e a deli!ate exer!ise 55 de!entrali0ation !an !reate ineffi!ien!ies2 't / 'elieve we !an find
the right 'alan!e.
/ love Yahoo7 /3" prod to ad"it that / 'leed prple and 1ellow. /3" prod to ad"it that
/ shaved a Y in the 'a!k of "1 head.
@1 "otivation for this "e"o is the ada"ant 'elief that2 as 'efore2 we have a tre"endos
opportnit1 ahead. / don3t pretend that / have the onl1 availa'le answers2 't we need to get
the dis!ssion going9 !hange is needed and it is needed soon. We !an 'e a stronger and faster
!o"pan1 5 a !o"pan1 with a !learer vision and !learer ownership and !learer a!!onta'ilit1.
We "a1 have fallen down2 't the ra!e is a "arathon and not a sprint. / don3t pretend that this
will 'e eas1. /t will take !orage2 !onvi!tion2 insight and tre"endos !o""it"ent. / ver1
"!h look forward to the !hallenge.
So let3s get 'a!k p.
?at!h the 'alls.
)nd stop eating peant 'tter.
0. Stephen E"op: 1Burning platform memo
Hello there,
There is a pertinent story about a man who was working on an oil platform
in the North Sea. He woke up one night from a loud explosion, which
suddenly set his entire oil platform on fre. In mere moments, he was
surrounded by ames. Through the smoke and heat, he barely made his
way out of the chaos to the platform!s edge. "hen he looked down o#er
the edge, all he could see were the dark, cold, foreboding $tlantic waters.
$s the fre approached him, the man had mere seconds to react. He could
stand on the platform, and ine#itably be consumed by the burning ames.
%r, he could plunge &' meters in to the free(ing waters. The man was
standing upon a )burning platform,) and he needed to make a choice.
He decided to *ump. It was unexpected. In ordinary circumstances, the
man would ne#er consider plunging into icy waters. +ut these were not
ordinary times , his platform was on fre. The man sur#i#ed the fall and
22
the waters. $fter he was rescued, he noted that a )burning platform)
caused a radical change in his beha#iour.
"e too, are standing on a )burning platform,) and we must decide how we
are going to change our beha#iour.
%#er the past few months, I!#e shared with you what I!#e heard from our
shareholders, operators, de#elopers, suppliers and from you. Today, I!m
going to share what I!#e learned and what I ha#e come to belie#e.
I ha#e learned that we are standing on a burning platform.
$nd, we ha#e more than one explosion , we ha#e multiple points of
scorching heat that are fuelling a bla(ing fre around us.
-or example, there is intense heat coming from our competitors, more
rapidly than we e#er expected. $pple disrupted the market by redefning
the smartphone and attracting de#elopers to a closed, but #ery powerful
ecosystem.
In .''/, $pple!s market share in the 0&''1 price range was .2 percent3
by .'4' it escalated to 54 percent. They are en*oying a tremendous
growth tra*ectory with a 6/ percent earnings growth year o#er year in 78
.'4'. $pple demonstrated that if designed well, consumers would buy a
high,priced phone with a great experience and de#elopers would build
applications. They changed the game, and today, $pple owns the high,
end range.
$nd then, there is $ndroid. In about two years, $ndroid created a platform
that attracts application de#elopers, ser#ice pro#iders and hardware
manufacturers. $ndroid came in at the high,end, they are now winning the
mid,range, and 9uickly they are going downstream to phones under :4''.
;oogle has become a gra#itational force, drawing much of the industry!s
inno#ation to its core.
<et!s not forget about the low,end price range. In .''/, =ediaTek supplied
complete reference designs for phone chipsets, which enabled
manufacturers in the Shen(hen region of >hina to produce phones at an
unbelie#able pace. +y some accounts, this ecosystem now produces more
than one third of the phones sold globally , taking share from us in
emerging markets.
"hile competitors poured ames on our market share, what happened at
Nokia? "e fell behind, we missed big trends, and we lost time. $t that
time, we thought we were making the right decisions3 but, with the beneft
of hindsight, we now fnd oursel#es years behind.
The frst i@hone shipped in .''6, and we still don!t ha#e a product that is
close to their experience. $ndroid came on the scene *ust o#er . years
23
ago, and this week they took our leadership position in smartphone
#olumes. Anbelie#able.
"e ha#e some brilliant sources of inno#ation inside Nokia, but we are not
bringing it to market fast enough. "e thought =ee;o would be a platform
for winning high,end smartphones. Howe#er, at this rate, by the end of
.'44, we might ha#e only one =ee;o product in the market.
$t the midrange, we ha#e Symbian. It has pro#en to be non,competiti#e in
leading markets like North $merica. $dditionally, Symbian is pro#ing to be
an increasingly diBcult en#ironment in which to de#elop to meet the
continuously expanding consumer re9uirements, leading to slowness in
product de#elopment and also creating a disad#antage when we seek to
take ad#antage of new hardware platforms. $s a result, if we continue like
before, we will get further and further behind, while our competitors
ad#ance further and further ahead.
$t the lower,end price range, >hinese %C=s are cranking out a de#ice
much faster than, as one Nokia employee said only partially in *est, )the
time that it takes us to polish a @ower@oint presentation.) They are fast,
they are cheap, and they are challenging us.
$nd the truly perplexing aspect is that we!re not e#en fghting with the
right weapons. "e are still too often trying to approach each price range
on a de#ice,to,de#ice basis.
The battle of de#ices has now become a war of ecosystems, where
ecosystems include not only the hardware and software of the de#ice, but
de#elopers, applications, ecommerce, ad#ertising, search, social
applications, location,based ser#ices, unifed communications and many
other things. %ur competitors aren!t taking our market share with de#ices3
they are taking our market share with an entire ecosystem. This means
we!re going to ha#e to decide how we either build, catalyse or *oin an
ecosystem.
This is one of the decisions we need to make. In the meantime, we!#e lost
market share, we!#e lost mind share and we!#e lost time.
%n Tuesday, Standard D @oor!s informed that they will put our $ long term
and $,4 short term ratings on negati#e credit watch. This is a similar
rating action to the one that =oody!s took last week. +asically it means
that during the next few weeks they will make an analysis of Nokia, and
decide on a possible credit rating downgrade. "hy are these credit
agencies contemplating these changes? +ecause they are concerned
about our competiti#eness.
>onsumer preference for Nokia declined worldwide. In the AE, our brand
preference has slipped to .' percent, which is / percent lower than last
year. That means only 4 out of 2 people in the AE prefer Nokia to other
24
brands. It!s also down in the other markets, which are traditionally our
strongholdsF Gussia, ;ermany, Indonesia, A$C, and on and on and on.
How did we get to this point? "hy did we fall behind when the world
around us e#ol#ed?
This is what I ha#e been trying to understand. I belie#e at least some of it
has been due to our attitude inside Nokia. "e poured gasoline on our own
burning platform. I belie#e we ha#e lacked accountability and leadership
to align and direct the company through these disrupti#e times. "e had a
series of misses. "e ha#en!t been deli#ering inno#ation fast enough.
"e!re not collaborating internally.
Nokia, our platform is burning.
"e are working on a path forward ,, a path to rebuild our market
leadership. "hen we share the new strategy on -ebruary 44, it will be a
huge eHort to transform our company. +ut, I belie#e that together, we can
face the challenges ahead of us. Together, we can choose to defne our
future.
The burning platform, upon which the man found himself, caused the man
to shift his beha#iour, and take a bold and bra#e step into an uncertain
future. He was able to tell his story. Now, we ha#e a great opportunity to
do the same.
Stephen.
5. Steve Ballmer: One Microsoft
From: Ste#e +allmer
To: =icrosoft , $ll Cmployees
Date: Iuly 44, .'4&, 5 a.m.
Subject: One Microsoft
6oda12 we are annon!ing a far5rea!hing realign"ent of the !o"pan1 that will ena'le s to
innovate with greater speed2 effi!ien!1 and !apa'ilit1 in a fast !hanging world.
6oda1Ns annon!e"ent will ena'le s to exe!te even 'etter on or strateg1 to deliver a
fa"il1 of devi!es and servi!es that 'est e"power people for the a!tivities the1 vale "ost
and the enterprise extensions and servi!es that are "ost vala'le to 'siness.
6his !o"pan1 has alwa1s had a 'ig vision U to help people reali0e their fll potential. /n
the earliest da1s2 it was '1 ptting a C? on ever1 desk and in ever1 ho"e. WeNve !o"e
farther than we !old have i"agined. 6he i"pa!t we have !olle!tivel1 "ade on the world is
ndenia'le2 and / a" inspired when talented new hires sa1 the1 !hose @i!rosoft 'e!ase
the1 want to !hange the world U thatNs what we do toda12 and thatNs what weNll do
to"orrow.
Sharpening '#r Strategy
25
)'ot a 1ear ago2 we e"'arked on a new strateg1 to reali0e or vision2 opening the devi!es
and servi!es !hapter for @i!rosoft. We "ade i"portant strides U lan!hing Windows % and
Srfa!e2 "oving to !ontinos prod!t !1!les2 'ringing a !onsistent ser interfa!e to C?s2
ta'lets2 phones and V'ox U 't we have "!h "ore to do.
!oing *or,ar+ o#r strategy ,i"" *o%#s on %reating a *ami"y o* evi%es an servi%es *or
inivi#a"s an )#sinesses that empo,er peop"e aro#n the g"o)e at home+ at ,ork
an on the go+ *or the a%tivities they va"#e most.
We will do this '1 leveraging or strengths. We have powered devi!es for "an1 1ears
throgh Windows C?s and V'ox. We have delivered high5vale experien!es throgh 4ffi!e
and other apps. )nd2 we have ena'led enterprise vale throgh prod!ts like Windows
Server and *x!hange. 6he for" of deliver1 shifts to a 'roader set of devi!es and servi!es
verss pa!kaged software. 6he frontier of high5vale s!enarios we ena'le will "ar!h
otward2 't we have strengths and proven !apa'ilities on whi!h we will draw.
6his "e"o W#ransforming our companyX shows 1o how far we have developed or
thinking on or strateg1 for high5 vale a!tivities 'ased on devi!es and servi!es deliver1.
Driving '#r S#%%ess
/t is also !lear to "e and or leadership that we "st do an extraordinar1 8o' to s!!eed in
this "odern world. We have delivered "an1 great prod!ts and had "!h s!!ess in
"arket2 't we all want "ore. 6hat "eans 'etter exe!tion fro" prod!t !on!eptali0ation
and innovation right throgh to "arketing and sales. /t also "eans operational ex!ellen!e in
!lod servi!es2 data!enter operations2 and "anfa!tring and sppl1 !hain that are essential
in a devi!es and servi!es world. 6o advan!e or strateg1 and exe!te "ore =i!kl12 "ore
effi!ientl12 and with greater ex!ellen!e we need to transfor" how we organi0e2 how we plan
and how we work.
/"proving or perfor"an!e has three 'ig di"ensions: fo!sing the whole !o"pan1 on a
single strateg12 i"proving or !apa'ilit1 in all dis!iplines and engineering/te!hnolog1 areas2
and working together with "ore !olla'oration and agilit1 arond or !o""on goals.
6his is a 'ig ndertaking. /t to!hes nearl1 ever1 pie!e of what we do and how we work. /t
!hanges or org str!tre2 the wa1 we !olla'orate2 how we allo!ate resor!es2 how we 'est
e"power or engineers and how we "arket.
'ne Strategy+ 'ne Mi%roso*t
We are rall1ing 'ehind a single strateg1 as one !o"pan1 U not a !olle!tion of divisional
strategies. )lthogh we will deliver "ltiple devi!es and servi!es to exe!te and "oneti0e
the strateg12 the single !ore strateg1 will drive s to set shared goals for ever1thing we do.
We will see or prod!t line holisti!all12 not as a set of islands. We will allo!ate resor!es
and 'ild devi!es and servi!es that provide !o"pelling2 integrated experien!es a!ross the
"an1 s!reens in or lives2 with "axi"" retrn to shareholders. )ll parts of the !o"pan1
will share and !ontri'te to the s!!ess of !ore offerings2 like Windows2 Windows Chone2
V'ox2 Srfa!e2 4ffi!e 365 and or *) offer2 <ing2 Sk1pe2 F1na"i!s2 )0re and or
servers. )ll parts of the !o"pan1 will !ontri'te to a!tivating high5vale experien!es for
or !sto"ers.
26
We will reshape how we intera!t with or !sto"ers2 developers and ke1 innovation
partners2 delivering a "ore !oherent "essage and fa"il1 of prod!t offerings. 6he
evangelis" and 'siness develop"ent tea" will drive partners a!ross or integrated
strateg1 and its exe!tion. 4r "arketing2 advertising and all or !sto"er intera!tion will
'e designed to refle!t one !o"pan1 with integrated approa!hes to or !ons"er and
'siness "arketpla!es.
>ow we organi0e or engineering efforts will also !hange to refle!t this strateg1. We will
pll together disparate engineering efforts toda1 into a !oherent set of or high5vale
a!tivities. 6his will ena'le s to deliver the "ost !apa'ilit1 U and 'e "ost effi!ient in
develop"ent and operations U with the greatest !oheren!e to all or ke1 !sto"ers. We
will plan a!ross the !o"pan12 so we !an 'etter deliver !o"pelling integrated devi!es and
servi!es for the high5vale experien!es and !ore te!hnologies arond whi!h we organi0e.
6his new planning approa!h will look at 'oth the short5ter" delivera'les and long5ter"
initiatives needed to "eet the ship"ent !aden!es of 'oth @i!rosoft and third5part1 devi!es
and or servi!es.
6his "eans we will organi0e the !o"pan1 '1 fn!tion: *ngineering Iin!lding sppl1 !hain
and data!entersB2 @arketing2 <siness Fevelop"ent and *vangelis"2 )dvan!ed Strateg1
and ,esear!h2 ;inan!e2 >,2 +egal2 and ?44 Iin!lding field2 spport2 !o""er!ial
operations and /6B. *a!h dis!ipline will help drive or overall strateg1. *a!h dis!ipline will
also 'e !harged with i"proving or !ore !apa'ilities in its area. We "st i"prove in all
aspe!ts of the 'siness.
6here will 'e for engineering areas: 4S2 )pps2 ?lod2 and Fevi!es. We will keep
F1na"i!s separate as it !ontines to need spe!ial fo!s and represents signifi!ant
opportnit1. We will !onsolidate or te!hnologies !oherentl1 into these grops plling
together so"e things that have 'een spread ot in or !rrent <- str!tre like !lod
infrastr!tre2 operating s1ste"s2 "ail2 and identit12 to na"e a few. So"e of these !hanges
will involve ptting things together and others will involve repartitioning the work2 't in
all instan!es we will 'e "ore !oherent for or sers and developers. We have resolved "an1
details of this org2 't we still will have "ore work to do. Endo'tedl12 as we involve "ore
people there will 'e new isses and !hanges to or !rrent thinking as well. ?o"pleting this
pro!ess will take throgh the end of the !alendar 1ear as we figre things ot and as we
keep existing tea"s fo!sed on !rrent delivera'les like Windows %.12 V'ox 4ne2 Windows
Chone2 et!.
6o i"prove engineering pa!e and =alit12 we will in!rease fo!s on or engineering
s1ste"s2 pro!esses2 and tools to i"prove the prod!tivit1 of ever1 engineer and to fa!ilitate
engineering !olla'oration and !ontri'tion a!ross the !o"pan1. 4r engineering !ltre and
new str!tre will ena'le "ore !ross5 grop !ontri'tion2 while "aintaining !onfidentialit1
of so"e pro8e!ts as needed. We will i"prove the approa!h we se to get @S, involved in
prod!t develop"ent2 'ilding on and enhan!ing or signifi!ant strengths there.
'rgani&ing *or Spee an Strategi% 2"ignment
Spe!ifi!all12 or tea"s and their leaders will 'e these:
'perating Systems Engineering !ro#p. 6err1 @1erson will lead this grop2 and it
will span all or 4S work for !onsole2 to "o'ile devi!e2 to C?2 to 'a!k5end s1ste"s.
6he !ore !lod servi!es for the operating s1ste" will 'e in this grop.
2&
Devi%es an St#ios Engineering !ro#p. (lie +arson5-reen will lead this grop
and will have all hardware develop"ent and sppl1 !hain fro" the s"allest to the
largest devi!es we 'ild. (lie will also take responsi'ilit1 for or stdios experien!es
in!lding all ga"es2 "si!2 video and other entertain"ent.
2pp"i%ations an Servi%es Engineering !ro#p. Hi + will lead 'road appli!ations
and servi!es !ore te!hnologies in prod!tivit12 !o""ni!ation2 sear!h and other
infor"ation !ategories.
3"o# an Enterprise Engineering !ro#p. Sat1a :adella will lead develop"ent of
or 'a!k5end te!hnologies like data!enter2 data'ase and or spe!ifi! te!hnologies for
enterprise /6 s!enarios and develop"ent tools. >e will lead data!enter develop"ent2
!onstr!tion and operation.
Dynami%s. Ririll 6atarinov will !ontine to rn F1na"i!s as is2 't his prod!t
leaders will dotted line report to Hi +2 his "arketing leader will dotted line report to
6a"i ,eller and his sales leader will dotted line report to the ?44 grop.
2van%e Strategy an $esear%h !ro#p. *ri! ,dder will lead ,esear!h2
6rstworth1 ?o"pting2 tea"s fo!sed on the interse!tion of te!hnolog1 and poli!12
and will drive or !ross5!o"pan1 looks at ke1 new te!hnolog1 trends.
Marketing !ro#p. 6a"i ,eller will lead all "arketing with the field relationship as
is toda1. @ark Cenn will take a 'road view of "arketing strateg1 and will lead with
6a"i the newl1 !entrali0ed advertising and "edia fn!tions.
3''. Revin 6rner will !ontine leading or worldwide sales2 field "arketing2
servi!es2 spport2 and stores as well as /62 li!ensing and !o""er!ial operations.
B#siness Deve"opment an Evange"ism !ro#p. 6on1 <ates will fo!s on ke1
partnerships espe!iall1 or innovation partners I4*@s2 sili!on vendors2 ke1
developers2 Yahoo2 :okia2 et!.B and or 'road work on evangelis" and developer
otrea!h. FC*2 ?orporate Strateg1 and the 'siness develop"ent efforts for"erl1 in
the <-s will 'e!o"e part of this new grop. 4*@ will re"ain in S@S- with Revin
6rner with a dotted line to 6on1 who will work !losel1 with :i!k Carker on ke1
4*@ relationships.
-inan%e !ro#p. )"1 >ood will !entrali0e all prod!t grop finan!e
organi0ations. S@S- finan!e2 whi!h is geographi!all1 diffse2 will report to Revin
6rner with a dotted line to )"1.
4ega" an 3orporate 2**airs !ro#p. <rad S"ith will !ontine as -eneral ?onsel
with responsi'ilit1 for the !o"pan13s legal and !orporate affairs and will "ap his
tea" to the new organi0ation.
5$ !ro#p. +isa <r""el will lead >"an ,esor!es and "ap her tea" to the new
organi0ation.
)s part of these !hanges2 Rrt Fel<ene will 'e retiring fro" @i!rosoft. Rrt has 'een a
hge part of or s!!ess in evolving 4ffi!e to 'e a great !lod servi!e2 and is a ke1 "e"'er
of "1 leadership tea". / !anNt express enogh gratitde for the work heNs done for the
2%
!o"pan12 and / will trl1 "iss hi". Rrt is a trl1 a"a0ing leader and a spe!ial person. >is
!ontri'tions to @i!rosoft over 2#. 1ears !an inspire s all.
?raig @ndie will 'e stepping off the S+6 to devote 1##L of his ti"e to a spe!ial pro8e!t
for "e throgh the end of this !alendar 1ear. <eginning in 2#142 ?raig will !ontine as a
!onsltant throgh his previosl1 agreed pon departre date at the end of !alendar 2#14.
)lso at this ti"e2 ,i!k ,ashid will step awa1 fro" rnning @i!rosoft ,esear!h and "ove
into a new role driving !ore 4S innovation in or operating s1ste"s grop. ,i!k !reated
@S,2 the "ost a"a0ing !o"pter s!ien!e resear!h instittion in the world. We owe hi" so
"!h for that. >e has a great tea" to ass"e the "antle2 and it is ex!iting to have ,i!k
retrn to his roots in 4S to help propel s forward.
5o, We Work
6he final pie!e of the p00le is how we work together and what !hara!teristi!s this new
@i!rosoft "st e"'od1. 6here is a pro!ess ele"ent and a !ltre ele"ent to dis!ss.
Cro!ess wise2 ea!h "a8or initiative of the !o"pan1 Iprod!t or high5vale s!enarioB will
have a tea" that spans grops to ensre we s!!eed against or goals. 4r strateg1 will
drive what initiatives we agree and !o""it to at "1 staff "eetings. @ost dis!iplines and
prod!t grops will have a !ore that delivers ke1 te!hnolog1 or servi!es and then a pie!e
that lines p with the initiatives. *a!h "a8or initiative will have a !ha"pion who will 'e a
dire!t report to "e or one of "1 dire!t reports. 6he !ha"pion will organi0e to drive a !ross5
!o"pan1 tea" for s!!ess2 't "1 whole staff will have !o""it"ent to the initiativeNs
s!!ess. We will also have otgrowths on those "a8or initiatives that "a1 involve onl1 a
single prod!t grop. ?ertainl12 s!!eeding with "o'ile devi!es2 Windows2 4ffi!e 365 and
)0re will 'e fondational. V'ox and <ing will also 'e ke1 ftre !ontri'tors to finan!ial
s!!ess. 4r fo!s on high5vale a!tivities U serios fn2 "eetings2 tasks2 resear!h2
infor"ation assran!e and /6/Fev workloads U also will get top5level !ha"pionship.
?ltrall12 or !ore vales donNt !hange2 't how we express the" and a!t da1 to da1 "st
evolve so we work together to win. 6he ke1s are the following:
Nimble
/n a world of !ontinos servi!es2 the ti"efra"e for prod!t releases2 !sto"er intera!tion
and !o"petitive response is dra"ati!all1 shorter. )s a !o"pan12 we need to "ake the right
de!isions2 and "ake the" "ore =i!kl12 'alan!ing all the !sto"er and 'siness
i"peratives. *a!h e"plo1ee "st 'e a'le to solve pro'le"s "ore =i!kl1 and with "ore
real5ti"e data than in the past.
Communicatie
/n the new2 rapid5trn world2 we need to !o""ni!ate in wa1s that donNt 8st ex!hange
infor"ation 't drive agilit12 a!tion2 ownership and a!!onta'ilit1.
Collaboratie
?olla'orative doesnNt 8st "ean Peas1 to get along with.Q ?olla'oration "eans the a'ilit1 to
!oordinate effe!tivel12 within and a"ong tea"s2 to get reslts2 'ild 'etter prod!ts faster2
and drive !sto"er and shareholder vale.
2$
!ecisie
)s a glo'al !o"pan1 with literall1 'illions of diverse !sto"ers in an a!!elerating 'siness
environ"ent2 we "st have a !lear strategi! dire!tion 't also e"power e"plo1ees !losest
to the !sto"er to "ake de!isions in servi!e of the larger "ission. 6his is tri!k1 in a 'ig
!o"pan12 't it is the ke1 to higher levels of prod!tivit12 growth and !sto"er satisfa!tion.
Motiate"
/n or indstr12 ever1 da1 'rings "ore !hallenges and "ore opportnities than the da1
'efore. <t we have a ni=e !han!e to "ake the lives of 'illions of people 'etter in
fnda"ental wa1s. 6his shold inspire all of s U those who love "aking prod!ts and
servi!es2 those who love engaging with !sto"ers2 and those who love planning and
rnning or !o"pan1 in the "ost effe!tive wa1 possi'le. We want people who get p ea!h
"orning ex!ited to "ake @i!rosoft 'etter U thatNs how we !o"e !loser to flfilling the
potential of all people arond the glo'e.
4r leadership tea" has dis!ssed these !ltral aspe!ts a lot and is !o""itted. /n "1 own
staff "eetings2 we are "odeling these new !hara!teristi!s 1et also find orselves
o!!asionall1 slipping 'a!k. 4ne strateg12 nited together2 with great !o""ni!ation2
de!isiveness and positive energ1 is the onl1 wa1 to fl1.
Sei&ing '#r 6ni7#e 'pport#nity
6ogether2 we have !reated great prod!ts and great s!!ess2 't we all want "ore. 6hat
"eans a strateg1 to deliver a fa"il1 of devi!es and servi!es that 'est ena'le people for the
a!tivities the1 vale "ost and the enterprise extensions and servi!es that are "ost vala'le
to 'siness. ) new str!tre to 'ring these to "arket faster. Stronger !entrali0ed servi!es so
we !an 'e "ore effi!ient and effe!tive. Criorit1 fo!s areas2 short and long ter". :ew
!hara!teristi!s of how we work together. /n other words2 'etter exe!tion and innovation
throgh strateg1 and goal and dis!ipline and engineering !oheren!e. 4ne @i!rosoft all the
ti"e.
)!ross @i!rosoft2 we are fa!ing in!redi'le new opportnities. )s devi!es 'e!o"e frther
integrated into ever1da1 life2 we will have to !reate new and extraordinar1 experien!es for
or !sto"ers on these devi!es. We are going to fo!s on !o"pletel1 reinventing
experien!es like !reating or viewing a !reative do!"ent and what it "eans to !o""ni!ate
so!iall1 at ho"e or in "eetings at work. We are going to i""erse people in deep
entertain"ent experien!es that let the" have serios fn in wa1s so intense and delightfl
that the1 will 'lr the line 'etween realit1 and fantas1. )nd as we develop these new
experien!es2 we will also spport or developers with the si"plest wa1s to develop apps or
!lod servi!es and integrate with or prod!ts. We will help 'sinesses that find the"selves
in a new world of ever5"onting infor"ation to "anage that infor"ation throgh greater
enterprise infor"ation assran!e. We will "ake these high5vale a!tivities priorities in or
strateg1.
+ots of !hange. <t in all of this2 "an1 ke1 things re"ains the sa"e. 4r in!redi'le people2
or spirit2 or !o""it"ent2 or 'elief in the transfor"ative power of te!hnolog1 U or
@i!rosoft te!hnolog1 U to "ake the world a 'etter pla!e for 'illions of people and "illions
of 'sinesses arond the world. /tNs wh1 / !o"e to work inspired ever1 da1. /tNs wh1 weNve
evolved 'efore2 and wh1 weNre evolving now. <e!ase weNre not done.
3#
+etNs go.
Steve
Transforming Our Company
Iuly 44, .'4&
)s the ti"es !hange2 so "st or !o"pan1.
/n the 3& 1ears that @i!rosoft has 'een helping to i"prove peopleNs lives '1 helping the" to
reali0e their own potential with te!hnolog12 we have seen exa!tl1 the kind of transfor"ation
we had hoped for when we set ot to pt a C? on ever1 desk and in ever1 ho"e. Cersonal
te!hnolog1 has developed fro" an idea to an ever1da1 experien!e2 rea!hing and !onne!ting
'illions of people.
With the "ore re!ent growth of 'road'and and the "o'ile /nternet as well as the
develop"ent of newer devi!es s!h as ta'lets and s"artphones2 !ons"ersN experien!es and
se of te!hnolog1 have fnda"entall1 !hanged again. We have entered an alwa1s5on2
alwa1s5!onne!ted era that holds new pro"ise for what te!hnolog1 !an 'ring to peopleNs
lives and to 'sinesses ever1where on the planet. )nd this gives s an opportnit1 to help
people lean in and do "ore in ever1 part of their lives.
) few 1ears ago in a spee!h / gave at ?*S2 / o'served that there was a shift nderwa1. We
were headed fro" a phone2 a C? and a 6K to si"pl1 three s!reens and a !lod U and over
ti"e2 a !o""on software5'ased intelligen!e wold drive all of these devi!es2 'ringing the"
together into one experien!e for the !ons"er.
)s devi!es proliferate2 it has 'e!o"e !learer that !ons"ers !rave one experien!e a!ross all
of their te!hnolog1. Yet toda12 the1 often fa!e different experien!es on their C? as !o"pared
to their phone or their ta'let. )s te!hnolog1 "oves fro" peopleNs desks to ever1where in
their lives2 it shold 'e!o"e si"pler2 not "ore !o"plex. )nd or prod!ts and servi!es
shold operate as one experien!e a!ross ever1 devi!e.
6ogether2 the leadership tea" looked at how we !old renew and reorient @i!rosoft for this
new ti"e. We fo!sed on how we !old !ontine or "ission of i"proving and
e"powering peopleNs lives throgh te!hnolog1 't with a new :orth Star far 'e1ond
ptting a C? on ever1 desk and in ever1 ho"e.
/n the end2 we reali0ed or strengths are in high5vale a!tivities2 powering devi!es and
enterprise servi!es. )nd we reali0ed we !old 'ring those strengths together in a ni=e2
differentiated experien!e that will delight !ons"ers and !sto"ers.
!oing *or,ar+ o#r strategy ,i"" *o%#s on %reating a *ami"y o* evi%es an servi%es *or
inivi#a"s an )#sinesses that empo,er peop"e aro#n the g"o)e at home+ at ,ork
an on the go+ *or the a%tivities they va"#e most.
6o take advantage of or !riti!al !o"petitive assets2 we will !enter or work on the
following:
) 'siness "odel 'ased on partner and first5part1 devi!es with both !ons"er and
enterprise servi!es
31
4pti"i0ation for a!tivities people value "ost
) family of devi!es powered '1 a servi!e5ena'led shell
Fesign for enterprise e!tensibility and enterprise needs
6hese will 'e ke1 giding prin!iples as we design and !reate the next generation of new and
a"a0ing experien!es that drive or fa"il1 of devi!es and servi!es to "arket in this fast5
!hanging and highl1 !o"petitive world. We will at the sa"e ti"e !ontine to 'ild pon
and expand the 'ase we have in enterprise servi!es and adapt the" to the latest trends
developing in the workpla!e.
<ilding pon Windows2 V'ox and or growing site of !ons"er and enterprise servi!es2
we will design2 !reate and deliver throgh s and throgh third parties a !o"plete fa"il1 of
Windows5powered devi!es U devi!es that !an help people 8st as "!h in their work life as
the1 do after hors. Fevi!es that help people do "ore and pla1 harder.
We will strive for a single experien!e for ever1thing in a personNs life that "atters. 4ne
experien!e2 one !o"pan12 one set of learnings2 one set of apps2 and one personal li'rar1 of
entertain"ent2 photos and infor"ation ever1where. 4ne store for ever1thing. @i!rosoft has
the !lear opportnit1 to offer !ons"ers a nified experien!e a!ross all aspe!ts of their life2
whether the s!reen is a s"all weara'le2 a phone2 a ta'let2 an %55in!h displa1 or other s!reens
and devi!es we have not 1et even i"agined.
+ook at or tre"endos assets. We have a sper5intelligent !lod that nderstands people
and !an solve pro'le"s for the". We have a platfor" that is adapta'le to ever1 s!reen U
'ig2 s"all2 "o'ile2 instittional2 personal and even weara'le U and is defined '1 a set of
niversal servi!es that "eet peopleNs needs at ho"e2 work and s!hool. We have a ga"ing
and ho"e entertain"ent platfor" se!ond to none. We ex!el not onl1 at the things people do
"ost often 't also '1 what "atters the "ost to the". 4r platfor"2 servi!es and apps are
not li"ited 8st to a!tivities in peopleNs personal lives 't also span their professional lives.
We have fo!sed not onl1 on what "atters "ost to individals 't also on whatNs vital to
'sinesses arond the glo'e2 /6 "anagers and developers.
/n the !riti!al !hoi!e toda1 of digital e!os1ste"s2 @i!rosoft has an n"at!hed advantage in
work and prod!tivit1 experien!es2 and has a ni=e a'ilit1 to drive nified servi!es for
ever1thing fro" tasks and do!"ents to entertain"ent2 ga"es and !o""ni!ations. / a"
!onvin!ed that '1 deplo1ing or s"art5!lod assets a!ross a range of devi!es2 we !an "ake
Windows devi!es on!e again the devi!es to own. 4ther !o"panies provide strong
experien!es2 't in their own wa1 the1 are ea!h frag"ented and li"ited. Mi%roso*t is )est
positione to take avantage o* the po,er o* one+ an )ring it to o#r over 1 )i""ion
#sers.
De*ining '#r Way -or,ar
/n "oving to a strateg1 of devi!es and integrated servi!es2 we are driven '1 histor12 "arket
realit1 and opportnit1.
;ro" the deliver1 of the first C? and even the first V'ox2 or "agi! has alwa1s 'een in
'ringing devi!es alive with servi!es that "ade the" highl1 vala'le to !ons"ers. ;or
de!ades2 or software has 'een at the !ore of what or 4*@s 'ild and what enterprises
deplo1 to "ake their workers prod!tive. We are 'ringing the power of to!h to phones2
32
ta'lets and C?s with or new Windows % software. 4r Rine!t is the first sensor that offers
fll1 natral inpt with 1o as the !ontroller. )s devi!es of all kinds 'e!o"e an integral part
of or dail1 rotine2 the power to 'ring the" alive in new wa1s will 'e!o"e even "ore
i"portant and vala'le.
4n top of this2 we have 'een 'ilding an expanding 'ase of !ons"er servi!es U <ing2
Sk1pe2 /nternet *xplorer2 Sk1Frive2 4tlook and V'ox entertain"ent servi!es. 6he1 all
deliver !riti!al servi!es that !ons"ers need in the areas of insight and infor"ation2 task
!o"pletion2 !o""ni!ation and fn. We have 'een investing in and advan!ing ea!h of
these ke1 appli!ations. 4ffi!e2 4ffi!e 365 and other enterprise assets give s ni=e
advantages in the workpla!e while )0re is opening p the !lod to "ore and "ore
enterprises.
6he 'edro!k of or new strateg1 is innovation in deep2 ri!h2 high5vale experien!es and
a!tivities. /tNs the starting point for differentiated devi!es integrated with servi!es. /tNs at the
!ore of how we will inspire orselves all to do or 'est work and 'ring to or !sto"ers the
ver1 things that will "ake a differen!e in their lives.
@ost of the ti"e2 people se te!hnolog1 !asall1 U listening to a =i!k song2 finding a
"ovie2 !at!hing p on the news on ;lip'oard2 pla1ing )ngr1 <irds or !he!king in on
;a!e'ook. We will "ake sre or !ons"ers !an do the ever1da1 well. <t people also trn
to te!hnolog1 for "ore i"portant tasks in their lives U and we will fo!s or energies on
!reating new2 "e"ora'le and even extraordinar1 experien!es a!ross or fa"il1 of devi!es
and servi!es. 6hink of the stdent st!k on that ter" paper looking to displa1 all his
!reativit1 in wa1s that will get hi" an ).9 the fa"il1 thatNs getting together for a renion
and wants the delightfl "e"ories to last forever online9 the ga"er who is taking his
fantas1 tea" to the pla1offs9 or an1 of s who !old 'e fa!ed with a togh "edi!al de!ision
and needs to plan !are and finan!es.
S!h high5vale a!tivities in!lde the fll 'readth and depth of areas like persona"
e.pression+ e%ision8making an tasks+ so%ia" %omm#ni%ation+ an serio#s *#n 9 and
we have 'oth the drive and the !apa!it1 to reinvent these experien!es for people a!ross the
glo'e.
$einventing e.pression an o%#ments. Ceople love and need to express
the"selves in new wa1s. Fo!"ents are going fro" 'eing printed to 'eing
experien!ed. 6here are "an1 high5vale needs for personal !reative expression U
so"e 8st for fn2 others at work or at s!hool. We will reinvent the tools and for" of
expressing oneself Iand expressing things as a gropB fro" paper and slides to online.
We will ensre that the tools handle "lti"edia Iphotos2 videos2 text2 !harts and
slidesB in an integrated wa1 and nativel1 online. 6hese do!"ents/we'sites will 'e
easil1 shara'le and easil1 in!lded in "eetings. 6he1 will offer !o"plex options s!h
as i"'edded logi! and 1et 'e eas1 to athor2 sear!h and view. 6hese do!"ents will
'e reada'le fro" a 'rowser2 't the experien!e will 'e infinitel1 'etter if read2
annotated or presented with or tools.
:e.t8generation e%ision8making an task %omp"etion. 4r "a!hine learning
infrastr!tre will nderstand peopleNs needs and what is availa'le in the world2 and
will provide infor"ation and assistan!e. We will 'e great at anti!ipating needs in
peopleNs dail1 rotines and providing insight and assistan!e when the1 need it. When
it !o"es to lifeNs "ost i"portant tasks and events2 we will pa1 extra attention. 6he
33
resear!h done2 the data !olle!ted and anal10ed2 the "eetings and dis!ssions had2 and
the "one1 spent are all a"plified for people dring lifeNs 'ig "o"ents. We will
provide the tools people need to !aptre their own data and organi0e and anal10e it in
!on8n!tion with the "assive a"ont of data availa'le over the We'. <ing2 *x!el and
or /nfo:av innovations are all i"portant here. Fe!ision5"aking and tasks "ean
different things in personal verss professional lives2 1et the1 are i"portant in 'oth
pla!es.
So%ia" %omm#ni%ation ;meetings+ events+ gathering+ sharing an
%omm#ni%ating<. So!ial !o""ni!ations are ti"e5intensive2 high5vale s!enarios
that are ripe for digital re5i"agination. S!h innovation will in!lde new wa1s to
parti!ipate in work "eetings2 C6) and nonprofit a!tivities2 fa"il1 and so!ial
gatherings2 and "ore. We !an rei"agine e"ail and other !o""ni!ation vehi!les as
the lines 'etween these vehi!les grow f0012 and the a"ont of peopleNs digital or
digitall1 assisted intera!tion !ontines to grow. We !an !reate new wa1s to intera!t
throgh hardware2 software and new servi!es. :ext5gen do!"ents and expression
are an i"portant part of online so!ial !o""ni!ations. We will not fo!s on
'e!o"ing another so!ial network for people to parti!ipate in !asall12 thogh so"e
"a1 se these prod!ts and servi!es that wa1.
Serio#s *#n. 6his expression "a1 sond like an ox1"oron2 1et it en!apslates an
i"portant point of differentiation for s. 6here are "an1 things people do for light
fn2 for exa"ple pla1 solitaire2 spend three "intes on a word ga"e or srf the 6K.
)lthogh we will ena'le these a!tivities effe!tivel12 or 'iggest opportnit1 is in
!reating the fn people feel "ost intensel12 s!h as pla1ing a ga"e that lasts hors
and takes real !on!entration2 or i""ersing the" in live events and entertain"ent
Iin!lding sports2 !on!erts2 ed!ation and fitnessB while allowing intera!tive
parti!ipation. /ntera!tivit1 takes engage"ent and "akes things serios9 it reall1
re=ires differentiated hardware2 apps and servi!es. Ceople want to parti!ipate at
ho"e and on the go2 and in gatherings with others. We see a ni=e opportnit1 to
"ake experien!ing events with others "ore ex!iting with intera!tivit1. We also see
opportnit1 in fitness and health 'e!ase2 for "an12 this is serios fn "!h "ore
than it is a task.
'#r -ami"y o* Devi%es
:o te!hnolog1 !o"pan1 has as 1et delivered a definitive fa"il1 of devi!es sefl all da1 for
work and for pla12 !onne!ted with ever1 'it of a personNs infor"ation availa'le throgh one
!lod. We see tre"endos roo" for innovation in software2 servi!es and hardware to 'ring
the !ons"er this new2 "ore !o"plete and enveloping experien!e.
4r fa"il1 will in!lde a fll spe!tr" of 'oth partner and first5part1 devi!es. We 'elieve
we need all of these !ategories to drive innovation2 flfill "arket desire for diversit1 of
experien!e2 and a!hieve vol"e.
4r fa"il1 will in!lde phones2 ta'lets2 C?s2 25in51s2 6K5atta!hed devi!es and other devi!es
to 'e i"agined and developed. :o other !o"pan1 has s!h strength a!ross so "an1
!ategories toda12 and 1et this strength is essential to 'eing relevant and personal throghot
peopleNs lives. 4r devi!es "st share a !o""on ser5interfa!e approa!h tailored to ea!h
hardware for" fa!tor. 6he1 "st deliver experien!es 'ased on a !o""on set of servi!es
s!h as the sa"e a!!ont login or a !o""on nderstanding of people and their
34
relationships. 6he1 need to share the sa"e servi!es infrastr!tre so that the infor"ation an
individal has shared on one devi!e !an 'e availa'le and !arr1 a!ross all the devi!es in the
fa"il1. 4r devi!es "st spport the sa"e high5vale a!tivities in wa1s that are "eaningfl
a!ross different devi!e t1pes. Fevelopers "st 'e a'le to target all or devi!es with a
!o""on progra""ing "odel that "akes it eas1 to target "ore than one devi!e.
We will !ontine to reinvent the !ore PshellQ of or fa"il1 of devi!es and 'ild pon what
we have started with Windows %. We will keep evolving or new "odern look2 expanding
the shell so that it allows people and their devi!es to !aptre2 store and organi0e their PstffQ
in new wa1s. 4r E/ will 'e deepl1 personali0ed2 'ased on the advan!ed2 al"ost "agi!al2
intelligen!e in or !lod that learns "ore and "ore over ti"e a'ot people and the world.
4r shell will nativel1 spport all of or essential servi!es2 and will 'e great at responding
sea"lessl1 to what people ask for2 and even anti!ipating what the1 need 'efore the1 ask for
it.
6he experien!e we will deliver a!ross all or devi!es !enters on the idea of 'etter
!onne!ting people with the things the1 !are a'ot "ost. 6his in!ldes their files2
do!"ents2 photos2 videos2 notes2 we'sites2 snippets2 digital histor12 s!hedles2 tasks2 and
"ail and other "essages2 !o"'ined with real5ti"e infor"ation fro" or devi!es and
servi!es. /t is "ore than what we think of as the shell toda12 and no !rrent la'el reall1 fits
where we are headed. :either the desktop nor the so!ial graph des!ri'es this new
experien!e2 and neither does the sear!h 'ox2 the pin 'oard or the file s1ste". 6he shell will
spport the experien!es la1er and 'roker infor"ation a"ong or servi!es to 'ring the"
together on or devi!es in wa1s that will ena'le ri!her and deeper app experien!es.
With these innovations in software2 hardware and servi!es2 we will develop the onl1
e!os1ste" that pro"otes variet1 in hardware 't !oheren!e in the ser experien!e. 4ther
!o"panies do one withot the other. 4nl1 we !an 'ring it all together to !reate one
experien!e for ever1thing thatNs i"portant in peopleNs lives.
The Enterprise
*nterprises '1 prod!tivit12 insights and pea!e of "ind. We have worked for over 25 1ears
to 'ild an in!redi'le reptation in enterprise that sets s apart and serves as a ke1
differentiator in and of itself. 4r new strateg1 will pt s right at the interse!tion of the
!ons"eri0ation of /6 and the evolving needs of the enterprise !sto"er2 delivering the
devi!es that e"plo1ees want and the prod!tivit12 se!rit1 and !ontrol that /6 "anagers
need.
We will engage enterprise on all sides U investing in "ore high5vale a!tivities for
enterprise sers to do their 8o's9 e"powering people to 'e prod!tive independent of their
enterprise9 and 'ilding new and innovative soltions for /6 professionals and developers.
We will also invest in wa1s to provide vale to 'sinesses for their intera!tions with their
!sto"ers2 'ilding on or strong F1na"i!s fondation.
Spe!ifi!all12 we will ai" to do the following:
-a%i"itate aoption o* o#r evi%es an en8#ser servi%es in enterprise settings.
6his "eans e"'ra!ing !ons"eri0ation of /6 with the vigor we prsed in the initial
adoption of C?s '1 end sers and 'siness in the N$#s. 4r fa"il1 of devi!es "st
allow people to 'e "ore prod!tive2 and for the" to easil1 se or devi!es for work.
35
E.ten o#r *ami"y o* evi%es an servi%es *or enterprise high8va"#e a%tivities. We
have ni=e expertise and !apa!it1 in this spa!e.
In*ormation ass#ran%e. -oing forward this will 'e an area of !riti!al i"portan!e to
enterprises. We are their trsted partners in this spa!e2 and we "st !ontine to
innovate for the" against a !hanging se!rit1 and !o"plian!e lands!ape.
IT management. With "ore /6 delivered as servi!es fro" the !lod2 the fn!tion of
/6 itself will 'e rei"agined. We are 'est positioned to 'ild the tools and training for
that new 'reed of /6 professional.
Big ata insight. <sinesses have new and expanded needs and opportnities to
generate2 store and se their own data and the data of the We' to 'etter serve
!sto"ers2 "ake 'etter de!isions and design 'etter prod!ts. )s or !sto"ersN
online intera!tions with their !sto"ers a!!elerate2 the1 generate "assive a"onts of
data2 with the !lod now offering the pro!essing power to "ake sense of it. We are
well5positioned to rei"agine data platfor"s for the !lod2 and help nlo!k insight
fro" the data.
3#stomer intera%tion. 4rgani0ations toda1 vale "ost those a!tivities that help
the" fll1 nderstand their !sto"ersN needs and help the" intera!t and
!o""ni!ate with the" in "ore responsive and personali0ed wa1s. We are well5
positioned to deliver servi!es that will ena'le or !sto"ers to intera!t as never
'efore U to help the" "at!h their prospe!ts to the right prod!ts and servi!es2
derive the insights so the1 !an s!!essfll1 engage with the"2 and even help the"
find and !reate 'rand evangelists.
So*t,are eve"opment. ;inall12 developers will !ontine to write the apps and sites
that power the world2 and integrate to solve individal pro'le"s and !hallenges. We
will spport the" with the si"plest trnke1 wa1 to 'ild apps2 sites and !lod
servi!es2 eas1 integration with or prod!ts2 and innovation for pro8e!ts of ever1 si0e.
'#r Spirit !oing -or,ar
4r 'rand "st refle!t this plan and its e"plo1ees U personal2 valed2 inspired and
forward5looking. We will take or prod!ts and or !sto"ers to new pla!es. We will 'e on
a new path !entered arond delivering high5vale a!tivities on a fa"il1 of devi!es with
integrated servi!es. We will all 'e working in new wa1s together to "eet new !hallenges.
<t or spirit and vales are the sa"e endring ones that lan!hed this !o"pan1. 4r :orth
Star "a1 'e new2 't or "ission of helping people to reali0e their fll potential throgh
te!hnolog1 re"ains the sa"e. )s the great )"eri!an 'ase'all pla1er <a'e ,th on!e said2
A/tNs hard to 'eat a person who never gives p.A Well2 that is all of s at @i!rosoft. )t no
ti"e have / had "ore !onfiden!e in this tea" and this !o"pan1 to s!!eed in the !hanging
world as toda1. )t no ti"e have / seen "ore pro"ise and !apa!it1 for s to 'ring new and
ex!iting prod!ts to ever1 person on the planet.
=. Bi"" !ates: The Internet Ti"al Wae
To: *xe!tive Staff and dire!t reports
-rom: <ill -ates
Date: @a1 262 1$$5
36
The Internet Tia" Wave
4r vision for the last 2# 1ears !an 'e s""ari0ed in a s!!in!t wa1. We saw that
exponential i"prove"ents in !o"pter !apa'ilities wold "ake great software =ite
vala'le. 4r response was to 'ild an organi0ation to deliver the 'est software prod!ts. /n
the next 2# 1ears the i"prove"ent in !o"pter power will 'e otpa!ed '1 the exponential
i"prove"ents in !o""ni!ations networks. 6he !o"'ination of these ele"ents will have a
fnda"ental i"pa!t on work2 learning and pla1. -reat software prod!ts will 'e !r!ial to
delivering the 'enefits of these advan!es. <oth the variet1 and vol"e of the software will
in!rease.
@ost sers of !o""ni!ations have not 1et seen the pri!e of !o""ni!ations !o"e down
signifi!antl1. ?a'le and phone networks are still depre!iating networks 'ilt with old
te!hnolog1. Eniversal servi!e "onopolies and other govern"ent involve"ent arond the
world have kept !o""ni!ations !osts high. Crivate networks and the /nternet whi!h are 'ilt
sing state of the art e=ip"ent have 'een the pri"ar1 'enefi!iaries of the i"proved
!o""ni!ations te!hnolog1. 6he C? is 8st now starting to !reate additional de"and that will
drive a new wave of invest"ent. ) !o"'ination of expanded a!!ess to the /nternet2 /SF:2
new 'road'and networks 8stified '1 video 'ased appli!ations and inter!onne!tions 'etween
ea!h of these will 'ring low !ost !o""ni!ation to "ost 'sinesses and ho"es within the
next de!ade.
6he /nternet is at the forefront of all of this and develop"ents on the /nternet over the next
several 1ears will set the !orse of or indstr1 for a long ti"e to !o"e. Cerhaps 1o have
alread1 seen "e"os fro" "e or others here a'ot the i"portan!e of the /nternet. / have gone
throgh several stages of in!reasing "1 views of its i"portan!e. :ow / assign the /nternet the
highest level of i"portan!e. /n this "e"o / want to "ake !lear that or fo!s on the /nternet
is !r!ial to ever1 part of or 'siness. 6he /nternet is the "ost i"portant single develop"ent
to !o"e along sin!e the /<@ C? was introd!ed in 1$%1. /t is even "ore i"portant than the
arrival of the graphi!al ser interfa!e I-E/B. 6he C? analog1 is apt for "an1 reasons. 6he C?
wasn3t perfe!t. )spe!ts of the C? were ar'itrar1 or even poor. >owever a pheno"ena grew p
arond the /<@ C? that "ade it a ke1 ele"ent of ever1thing that wold happen for the next
15 1ears. ?o"panies that tried to fight the C? standard often had good reasons for doing so
't the1 failed 'e!ase the pheno"ena over!a"e an1 weaknesses that resisters identified.
The Internet Toay
6he /nternet3s ni=e position arises fro" a n"'er of ele"ents. 6?C//C proto!ols that define
its transport level spport distri'ted !o"pting and s!ale in!redi'l1 well. 6he /nternet
*ngineering 6ask ;or!e I/*6;B has defined an evoltionar1 path that will avoid rnning into
ftre pro'le"s even as eventall1 ever1one on the planet !onne!ts p. 6he >66C proto!ols
that define >6@+ We' 'rowsing are extre"el1 si"ple and have allowed servers to handle
in!redi'le traffi! reasona'l1 well. )ll of the predi!tions a'ot h1pertext 5 "ade de!ades ago
'1 pioneers like 6ed :elson 5 are !o"ing tre on the We'. )lthogh other proto!ols on the
/nternet will !ontine to 'e sed I;6C2 -opher2 /,?2 6elnet2 S@6C2 ::6CB. >6@+ with
extensions will 'e the standard that defines how infor"ation will 'e presented. Karios
extensions to >6@+2 in!lding !ontent enhan!e"ents like ta'les2 and fn!tionalit1
enhan!e"ents like se!re transa!tions2 will 'e widel1 adopted in the near ftre. 6here will
also 'e enhan!ed 3F presentations providing for virtal realit1 t1pe shopping and
3&
so!iali0ation.
)nother ni=e aspe!t of the /nternet is that 'e!ase it '1s !o""ni!ations lines on a
!o""odit1 'id 'asis and 'e!ase it is growing so fast2 it is the onl1 Ap'li!A network whose
e!ono"i!s refle!t the latest advan!es in !o""ni!ations te!hnolog1. 6he pri!e paid for
!orporations to !onne!t to the /nternet is deter"ined '1 the si0e of 1or Aon5ra"pA to the
/nternet and not '1 how "!h 1o a!tall1 se 1or !onne!tion. Esage isn3t even "etered. /t
doesn3t "atter if 1o !onne!t near'1 or half wa1 arond the glo'e. 6his "akes the "arginal
!ost of extra sage essentiall1 0ero en!oraging heav1 sage.
@ost i"portant is that the /nternet has 'ootstrapped itself as a pla!e to p'lish !ontent. /t has
enogh sers that it is 'enefiting fro" the positive feed'a!k loop of the "ore sers it gets2 the
"ore !ontent it gets2 and the "ore !ontent it gets2 the "ore sers it gets. / en!orage ever1one
on the exe!tive staff and their dire!t reports to se the /nternet. /3ve atta!hed an appendix2
whi!h <rian ;le""ing helped "e pll together that shows so"e hot sites to tr1 ot. Yo !an
do this '1 either sing the .>6@ en!losre with an1 /nternet 'rowser or2 if 1o have Word set
p properl12 1o !an navigate right fro" within this do!"ent. 4f parti!lar interest are the
sites s!h as AY)>44A whi!h provide s'8e!t !atalogs and sear!hing. )lso of interest are the
wa1s or !o"petitors are sing their We'sites to present their prod!ts. / think SE:2
:ets!ape and +ots do so"e things ver1 well.
)"a0ingl1 it is easier to find infor"ation on the We' than it is to find infor"ation on the
@i!rosoft ?orporate :etwork. 6his inversion where a p'li! network solves a pro'le" 'etter
than a private network is =ite stnning. 6his inversion points ot an opportnit1 for s in the
!orporate "arket. )n i"portant goal for the 4ffi!e and S1ste"s prod!ts is to fo!s on how
or !sto"ers !an !reate and p'lish infor"ation on their +):s. )ll work we do here !an 'e
leveraged into the >66C/We' world. 6he strength of the 4ffi!e and Windows 'sinesses
toda1 gives s a !han!e to sperset the We'. 4ne !riti!al isse is rnti"e/'rowser si0e and
perfor"an!e. 4nl1 when or 4ffi!e 5 Windows soltion has !o"para'le perfor"an!e to the
We' will or extensions 'e worthwhile. / view this as the "ost i"portant ele"ent of 4ffi!e
$6 and the next "a8or release of Windows.
4ne te!hni!al !hallenge fa!ing the /nternet is how to handle Areal5ti"eA !ontent 5 spe!ifi!all1
adio and video. 6he nderl1ing te!hnolog1 of the /nternet is a pa!ket network whi!h does
not garantee that data will "ove fro" one point to another at a garanteed rate. 6he
!ongestion on the network deter"ines how =i!kl1 pa!kets are sent. )dio !an 'e delivered
on the /nternet toda1 sing several approa!hes. 6he !lassi! approa!h is to si"pl1 trans"it the
adio file in its entiret1 'efore it is pla1ed. ) se!ond approa!h is to send enogh of it to 'e
fairl1 sre that 1o !an keeping pla1ing withot having to pase. 6his is the approa!h
Crogressive :etworks ,eal )dio I,o' -laser3s new !o"pan1B ses. 6hree !o"panies
I/nternet Koi!e ?hat2 Ko!alte!2 and :etphoneB allow phone !onversations a!ross the /nternet
't the =alit1 is worse than a nor"al phone !all. ;or video2 a proto!ol !alled ?E5See@e
fro" ?ornell allows for video !onferen!ing. /t si"pl1 delivers as "an1 fra"es per se!ond as
it sees the !rrent network !ongestion !an handle2 so even at low resoltion it is =ite 8erk1.
)ll of these Aha!ksA to provide video and adio will i"prove 'e!ase the /nternet will get
faster and also 'e!ase the software will i"prove. )t so"e point in the next three 1ears2
proto!ol enhan!e"ents taking advantage of the )6@ 'a!k'one 'eing sed for "ost of the
/nternet will provide A=alit1 of servi!e garanteesA. 6his is a garantee '1 ever1 swit!h
'etween 1o and 1or destination that enogh 'andwidth had 'een reserved to "ake sre 1o
get 1or data as fast as 1o need it. *xtensions to /C have alread1 'een proposed. 6his "ight
3%
'e an opportnit1 for s to take the lead working with EE:*6 and others. 4nl1 with this
i"prove"ent and an in!redi'le a"ont of additional 'andwidth and lo!al !onne!tions will
the /nternet infrastr!tre deliver all of the pro"ises of the fll 'lown /nfor"ation >ighwa1.
>owever2 it is in the pro!ess of happening and all we !an do is get involved and take
advantage.
/ think that virtall1 ever1 C? will 'e sed to !onne!t to the /nternet and that the /nternet will
help keep C? pr!hasing ver1 health1 for "an1 1ears to !o"e. C?s will !onne!t to the
/nternet a variet1 of wa1s. ) nor"al phone !all sing a 14.4k or 2%.%k 'ad "ode" will 'e
the "ost poplar in the near ftre. )n /SF: !onne!tion at 12%k' will 'e ver1 attra!tive as
the !onne!tion !osts fro" the ,<4?s and the "ode" !osts !o"e down. / expe!t an
explosion in /SF: sage for 'oth /nternet !onne!tion and point5to5point !onne!tions. Coint5
to5point allows for low laten!1 whi!h is ver1 helpfl for intera!tive ga"es. /SF: point5to5
point allows for si"ltaneos voi!e data whi!h is a ver1 attra!tive featre for sharing
infor"ation. *xa"ple s!enarios in!lde planning a trip2 dis!ssing a !ontra!t2 dis!ssing a
finan!ial transa!tion like a 'ill or a pr!hase or taxes or getting spport =estions a'ot 1or
C? answered. *ventall1 1o will 'e a'le to find the na"e of so"eone or a servi!e 1o want
to !onne!t to on the /nternet and reroting 1or !all to te"poraril1 'e a point5to5point
!onne!tion will happen ato"ati!all1. ;or exa"ple when 1o are 'rowsing travel
possi'ilities if 1o want to talk to so"eone with expertise on the area 1o are !onsidering2
1o si"pl1 !li!k on a 'tton and the re=est will 'e sent to a server that keeps a list of
availa'le agents who !an 'e working an1where the1 like as long as the1 have a C? with
/SF:. Yo will 'e re!onne!ted and the agent will get all of the !ontext of what 1o are
looking at and 1or previos histor1 of travel if the agen!1 has a data'ase. 6he re!onne!tion
approa!h will not 'e ne!essar1 on!e the network has =alit1 of servi!e garantees.
)nother wa1 to !onne!t a C? will 'e to se a !a'le5"ode" that ses the !oaxial !a'le
nor"all1 sed for analog 6K trans"ission. *arl1 !a'le s1ste"s will essentiall1 trn the !oax
into an *thernet so that ever1one in the sa"e neigh'orhood will share a +):. 6he "ost
diffi!lt pro'le" for !a'le s1ste"s is sending data fro" the C? 'a!k p the !a'le s1ste" Ithe
A'a!k !hannelAB. So"e !a'le !o"panies will pro"ote an approa!h where the !a'le is sed to
send data to the C? Ithe Aforward !hannelAB and a phone !onne!tion is sed for the 'a!k
!hannel. 6he data rate of the forward !hannel on a !a'le s1ste" shold 'e 'etter than /SF:.
*ventall1 the !a'le operators will have to do a fll pgrade to an )6@5'ased s1ste" sing
either all fi'er or a !o"'ination of fi'er and ?oax 5 however2 when the !a'le or phone
!o"panies will "ake this hge invest"ent is !o"pletel1 n!lear at this point. /f these
'ildots happen soon2 then there will 'e a loose relationship 'etween the /nternet and these
'road'and s1ste"s. /f the1 don3t happen for so"e ti"e2 then these 'road'and s1ste"s !old
'e an extension of the /nternet with ver1 few new standards to 'e set. / think the se!ond
s!enario is ver1 likel1.
6hree of the 'iggest develop"ents in the last five 1ears have 'een the growth in ?F titles2 the
growth in 4n5line sage2 and the growth in the /nternet. *a!h of these had to esta'lish !riti!al
"ass on their own. :ow we see that these three are strongl1 related to ea!h other and as the1
!o"e together the1 will a!!elerate in poplarit1. 6he 4n5line servi!es 'siness and the
/nternet have "erged. What / "ean '1 this is that ever1 4n5line servi!e has to si"pl1 'e a
pla!e on the /nternet with extra vale added. @S: is not !o"peting with the /nternet
althogh we will have to explain to !ontent p'lishers and sers wh1 the1 shold se @S:
instead of 8st setting p their own We' server. We don3t have a !lear enogh answer to this
=estion toda1. ;or sers who !onne!t to the /nternet so"e wa1 other than pa1ing s for the
3$
!onne!tion we will have to "ake @S: ver12 ver1 inexpensive 5 perhaps free. 6he a"ont of
free infor"ation availa'le toda1 on the /nternet is =ite a"a0ing. )lthogh there is roo" to
se 'rand na"es and =alit1 to differentiate fro" free !ontent2 this will not 'e eas1 and it
pts a lot of pressre to figre ot how to get advertiser fnding. *ven the ?F5,4@ 'siness
will 'e dra"ati!all1 affe!ted '1 the /nternet. *n!1!lopedia <rittani!a is offering their !ontent
on a s's!ription 'asis. ?ine"ania t1pe infor"ation for all the latest "ovies is availa'le for
free on the We' in!lding theater infor"ation and Hi!kti"e "ovie trailers.
3ompetition
4r traditional !o"petitors are 8st getting involved with the /nternet. :ovell is srprisingl1
a'sent given the i"portan!e of networking to their position however ;ranken'erg re!ogni0es
its i"portan!e and is driving the" in that dire!tion. :ovell has re!ogni0ed that a ke1 "issing
ele"ent of the /nternet is a good dire!tor1 servi!e. 6he1 are working with )6T6 and other
phone !o"panies to se the :etware Fire!tor1 Servi!e to fill this role. 6his represents a
"a8or threat to s. +ots is alread1 shipping the /nternotes We' C'lisher whi!h repli!ates
:otes data'ases into >6@+. :otes K4 in!ldes se!re /nternet 'rowsing in its server and
!lient. /<@ in!ldes /nternet !onne!tion throgh its network in 4S/2 and pro"otes that as a
ke1 featre.
So"e !o"petitors have a "!h deeper involve"ent in the /nternet than @i!rosoft. )ll E:/V
vendors are 'enefiting fro" the /nternet sin!e the defalt server is still a E:/V 'ox and not
Windows :62 parti!larl1 for high end de"ands2 SE: has exploited this =ite effe!tivel1.
@an1 We' sites2 in!lding Cal )llen3s *SC:*62 pt a SE: logo and link at the 'otto" of
their ho"e page in retrn for low !ost hardware. Several niversities have ASnsitesA na"ed
'e!ase the1 se donated SE: hardware. SE:3s (ava pro8e!t involves trning an /nternet
!lient into a progra""a'le fra"ework. SE: is ver1 involved in evolving the /nternet to sta1
awa1 fro" @i!rosoft. 4n the SE: >o"epage 1o !an find an interview of S!ott @!:eal1 '1
(ohn -age where S!ott explains that if !sto"ers de!ide to give one prod!t a high "arket
share IWindowsB that is not !apitalis". SE: is pro"oting Sn S!reen and >ot(ava with
aggressive 'siness ads pro"ising that the1 will help !o"panies "ake "one1.
S-/ has also 'een advertising their leadership on the /nternet in!lding servers and athoring
tools. 6heir ads are ver1 'siness fo!sed. 6he1 are 'a!king the 3F i"age standard2 K,@+2
whi!h will allow the /nternet to spport virtal realit1 t1pe shopping2 ga"ing2 and
so!iali0ing.
<rowsing the We'2 1o find al"ost no @i!rosoft file for"ats. )fter 1# hors of 'rowsing2 /
had not seen a single Word .F4?2 )K/ file2 Windows .*V* Iother than !ontent viewersB2 or
other @i!rosoft file for"at. / did see a great n"'er of Hi!kti"e files. )ll of the "ovie
stdios se the" to offer fil" trailers. )pple 'enefited '1 having 6?C spport 'efore we did
and is working hard to 'ild a 'rowser 'ilt fro" 4penFo! !o"ponents. )pple will psh for
4penFo! proto!ols to 'e sed on the /nternet2 and is alread1 offering good server
!onfigrations. )pple3s strength in ed!ation gives the" a "!h stronger presen!e on the
/nternet than their general "arket share wold sggest.
)nother poplar file for"at on the /nternet is CF;2 the short na"e for )do'e )!ro'at files.
*ven the /,S offers tax for"s in CF; for"at. 6he li"itations of >6@+ "ake it i"possi'le to
!reate for"s or other do!"ents with ri!h la1ot and CF; has 'e!o"e the standard
alternative. ;or now2 )!ro'at files are reall1 onl1 sefl if 1o print the" ot2 't )do'e is
4#
investing heavil1 in this te!hnolog1 and we "a1 see this !hange soon.
)!ro'at and Hi!kti"e are poplar on the network 'e!ase the1 are !ross platfor" and the
readers are free. 4n!e a for"at gets esta'lished it is extre"el1 diffi!lt for another for"at to
!o"e along and even 'e!o"e e=all1 poplar.
) new !o"petitor A'ornA on the /nternet is :ets!ape. 6heir 'rowser is do"inant2 with &#L
sage share2 allowing the" to deter"ine whi!h network extensions will !at!h on. 6he1 are
prsing a "lti5platfor" strateg1 where the1 "ove the ke1 )C/ into the !lient to
!o""oditi0e the nderl1ing operating s1ste". 6he1 have attra!ted a n"'er of p'li!
network operators to se their platfor" to offer infor"ation and dire!tor1 servi!es. We have
to "at!h and 'eat their offerings in!lding working with @?/2 newspapers2 and other who
are !onsidering their prod!ts.
4ne s!ar1 possi'ilit1 'eing dis!ssed '1 /nternet fans is whether the1 shold get together and
!reate so"ething far less expensive than a C? whi!h is powerfl enogh for We' 'rowsing.
6his new platfor" wold opti"i0e for the datat1pes on the We'. -ordon <ell and others
approa!hed /ntel on this and de!ided /ntel didn3t !are a'ot a low !ost devi!e so the1 started
sggesting that -eneral @agi! or another operating s1ste" with a non5/ntel !hip is the 'est
soltion.
:e.t Steps
/n highlighting the i"portan!e of the /nternet to or ftre / don3t want to sggest that / a"
alone in seeing this. 6here is ex!ellent work going on in "an1 prod!t grops. 4ver the last
1ear2 a n"'er of people have !ha"pioned e"'ra!ing 6?C//C2 h1perlinking2 >6@+2 and
'ilding !lient2 tools and servers that !o"pete on the /nternet. >owever2 we still have a lot to
do. / want ever1 prod!t plan to tr1 and go over'oard on /nternet featres. 4ne ele"ent that
will 'e !r!ial is !oordinating or varios a!tivities. 6he !hallenge/opportnit1 of the /nternet
is a ke1 reason 'ehind the re!ent organi0ation. Cal @arit0 will lead the Clatfor" grop to
define an integrated strateg1 that "akes it !lear that Windows "a!hines are the 'est !hoi!e
for the /nternet. 6his will prote!t and grow or Windows asset. :athan and Cete will lead the
)ppli!ations and ?ontent grop to figre ot how to "ake "one1 providing appli!ations and
!ontent for the /nternet. 6his will prote!t or 4ffi!e asset and grow or 4ffi!e2 ?ons"er2
and @S: 'sinesses. 6he work that was done in the )dvan!ed 6e!hnolog1 grop will 'e
extre"el1 i"portant as it is integrated in with or prod!ts.
We "st also invest in the @i!rosoft ho"e page2 so it will 'e !lear how to find ot a'ot or
varios prod!ts. 6oda1 it3s =ite rando" what is on the ho"e page and the =alit1 of
infor"ation is ver1 low. /f 1o look p spee!hes '1 "e all 1o find are a few spee!hes over a
1ear old. / 'elieve the /nternet will 'e!o"e or "ost i"portant pro"otional vehi!le and
pa1ing people to in!lde links to or ho"e pages will 'e a worthwhile wa1 to spend
advertising dollars. ;irst we need to "ake sre that great infor"ation is availa'le. 4ne
exa"ple is the de"onstration files IS!reen!a" for"atB that +ots in!ldes on all of their
prod!ts organi0ed '1 featre. / think a "easra'le part of or ad 'dget shold fo!s on the
/nternet. )n1 infor"ation we !reate 5 white papers2 data sheets2 et!.2 shold all 'e done on
or /nternet server.
/6- needs to take a hard look at whether we shold drop or leasing arrange"ents for data
lines to so"e !ontries and si"pl1 rel1 on the /nternet.
41
6he a!tions re=ired for the Windows platfor" are =ite 'road. Cal @arit0 is having an
/nternet retreat in (ne whi!h will fo!s on !oordinating these a!tivities. So"e !riti!al steps
are the following:
1. Server. <SF is working on offering the 'est /nternet server as an integrated pa!kage.
We need to nderstand how to "ake :6 'oxes the highest perfor"an!e >66C servers.
Cerhaps we shold have a pro8e!t with ?o"pa= or so"eone else to fo!s on this. 4r initial
server will have good perfor"an!e 'e!ase it ses kernel level !ode to 'last ot a file. We
need a !lear stor1 on whether a high vol"e We' site !an se :6 or not 'e!ase SE: is
viewed as the pri"ar1 !hoi!e. 4r plans for se!rit1 need to 'e strengthened. 4ther
<a!koffi!e pie!es like S@S and SH+ server also need to sta1 ot in front in working with the
/nternet. We need to figre ot how 4;S !an help perhaps '1 allowing pages to 'e stored as
o'8e!ts and having properties added. Cerhaps 4;S !an help with the !hallenge of "aintaining
We' str!tres. We need to esta'lish distri'ted 4+* as the proto!ol for /nternet
progra""ing. 4r server offerings need to 'eat what :ets!ape is doing in!lding 'illing and
se!rit1 spport. 6here will 'e s'stantial de"and for high perfor"an!e transa!tion servers.
We need to "ake the "edia server work a!ross the /nternet as soon as we !an as new
proto!ols are esta'lished. ) "a8or opportnit1/!hallenge is dire!tor1. /f the featres re=ired
for /nternet dire!tor1 are not in ?airo or easil1 adda'le withot a "a8or release we will "iss
the window to 'e!o"e the world standard in dire!tor1 with serios !onse=en!es. +ots2
:ovell2 and )6T6 will 'e working together to tr1 and esta'lish the /nternet dire!tor1.
)!tall1 getting the !ontent for or dire!tor1 and poplari0ing it !old 'e done in the @S:
grop.
2. 3"ient. ;irst we need to offer a de!ent !lient I43>areB that exploits Windows $5
short!ts. >owever this alone won3t get people to swit!h awa1 fro" :ets!ape. We need to
figre ot how to integrate <la!k'ird2 and help 'rowsing into or /nternet !lient. We have
"ade the de!ision to provide <la!k'ird !apa'ilities openl1 rather than tie the" to @S:.
>owever2 the pro!ess of getting the si0e2 speed2 and integration good enogh for the "arket
needs works and !oordination. We need to figre ot additional featres that will allows s to
get ahead with Windows !sto"ers. We need to "ove all of or /nternet vale added fro" the
Cls pa!k into Windows $5 itself as soon as we possi'le !an with a "a8or goal to get 4*@s
shipping or 'rowser preinstalled. 6his follows dire!tl1 fro" the plan to integrate the @S:
and /nternet !lients. )nother pla!e for integration is to eli"inate toda13s >elp and repla!e it
with the for"at or 'rowser a!!epts in!lding exploiting or ni=e extensions so there is
another reason to se or 'rowser. We need to deter"ine how "an1 'rowsers we pro"ote.
6oda1 we have 43>are2 <la!k'ird2 SC)@ @ediaKiew2 Word2 CowerCoint2 S1"ettr12 >elp
and "an1 others. Withot nifi!ation we will lose to :ets!ape/>ot(ava.
4ver ti"e the shell and the 'rowser will !onverge and spport hierar!hi!al/list/=er1 viewing
as well as do!"ent with links viewing. 6he for"er is the str!tred approa!h and the later
allows for ri!her presentation. We need to esta'lish 4+* proto!ols as the wa1 ri!h do!"ents
are shared on the /nternet. / a" sre the 4penFo! !onsorti" will tr1 and 'lo!k this.
3. -i"e sharing>Wino, sharing>M#"ti8#ser. We need to give awa1 !lient !ode that
en!orages Windows spe!ifi! proto!ols to 'e sed a!ross the /nternet. /t shold 'e ver1 eas1
to set p a server for file sharing a!ross the /nternet. 4r Ci!tre6el s!reen sharing !lient
allowing Window sharing shold work easil1 a!ross the /nternet. We shold also !onsider
whether to do so"ething with the ?itrix !ode that allows 1o to 'e!o"e a Windows :6 ser
42
a!ross the :etwork. /t is different fro" the Ci!tre6el approa!h 'e!ase it isn3t peer to peer.
/nstead it allows 1o to 'e a re"ote ser on a shared :6 s1ste". <1 giving awa1 the !lient
!ode to spport all of these s!enarios2 we !an start to show that a Windows "a!hine on the
/nternet is "ore vala'le than an artitrar1 "a!hine on the net. We have i""ense leverage
'e!ase or ?lient and Server )C/ stor1 is ver1 strong. Esing K< or K? to write /nternet
appli!ations whi!h have their E/ re"oted is a ver1 powerfl advantage for :6 servers.
4. -orms>4ang#ages. We need to "ake it ver1 eas1 to design a for" that presents itself
as an >6@+ page. 6oda1 the ?o""on -atewa1 /nterfa!e I?-/B is sed on We' servers to
give for"s 3'ehavior3 't its =ite diffi!lt to work with. <SF is defining a so"ewhat 'etter
approa!h the1 !all <-/. >owever we need to integrate all of this with or ;or"s3 strateg1
and or langages. /f we "ake it eas1 to asso!iate !ontrols with fields then we get leverage
ot of all of the work we are doing on data 'inding !ontrols. *fforts like ;rontier software3s
work and SE:3s (ava are a "a8or !hallenge to s. We need to figre ot when it "akes sense
to download !ontrol !ode to the !lient in!lding a se!rit1 approa!h to avoid this 'eing a
virs hole.
?. Sear%h engines. 6his is related to the !lient/server strategies. Kerit1 has done good
work with :otes2 :ets!ape2 )6T6 and "an1 others to get the" to adopt their s!ala'le
te!hnolog1 that !an deal with large text data'ases with ver1 large n"'ers of =eries against
the". We need to !o"e p with a strateg1 to 'ring together 4ffi!e2 @ediaview2 >elp2 ?airo2
and @S:. )!!ess and ;ox do not spport text indexing as part of their =eries toda1 whi!h is
a "a8or hole. 4nl1 when we have an integrated strateg1 will we 'e a'le to deter"ine if or
in5hose efforts are ade=ate or to what degree we need to work with otside !o"panies like
Kerit1.
=. -ormats. We need to "ake sre we otpt infor"ation fro" all of or prod!ts in
'oth vanilla >6@+ for" and in the extended for"s that we pro"ote. ;or exa"ple2 an1
data'ase reports shold 'e naviga'le as h1pertext do!"ents. We need to de!ide how we are
going to !o"pete with )!ro'at and Hi!kti"e sin!e right now we aren3t !hallenging the". /t
"a1 'e worth investing in opti"i0ing or file for"ats for these s!enarios. What is or
!o"petitor to )!ro'atJ /t was spposed to 'e a !oordination of extended "etafiles and Word
't these plans are inade=ate. 6he for"at isse spans the Clatfor" and )ppli!ations grops.
@. Too"s. 4r disparate tools efforts need to 'e 'roght together. *ver1thing needs to
fo!s on a single integrated develop"ent environ"ent that is extensi'le in a o'8e!t oriented
fashion. 6ools shold 'e ar!hite!ted as extensions to this fra"ework. 6his "eans one
!o""on approa!h to repositor1/pro8e!ts/sor!e !ontrol. /t "eans one approa!h to for"s
design. 6he environ"ent has to spport sophisti!ated viewing options like ti"elines and the
advan!ed featres Soft/"age re=ires. 4r work has 'een separated '1 independent fo!s on
on5line verss ?F5,4@ and str!tred displa1 verss ani"ated displa1s. 6here are diffi!lt
te!hni!al isses to resolve. /f we start '1 looking at the rnti"e pie!e I'rowserB / think this
will gide s towards the right soltion with the tools.
6he a!tions re=ired for the )ppli!ations and ?ontent grop are also =ite 'road. So"e
!riti!al steps are the following:
1. '**i%e. )llowing for !olla'oration a!ross the /nternet and allowing people to p'lish
in or file for"ats for 'oth @a! and Windows with free readers is ver1 i"portant. 6his won3t
happen withot spe!ifi! evangeli0ation. F)F has written so"e good do!"ents a'ot
43
/nternet featres. Word !old lose ot to fo!sed /nternet tools if it doesn3t 'e!o"e faster and
"ore WYS/WY- for >6@+. 6here is a !riti!al strateg1 isse of whether Word as a !ontainer
is stri!t sperset of or FataFo! !ontainers allowing or ;or"s strateg1 to e"'ra!e Word
fll1.
2. MS:. 6he "erger of the 4n5line 'siness and /nternet 'siness !reates a "a8or
!hallenge for @S:. /t !an3t 8st 'e the pla!e to find @i!rosoft infor"ation on the /nternet. /t
has to have s!ale and reptation that it is the 'est wa1 to take advantage of the /nternet
'e!ase of the vale added. ) lot of the !ontent we have 'een attra!ting to @S: will 'e
availa'le in e=al or 'etter for" on the /nternet so we need to !onsider fo!sing on areas
where we !an provide so"ething that will go 'e1ond what the /nternet will offer over the
next few 1ears. 4r plan to pro"ote <la!k'ird 'roadl1 takes awa1 one ele"ent that wold
have 'een ni=e to @S:. We need to strengthen the relationship 'etween @S: and
*x!hange/?airo for "ail2 se!rit1 and dire!tor1. We need to deter"ine a set of servi!es that
@S: leads in 5 "one1 transfer2 dire!tor12 and sear!h engines. 4r high5end server offerings
"a1 re=ire a spe!ifi! relationship with @S:.
3. 3ons#mer. ?ons"er has done a lot of thinking a'ot the se of on5line for its
varios titles. 4n5line is great for annit1 revene and eli"inating the pro'le"s of li"ited
shelf5spa!e. >owever2 it also lowers the 'arriers to entr1 and allows for an i""ense a"ont
of free infor"ation. Enfortnatel1 toda1 an @S: ser has to download a hge 'rowser for
ever1 ?F title "aking it "ore of a de"o !apa'ilit1 than so"ething a lot of people will adopt.
6he /nternet will assre a large adien!e for a 'road range of titles. >owever the !hallenge of
'e!o"ing a leader in an1 s'8e!t area in ter"s of =alit12 depth2 and pri!e will 'e far "ore
'rtal than toda13s ?F "arket. ;or ea!h !ategor1 we are in we will have to de!ide if we !an
'e D1 or D2 in that !ategor1 or get ot. ) n"'er of !o"petitors will have natral advantages
'e!ase of their non5ele!troni! a!tivities.
0. Broa)an meia app"i%ations. With the signifi!ant ti"e 'efore wides!ale i6K
deplo1"ent we need to look hard at whi!h appli!ations !an 'e delivered in an /SF://nternet
environ"ent or in a Satellite C? environ"ent. We need a strateg1 for 'ig areas like dire!tor12
news2 and shopping. We need to de!ide how to perse lo!al infor"ation. 6he ?it1s!ape
pro8e!t has a lot of pro"ise 't onl1 with the right partners.
?. E"e%troni% %ommer%e. Re1 ele"ents of ele!troni! !o""er!e in!lding se!rit1 and
'illing need to 'e integrated into or platfor" strateg1. 4n5line allows s to take a new
approa!h that shold allow s to !o"pete with /ntit and others. We need to think !reativel1
a'ot how to se the /nternet/on5line world to enhan!e @one1. Cerhaps or )to"ati! teller
"a!hine pro8e!t shold 'e revived. Cerhaps it "akes sense to do a tax 'siness that onl1
operates on on5line. Cerhaps we !an esta'lish the lowest !ost wa1 for people to do ele!troni!
'ill pa1ing. Cerhaps we !an tea" p with Hi!k'ook !o"petitors to provide integrated on5
line offerings. /ntit has "ade a lot of progress in overseas "arkets dring the last six
"onths. )ll the finan!ial instittions will find it ver1 eas1 to '1 the 'est /nternet te!hnolog1
tools fro" s and others and get into this world withot "!h te!hni!al expertise.
The -#t#re
We enter this new era with so"e !onsidera'le strengths. )"ong the" are or people and the
'road a!!eptan!e of Windows and 4ffi!e. / 'elieve the work that has 'een done in ?ons"er2
?airo2 )dvan!ed 6e!hnolog12 @S:2 and ,esear!h position s ver1 well to lead. 4r
44
opportnit1 to take advantage of these invest"ents is !o"ing faster than / wold have
predi!ted. 6he ele!troni! world re=ires all of the dire!tor12 se!rit12 lingisti! and other
te!hnologies we have worked on. /t re=ires s to do even "ore in these ares than we
planning to. 6here will 'e a lot of n!ertaint1 as we first e"'ra!e the /nternet and then extend
it. Sin!e the /nternet is !hanging so rapidl1 we will have to revise or strategies fro" ti"e to
ti"e and have 'etter inter5grop !o""ni!ation than ever 'efore.
4r prod!ts will not 'e the onl1 things !hanging. 6he wa1 we distri'te infor"ation and
software as well as the wa1 we !o""ni!ate with and spport !sto"ers will 'e !hanging.
We have an opportnit1 to do a lot "ore with or resor!es. /nfor"ation will 'e disse"inated
effi!ientl1 'etween s and or !sto"ers with less !han!e that the press "is!o""ni!ates
or plans. ?sto"ers will !o"e to or Aho"e pageA in n'elieva'le n"'ers and find ot
ever1thing we want the" to know.
6he next few 1ears are going to 'e ver1 ex!iting as we ta!kle these !hallenges are
opportnities. 6he /nternet is a tidal wave. /t !hanges the rles. /t is an in!redi'le opportnit1
as well as in!redi'le !hallenge / a" looking forward to 1or inpt on how we !an i"prove
or strateg1 to !ontine or tra!k re!ord of in!redi'le s!!ess.
5yper4ink 2ppeni.
,elated reading2 do'le !li!k to open the" 4n5line7 I@i!rosoft +): onl12 /nternet )ssistant
is not re=ired for this partB:
A-ordon <ell on the /nternetA e"ail '1 -ordon <ell
A)fforda'le ?o"pting: advertising s'sidi0ed hardwareA '1 :i!holas
:egroponte
A<rief +e!tre :otes on K,@+ T >ot (avaA e"ail '1 Willia" <arr
A:otes fro" a +e!tre '1 @ark )ndresson I:ets!apeBA e"ail '1 Willia" <arr
A)ppli!ation Strategies for the World Wide We'A '1 Ceter Cathe I?ontains
"an1 "ore links7B
<elow is a hotlist of /nternet We' sites 1o "ight find interesting. /3ve in!lded it as an
e"'edded .>6@ file whi!h shold 'e reada'le '1 "ost We' <rowsers. Fo'le !li!k it if
1o3re sing a We' <rowser like 43>are or :ets!ape.
>ot+ist.ht"
) se!ond !op1 of these links is 'elow as Word >6@+ links. 6o se these links2 1o "st 'e
rnning the World /nternet )ssistant2 and 'e !onne!ted to the We'.
?ool2 ?ool2 ?ool.
6he +1!os >o"e Cage
Yahoo
,eal)dio >o"epage
>otWired 5 :ew 6hinking for a :ew @edi"
?o"petitors
45
@i!rosoft ?orporation World5Wide5We' Server
Wel!o"e 6o 4ra!le
+ots on the We'
:ovell /n!. World Wide We' >o"e Cage
S1"ante! ?orporation >o"e Cage
<orland 4nline
Fisne1/<ena Kista
Cara"ont Ci!tres
)do'e S1ste"s /n!orporated >o"e Cage
@?/
Son1 4nline
Sports
*SC:*6 SportsYone
6he -ate ?1'ersports Cage
6he Sports Server
+as Kegas Sports Cage
:ews
?,)Y4:
@er!r1 ?enter >o"e Cage
6ravel/*ntertain"ent
)FF/?6*F 64 :4/S*
?Fnow 6he /nternet @si! Store
6ravel T *ntertain"ent :etwork ho"e page
Kirtal 6orist World @ap
?IJB :et
)to
Fealernet
Coplar @e!hani!s
@. Te /a%&ynski: The #nabomber Manifesto
Washington $ost2 Septe"'er 222 1$$5
I:D6ST$I24 S'3IETY 2:D ITS -6T6$E
Intro#%tion
1. 6he /ndstrial ,evoltion and its !onse=en!es have 'een a disaster for the h"an
ra!e. 6he1 have greatl1 in!reased the life5expe!tan!1 of those of s who live in
Padvan!edQ !ontries2 't the1 have desta'ili0ed so!iet12 have "ade life nflfilling2
have s'8e!ted h"an 'eings to indignities2 have led to widespread ps1!hologi!al
sffering Iin the 6hird World to ph1si!al sffering as wellB and have infli!ted severe
46
da"age on the natral world. 6he !ontined develop"ent of te!hnolog1 will worsen
the sitation. /t will !ertainl1 s'8e!t h"an 'eings to greater indignities and infli!t
greater da"age on the natral world2 it will pro'a'l1 lead to greater so!ial disrption
and ps1!hologi!al sffering2 and it "a1 lead to in!reased ph1si!al sffering even in
Padvan!edQ !ontries.
2. 6he indstrial5te!hnologi!al s1ste" "a1 srvive or it "a1 'reak down. /f it
srvives2 it @)Y eventall1 a!hieve a low level of ph1si!al and ps1!hologi!al
sffering2 't onl1 after passing throgh a long and ver1 painfl period of ad8st"ent
and onl1 at the !ost of per"anentl1 red!ing h"an 'eings and "an1 other living
organis"s to engineered prod!ts and "ere !ogs in the so!ial "a!hine. ;rther"ore2 if
the s1ste" srvives2 the !onse=en!es will 'e inevita'le: 6here is no wa1 of refor"ing
or "odif1ing the s1ste" so as to prevent it fro" depriving people of dignit1 and
atono"1.
3. /f the s1ste" 'reaks down the !onse=en!es will still 'e ver1 painfl. <t the 'igger
the s1ste" grows the "ore disastros the reslts of its 'reakdown will 'e2 so if it is to
'reak down it had 'est 'reak down sooner rather than later.
4. We therefore advo!ate a revoltion against the indstrial s1ste". 6his revoltion
"a1 or "a1 not "ake se of violen!e9 it "a1 'e sdden or it "a1 'e a relativel1
gradal pro!ess spanning a few de!ades. We !anNt predi!t an1 of that. <t we do
otline in a ver1 general wa1 the "easres that those who hate the indstrial s1ste"
shold take in order to prepare the wa1 for a revoltion against that for" of so!iet1.
6his is not to 'e a C4+/6/?)+ revoltion. /ts o'8e!t will 'e to overthrow not
govern"ents 't the e!ono"i! and te!hnologi!al 'asis of the present so!iet1.
5. /n this arti!le we give attention to onl1 so"e of the negative develop"ents that have
grown ot of the indstrial5te!hnologi!al s1ste". 4ther s!h develop"ents we
"ention onl1 'riefl1 or ignore altogether. 6his does not "ean that we regard these
other develop"ents as ni"portant. ;or pra!ti!al reasons we have to !onfine or
dis!ssion to areas that have re!eived insffi!ient p'li! attention or in whi!h we have
so"ething new to sa1. ;or exa"ple2 sin!e there are well5developed environ"ental and
wilderness "ove"ents2 we have written ver1 little a'ot environ"ental degradation or
the destr!tion of wild natre2 even thogh we !onsider these to 'e highl1 i"portant.
T5E (SY35'4'!Y '- M'DE$: 4E-TISM
6. )l"ost ever1one will agree that we live in a deepl1 tro'led so!iet1. 4ne of the
"ost widespread "anifestations of the !ra0iness of or world is leftis"2 so a dis!ssion
of the ps1!holog1 of leftis" !an serve as an introd!tion to the dis!ssion of the
pro'le"s of "odern so!iet1 in general.
&. <t what is leftis"J Fring the first half of the 2#th !entr1 leftis" !old have 'een
pra!ti!all1 identified with so!ialis". 6oda1 the "ove"ent is frag"ented and it is not
!lear who !an properl1 'e !alled a leftist. When we speak of leftists in this arti!le we
have in "ind "ainl1 so!ialists2 !olle!tivists2 Ppoliti!all1 !orre!tQ t1pes2 fe"inists2 ga1
and disa'ilit1 a!tivists2 ani"al rights a!tivists and the like. <t not ever1one who is
4&
asso!iated with one of these "ove"ents is a leftist. What we are tr1ing to get at in
dis!ssing leftis" is not so "!h "ove"ent or an ideolog1 as a ps1!hologi!al t1pe2 or
rather a !olle!tion of related t1pes. 6hs2 what we "ean '1 Pleftis"Q will e"erge "ore
!learl1 in the !orse of or dis!ssion of leftist ps1!holog1. I)lso2 see paragraphs 22&5
23#.B
%. *ven so2 or !on!eption of leftis" will re"ain a good deal less !lear than we wold
wish2 't there doesnNt see" to 'e an1 re"ed1 for this. )ll we are tr1ing to do here is
indi!ate in a rogh and approxi"ate wa1 the two ps1!hologi!al tenden!ies that we
'elieve are the "ain driving for!e of "odern leftis". We '1 no "eans !lai" to 'e
telling the W>4+* trth a'ot leftist ps1!holog1. )lso2 or dis!ssion is "eant to
appl1 to "odern leftis" onl1. We leave open the =estion of the extent to whi!h or
dis!ssion !old 'e applied to the leftists of the 1$th and earl1 2#th !entries.
$. 6he two ps1!hologi!al tenden!ies that nderlie "odern leftis" we !all Pfeelings of
inferiorit1Q and Poverso!iali0ation.Q ;eelings of inferiorit1 are !hara!teristi! of "odern
leftis" as a whole2 while overso!iali0ation is !hara!teristi! onl1 of a !ertain seg"ent of
"odern leftis"9 't this seg"ent is highl1 inflential.
-EE4I:!S '- I:-E$I'$ITY
1#. <1 Pfeelings of inferiorit1Q we "ean not onl1 inferiorit1 feelings in the stri!t sense
't a whole spe!tr" of related traits9 low self5estee"2 feelings of powerlessness2
depressive tenden!ies2 defeatis"2 gilt2 self5 hatred2 et!. We arge that "odern leftists
tend to have so"e s!h feelings Ipossi'l1 "ore or less repressedB and that these
feelings are de!isive in deter"ining the dire!tion of "odern leftis".
11. When so"eone interprets as derogator1 al"ost an1thing that is said a'ot hi" Ior
a'ot grops with who" he identifiesB we !on!lde that he has inferiorit1 feelings or
low self5estee". 6his tenden!1 is pronon!ed a"ong "inorit1 rights a!tivists2 whether
or not the1 'elong to the "inorit1 grops whose rights the1 defend. 6he1 are
h1persensitive a'ot the words sed to designate "inorities and a'ot an1thing that is
said !on!erning "inorities. 6he ter"s Pnegro2Q Poriental2Q Phandi!appedQ or P!hi!kQ
for an )fri!an2 an )sian2 a disa'led person or a wo"an originall1 had no derogator1
!onnotation. P<roadQ and P!hi!kQ were "erel1 the fe"inine e=ivalents of Pg12Q
PddeQ or Pfellow.Q 6he negative !onnotations have 'een atta!hed to these ter"s '1 the
a!tivists the"selves. So"e ani"al rights a!tivists have gone so far as to re8e!t the word
PpetQ and insist on its repla!e"ent '1 Pani"al !o"panion.Q +eftish anthropologists go
to great lengths to avoid sa1ing an1thing a'ot pri"itive peoples that !old
!on!eiva'l1 'e interpreted as negative. 6he1 want to repla!e the world Ppri"itiveQ '1
Pnonliterate.Q 6he1 see" al"ost paranoid a'ot an1thing that "ight sggest that an1
pri"itive !ltre is inferior to or own. IWe do not "ean to i"pl1 that pri"itive
!ltres ),* inferior to ors. We "erel1 point ot the h1persensitivit1 of leftish
anthropologists.B
12. 6hose who are "ost sensitive a'ot Ppoliti!all1 in!orre!tQ ter"inolog1 are not the
average 'la!k ghetto5 dweller2 )sian i""igrant2 a'sed wo"an or disa'led person2 't
a "inorit1 of a!tivists2 "an1 of who" do not even 'elong to an1 PoppressedQ grop
4%
't !o"e fro" privileged strata of so!iet1. Coliti!al !orre!tness has its stronghold
a"ong niversit1 professors2 who have se!re e"plo1"ent with !o"forta'le salaries2
and the "a8orit1 of who" are heterosexal white "ales fro" "iddle5 to pper5"iddle5
!lass fa"ilies.
13. @an1 leftists have an intense identifi!ation with the pro'le"s of grops that have
an i"age of 'eing weak Iwo"enB2 defeated I)"eri!an /ndiansB2 repellent
Iho"osexalsB or otherwise inferior. 6he leftists the"selves feel that these grops are
inferior. 6he1 wold never ad"it to the"selves that the1 have s!h feelings2 't it is
pre!isel1 'e!ase the1 do see these grops as inferior that the1 identif1 with their
pro'le"s. IWe do not "ean to sggest that wo"en2 /ndians2 et!. ),* inferior9 we are
onl1 "aking a point a'ot leftist ps1!holog1.B
14. ;e"inists are desperatel1 anxios to prove that wo"en are as strong and as !apa'le
as "en. ?learl1 the1 are nagged '1 a fear that wo"en "a1 :46 'e as strong and as
!apa'le as "en.
15. +eftists tend to hate an1thing that has an i"age of 'eing strong2 good and
s!!essfl. 6he1 hate )"eri!a2 the1 hate Western !ivili0ation2 the1 hate white "ales2
the1 hate rationalit1. 6he reasons that leftists give for hating the West2 et!. !learl1 do
not !orrespond with their real "otives. 6he1 S)Y the1 hate the West 'e!ase it is
warlike2 i"perialisti!2 sexist2 ethno!entri! and so forth2 't where these sa"e falts
appear in so!ialist !ontries or in pri"itive !ltres2 the leftist finds ex!ses for the"2
or at 'est he -,EF-/:-+Y ad"its that the1 exist9 whereas he
*:6>ES/)S6/?)++Y points ot Iand often greatl1 exaggeratesB these falts where
the1 appear in Western !ivili0ation. 6hs it is !lear that these falts are not the leftistNs
real "otive for hating )"eri!a and the West. >e hates )"eri!a and the West 'e!ase
the1 are strong and s!!essfl.
16. Words like Pself5!onfiden!e2Q Pself5relian!e2Q Pinitiative2Q Penterprise2Q
Popti"is"2Q et!.2 pla1 little role in the li'eral and leftist vo!a'lar1. 6he leftist is anti5
individalisti!2 pro5!olle!tivist. >e wants so!iet1 to solve ever1oneNs pro'le"s for
the"2 satisf1 ever1oneNs needs for the"2 take !are of the". >e is not the sort of person
who has an inner sense of !onfiden!e in his a'ilit1 to solve his own pro'le"s and
satisf1 his own needs. 6he leftist is antagonisti! to the !on!ept of !o"petition 'e!ase2
deep inside2 he feels like a loser.
1&. )rt for"s that appeal to "odern leftish intelle!tals tend to fo!s on sordidness2
defeat and despair2 or else the1 take an orgiasti! tone2 throwing off rational !ontrol as if
there were no hope of a!!o"plishing an1thing throgh rational !al!lation and all that
was left was to i""erse oneself in the sensations of the "o"ent.
1%. @odern leftish philosophers tend to dis"iss reason2 s!ien!e2 o'8e!tive realit1 and
to insist that ever1thing is !ltrall1 relative. /t is tre that one !an ask serios
=estions a'ot the fondations of s!ientifi! knowledge and a'ot how2 if at all2 the
!on!ept of o'8e!tive realit1 !an 'e defined. <t it is o'vios that "odern leftish
philosophers are not si"pl1 !ool5headed logi!ians s1ste"ati!all1 anal10ing the
fondations of knowledge. 6he1 are deepl1 involved e"otionall1 in their atta!k on
4$
trth and realit1. 6he1 atta!k these !on!epts 'e!ase of their own ps1!hologi!al needs.
;or one thing2 their atta!k is an otlet for hostilit12 and2 to the extent that it is
s!!essfl2 it satisfies the drive for power. @ore i"portantl12 the leftist hates s!ien!e
and rationalit1 'e!ase the1 !lassif1 !ertain 'eliefs as tre Ii.e.2 s!!essfl2 speriorB
and other 'eliefs as false Ii.e.2 failed2 inferiorB. 6he leftistNs feelings of inferiorit1 rn
so deep that he !annot tolerate an1 !lassifi!ation of so"e things as s!!essfl or
sperior and other things as failed or inferior. 6his also nderlies the re8e!tion '1 "an1
leftists of the !on!ept of "ental illness and of the tilit1 of /H tests. +eftists are
antagonisti! to geneti! explanations of h"an a'ilities or 'ehavior 'e!ase s!h
explanations tend to "ake so"e persons appear sperior or inferior to others. +eftists
prefer to give so!iet1 the !redit or 'la"e for an individalNs a'ilit1 or la!k of it. 6hs if
a person is PinferiorQ it is not his falt2 't so!iet1Ns2 'e!ase he has not 'een 'roght
p properl1.
1$. 6he leftist is not t1pi!all1 the kind of person whose feelings of inferiorit1 "ake
hi" a 'raggart2 an egotist2 a 'll12 a self5pro"oter2 a rthless !o"petitor. 6his kind of
person has not wholl1 lost faith in hi"self. >e has a defi!it in his sense of power and
self5worth2 't he !an still !on!eive of hi"self as having the !apa!it1 to 'e strong2 and
his efforts to "ake hi"self strong prod!e his npleasant 'ehavior. W1X <t the leftist is
too far gone for that. >is feelings of inferiorit1 are so ingrained that he !annot !on!eive
of hi"self as individall1 strong and vala'le. >en!e the !olle!tivis" of the leftist. >e
!an feel strong onl1 as a "e"'er of a large organi0ation or a "ass "ove"ent with
whi!h he identifies hi"self.
2#. :oti!e the "aso!histi! tenden!1 of leftist ta!ti!s. +eftists protest '1 l1ing down in
front of vehi!les2 the1 intentionall1 provoke poli!e or ra!ists to a'se the"2 et!. 6hese
ta!ti!s "a1 often 'e effe!tive2 't "an1 leftists se the" not as a "eans to an end 't
'e!ase the1 C,*;*, "aso!histi! ta!ti!s. Self5hatred is a leftist trait.
21. +eftists "a1 !lai" that their a!tivis" is "otivated '1 !o"passion or '1 "oral
prin!iples2 and "oral prin!iple does pla1 a role for the leftist of the overso!iali0ed
t1pe. <t !o"passion and "oral prin!iple !annot 'e the "ain "otives for leftist
a!tivis". >ostilit1 is too pro"inent a !o"ponent of leftist 'ehavior9 so is the drive for
power. @oreover2 "!h leftist 'ehavior is not rationall1 !al!lated to 'e of 'enefit to
the people who" the leftists !lai" to 'e tr1ing to help. ;or exa"ple2 if one 'elieves
that affir"ative a!tion is good for 'la!k people2 does it "ake sense to de"and
affir"ative a!tion in hostile or dog"ati! ter"sJ 4'viosl1 it wold 'e "ore
prod!tive to take a diplo"ati! and !on!iliator1 approa!h that wold "ake at least
ver'al and s1"'oli! !on!essions to white people who think that affir"ative a!tion
dis!ri"inates against the". <t leftist a!tivists do not take s!h an approa!h 'e!ase it
wold not satisf1 their e"otional needs. >elping 'la!k people is not their real goal.
/nstead2 ra!e pro'le"s serve as an ex!se for the" to express their own hostilit1 and
frstrated need for power. /n doing so the1 a!tall1 har" 'la!k people2 'e!ase the
a!tivistsN hostile attitde toward the white "a8orit1 tends to intensif1 ra!e hatred.
22. /f or so!iet1 had no so!ial pro'le"s at all2 the leftists wold have to /:K*:6
pro'le"s in order to provide the"selves with an ex!se for "aking a fss.
5#
23. We e"phasi0e that the foregoing does not pretend to 'e an a!!rate des!ription of
ever1one who "ight 'e !onsidered a leftist. /t is onl1 a rogh indi!ation of a general
tenden!1 of leftis".
'AE$S'3I24IB2TI':
24. Cs1!hologists se the ter" Pso!iali0ationQ to designate the pro!ess '1 whi!h
!hildren are trained to think and a!t as so!iet1 de"ands. ) person is said to 'e well
so!iali0ed if he 'elieves in and o'e1s the "oral !ode of his so!iet1 and fits in well as a
fn!tioning part of that so!iet1. /t "a1 see" senseless to sa1 that "an1 leftists are
overso!iali0ed2 sin!e the leftist is per!eived as a re'el. :evertheless2 the position !an
'e defended. @an1 leftists are not s!h re'els as the1 see".
25. 6he "oral !ode of or so!iet1 is so de"anding that no one !an think2 feel and a!t
in a !o"pletel1 "oral wa1. ;or exa"ple2 we are not spposed to hate an1one2 1et
al"ost ever1one hates so"e'od1 at so"e ti"e or other2 whether he ad"its it to hi"self
or not. So"e people are so highl1 so!iali0ed that the atte"pt to think2 feel and a!t
"orall1 i"poses a severe 'rden on the". /n order to avoid feelings of gilt2 the1
!ontinall1 have to de!eive the"selves a'ot their own "otives and find "oral
explanations for feelings and a!tions that in realit1 have a non5"oral origin. We se the
ter" Poverso!iali0edQ to des!ri'e s!h people. W2X
26. 4verso!iali0ation !an lead to low self5estee"2 a sense of powerlessness2 defeatis"2
gilt2 et!. 4ne of the "ost i"portant "eans '1 whi!h or so!iet1 so!iali0es !hildren is
'1 "aking the" feel asha"ed of 'ehavior or spee!h that is !ontrar1 to so!iet1Ns
expe!tations. /f this is overdone2 or if a parti!lar !hild is espe!iall1 ss!epti'le to s!h
feelings2 he ends '1 feeling asha"ed of >/@S*+;. @oreover the thoght and the
'ehavior of the overso!iali0ed person are "ore restri!ted '1 so!iet1Ns expe!tations than
are those of the lightl1 so!iali0ed person. 6he "a8orit1 of people engage in a
signifi!ant a"ont of naght1 'ehavior. 6he1 lie2 the1 !o""it pett1 thefts2 the1 'reak
traffi! laws2 the1 goof off at work2 the1 hate so"eone2 the1 sa1 spitefl things or the1
se so"e nderhanded tri!k to get ahead of the other g1. 6he overso!iali0ed person
!annot do these things2 or if he does do the" he generates in hi"self a sense of sha"e
and self5hatred. 6he overso!iali0ed person !annot even experien!e2 withot gilt2
thoghts or feelings that are !ontrar1 to the a!!epted "oralit19 he !annot think
Pn!leanQ thoghts. )nd so!iali0ation is not 8st a "atter of "oralit19 we are so!iali0ed
to !onfor" to "an1 nor"s of 'ehavior that do not fall nder the heading of "oralit1.
6hs the overso!iali0ed person is kept on a ps1!hologi!al leash and spends his life
rnning on rails that so!iet1 has laid down for hi". /n "an1 overso!iali0ed people this
reslts in a sense of !onstraint and powerlessness that !an 'e a severe hardship. We
sggest that overso!iali0ation is a"ong the "ore serios !relties that h"an 'eings
infli!t on one another.
2&. We arge that a ver1 i"portant and inflential seg"ent of the "odern left is
overso!iali0ed and that their overso!iali0ation is of great i"portan!e in deter"ining the
dire!tion of "odern leftis". +eftists of the overso!iali0ed t1pe tend to 'e intelle!tals
or "e"'ers of the pper5"iddle !lass. :oti!e that niversit1 intelle!tals W3X !onstitte
51
the "ost highl1 so!iali0ed seg"ent of or so!iet1 and also the "ost left5wing seg"ent.
2%. 6he leftist of the overso!iali0ed t1pe tries to get off his ps1!hologi!al leash and
assert his atono"1 '1 re'elling. <t sall1 he is not strong enogh to re'el against
the "ost 'asi! vales of so!iet1. -enerall1 speaking2 the goals of toda1Ns leftists are
:46 in !onfli!t with the a!!epted "oralit1. 4n the !ontrar12 the left takes an a!!epted
"oral prin!iple2 adopts it as its own2 and then a!!ses "ainstrea" so!iet1 of violating
that prin!iple. *xa"ples: ra!ial e=alit12 e=alit1 of the sexes2 helping poor people2
pea!e as opposed to war2 nonviolen!e generall12 freedo" of expression2 kindness to
ani"als. @ore fnda"entall12 the dt1 of the individal to serve so!iet1 and the dt1
of so!iet1 to take !are of the individal. )ll these have 'een deepl1 rooted vales of
or so!iet1 Ior at least of its "iddle and pper !lasses W4X for a long ti"e. 6hese vales
are expli!itl1 or i"pli!itl1 expressed or prespposed in "ost of the "aterial presented
to s '1 the "ainstrea" !o""ni!ations "edia and the ed!ational s1ste". +eftists2
espe!iall1 those of the overso!iali0ed t1pe2 sall1 do not re'el against these prin!iples
't 8stif1 their hostilit1 to so!iet1 '1 !lai"ing Iwith so"e degree of trthB that so!iet1
is not living p to these prin!iples.
2$. >ere is an illstration of the wa1 in whi!h the overso!iali0ed leftist shows his real
atta!h"ent to the !onventional attitdes of or so!iet1 while pretending to 'e in
re'ellion against it. @an1 leftists psh for affir"ative a!tion2 for "oving 'la!k people
into high5prestige 8o's2 for i"proved ed!ation in 'la!k s!hools and "ore "one1 for
s!h s!hools9 the wa1 of life of the 'la!k Pnder!lassQ the1 regard as a so!ial disgra!e.
6he1 want to integrate the 'la!k "an into the s1ste"2 "ake hi" a 'siness exe!tive2
a law1er2 a s!ientist 8st like pper5"iddle5!lass white people. 6he leftists will repl1
that the last thing the1 want is to "ake the 'la!k "an into a !op1 of the white "an9
instead2 the1 want to preserve )fri!an )"eri!an !ltre. <t in what does this
preservation of )fri!an )"eri!an !ltre !onsistJ /t !an hardl1 !onsist in an1thing
"ore than eating 'la!k5st1le food2 listening to 'la!k5st1le "si!2 wearing 'la!k5st1le
!lothing and going to a 'la!k5 st1le !hr!h or "os=e. /n other words2 it !an express
itself onl1 in sperfi!ial "atters. /n all *SS*:6/)+ respe!ts "ost leftists of the
overso!iali0ed t1pe want to "ake the 'la!k "an !onfor" to white2 "iddle5!lass ideals.
6he1 want to "ake hi" std1 te!hni!al s'8e!ts2 'e!o"e an exe!tive or a s!ientist2
spend his life !li"'ing the stats ladder to prove that 'la!k people are as good as
white. 6he1 want to "ake 'la!k fathers Presponsi'le2Q the1 want 'la!k gangs to
'e!o"e nonviolent2 et!. <t these are exa!tl1 the vales of the indstrial5te!hnologi!al
s1ste". 6he s1ste" !oldnNt !are less what kind of "si! a "an listens to2 what kind
of !lothes he wears or what religion he 'elieves in as long as he stdies in s!hool2
holds a respe!ta'le 8o'2 !li"'s the stats ladder2 is a Presponsi'leQ parent2 is
nonviolent and so forth. /n effe!t2 however "!h he "a1 den1 it2 the overso!iali0ed
leftist wants to integrate the 'la!k "an into the s1ste" and "ake hi" adopt its vales.
3#. We !ertainl1 do not !lai" that leftists2 even of the overso!iali0ed t1pe2 :*K*,
re'el against the fnda"ental vales of or so!iet1. ?learl1 the1 so"eti"es do. So"e
overso!iali0ed leftists have gone so far as to re'el against one of "odern so!iet1Ns "ost
i"portant prin!iples '1 engaging in ph1si!al violen!e. <1 their own a!!ont2 violen!e
is for the" a for" of Pli'eration.Q /n other words2 '1 !o""itting violen!e the1 'reak
throgh the ps1!hologi!al restraints that have 'een trained into the". <e!ase the1 are
52
overso!iali0ed these restraints have 'een "ore !onfining for the" than for others9
hen!e their need to 'reak free of the". <t the1 sall1 8stif1 their re'ellion in ter"s
of "ainstrea" vales. /f the1 engage in violen!e the1 !lai" to 'e fighting against
ra!is" or the like.
31. We reali0e that "an1 o'8e!tions !old 'e raised to the foregoing th"'nail sket!h
of leftist ps1!holog1. 6he real sitation is !o"plex2 and an1thing like a !o"plete
des!ription of it wold take several vol"es even if the ne!essar1 data were availa'le.
We !lai" onl1 to have indi!ated ver1 roghl1 the two "ost i"portant tenden!ies in the
ps1!holog1 of "odern leftis".
32. 6he pro'le"s of the leftist are indi!ative of the pro'le"s of or so!iet1 as a whole.
+ow self5estee"2 depressive tenden!ies and defeatis" are not restri!ted to the left.
6hogh the1 are espe!iall1 noti!ea'le in the left2 the1 are widespread in or so!iet1.
)nd toda1Ns so!iet1 tries to so!iali0e s to a greater extent than an1 previos so!iet1.
We are even told '1 experts how to eat2 how to exer!ise2 how to "ake love2 how to
raise or kids and so forth.
T5E ('WE$ ($'3ESS
33. >"an 'eings have a need Ipro'a'l1 'ased in 'iolog1B for so"ething that we will
!all the Ppower pro!ess.Q 6his is !losel1 related to the need for power Iwhi!h is widel1
re!ogni0edB 't is not =ite the sa"e thing. 6he power pro!ess has for ele"ents. 6he
three "ost !lear5!t of these we !all goal2 effort and attain"ent of goal. I*ver1one
needs to have goals whose attain"ent re=ires effort2 and needs to s!!eed in attaining
at least so"e of his goals.B 6he forth ele"ent is "ore diffi!lt to define and "a1 not
'e ne!essar1 for ever1one. We !all it atono"1 and will dis!ss it later Iparagraphs 425
44B.
34. ?onsider the h1potheti!al !ase of a "an who !an have an1thing he wants 8st '1
wishing for it. S!h a "an has power2 't he will develop serios ps1!hologi!al
pro'le"s. )t first he will have a lot of fn2 't '1 and '1 he will 'e!o"e a!tel1 'ored
and de"orali0ed. *ventall1 he "a1 'e!o"e !lini!all1 depressed. >istor1 shows that
leisred aristo!ra!ies tend to 'e!o"e de!adent. 6his is not tre of fighting aristo!ra!ies
that have to strggle to "aintain their power. <t leisred2 se!re aristo!ra!ies that
have no need to exert the"selves sall1 'e!o"e 'ored2 hedonisti! and de"orali0ed2
even thogh the1 have power. 6his shows that power is not enogh. 4ne "st have
goals toward whi!h to exer!ise oneNs power.
35. *ver1one has goals9 if nothing else2 to o'tain the ph1si!al ne!essities of life: food2
water and whatever !lothing and shelter are "ade ne!essar1 '1 the !li"ate. <t the
leisred aristo!rat o'tains these things withot effort. >en!e his 'oredo" and
de"orali0ation.
36. :onattain"ent of i"portant goals reslts in death if the goals are ph1si!al
ne!essities2 and in frstration if nonattain"ent of the goals is !o"pati'le with srvival.
?onsistent failre to attain goals throghot life reslts in defeatis"2 low self5estee"
53
or depression.
3&2 6hs2 in order to avoid serios ps1!hologi!al pro'le"s2 a h"an 'eing needs goals
whose attain"ent re=ires effort2 and he "st have a reasona'le rate of s!!ess in
attaining his goals.
S6$$'!2TE 23TIAITIES
3%. <t not ever1 leisred aristo!rat 'e!o"es 'ored and de"orali0ed. ;or exa"ple2 the
e"peror >irohito2 instead of sinking into de!adent hedonis"2 devoted hi"self to
"arine 'iolog12 a field in whi!h he 'e!a"e distingished. When people do not have to
exert the"selves to satisf1 their ph1si!al needs the1 often set p artifi!ial goals for
the"selves. /n "an1 !ases the1 then prse these goals with the sa"e energ1 and
e"otional involve"ent that the1 otherwise wold have pt into the sear!h for ph1si!al
ne!essities. 6hs the aristo!rats of the ,o"an *"pire had their literar1 pretensions9
"an1 *ropean aristo!rats a few !entries ago invested tre"endos ti"e and energ1 in
hnting2 thogh the1 !ertainl1 didnNt need the "eat9 other aristo!ra!ies have !o"peted
for stats throgh ela'orate displa1s of wealth9 and a few aristo!rats2 like >irohito2
have trned to s!ien!e.
3$. We se the ter" Psrrogate a!tivit1Q to designate an a!tivit1 that is dire!ted toward
an artifi!ial goal that people set p for the"selves "erel1 in order to have so"e goal to
work toward2 or let s sa12 "erel1 for the sake of the Pflfill"entQ that the1 get fro"
prsing the goal. >ere is a rle of th"' for the identifi!ation of srrogate a!tivities.
-iven a person who devotes "!h ti"e and energ1 to the prsit of goal V2 ask
1orself this: /f he had to devote "ost of his ti"e and energ1 to satisf1ing his
'iologi!al needs2 and if that effort re=ired hi" to se his ph1si!al and "ental fa!lties
in a varied and interesting wa12 wold he feel seriosl1 deprived 'e!ase he did not
attain goal VJ /f the answer is no2 then the personNs prsit of goal V is a srrogate
a!tivit1. >irohitoNs stdies in "arine 'iolog1 !learl1 !onstitted a srrogate a!tivit12
sin!e it is prett1 !ertain that if >irohito had had to spend his ti"e working at
interesting non5s!ientifi! tasks in order to o'tain the ne!essities of life2 he wold not
have felt deprived 'e!ase he didnNt know all a'ot the anato"1 and life5!1!les of
"arine ani"als. 4n the other hand the prsit of sex and love Ifor exa"pleB is not a
srrogate a!tivit12 'e!ase "ost people2 even if their existen!e were otherwise
satisfa!tor12 wold feel deprived if the1 passed their lives withot ever having a
relationship with a "e"'er of the opposite sex. I<t prsit of an ex!essive a"ont of
sex2 "ore than one reall1 needs2 !an 'e a srrogate a!tivit1.B
4#. /n "odern indstrial so!iet1 onl1 "ini"al effort is ne!essar1 to satisf1 oneNs
ph1si!al needs. /t is enogh to go throgh a training progra" to a!=ire so"e pett1
te!hni!al skill2 then !o"e to work on ti"e and exert the ver1 "odest effort needed to
hold a 8o'. 6he onl1 re=ire"ents are a "oderate a"ont of intelligen!e and2 "ost of
all2 si"ple 4<*F/*:?*. /f one has those2 so!iet1 takes !are of one fro" !radle to
grave. IYes2 there is an nder!lass that !annot take the ph1si!al ne!essities for granted2
't we are speaking here of "ainstrea" so!iet1.B 6hs it is not srprising that "odern
so!iet1 is fll of srrogate a!tivities. 6hese in!lde s!ientifi! work2 athleti!
a!hieve"ent2 h"anitarian work2 artisti! and literar1 !reation2 !li"'ing the !orporate
54
ladder2 a!=isition of "one1 and "aterial goods far 'e1ond the point at whi!h the1
!ease to give an1 additional ph1si!al satisfa!tion2 and so!ial a!tivis" when it addresses
isses that are not i"portant for the a!tivist personall12 as in the !ase of white a!tivists
who work for the rights of nonwhite "inorities. 6hese are not alwa1s CE,* srrogate
a!tivities2 sin!e for "an1 people the1 "a1 'e "otivated in part '1 needs other than the
need to have so"e goal to prse. S!ientifi! work "a1 'e "otivated in part '1 a drive
for prestige2 artisti! !reation '1 a need to express feelings2 "ilitant so!ial a!tivis" '1
hostilit1. <t for "ost people who prse the"2 these a!tivities are in large part
srrogate a!tivities. ;or exa"ple2 the "a8orit1 of s!ientists will pro'a'l1 agree that the
Pflfill"entQ the1 get fro" their work is "ore i"portant than the "one1 and prestige
the1 earn.
41. ;or "an1 if not "ost people2 srrogate a!tivities are less satisf1ing than the prsit
of real goals Ithat is2 goals that people wold want to attain even if their need for the
power pro!ess were alread1 flfilledB. 4ne indi!ation of this is the fa!t that2 in "an1 or
"ost !ases2 people who are deepl1 involved in srrogate a!tivities are never satisfied2
never at rest. 6hs the "one15"aker !onstantl1 strives for "ore and "ore wealth. 6he
s!ientist no sooner solves one pro'le" than he "oves on to the next. 6he long5distan!e
rnner drives hi"self to rn alwa1s farther and faster. @an1 people who prse
srrogate a!tivities will sa1 that the1 get far "ore flfill"ent fro" these a!tivities than
the1 do fro" the P"ndaneQ 'siness of satisf1ing their 'iologi!al needs2 't that is
'e!ase in or so!iet1 the effort needed to satisf1 the 'iologi!al needs has 'een
red!ed to trivialit1. @ore i"portantl12 in or so!iet1 people do not satisf1 their
'iologi!al needs )E64:4@4ES+Y 't '1 fn!tioning as parts of an i""ense so!ial
"a!hine. /n !ontrast2 people generall1 have a great deal of atono"1 in prsing their
srrogate a!tivities.
26T':'MY
42. )tono"1 as a part of the power pro!ess "a1 not 'e ne!essar1 for ever1
individal. <t "ost people need a greater or lesser degree of atono"1 in working
toward their goals. 6heir efforts "st 'e ndertaken on their own initiative and "st 'e
nder their own dire!tion and !ontrol. Yet "ost people do not have to exert this
initiative2 dire!tion and !ontrol as single individals. /t is sall1 enogh to a!t as a
"e"'er of a S@)++ grop. 6hs if half a do0en people dis!ss a goal a"ong
the"selves and "ake a s!!essfl 8oint effort to attain that goal2 their need for the
power pro!ess will 'e served. <t if the1 work nder rigid orders handed down fro"
a'ove that leave the" no roo" for atono"os de!ision and initiative2 then their need
for the power pro!ess will not 'e served. 6he sa"e is tre when de!isions are "ade on
a !olle!tive 'asis if the grop "aking the !olle!tive de!ision is so large that the role of
ea!h individal is insignifi!ant. W5X
43. /t is tre that so"e individals see" to have little need for atono"1. *ither their
drive for power is weak or the1 satisf1 it '1 identif1ing the"selves with so"e
powerfl organi0ation to whi!h the1 'elong. )nd then there are nthinking2 ani"al
t1pes who see" to 'e satisfied with a prel1 ph1si!al sense of power Ithe good !o"'at
soldier2 who gets his sense of power '1 developing fighting skills that he is =ite
55
!ontent to se in 'lind o'edien!e to his speriorsB.
44. <t for "ost people it is throgh the power pro!essUhaving a goal2 "aking an
)E64:4@4ES effort and attaining the goalUthat self5estee"2 self5!onfiden!e and a
sense of power are a!=ired. When one does not have ade=ate opportnit1 to go
throgh the power pro!ess the !onse=en!es are Idepending on the individal and on
the wa1 the power pro!ess is disrptedB 'oredo"2 de"orali0ation2 low self5estee"2
inferiorit1 feelings2 defeatis"2 depression2 anxiet12 gilt2 frstration2 hostilit12 spose
or !hild a'se2 insatia'le hedonis"2 a'nor"al sexal 'ehavior2 sleep disorders2 eating
disorders2 et!. W6X
S'6$3ES '- S'3I24 ($'B4EMS
45. )n1 of the foregoing s1"pto"s !an o!!r in an1 so!iet12 't in "odern indstrial
so!iet1 the1 are present on a "assive s!ale. We arenNt the first to "ention that the
world toda1 see"s to 'e going !ra01. 6his sort of thing is not nor"al for h"an
so!ieties. 6here is good reason to 'elieve that pri"itive "an sffered fro" less stress
and frstration and was 'etter satisfied with his wa1 of life than "odern "an is. /t is
tre that not all was sweetness and light in pri"itive so!ieties. )'se of wo"en was
!o""on a"ong the )stralian a'origines2 transexalit1 was fairl1 !o""on a"ong
so"e of the )"eri!an /ndian tri'es. <t it does appear that -*:*,)++Y SC*)R/:-
the kinds of pro'le"s that we have listed in the pre!eding paragraph were far less
!o""on a"ong pri"itive peoples than the1 are in "odern so!iet1.
46. We attri'te the so!ial and ps1!hologi!al pro'le"s of "odern so!iet1 to the fa!t
that that so!iet1 re=ires people to live nder !onditions radi!all1 different fro" those
nder whi!h the h"an ra!e evolved and to 'ehave in wa1s that !onfli!t with the
patterns of 'ehavior that the h"an ra!e developed while living nder the earlier
!onditions. /t is !lear fro" what we have alread1 written that we !onsider la!k of
opportnit1 to properl1 experien!e the power pro!ess as the "ost i"portant of the
a'nor"al !onditions to whi!h "odern so!iet1 s'8e!ts people. <t it is not the onl1
one. <efore dealing with disrption of the power pro!ess as a sor!e of so!ial
pro'le"s we will dis!ss so"e of the other sor!es.
4&. )"ong the a'nor"al !onditions present in "odern indstrial so!iet1 are ex!essive
densit1 of poplation2 isolation of "an fro" natre2 ex!essive rapidit1 of so!ial !hange
and the 'reakdown of natral s"all5s!ale !o""nities s!h as the extended fa"il12 the
village or the tri'e.
4%. /t is well known that !rowding in!reases stress and aggression. 6he degree of
!rowding that exists toda1 and the isolation of "an fro" natre are !onse=en!es of
te!hnologi!al progress. )ll pre5indstrial so!ieties were predo"inantl1 rral. 6he
/ndstrial ,evoltion vastl1 in!reased the si0e of !ities and the proportion of the
poplation that lives in the"2 and "odern agri!ltral te!hnolog1 has "ade it possi'le
for the *arth to spport a far denser poplation than it ever did 'efore. I)lso2
te!hnolog1 exa!er'ates the effe!ts of !rowding 'e!ase it pts in!reased disrptive
powers in peopleNs hands. ;or exa"ple2 a variet1 of noise5 "aking devi!es: power
"owers2 radios2 "otor!1!les2 et!. /f the se of these devi!es is nrestri!ted2 people
56
who want pea!e and =iet are frstrated '1 the noise. /f their se is restri!ted2 people
who se the devi!es are frstrated '1 the reglations. <t if these "a!hines had never
'een invented there wold have 'een no !onfli!t and no frstration generated '1 the".B
4$. ;or pri"itive so!ieties the natral world Iwhi!h sall1 !hanges onl1 slowl1B
provided a sta'le fra"ework and therefore a sense of se!rit1. /n the "odern world it is
h"an so!iet1 that do"inates natre rather than the other wa1 arond2 and "odern
so!iet1 !hanges ver1 rapidl1 owing to te!hnologi!al !hange. 6hs there is no sta'le
fra"ework.
5#. 6he !onservatives are fools: 6he1 whine a'ot the de!a1 of traditional vales2 1et
the1 enthsiasti!all1 spport te!hnologi!al progress and e!ono"i! growth. )pparentl1
it never o!!rs to the" that 1o !anNt "ake rapid2 drasti! !hanges in the te!hnolog1
and the e!ono"1 of a so!iet1 withot !asing rapid !hanges in all other aspe!ts of the
so!iet1 as well2 and that s!h rapid !hanges inevita'l1 'reak down traditional vales.
51. 6he 'reakdown of traditional vales to so"e extent i"plies the 'reakdown of the
'onds that hold together traditional s"all5s!ale so!ial grops. 6he disintegration of
s"all5s!ale so!ial grops is also pro"oted '1 the fa!t that "odern !onditions often
re=ire or te"pt individals to "ove to new lo!ations2 separating the"selves fro"
their !o""nities. <e1ond that2 a te!hnologi!al so!iet1 >)S 64 weaken fa"il1 ties
and lo!al !o""nities if it is to fn!tion effi!ientl1. /n "odern so!iet1 an individalNs
lo1alt1 "st 'e first to the s1ste" and onl1 se!ondaril1 to a s"all5s!ale !o""nit12
'e!ase if the internal lo1alties of s"all5s!ale !o""nities were stronger than lo1alt1
to the s1ste"2 s!h !o""nities wold prse their own advantage at the expense of
the s1ste".
52. Sppose that a p'li! offi!ial or a !orporation exe!tive appoints his !osin2 his
friend or his !o5 religionist to a position rather than appointing the person 'est
=alified for the 8o'. >e has per"itted personal lo1alt1 to spersede his lo1alt1 to the
s1ste"2 and that is Pnepotis"Q or Pdis!ri"ination2Q 'oth of whi!h are terri'le sins in
"odern so!iet1. Wold5'e indstrial so!ieties that have done a poor 8o' of
s'ordinating personal or lo!al lo1alties to lo1alt1 to the s1ste" are sall1 ver1
ineffi!ient. I+ook at +atin )"eri!a.B 6hs an advan!ed indstrial so!iet1 !an tolerate
onl1 those s"all5s!ale !o""nities that are e"as!lated2 ta"ed and "ade into tools of
the s1ste". W&X
53. ?rowding2 rapid !hange and the 'reakdown of !o""nities have 'een widel1
re!ogni0ed as sor!es of so!ial pro'le"s. <t we do not 'elieve the1 are enogh to
a!!ont for the extent of the pro'le"s that are seen toda1.
54. ) few pre5indstrial !ities were ver1 large and !rowded2 1et their inha'itants do not
see" to have sffered fro" ps1!hologi!al pro'le"s to the sa"e extent as "odern "an.
/n )"eri!a toda1 there still are n!rowded rral areas2 and we find there the sa"e
pro'le"s as in r'an areas2 thogh the pro'le"s tend to 'e less a!te in the rral areas.
6hs !rowding does not see" to 'e the de!isive fa!tor.
55. 4n the growing edge of the )"eri!an frontier dring the 1$th !entr12 the "o'ilit1
5&
of the poplation pro'a'l1 'roke down extended fa"ilies and s"all5s!ale so!ial grops
to at least the sa"e extent as these are 'roken down toda1. /n fa!t2 "an1 n!lear
fa"ilies lived '1 !hoi!e in s!h isolation2 having no neigh'ors within several "iles2
that the1 'elonged to no !o""nit1 at all2 1et the1 do not see" to have developed
pro'le"s as a reslt.
56. ;rther"ore2 !hange in )"eri!an frontier so!iet1 was ver1 rapid and deep. ) "an
"ight 'e 'orn and raised in a log !a'in2 otside the rea!h of law and order and fed
largel1 on wild "eat9 and '1 the ti"e he arrived at old age he "ight 'e working at a
reglar 8o' and living in an ordered !o""nit1 with effe!tive law enfor!e"ent. 6his
was a deeper !hange than that whi!h t1pi!all1 o!!rs in the life of a "odern individal2
1et it does not see" to have led to ps1!hologi!al pro'le"s. /n fa!t2 1$th !entr1
)"eri!an so!iet1 had an opti"isti! and self5!onfident tone2 =ite nlike that of toda1Ns
so!iet1. W%X
5&. 6he differen!e2 we arge2 is that "odern "an has the sense Ilargel1 8stifiedB that
!hange is /@C4S*F on hi"2 whereas the 1$th !entr1 frontiers"an had the sense
Ialso largel1 8stifiedB that he !reated !hange hi"self2 '1 his own !hoi!e. 6hs a
pioneer settled on a pie!e of land of his own !hoosing and "ade it into a far" throgh
his own effort. /n those da1s an entire !ont1 "ight have onl1 a !ople of hndred
inha'itants and was a far "ore isolated and atono"os entit1 than a "odern !ont1
is. >en!e the pioneer far"er parti!ipated as a "e"'er of a relativel1 s"all grop in the
!reation of a new2 ordered !o""nit1. 4ne "a1 well =estion whether the !reation of
this !o""nit1 was an i"prove"ent2 't at an1 rate it satisfied the pioneerNs need for
the power pro!ess.
5%. /t wold 'e possi'le to give other exa"ples of so!ieties in whi!h there has 'een
rapid !hange and/or la!k of !lose !o""nit1 ties withot the kind of "assive
'ehavioral a'erration that is seen in toda1Ns indstrial so!iet1. We !ontend that the
"ost i"portant !ase of so!ial and ps1!hologi!al pro'le"s in "odern so!iet1 is the
fa!t that people have insffi!ient opportnit1 to go throgh the power pro!ess in a
nor"al wa1. We donNt "ean to sa1 that "odern so!iet1 is the onl1 one in whi!h the
power pro!ess has 'een disrpted. Cro'a'l1 "ost if not all !ivili0ed so!ieties have
interfered with the power pro!ess to a greater or lesser extent. <t in "odern indstrial
so!iet1 the pro'le" has 'e!o"e parti!larl1 a!te. +eftis"2 at least in its re!ent I"id5
to late52#th !entr1B for"2 is in part a s1"pto" of deprivation with respe!t to the
power pro!ess.
DIS$6(TI': '- T5E ('WE$ ($'3ESS I: M'DE$: S'3IETY
5$. We divide h"an drives into three grops: I1B those drives that !an 'e satisfied
with "ini"al effort9 I2B those that !an 'e satisfied 't onl1 at the !ost of serios effort9
I3B those that !annot 'e ade=atel1 satisfied no "atter how "!h effort one "akes.
6he power pro!ess is the pro!ess of satisf1ing the drives of the se!ond grop. 6he
"ore drives there are in the third grop2 the "ore there is frstration2 anger2 eventall1
defeatis"2 depression2 et!.
6#. /n "odern indstrial so!iet1 natral h"an drives tend to 'e pshed into the first
5%
and third grops2 and the se!ond grop tends to !onsist in!reasingl1 of artifi!iall1
!reated drives.
61. /n pri"itive so!ieties2 ph1si!al ne!essities generall1 fall into grop 2: 6he1 !an 'e
o'tained2 't onl1 at the !ost of serios effort. <t "odern so!iet1 tends to garant1
the ph1si!al ne!essities to ever1one W$X in ex!hange for onl1 "ini"al effort2 hen!e
ph1si!al needs are pshed into grop 1. I6here "a1 'e disagree"ent a'ot whether the
effort needed to hold a 8o' is P"ini"alQ9 't sall12 in lower5 to "iddle5 level 8o's2
whatever effort is re=ired is "erel1 that of 4<*F/*:?*. Yo sit or stand where 1o
are told to sit or stand and do what 1o are told to do in the wa1 1o are told to do it.
Seldo" do 1o have to exert 1orself seriosl12 and in an1 !ase 1o have hardl1 an1
atono"1 in work2 so that the need for the power pro!ess is not well served.B
62. So!ial needs2 s!h as sex2 love and stats2 often re"ain in grop 2 in "odern
so!iet12 depending on the sitation of the individal. W1#X <t2 ex!ept for people who
have a parti!larl1 strong drive for stats2 the effort re=ired to flfill the so!ial drives
is insffi!ient to satisf1 ade=atel1 the need for the power pro!ess.
63. So !ertain artifi!ial needs have 'een !reated that fall into grop 22 hen!e serve the
need for the power pro!ess. )dvertising and "arketing te!hni=es have 'een
developed that "ake "an1 people feel the1 need things that their grandparents never
desired or even drea"ed of. /t re=ires serios effort to earn enogh "one1 to satisf1
these artifi!ial needs2 hen!e the1 fall into grop 2. I<t see paragraphs %#5%2.B @odern
"an "st satisf1 his need for the power pro!ess largel1 throgh prsit of the artifi!ial
needs !reated '1 the advertising and "arketing indstr1 W11X2 and throgh srrogate
a!tivities.
64. /t see"s that for "an1 people2 "a1'e the "a8orit12 these artifi!ial for"s of the
power pro!ess are insffi!ient. ) the"e that appears repeatedl1 in the writings of the
so!ial !riti!s of the se!ond half of the 2#th !entr1 is the sense of prposelessness that
affli!ts "an1 people in "odern so!iet1. I6his prposelessness is often !alled '1 other
na"es s!h as Pano"i!Q or P"iddle5!lass va!it1.QB We sggest that the so5!alled
Pidentit1 !risisQ is a!tall1 a sear!h for a sense of prpose2 often for !o""it"ent to a
sita'le srrogate a!tivit1. /t "a1 'e that existentialis" is in large part a response to
the prposelessness of "odern life. W12X Ker1 widespread in "odern so!iet1 is the
sear!h for Pflfill"ent.Q <t we think that for the "a8orit1 of people an a!tivit1 whose
"ain goal is flfill"ent Ithat is2 a srrogate a!tivit1B does not 'ring !o"pletel1
satisfa!tor1 flfill"ent. /n other words2 it does not fll1 satisf1 the need for the power
pro!ess. ISee paragraph 41.B 6hat need !an 'e fll1 satisfied onl1 throgh a!tivities
that have so"e external goal2 s!h as ph1si!al ne!essities2 sex2 love2 stats2 revenge2
et!.
65. @oreover2 where goals are prsed throgh earning "one12 !li"'ing the stats
ladder or fn!tioning as part of the s1ste" in so"e other wa12 "ost people are not in a
position to prse their goals )E64:4@4ES+Y. @ost workers are so"eone elseNs
e"plo1ee and2 as we pointed ot in paragraph 612 "st spend their da1s doing what
the1 are told to do in the wa1 the1 are told to do it. *ven people who are in 'siness
for the"selves have onl1 li"ited atono"1. /t is a !hroni! !o"plaint of s"all5'siness
5$
persons and entrepreners that their hands are tied '1 ex!essive govern"ent reglation.
So"e of these reglations are do'tless nne!essar12 't for the "ost part govern"ent
reglations are essential and inevita'le parts of or extre"el1 !o"plex so!iet1. ) large
portion of s"all 'siness toda1 operates on the fran!hise s1ste". /t was reported in the
Wall Street (ornal a few 1ears ago that "an1 of the fran!hise5granting !o"panies
re=ire appli!ants for fran!hises to take a personalit1 test that is designed to
*V?+EF* those who have !reativit1 and initiative2 'e!ase s!h persons are not
sffi!ientl1 do!ile to go along o'edientl1 with the fran!hise s1ste". 6his ex!ldes
fro" s"all 'siness "an1 of the people who "ost need atono"1.
66. 6oda1 people live "ore '1 virte of what the s1ste" does ;4, the" or 64 the"
than '1 virte of what the1 do for the"selves. )nd what the1 do for the"selves is done
"ore and "ore along !hannels laid down '1 the s1ste". 4pportnities tend to 'e those
that the s1ste" provides2 the opportnities "st 'e exploited in a!!ord with rles and
reglations W13X2 and te!hni=es pres!ri'ed '1 experts "st 'e followed if there is to
'e a !han!e of s!!ess.
6&. 6hs the power pro!ess is disrpted in or so!iet1 throgh a defi!ien!1 of real
goals and a defi!ien!1 of atono"1 in the prsit of goals. <t it is also disrpted
'e!ase of those h"an drives that fall into grop 3: the drives that one !annot
ade=atel1 satisf1 no "atter how "!h effort one "akes. 4ne of these drives is the
need for se!rit1. 4r lives depend on de!isions "ade '1 other people9 we have no
!ontrol over these de!isions and sall1 we do not even know the people who "ake
the". IPWe live in a world in whi!h relativel1 few peopleU"a1'e 5## or 12###U
"ake the i"portant de!isionsQUChilip <. >e1"ann of >arvard +aw S!hool2 =oted
'1 )nthon1 +ewis2 :ew York 6i"es2 )pril 212 1$$5.B 4r lives depend on whether
safet1 standards at a n!lear power plant are properl1 "aintained9 on how "!h
pesti!ide is allowed to get into or food or how "!h polltion into or air9 on how
skillfl Ior in!o"petentB or do!tor is9 whether we lose or get a 8o' "a1 depend on
de!isions "ade '1 govern"ent e!ono"ists or !orporation exe!tives9 and so forth.
@ost individals are not in a position to se!re the"selves against these threats to
"ore WthanX a ver1 li"ited extent. 6he individalNs sear!h for se!rit1 is therefore
frstrated2 whi!h leads to a sense of powerlessness.
6%. /t "a1 'e o'8e!ted that pri"itive "an is ph1si!all1 less se!re than "odern "an2 as
is shown '1 his shorter life expe!tan!19 hen!e "odern "an sffers fro" less2 not "ore
than the a"ont of inse!rit1 that is nor"al for h"an 'eings. <t ps1!hologi!al
se!rit1 does not !losel1 !orrespond with ph1si!al se!rit1. What "akes s ;**+
se!re is not so "!h o'8e!tive se!rit1 as a sense of !onfiden!e in or a'ilit1 to take
!are of orselves. Cri"itive "an2 threatened '1 a fier!e ani"al or '1 hnger2 !an fight
in self5defense or travel in sear!h of food. >e has no !ertaint1 of s!!ess in these
efforts2 't he is '1 no "eans helpless against the things that threaten hi". 6he "odern
individal on the other hand is threatened '1 "an1 things against whi!h he is helpless:
n!lear a!!idents2 !ar!inogens in food2 environ"ental polltion2 war2 in!reasing taxes2
invasion of his priva!1 '1 large organi0ations2 nationwide so!ial or e!ono"i!
pheno"ena that "a1 disrpt his wa1 of life.
6$. /t is tre that pri"itive "an is powerless against so"e of the things that threaten
6#
hi"9 disease for exa"ple. <t he !an a!!ept the risk of disease stoi!all1. /t is part of
the natre of things2 it is no oneNs falt2 nless it is the falt of so"e i"aginar12
i"personal de"on. <t threats to the "odern individal tend to 'e @):5@)F*. 6he1
are not the reslts of !han!e 't are /@C4S*F on hi" '1 other persons whose
de!isions he2 as an individal2 is na'le to inflen!e. ?onse=entl1 he feels frstrated2
h"iliated and angr1.
&#. 6hs pri"itive "an for the "ost part has his se!rit1 in his own hands Ieither as an
individal or as a "e"'er of a S@)++ gropB whereas the se!rit1 of "odern "an is
in the hands of persons or organi0ations that are too re"ote or too large for hi" to 'e
a'le personall1 to inflen!e the". So "odern "anNs drive for se!rit1 tends to fall into
grops 1 and 39 in so"e areas Ifood2 shelter et!.B his se!rit1 is assred at the !ost of
onl1 trivial effort2 whereas in other areas he ?)::46 attain se!rit1. I6he foregoing
greatl1 si"plifies the real sitation2 't it does indi!ate in a rogh2 general wa1 how
the !ondition of "odern "an differs fro" that of pri"itive "an.B
&1. Ceople have "an1 transitor1 drives or i"plses that are ne!essaril1 frstrated in
"odern life2 hen!e fall into grop 3. 4ne "a1 'e!o"e angr12 't "odern so!iet1
!annot per"it fighting. /n "an1 sitations it does not even per"it ver'al aggression.
When going so"ewhere one "a1 'e in a hrr12 or one "a1 'e in a "ood to travel
slowl12 't one generall1 has no !hoi!e 't to "ove with the flow of traffi! and o'e1
the traffi! signals. 4ne "a1 want to do oneNs work in a different wa12 't sall1 one
!an work onl1 a!!ording to the rles laid down '1 oneNs e"plo1er. /n "an1 other wa1s
as well2 "odern "an is strapped down '1 a network of rles and reglations Iexpli!it
or i"pli!itB that frstrate "an1 of his i"plses and ths interfere with the power
pro!ess. @ost of these reglations !annot 'e dispensed with2 'e!ase the1 are
ne!essar1 for the fn!tioning of indstrial so!iet1.
&2. @odern so!iet1 is in !ertain respe!ts extre"el1 per"issive. /n "atters that are
irrelevant to the fn!tioning of the s1ste" we !an generall1 do what we please. We !an
'elieve in an1 religion we like Ias long as it does not en!orage 'ehavior that is
dangeros to the s1ste"B. We !an go to 'ed with an1one we like Ias long as we
pra!ti!e Psafe sexQB. We !an do an1thing we like as long as it is E:/@C4,6):6. <t
in all /@C4,6):6 "atters the s1ste" tends in!reasingl1 to reglate or 'ehavior.
&3. <ehavior is reglated not onl1 throgh expli!it rles and not onl1 '1 the
govern"ent. ?ontrol is often exer!ised throgh indire!t !oer!ion or throgh
ps1!hologi!al pressre or "aniplation2 and '1 organi0ations other than the
govern"ent2 or '1 the s1ste" as a whole. @ost large organi0ations se so"e for" of
propaganda W14X to "aniplate p'li! attitdes or 'ehavior. Cropaganda is not li"ited
to P!o""er!ialsQ and advertise"ents2 and so"eti"es it is not even !ons!iosl1
intended as propaganda '1 the people who "ake it. ;or instan!e2 the !ontent of
entertain"ent progra""ing is a powerfl for" of propaganda. )n exa"ple of indire!t
!oer!ion: 6here is no law that sa1s we have to go to work ever1 da1 and follow or
e"plo1erNs orders. +egall1 there is nothing to prevent s fro" going to live in the wild
like pri"itive people or fro" going into 'siness for orselves. <t in pra!ti!e there is
ver1 little wild !ontr1 left2 and there is roo" in the e!ono"1 for onl1 a li"ited
n"'er of s"all 'siness owners. >en!e "ost of s !an srvive onl1 as so"eone
61
elseNs e"plo1ee.
&4. We sggest that "odern "anNs o'session with longevit12 and with "aintaining
ph1si!al vigor and sexal attra!tiveness to an advan!ed age2 is a s1"pto" of
nflfill"ent reslting fro" deprivation with respe!t to the power pro!ess. 6he P"id5
life !risisQ also is s!h a s1"pto". So is the la!k of interest in having !hildren that is
fairl1 !o""on in "odern so!iet1 't al"ost nheard5of in pri"itive so!ieties.
&5. /n pri"itive so!ieties life is a s!!ession of stages. 6he needs and prposes of one
stage having 'een flfilled2 there is no parti!lar rel!tan!e a'ot passing on to the
next stage. ) 1ong "an goes throgh the power pro!ess '1 'e!o"ing a hnter2
hnting not for sport or for flfill"ent 't to get "eat that is ne!essar1 for food. I/n
1ong wo"en the pro!ess is "ore !o"plex2 with greater e"phasis on so!ial power9 we
wonNt dis!ss that here.B 6his phase having 'een s!!essfll1 passed throgh2 the
1ong "an has no rel!tan!e a'ot settling down to the responsi'ilities of raising a
fa"il1. I/n !ontrast2 so"e "odern people indefinitel1 postpone having !hildren
'e!ase the1 are too 's1 seeking so"e kind of Pflfill"ent.Q We sggest that the
flfill"ent the1 need is ade=ate experien!e of the power pro!essUwith real goals
instead of the artifi!ial goals of srrogate a!tivities.B )gain2 having s!!essfll1 raised
his !hildren2 going throgh the power pro!ess '1 providing the" with the ph1si!al
ne!essities2 the pri"itive "an feels that his work is done and he is prepared to a!!ept
old age Iif he srvives that longB and death. @an1 "odern people2 on the other hand2
are distr'ed '1 the prospe!t of ph1si!al deterioration and death2 as is shown '1 the
a"ont of effort the1 expend tr1ing to "aintain their ph1si!al !ondition2 appearan!e
and health. We arge that this is de to nflfill"ent reslting fro" the fa!t that the1
have never pt their ph1si!al powers to an1 pra!ti!al se2 have never gone throgh the
power pro!ess sing their 'odies in a serios wa1. /t is not the pri"itive "an2 who has
sed his 'od1 dail1 for pra!ti!al prposes2 who fears the deterioration of age2 't the
"odern "an2 who has never had a pra!ti!al se for his 'od1 'e1ond walking fro" his
!ar to his hose. /t is the "an whose need for the power pro!ess has 'een satisfied
dring his life who is 'est prepared to a!!ept the end of that life.
&6. /n response to the arg"ents of this se!tion so"eone will sa12 PSo!iet1 "st find a
wa1 to give people the opportnit1 to go throgh the power pro!ess.Q ;or s!h people
the vale of the opportnit1 is destro1ed '1 the ver1 fa!t that so!iet1 gives it to the".
What the1 need is to find or "ake their own opportnities. )s long as the s1ste"
-/K*S the" their opportnities it still has the" on a leash. 6o attain atono"1 the1
"st get off that leash.
5'W S'ME (E'(4E 2DJ6ST
&&. :ot ever1one in indstrial5te!hnologi!al so!iet1 sffers fro" ps1!hologi!al
pro'le"s. So"e people even profess to 'e =ite satisfied with so!iet1 as it is. We now
dis!ss so"e of the reasons wh1 people differ so greatl1 in their response to "odern
so!iet1.
&%. ;irst2 there do'tless are differen!es in the strength of the drive for power.
/ndividals with a weak drive for power "a1 have relativel1 little need to go throgh
62
the power pro!ess2 or at least relativel1 little need for atono"1 in the power pro!ess.
6hese are do!ile t1pes who wold have 'een happ1 as plantation darkies in the 4ld
Soth. IWe donNt "ean to sneer at the Pplantation darkiesQ of the 4ld Soth. 6o their
!redit2 "ost of the slaves were :46 !ontent with their servitde. We do sneer at people
who ),* !ontent with servitde.B
&$. So"e people "a1 have so"e ex!eptional drive2 in prsing whi!h the1 satisf1 their
need for the power pro!ess. ;or exa"ple2 those who have an nsall1 strong drive for
so!ial stats "a1 spend their whole lives !li"'ing the stats ladder withot ever
getting 'ored with that ga"e.
%#. Ceople var1 in their ss!epti'ilit1 to advertising and "arketing te!hni=es. So"e
are so ss!epti'le that2 even if the1 "ake a great deal of "one12 the1 !annot satisf1
their !onstant !raving for the the shin1 new to1s that the "arketing indstr1 dangles
'efore their e1es. So the1 alwa1s feel hard5pressed finan!iall1 even if their in!o"e is
large2 and their !ravings are frstrated.
%1. So"e people have low ss!epti'ilit1 to advertising and "arketing te!hni=es.
6hese are the people who arenNt interested in "one1. @aterial a!=isition does not
serve their need for the power pro!ess.
%2. Ceople who have "edi" ss!epti'ilit1 to advertising and "arketing te!hni=es
are a'le to earn enogh "one1 to satisf1 their !raving for goods and servi!es2 't onl1
at the !ost of serios effort Iptting in overti"e2 taking a se!ond 8o'2 earning
pro"otions2 et!.B. 6hs "aterial a!=isition serves their need for the power pro!ess.
<t it does not ne!essaril1 follow that their need is fll1 satisfied. 6he1 "a1 have
insffi!ient atono"1 in the power pro!ess Itheir work "a1 !onsist of following
ordersB and so"e of their drives "a1 'e frstrated Ie.g.2 se!rit12 aggressionB. IWe are
gilt1 of oversi"plifi!ation in paragraphs %#5 %2 'e!ase we have ass"ed that the
desire for "aterial a!=isition is entirel1 a !reation of the advertising and "arketing
indstr1. 4f !orse itNs not that si"ple. W11X
%3. So"e people partl1 satisf1 their need for power '1 identif1ing the"selves with a
powerfl organi0ation or "ass "ove"ent. )n individal la!king goals or power 8oins a
"ove"ent or an organi0ation2 adopts its goals as his own2 then works toward those
goals. When so"e of the goals are attained2 the individal2 even thogh his personal
efforts have pla1ed onl1 an insignifi!ant part in the attain"ent of the goals2 feels
Ithrogh his identifi!ation with the "ove"ent or organi0ationB as if he had gone
throgh the power pro!ess. 6his pheno"enon was exploited '1 the fas!ists2 na0is and
!o""nists. 4r so!iet1 ses it too2 thogh less !rdel1. *xa"ple: @anel :oriega
was an irritant to the E.S. Igoal: pnish :oriegaB. 6he E.S. invaded Cana"a IeffortB
and pnished :oriega Iattain"ent of goalB. 6hs the E.S. went throgh the power
pro!ess and "an1 )"eri!ans2 'e!ase of their identifi!ation with the E.S.2 experien!ed
the power pro!ess vi!ariosl1. >en!e the widespread p'li! approval of the Cana"a
invasion9 it gave people a sense of power. W15X We see the sa"e pheno"enon in
ar"ies2 !orporations2 politi!al parties2 h"anitarian organi0ations2 religios or
ideologi!al "ove"ents. /n parti!lar2 leftist "ove"ents tend to attra!t people who are
seeking to satisf1 their need for power. <t for "ost people identifi!ation with a large
63
organi0ation or a "ass "ove"ent does not fll1 satisf1 the need for power.
%4. )nother wa1 in whi!h people satisf1 their need for the power pro!ess is throgh
srrogate a!tivities. )s we explained in paragraphs 3%54#2 a srrogate a!tivit1 is an
a!tivit1 that is dire!ted toward an artifi!ial goal that the individal prses for the sake
of the Pflfill"entQ that he gets fro" prsing the goal2 not 'e!ase he needs to attain
the goal itself. ;or instan!e2 there is no pra!ti!al "otive for 'ilding enor"os
"s!les2 hitting a little 'all into a hole or a!=iring a !o"plete series of postage
sta"ps. Yet "an1 people in or so!iet1 devote the"selves with passion to
'od1'ilding2 golf or sta"p5!olle!ting. So"e people are "ore Pother5dire!tedQ than
others2 and therefore will "ore readil1 atta!h i"portan!e to a srrogate a!tivit1 si"pl1
'e!ase the people arond the" treat it as i"portant or 'e!ase so!iet1 tells the" it is
i"portant. 6hat is wh1 so"e people get ver1 serios a'ot essentiall1 trivial a!tivities
s!h as sports2 or 'ridge2 or !hess2 or ar!ane s!holarl1 prsits2 whereas others who are
"ore !lear5sighted never see these things as an1thing 't the srrogate a!tivities that
the1 are2 and !onse=entl1 never atta!h enogh i"portan!e to the" to satisf1 their
need for the power pro!ess in that wa1. /t onl1 re"ains to point ot that in "an1 !ases
a personNs wa1 of earning a living is also a srrogate a!tivit1. :ot a CE,* srrogate
a!tivit12 sin!e part of the "otive for the a!tivit1 is to gain the ph1si!al ne!essities and
Ifor so"e peopleB so!ial stats and the lxries that advertising "akes the" want. <t
"an1 people pt into their work far "ore effort than is ne!essar1 to earn whatever
"one1 and stats the1 re=ire2 and this extra effort !onstittes a srrogate a!tivit1. 6his
extra effort2 together with the e"otional invest"ent that a!!o"panies it2 is one of the
"ost potent for!es a!ting toward the !ontinal develop"ent and perfe!ting of the
s1ste"2 with negative !onse=en!es for individal freedo" Isee paragraph 131B.
*spe!iall12 for the "ost !reative s!ientists and engineers2 work tends to 'e largel1 a
srrogate a!tivit1. 6his point is so i"portant that it deserves a separate dis!ssion2
whi!h we shall give in a "o"ent Iparagraphs %&5$2B.
%5. /n this se!tion we have explained how "an1 people in "odern so!iet1 do satisf1
their need for the power pro!ess to a greater or lesser extent. <t we think that for the
"a8orit1 of people the need for the power pro!ess is not fll1 satisfied. /n the first
pla!e2 those who have an insatia'le drive for stats2 or who get fir"l1 PhookedQ on a
srrogate a!tivit12 or who identif1 strongl1 enogh with a "ove"ent or organi0ation to
satisf1 their need for power in that wa12 are ex!eptional personalities. 4thers are not
fll1 satisfied with srrogate a!tivities or '1 identifi!ation with an organi0ation Isee
paragraphs 412 64B. /n the se!ond pla!e2 too "!h !ontrol is i"posed '1 the s1ste"
throgh expli!it reglation or throgh so!iali0ation2 whi!h reslts in a defi!ien!1 of
atono"12 and in frstration de to the i"possi'ilit1 of attaining !ertain goals and the
ne!essit1 of restraining too "an1 i"plses.
%6. <t even if "ost people in indstrial5te!hnologi!al so!iet1 were well satisfied2 we
I;?B wold still 'e opposed to that for" of so!iet12 'e!ase Ia"ong other reasonsB we
!onsider it de"eaning to flfill oneNs need for the power pro!ess throgh srrogate
a!tivities or throgh identifi!ation with an organi0ation2 rather than throgh prsit of
real goals.
64
T5E M'TIAES '- S3IE:TISTS
%&. S!ien!e and te!hnolog1 provide the "ost i"portant exa"ples of srrogate
a!tivities. So"e s!ientists !lai" that the1 are "otivated '1 P!riosit1Q or '1 a desire to
P'enefit h"anit1.Q <t it is eas1 to see that neither of these !an 'e the prin!ipal
"otive of "ost s!ientists. )s for P!riosit12Q that notion is si"pl1 a'srd. @ost
s!ientists work on highl1 spe!iali0ed pro'le"s that are not the o'8e!t of an1 nor"al
!riosit1. ;or exa"ple2 is an astrono"er2 a "athe"ati!ian or an ento"ologist !rios
a'ot the properties of isoprop1ltri"eth1l"ethaneJ 4f !orse not. 4nl1 a !he"ist is
!rios a'ot s!h a thing2 and he is !rios a'ot it onl1 'e!ase !he"istr1 is his
srrogate a!tivit1. /s the !he"ist !rios a'ot the appropriate !lassifi!ation of a new
spe!ies of 'eetleJ :o. 6hat =estion is of interest onl1 to the ento"ologist2 and he is
interested in it onl1 'e!ase ento"olog1 is his srrogate a!tivit1. /f the !he"ist and the
ento"ologist had to exert the"selves seriosl1 to o'tain the ph1si!al ne!essities2 and if
that effort exer!ised their a'ilities in an interesting wa1 't in so"e nons!ientifi!
prsit2 then the1 woldnNt give a da"n a'ot isoprop1ltri"eth1l"ethane or the
!lassifi!ation of 'eetles. Sppose that la!k of fnds for postgradate ed!ation had led
the !he"ist to 'e!o"e an insran!e 'roker instead of a !he"ist. /n that !ase he wold
have 'een ver1 interested in insran!e "atters 't wold have !ared nothing a'ot
isoprop1ltri"eth1l"ethane. /n an1 !ase it is not nor"al to pt into the satisfa!tion of
"ere !riosit1 the a"ont of ti"e and effort that s!ientists pt into their work. 6he
P!riosit1Q explanation for the s!ientistsN "otive 8st doesnNt stand p.
%%. 6he P'enefit of h"anit1Q explanation doesnNt work an1 'etter. So"e s!ientifi!
work has no !on!eiva'le relation to the welfare of the h"an ra!eU"ost of
ar!haeolog1 or !o"parative lingisti!s for exa"ple. So"e other areas of s!ien!e
present o'viosl1 dangeros possi'ilities. Yet s!ientists in these areas are 8st as
enthsiasti! a'ot their work as those who develop va!!ines or std1 air polltion.
?onsider the !ase of Fr. *dward 6eller2 who had an o'vios e"otional involve"ent in
pro"oting n!lear power plants. Fid this involve"ent ste" fro" a desire to 'enefit
h"anit1J /f so2 then wh1 didnNt Fr. 6eller get e"otional a'ot other Ph"anitarianQ
!asesJ /f he was s!h a h"anitarian then wh1 did he help to develop the >5 'o"'J
)s with "an1 other s!ientifi! a!hieve"ents2 it is ver1 "!h open to =estion whether
n!lear power plants a!tall1 do 'enefit h"anit1. Foes the !heap ele!tri!it1 otweigh
the a!!"lating waste and the risk of a!!identsJ Fr. 6eller saw onl1 one side of the
=estion. ?learl1 his e"otional involve"ent with n!lear power arose not fro" a
desire to P'enefit h"anit1Q 't fro" a personal flfill"ent he got fro" his work and
fro" seeing it pt to pra!ti!al se.
%$. 6he sa"e is tre of s!ientists generall1. With possi'le rare ex!eptions2 their "otive
is neither !riosit1 nor a desire to 'enefit h"anit1 't the need to go throgh the
power pro!ess: to have a goal Ia s!ientifi! pro'le" to solveB2 to "ake an effort
Iresear!hB and to attain the goal Isoltion of the pro'le".B S!ien!e is a srrogate
a!tivit1 'e!ase s!ientists work "ainl1 for the flfill"ent the1 get ot of the work
itself.
$#. 4f !orse2 itNs not that si"ple. 4ther "otives do pla1 a role for "an1 s!ientists.
@one1 and stats for exa"ple. So"e s!ientists "a1 'e persons of the t1pe who have
65
an insatia'le drive for stats Isee paragraph &$B and this "a1 provide "!h of the
"otivation for their work. :o do't the "a8orit1 of s!ientists2 like the "a8orit1 of the
general poplation2 are "ore or less ss!epti'le to advertising and "arketing
te!hni=es and need "one1 to satisf1 their !raving for goods and servi!es. 6hs
s!ien!e is not a CE,* srrogate a!tivit1. <t it is in large part a srrogate a!tivit1.
$1. )lso2 s!ien!e and te!hnolog1 !onstitte a power "ass "ove"ent2 and "an1
s!ientists gratif1 their need for power throgh identifi!ation with this "ass "ove"ent
Isee paragraph %3B.
$2. 6hs s!ien!e "ar!hes on 'lindl12 withot regard to the real welfare of the h"an
ra!e or to an1 other standard2 o'edient onl1 to the ps1!hologi!al needs of the s!ientists
and of the govern"ent offi!ials and !orporation exe!tives who provide the fnds for
resear!h.
T5E :2T6$E '- -$EED'M
$3. We are going to arge that indstrial5te!hnologi!al so!iet1 !annot 'e refor"ed in
s!h a wa1 as to prevent it fro" progressivel1 narrowing the sphere of h"an
freedo". <t2 'e!ase Pfreedo"Q is a word that !an 'e interpreted in "an1 wa1s2 we
"st first "ake !lear what kind of freedo" we are !on!erned with.
$4. <1 Pfreedo"Q we "ean the opportnit1 to go throgh the power pro!ess2 with real
goals not the artifi!ial goals of srrogate a!tivities2 and withot interferen!e2
"aniplation or spervision fro" an1one2 espe!iall1 fro" an1 large organi0ation.
;reedo" "eans 'eing in !ontrol Ieither as an individal or as a "e"'er of a S@)++
gropB of the life5and5death isses of oneNs existen!e9 food2 !lothing2 shelter and
defense against whatever threats there "a1 'e in oneNs environ"ent. ;reedo" "eans
having power9 not the power to !ontrol other people 't the power to !ontrol the
!ir!"stan!es of oneNs own life. 4ne does not have freedo" if an1one else Iespe!iall1
a large organi0ationB has power over one2 no "atter how 'enevolentl12 tolerantl1 and
per"issivel1 that power "a1 'e exer!ised. /t is i"portant not to !onfse freedo" with
"ere per"issiveness Isee paragraph &2B.
$5. /t is said that we live in a free so!iet1 'e!ase we have a !ertain n"'er of
!onstittionall1 garanteed rights. <t these are not as i"portant as the1 see". 6he
degree of personal freedo" that exists in a so!iet1 is deter"ined "ore '1 the e!ono"i!
and te!hnologi!al str!tre of the so!iet1 than '1 its laws or its for" of govern"ent.
W16X @ost of the /ndian nations of :ew *ngland were "onar!hies2 and "an1 of the
!ities of the /talian ,enaissan!e were !ontrolled '1 di!tators. <t in reading a'ot
these so!ieties one gets the i"pression that the1 allowed far "ore personal freedo"
than or so!iet1 does. /n part this was 'e!ase the1 la!ked effi!ient "e!hanis"s for
enfor!ing the rlerNs will: 6here were no "odern2 well5organi0ed poli!e for!es2 no
rapid long5distan!e !o""ni!ations2 no srveillan!e !a"eras2 no dossiers of
infor"ation a'ot the lives of average !iti0ens. >en!e it was relativel1 eas1 to evade
!ontrol.
$6. )s for or !onstittional rights2 !onsider for exa"ple that of freedo" of the press.
66
We !ertainl1 donNt "ean to kno!k that right9 it is ver1 i"portant tool for li"iting
!on!entration of politi!al power and for keeping those who do have politi!al power in
line '1 p'li!l1 exposing an1 "is'ehavior on their part. <t freedo" of the press is of
ver1 little se to the average !iti0en as an individal. 6he "ass "edia are "ostl1 nder
the !ontrol of large organi0ations that are integrated into the s1ste". )n1one who has a
little "one1 !an have so"ething printed2 or !an distri'te it on the /nternet or in so"e
s!h wa12 't what he has to sa1 will 'e swa"ped '1 the vast vol"e of "aterial pt
ot '1 the "edia2 hen!e it will have no pra!ti!al effe!t. 6o "ake an i"pression on
so!iet1 with words is therefore al"ost i"possi'le for "ost individals and s"all
grops. 6ake s I;?B for exa"ple. /f we had never done an1thing violent and had
s'"itted the present writings to a p'lisher2 the1 pro'a'l1 wold not have 'een
a!!epted. /f the1 had 'een 'een a!!epted and p'lished2 the1 pro'a'l1 wold not have
attra!ted "an1 readers2 'e!ase itNs "ore fn to wat!h the entertain"ent pt ot '1 the
"edia than to read a so'er essa1. *ven if these writings had had "an1 readers2 "ost of
these readers wold soon have forgotten what the1 had read as their "inds were
flooded '1 the "ass of "aterial to whi!h the "edia expose the". /n order to get or
"essage 'efore the p'li! with so"e !han!e of "aking a lasting i"pression2 weNve
had to kill people.
$&. ?onstittional rights are sefl p to a point2 't the1 do not serve to garantee
"!h "ore than what "ight 'e !alled the 'orgeois !on!eption of freedo". )!!ording
to the 'orgeois !on!eption2 a PfreeQ "an is essentiall1 an ele"ent of a so!ial "a!hine
and has onl1 a !ertain set of pres!ri'ed and deli"ited freedo"s9 freedo"s that are
designed to serve the needs of the so!ial "a!hine "ore than those of the individal.
6hs the 'orgeoisNs PfreeQ "an has e!ono"i! freedo" 'e!ase that pro"otes growth
and progress9 he has freedo" of the press 'e!ase p'li! !riti!is" restrains
"is'ehavior '1 politi!al leaders9 he has a right to a fair trial 'e!ase i"prison"ent at
the whi" of the powerfl wold 'e 'ad for the s1ste". 6his was !learl1 the attitde of
Si"on <olivar. 6o hi"2 people deserved li'ert1 onl1 if the1 sed it to pro"ote progress
Iprogress as !on!eived '1 the 'orgeoisB. 4ther 'orgeois thinkers have taken a
si"ilar view of freedo" as a "ere "eans to !olle!tive ends. ?hester ?. 6an2 P?hinese
Coliti!al 6hoght in the 6wentieth ?entr12Q page 2#22 explains the philosoph1 of the
Ro"intang leader > >an5"in: P)n individal is granted rights 'e!ase he is a
"e"'er of so!iet1 and his !o""nit1 life re=ires s!h rights. <1 !o""nit1 >
"eant the whole so!iet1 of the nation.Q )nd on page 25$ 6an states that a!!ording to
?ars" ?hang I?hang ?hn5"ai2 head of the State So!ialist Cart1 in ?hinaB freedo"
had to 'e sed in the interest of the state and of the people as a whole. <t what kind of
freedo" does one have if one !an se it onl1 as so"eone else pres!ri'esJ ;?Ns
!on!eption of freedo" is not that of <olivar2 >2 ?hang or other 'orgeois theorists.
6he tro'le with s!h theorists is that the1 have "ade the develop"ent and appli!ation
of so!ial theories their srrogate a!tivit1. ?onse=entl1 the theories are designed to
serve the needs of the theorists "ore than the needs of an1 people who "a1 'e nl!k1
enogh to live in a so!iet1 on whi!h the theories are i"posed.
$%. 4ne "ore point to 'e "ade in this se!tion: /t shold not 'e ass"ed that a person
has enogh freedo" 8st 'e!ase he S)YS he has enogh. ;reedo" is restri!ted in part
'1 ps1!hologi!al !ontrols of whi!h people are n!ons!ios2 and "oreover "an1
peopleNs ideas of what !onstittes freedo" are governed "ore '1 so!ial !onvention
6&
than '1 their real needs. ;or exa"ple2 itNs likel1 that "an1 leftists of the overso!iali0ed
t1pe wold sa1 that "ost people2 in!lding the"selves2 are so!iali0ed too little rather
than too "!h2 1et the overso!iali0ed leftist pa1s a heav1 ps1!hologi!al pri!e for his
high level of so!iali0ation.
S'ME ($I:3I(4ES '- 5IST'$Y
$$. 6hink of histor1 as 'eing the s" of two !o"ponents: an errati! !o"ponent that
!onsists of npredi!ta'le events that follow no dis!erni'le pattern2 and a reglar
!o"ponent that !onsists of long5ter" histori!al trends. >ere we are !on!erned with the
long5ter" trends.
1##. ;/,S6 C,/:?/C+*. /f a S@)++ !hange is "ade that affe!ts a long5ter"
histori!al trend2 then the effe!t of that !hange will al"ost alwa1s 'e transitor1Uthe
trend will soon revert to its original state. I*xa"ple: ) refor" "ove"ent designed to
!lean p politi!al !orrption in a so!iet1 rarel1 has "ore than a short5ter" effe!t9
sooner or later the refor"ers relax and !orrption !reeps 'a!k in. 6he level of politi!al
!orrption in a given so!iet1 tends to re"ain !onstant2 or to !hange onl1 slowl1 with
the evoltion of the so!iet1. :or"all12 a politi!al !leanp will 'e per"anent onl1 if
a!!o"panied '1 widespread so!ial !hanges9 a S@)++ !hange in the so!iet1 wonNt 'e
enogh.B /f a s"all !hange in a long5ter" histori!al trend appears to 'e per"anent2 it is
onl1 'e!ase the !hange a!ts in the dire!tion in whi!h the trend is alread1 "oving2 so
that the trend is not altered '1 onl1 pshed a step ahead.
1#1. 6he first prin!iple is al"ost a tatolog1. /f a trend were not sta'le with respe!t to
s"all !hanges2 it wold wander at rando" rather than following a definite dire!tion9 in
other words it wold not 'e a long5 ter" trend at all.
1#2. S*?4:F C,/:?/C+*. /f a !hange is "ade that is sffi!ientl1 large to alter
per"anentl1 a long5ter" histori!al trend2 then it will alter the so!iet1 as a whole. /n
other words2 a so!iet1 is a s1ste" in whi!h all parts are interrelated2 and 1o !anNt
per"anentl1 !hange an1 i"portant part withot !hanging all other parts as well.
1#3. 6>/,F C,/:?/C+*. /f a !hange is "ade that is large enogh to alter
per"anentl1 a long5ter" trend2 then the !onse=en!es for the so!iet1 as a whole !annot
'e predi!ted in advan!e. IEnless varios other so!ieties have passed throgh the sa"e
!hange and have all experien!ed the sa"e !onse=en!es2 in whi!h !ase one !an predi!t
on e"piri!al gronds that another so!iet1 that passes throgh the sa"e !hange will 'e
like to experien!e si"ilar !onse=en!es.B
1#4. ;4E,6> C,/:?/C+*. ) new kind of so!iet1 !annot 'e designed on paper. 6hat
is2 1o !annot plan ot a new for" of so!iet1 in advan!e2 then set it p and expe!t it to
fn!tion as it was designed to do.
1#5. 6he third and forth prin!iples reslt fro" the !o"plexit1 of h"an so!ieties. )
!hange in h"an 'ehavior will affe!t the e!ono"1 of a so!iet1 and its ph1si!al
environ"ent9 the e!ono"1 will affe!t the environ"ent and vi!e versa2 and the !hanges
in the e!ono"1 and the environ"ent will affe!t h"an 'ehavior in !o"plex2
6%
npredi!ta'le wa1s9 and so forth. 6he network of !ases and effe!ts is far too !o"plex
to 'e ntangled and nderstood.
1#6. ;/;6> C,/:?/C+*. Ceople do not !ons!iosl1 and rationall1 !hoose the for" of
their so!iet1. So!ieties develop throgh pro!esses of so!ial evoltion that are not nder
rational h"an !ontrol.
1#&. 6he fifth prin!iple is a !onse=en!e of the other for.
1#%. 6o illstrate: <1 the first prin!iple2 generall1 speaking an atte"pt at so!ial refor"
either a!ts in the dire!tion in whi!h the so!iet1 is developing an1wa1 Iso that it "erel1
a!!elerates a !hange that wold have o!!rred in an1 !aseB or else it has onl1 a
transitor1 effe!t2 so that the so!iet1 soon slips 'a!k into its old groove. 6o "ake a
lasting !hange in the dire!tion of develop"ent of an1 i"portant aspe!t of a so!iet12
refor" is insffi!ient and revoltion is re=ired. I) revoltion does not ne!essaril1
involve an ar"ed prising or the overthrow of a govern"ent.B <1 the se!ond prin!iple2
a revoltion never !hanges onl1 one aspe!t of a so!iet12 it !hanges the whole so!iet19
and '1 the third prin!iple !hanges o!!r that were never expe!ted or desired '1 the
revoltionaries. <1 the forth prin!iple2 when revoltionaries or topians set p a new
kind of so!iet12 it never works ot as planned.
1#$. 6he )"eri!an ,evoltion does not provide a !onterexa"ple. 6he )"eri!an
P,evoltionQ was not a revoltion in or sense of the word2 't a war of independen!e
followed '1 a rather far5rea!hing politi!al refor". 6he ;onding ;athers did not
!hange the dire!tion of develop"ent of )"eri!an so!iet12 nor did the1 aspire to do so.
6he1 onl1 freed the develop"ent of )"eri!an so!iet1 fro" the retarding effe!t of
<ritish rle. 6heir politi!al refor" did not !hange an1 'asi! trend2 't onl1 pshed
)"eri!an politi!al !ltre along its natral dire!tion of develop"ent. <ritish so!iet12
of whi!h )"eri!an so!iet1 was an offshoot2 had 'een "oving for a long ti"e in the
dire!tion of representative de"o!ra!1. )nd prior to the War of /ndependen!e the
)"eri!ans were alread1 pra!ti!ing a signifi!ant degree of representative de"o!ra!1 in
the !olonial asse"'lies. 6he politi!al s1ste" esta'lished '1 the ?onstittion was
"odeled on the <ritish s1ste" and on the !olonial asse"'lies. With "a8or alteration2 to
'e sreUthere is no do't that the ;onding ;athers took a ver1 i"portant step. <t it
was a step along the road that *nglish5speaking world was alread1 traveling. 6he proof
is that <ritain and all of its !olonies that were poplated predo"inantl1 '1 people of
<ritish des!ent ended p with s1ste"s of representative de"o!ra!1 essentiall1 si"ilar
to that of the Enited States. /f the ;onding ;athers had lost their nerve and de!lined to
sign the Fe!laration of /ndependen!e2 or wa1 of life toda1 wold not have 'een
signifi!antl1 different. @a1'e we wold have had so"ewhat !loser ties to <ritain2 and
wold have had a Carlia"ent and Cri"e @inister instead of a ?ongress and Cresident.
:o 'ig deal. 6hs the )"eri!an ,evoltion provides not a !onterexa"ple to or
prin!iples 't a good illstration of the".
11#. Still2 one has to se !o""on sense in appl1ing the prin!iples. 6he1 are expressed
in i"pre!ise langage that allows latitde for interpretation2 and ex!eptions to the"
!an 'e fond. So we present these prin!iples not as inviola'le laws 't as rles of
th"'2 or gides to thinking2 that "a1 provide a partial antidote to naive ideas a'ot
6$
the ftre of so!iet1. 6he prin!iples shold 'e 'orne !onstantl1 in "ind2 and whenever
one rea!hes a !on!lsion that !onfli!ts with the" one shold !arefll1 reexa"ine oneNs
thinking and retain the !on!lsion onl1 if one has good2 solid reasons for doing so.
I:D6ST$I248TE35:'4'!I324 S'3IETY 32::'T BE $E-'$MED
111. 6he foregoing prin!iples help to show how hopelessl1 diffi!lt it wold 'e to
refor" the indstrial s1ste" in s!h a wa1 as to prevent it fro" progressivel1
narrowing or sphere of freedo". 6here has 'een a !onsistent tenden!12 going 'a!k at
least to the /ndstrial ,evoltion for te!hnolog1 to strengthen the s1ste" at a high !ost
in individal freedo" and lo!al atono"1. >en!e an1 !hange designed to prote!t
freedo" fro" te!hnolog1 wold 'e !ontrar1 to a fnda"ental trend in the develop"ent
of or so!iet1. ?onse=entl12 s!h a !hange either wold 'e a transitor1 oneUsoon
swa"ped '1 the tide of histor1Uor2 if large enogh to 'e per"anent wold alter the
natre of or whole so!iet1. 6his '1 the first and se!ond prin!iples. @oreover2 sin!e
so!iet1 wold 'e altered in a wa1 that !old not 'e predi!ted in advan!e Ithird
prin!ipleB there wold 'e great risk. ?hanges large enogh to "ake a lasting differen!e
in favor of freedo" wold not 'e initiated 'e!ase it wold 'e reali0ed that the1 wold
gravel1 disrpt the s1ste". So an1 atte"pts at refor" wold 'e too ti"id to 'e
effe!tive. *ven if !hanges large enogh to "ake a lasting differen!e were initiated2
the1 wold 'e retra!ted when their disrptive effe!ts 'e!a"e apparent. 6hs2
per"anent !hanges in favor of freedo" !old 'e 'roght a'ot onl1 '1 persons
prepared to a!!ept radi!al2 dangeros and npredi!ta'le alteration of the entire s1ste".
/n other words '1 revoltionaries2 not refor"ers.
112. Ceople anxios to res!e freedo" withot sa!rifi!ing the spposed 'enefits of
te!hnolog1 will sggest naive s!he"es for so"e new for" of so!iet1 that wold
re!on!ile freedo" with te!hnolog1. )part fro" the fa!t that people who "ake s!h
sggestions seldo" propose an1 pra!ti!al "eans '1 whi!h the new for" of so!iet1
!old 'e set p in the first pla!e2 it follows fro" the forth prin!iple that even if the
new for" of so!iet1 !old 'e on!e esta'lished2 it either wold !ollapse or wold give
reslts ver1 different fro" those expe!ted.
113. So even on ver1 general gronds it see"s highl1 i"pro'a'le that an1 wa1 of
!hanging so!iet1 !old 'e fond that wold re!on!ile freedo" with "odern
te!hnolog1. /n the next few se!tions we will give "ore spe!ifi! reasons for !on!lding
that freedo" and te!hnologi!al progress are in!o"pati'le.
$EST$I3TI': '- -$EED'M IS 6:2A'ID2B4E I: I:D6ST$I24
S'3IETY
114. )s explained in paragraphs 6556&2 &#5&32 "odern "an is strapped down '1 a
network of rles and reglations2 and his fate depends on the a!tions of persons re"ote
fro" hi" whose de!isions he !annot inflen!e. 6his is not a!!idental or a reslt of the
ar'itrariness of arrogant 'rea!rats. /t is ne!essar1 and inevita'le in an1
te!hnologi!all1 advan!ed so!iet1. 6he s1ste" >)S 64 reglate h"an 'ehavior
!losel1 in order to fn!tion. )t work people have to do what the1 are told to do2
otherwise prod!tion wold 'e thrown into !haos. <rea!ra!ies >)K* 64 'e rn
a!!ording to rigid rles. 6o allow an1 s'stantial personal dis!retion to lower5level
&#
'rea!rats wold disrpt the s1ste" and lead to !harges of nfairness de to
differen!es in the wa1 individal 'rea!rats exer!ised their dis!retion. /t is tre that
so"e restri!tions on or freedo" !old 'e eli"inated2 't -*:*,)++Y SC*)R/:-
the reglation of or lives '1 large organi0ations is ne!essar1 for the fn!tioning of
indstrial5te!hnologi!al so!iet1. 6he reslt is a sense of powerlessness on the part of
the average person. /t "a1 'e2 however2 that for"al reglations will tend in!reasingl1
to 'e repla!ed '1 ps1!hologi!al tools that "ake s want to do what the s1ste" re=ires
of s. ICropaganda W14X2 ed!ational te!hni=es2 P"ental healthQ progra"s2 et!.B
115. 6he s1ste" >)S 64 for!e people to 'ehave in wa1s that are in!reasingl1 re"ote
fro" the natral pattern of h"an 'ehavior. ;or exa"ple2 the s1ste" needs s!ientists2
"athe"ati!ians and engineers. /t !anNt fn!tion withot the". So heav1 pressre is pt
on !hildren to ex!el in these fields. /t isnNt natral for an adoles!ent h"an 'eing to
spend the 'lk of his ti"e sitting at a desk a'sor'ed in std1. ) nor"al adoles!ent
wants to spend his ti"e in a!tive !onta!t with the real world. )"ong pri"itive peoples
the things that !hildren are trained to do tend to 'e in reasona'le har"on1 with natral
h"an i"plses. )"ong the )"eri!an /ndians2 for exa"ple2 'o1s were trained in
a!tive otdoor prsitsU
8st the sort of thing that 'o1s like. <t in or so!iet1 !hildren are pshed into std1ing
te!hni!al s'8e!ts2 whi!h "ost do grdgingl1.
116. <e!ase of the !onstant pressre that the s1ste" exerts to "odif1 h"an 'ehavior2
there is a gradal in!rease in the n"'er of people who !annot or will not ad8st to
so!iet1Ns re=ire"ents: welfare lee!hes2 1oth5gang "e"'ers2 !ltists2 anti5
govern"ent re'els2 radi!al environ"entalist sa'oters2 dropots and resisters of
varios kinds.
11&. /n an1 te!hnologi!all1 advan!ed so!iet1 the individalNs fate @ES6 depend on
de!isions that he personall1 !annot inflen!e to an1 great extent. ) te!hnologi!al
so!iet1 !annot 'e 'roken down into s"all2 atono"os !o""nities2 'e!ase
prod!tion depends on the !ooperation of ver1 large n"'ers of people and "a!hines.
S!h a so!iet1 @ES6 'e highl1 organi0ed and de!isions >)K* 64 'e "ade that affe!t
ver1 large n"'ers of people. When a de!ision affe!ts2 sa12 a "illion people2 then ea!h
of the affe!ted individals has2 on the average2 onl1 a one5"illionth share in "aking
the de!ision. What sall1 happens in pra!ti!e is that de!isions are "ade '1 p'li!
offi!ials or !orporation exe!tives2 or '1 te!hni!al spe!ialists2 't even when the
p'li! votes on a de!ision the n"'er of voters ordinaril1 is too large for the vote of
an1 one individal to 'e signifi!ant. W1&X 6hs "ost individals are na'le to inflen!e
"easra'l1 the "a8or de!isions that affe!t their lives. 6here is no !on!eiva'le wa1 to
re"ed1 this in a te!hnologi!all1 advan!ed so!iet1. 6he s1ste" tries to PsolveQ this
pro'le" '1 sing propaganda to "ake people W):6 the de!isions that have 'een
"ade for the"2 't even if this PsoltionQ were !o"pletel1 s!!essfl in "aking
people feel 'etter2 it wold 'e de"eaning.
11%. ?onservatives and so"e others advo!ate "ore Plo!al atono"1.Q +o!al
!o""nities on!e did have atono"12 't s!h atono"1 'e!o"es less and less
possi'le as lo!al !o""nities 'e!o"e "ore en"eshed with and dependent on large5
&1
s!ale s1ste"s like p'li! tilities2 !o"pter networks2 highwa1 s1ste"s2 the "ass
!o""ni!ations "edia2 the "odern health !are s1ste". )lso operating against
atono"1 is the fa!t that te!hnolog1 applied in one lo!ation often affe!ts people at
other lo!ations far wa1. 6hs pesti!ide or !he"i!al se near a !reek "a1 !onta"inate
the water sppl1 hndreds of "iles downstrea"2 and the greenhose effe!t affe!ts the
whole world.
11$. 6he s1ste" does not and !annot exist to satisf1 h"an needs. /nstead2 it is h"an
'ehavior that has to 'e "odified to fit the needs of the s1ste". 6his has nothing to do
with the politi!al or so!ial ideolog1 that "a1 pretend to gide the te!hnologi!al
s1ste". /t is the falt of te!hnolog12 'e!ase the s1ste" is gided not '1 ideolog1 't
'1 te!hni!al ne!essit1. W1%X 4f !orse the s1ste" does satisf1 "an1 h"an needs2 't
generall1 speaking it does this onl1 to the extend that it is to the advantage of the
s1ste" to do it. /t is the needs of the s1ste" that are para"ont2 not those of the h"an
'eing. ;or exa"ple2 the s1ste" provides people with food 'e!ase the s1ste" !oldnNt
fn!tion if ever1one starved9 it attends to peopleNs ps1!hologi!al needs whenever it !an
?4:K*:/*:6+Y do so2 'e!ase it !oldnNt fn!tion if too "an1 people 'e!a"e
depressed or re'ellios. <t the s1ste"2 for good2 solid2 pra!ti!al reasons2 "st exert
!onstant pressre on people to "old their 'ehavior to the needs of the s1ste". 6o "!h
waste a!!"latingJ 6he govern"ent2 the "edia2 the ed!ational s1ste"2
environ"entalists2 ever1one inndates s with a "ass of propaganda a'ot re!1!ling.
:eed "ore te!hni!al personnelJ ) !hors of voi!es exhorts kids to std1 s!ien!e. :o
one stops to ask whether it is inh"ane to for!e adoles!ents to spend the 'lk of their
ti"e std1ing s'8e!ts "ost of the" hate. When skilled workers are pt ot of a 8o' '1
te!hni!al advan!es and have to ndergo Pretraining2Q no one asks whether it is
h"iliating for the" to 'e pshed arond in this wa1. /t is si"pl1 taken for granted
that ever1one "st 'ow to te!hni!al ne!essit1. and for good reason: /f h"an needs
were pt 'efore te!hni!al ne!essit1 there wold 'e e!ono"i! pro'le"s2
ne"plo1"ent2 shortages or worse. 6he !on!ept of P"ental healthQ in or so!iet1 is
defined largel1 '1 the extent to whi!h an individal 'ehaves in a!!ord with the needs
of the s1ste" and does so withot showing signs of stress.
12#. *fforts to "ake roo" for a sense of prpose and for atono"1 within the s1ste"
are no 'etter than a 8oke. ;or exa"ple2 one !o"pan12 instead of having ea!h of its
e"plo1ees asse"'le onl1 one se!tion of a !ataloge2 had ea!h asse"'le a whole
!ataloge2 and this was spposed to give the" a sense of prpose and a!hieve"ent.
So"e !o"panies have tried to give their e"plo1ees "ore atono"1 in their work2 't
for pra!ti!al reasons this sall1 !an 'e done onl1 to a ver1 li"ited extent2 and in an1
!ase e"plo1ees are never given atono"1 as to lti"ate goalsUtheir Patono"osQ
efforts !an never 'e dire!ted toward goals that the1 sele!t personall12 't onl1 toward
their e"plo1erNs goals2 s!h as the srvival and growth of the !o"pan1. )n1 !o"pan1
wold soon go ot of 'siness if it per"itted its e"plo1ees to a!t otherwise. Si"ilarl12
in an1 enterprise within a so!ialist s1ste"2 workers "st dire!t their efforts toward the
goals of the enterprise2 otherwise the enterprise will not serve its prpose as part of the
s1ste". 4n!e again2 for prel1 te!hni!al reasons it is not possi'le for "ost individals
or s"all grops to have "!h atono"1 in indstrial so!iet1. *ven the s"all5'siness
owner !o""onl1 has onl1 li"ited atono"1. )part fro" the ne!essit1 of govern"ent
reglation2 he is restri!ted '1 the fa!t that he "st fit into the e!ono"i! s1ste" and
&2
!onfor" to its re=ire"ents. ;or instan!e2 when so"eone develops a new te!hnolog12
the s"all5'siness person often has to se that te!hnolog1 whether he wants to or not2
in order to re"ain !o"petitive.
T5E 1B2DC (2$TS '- TE35:'4'!Y 32::'T BE SE(2$2TED -$'M
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121. ) frther reason wh1 indstrial so!iet1 !annot 'e refor"ed in favor of freedo" is
that "odern te!hnolog1 is a nified s1ste" in whi!h all parts are dependent on one
another. Yo !anNt get rid of the P'adQ parts of te!hnolog1 and retain onl1 the PgoodQ
parts. 6ake "odern "edi!ine2 for exa"ple. Crogress in "edi!al s!ien!e depends on
progress in !he"istr12 ph1si!s2 'iolog12 !o"pter s!ien!e and other fields. )dvan!ed
"edi!al treat"ents re=ire expensive2 high5te!h e=ip"ent that !an 'e "ade availa'le
onl1 '1 a te!hnologi!all1 progressive2 e!ono"i!all1 ri!h so!iet1. ?learl1 1o !anNt
have "!h progress in "edi!ine withot the whole te!hnologi!al s1ste" and
ever1thing that goes with it.
122. *ven if "edi!al progress !old 'e "aintained withot the rest of the te!hnologi!al
s1ste"2 it wold '1 itself 'ring !ertain evils. Sppose for exa"ple that a !re for
dia'etes is dis!overed. Ceople with a geneti! tenden!1 to dia'etes will then 'e a'le to
srvive and reprod!e as well as an1one else. :atral sele!tion against genes for
dia'etes will !ease and s!h genes will spread throghot the poplation. I6his "a1 'e
o!!rring to so"e extent alread12 sin!e dia'etes2 while not !ra'le2 !an 'e !ontrolled
throgh se of inslin.B 6he sa"e thing will happen with "an1 other diseases
ss!epti'ilit1 to whi!h is affe!ted '1 geneti! degradation of the poplation. 6he onl1
soltion will 'e so"e sort of egeni!s progra" or extensive geneti! engineering of
h"an 'eings2 so that "an in the ftre will no longer 'e a !reation of natre2 or of
!han!e2 or of -od Idepending on 1or religios or philosophi!al opinionsB2 't a
"anfa!tred prod!t.
123. /f 1o think that 'ig govern"ent interferes in 1or life too "!h :4W2 8st wait
till the govern"ent starts reglating the geneti! !onstittion of 1or !hildren. S!h
reglation will inevita'l1 follow the introd!tion of geneti! engineering of h"an
'eings2 'e!ase the !onse=en!es of nreglated geneti! engineering wold 'e
disastros. W1$X
124. 6he sal response to s!h !on!erns is to talk a'ot P"edi!al ethi!s.Q <t a !ode
of ethi!s wold not serve to prote!t freedo" in the fa!e of "edi!al progress9 it wold
onl1 "ake "atters worse. ) !ode of ethi!s appli!a'le to geneti! engineering wold 'e
in effe!t a "eans of reglating the geneti! !onstittion of h"an 'eings. So"e'od1
Ipro'a'l1 the pper5"iddle !lass2 "ostl1B wold de!ide that s!h and s!h
appli!ations of geneti! engineering were Pethi!alQ and others were not2 so that in effe!t
the1 wold 'e i"posing their own vales on the geneti! !onstittion of the poplation
at large. *ven if a !ode of ethi!s were !hosen on a !o"pletel1 de"o!rati! 'asis2 the
"a8orit1 wold 'e i"posing their own vales on an1 "inorities who "ight have a
different idea of what !onstitted an Pethi!alQ se of geneti! engineering. 6he onl1
!ode of ethi!s that wold trl1 prote!t freedo" wold 'e one that prohi'ited ):Y
geneti! engineering of h"an 'eings2 and 1o !an 'e sre that no s!h !ode will ever
&3
'e applied in a te!hnologi!al so!iet1. :o !ode that red!ed geneti! engineering to a
"inor role !old stand p for long2 'e!ase the te"ptation presented '1 the i""ense
power of 'iote!hnolog1 wold 'e irresisti'le2 espe!iall1 sin!e to the "a8orit1 of people
"an1 of its appli!ations will see" o'viosl1 and ne=ivo!all1 good Ieli"inating
ph1si!al and "ental diseases2 giving people the a'ilities the1 need to get along in
toda1Ns worldB. /nevita'l12 geneti! engineering will 'e sed extensivel12 't onl1 in
wa1s !onsistent with the needs of the indstrial5 te!hnologi!al s1ste". W2#X
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2S(I$2TI': -'$ -$EED'M
125. /t is not possi'le to "ake a +)S6/:- !o"pro"ise 'etween te!hnolog1 and
freedo"2 'e!ase te!hnolog1 is '1 far the "ore powerfl so!ial for!e and !ontinall1
en!roa!hes on freedo" throgh ,*C*)6*F !o"pro"ises. /"agine the !ase of two
neigh'ors2 ea!h of who" at the otset owns the sa"e a"ont of land2 't one of who"
is "ore powerfl than the other. 6he powerfl one de"ands a pie!e of the otherNs land.
6he weak one refses. 6he powerfl one sa1s2 P4R2 letNs !o"pro"ise. -ive "e half of
what / asked.Q 6he weak one has little !hoi!e 't to give in. So"e ti"e later the
powerfl neigh'or de"ands another pie!e of land2 again there is a !o"pro"ise2 and so
forth. <1 for!ing a long series of !o"pro"ises on the weaker "an2 the powerfl one
eventall1 gets all of his land. So it goes in the !onfli!t 'etween te!hnolog1 and
freedo".
126. +et s explain wh1 te!hnolog1 is a "ore powerfl so!ial for!e than the aspiration
for freedo".
12&. ) te!hnologi!al advan!e that appears not to threaten freedo" often trns ot to
threaten it ver1 seriosl1 later on. ;or exa"ple2 !onsider "otori0ed transport. )
walking "an for"erl1 !old go where he pleased2 go at his own pa!e withot
o'serving an1 traffi! reglations2 and was independent of te!hnologi!al spport5
s1ste"s. When "otor vehi!les were introd!ed the1 appeared to in!rease "anNs
freedo". 6he1 took no freedo" awa1 fro" the walking "an2 no one had to have an
ato"o'ile if he didnNt want one2 and an1one who did !hoose to '1 an ato"o'ile
!old travel "!h faster and farther than a walking "an. <t the introd!tion of
"otori0ed transport soon !hanged so!iet1 in s!h a wa1 as to restri!t greatl1 "anNs
freedo" of lo!o"otion. When ato"o'iles 'e!a"e n"eros2 it 'e!a"e ne!essar1 to
reglate their se extensivel1. /n a !ar2 espe!iall1 in densel1 poplated areas2 one
!annot 8st go where one likes at oneNs own pa!e oneNs "ove"ent is governed '1 the
flow of traffi! and '1 varios traffi! laws. 4ne is tied down '1 varios o'ligations:
li!ense re=ire"ents2 driver test2 renewing registration2 insran!e2 "aintenan!e
re=ired for safet12 "onthl1 pa1"ents on pr!hase pri!e. @oreover2 the se of
"otori0ed transport is no longer optional. Sin!e the introd!tion of "otori0ed transport
the arrange"ent of or !ities has !hanged in s!h a wa1 that the "a8orit1 of people no
longer live within walking distan!e of their pla!e of e"plo1"ent2 shopping areas and
re!reational opportnities2 so that the1 >)K* 64 depend on the ato"o'ile for
transportation. 4r else the1 "st se p'li! transportation2 in whi!h !ase the1 have
even less !ontrol over their own "ove"ent than when driving a !ar. *ven the walkerNs
freedo" is now greatl1 restri!ted. /n the !it1 he !ontinall1 has to stop to wait for
&4
traffi! lights that are designed "ainl1 to serve ato traffi!. /n the !ontr12 "otor traffi!
"akes it dangeros and npleasant to walk along the highwa1. I:ote this i"portant
point that we have 8st illstrated with the !ase of "otori0ed transport: When a new
ite" of te!hnolog1 is introd!ed as an option that an individal !an a!!ept or not as he
!hooses2 it does not ne!essaril1 ,*@)/: optional. /n "an1 !ases the new te!hnolog1
!hanges so!iet1 in s!h a wa1 that people eventall1 find the"selves ;4,?*F to se
it.B
12%. While te!hnologi!al progress )S ) W>4+* !ontinall1 narrows or sphere of
freedo"2 ea!h new te!hni!al advan!e ?4:S/F*,*F <Y /6S*+; appears to 'e
desira'le. *le!tri!it12 indoor pl"'ing2 rapid long5distan!e !o""ni!ations ... how
!old one arge against an1 of these things2 or against an1 other of the inn"era'le
te!hni!al advan!es that have "ade "odern so!iet1J /t wold have 'een a'srd to resist
the introd!tion of the telephone2 for exa"ple. /t offered "an1 advantages and no
disadvantages. Yet2 as we explained in paragraphs 5$5&62 all these te!hni!al advan!es
taken together have !reated a world in whi!h the average "anNs fate is no longer in his
own hands or in the hands of his neigh'ors and friends2 't in those of politi!ians2
!orporation exe!tives and re"ote2 anon1"os te!hni!ians and 'rea!rats who" he
as an individal has no power to inflen!e. W21X 6he sa"e pro!ess will !ontine in the
ftre. 6ake geneti! engineering2 for exa"ple. ;ew people will resist the introd!tion
of a geneti! te!hni=e that eli"inates a hereditar1 disease. /t does no apparent har"
and prevents "!h sffering. Yet a large n"'er of geneti! i"prove"ents taken
together will "ake the h"an 'eing into an engineered prod!t rather than a free
!reation of !han!e Ior of -od2 or whatever2 depending on 1or religios 'eliefsB.
12$. )nother reason wh1 te!hnolog1 is s!h a powerfl so!ial for!e is that2 within the
!ontext of a given so!iet12 te!hnologi!al progress "ar!hes in onl1 one dire!tion9 it !an
never 'e reversed. 4n!e a te!hni!al innovation has 'een introd!ed2 people sall1
'e!o"e dependent on it2 so that the1 !an never again do withot it2 nless it is repla!ed
'1 so"e still "ore advan!ed innovation. :ot onl1 do people 'e!o"e dependent as
individals on a new ite" of te!hnolog12 't2 even "ore2 the s1ste" as a whole
'e!o"es dependent on it. I/"agine what wold happen to the s1ste" toda1 if
!o"pters2 for exa"ple2 were eli"inated.B 6hs the s1ste" !an "ove in onl1 one
dire!tion2 toward greater te!hnologi0ation. 6e!hnolog1 repeatedl1 for!es freedo" to
take a step 'a!k2 't te!hnolog1 !an never take a step 'a!kUshort of the overthrow of
the whole te!hnologi!al s1ste".
13#. 6e!hnolog1 advan!es with great rapidit1 and threatens freedo" at "an1 different
points at the sa"e ti"e I!rowding2 rles and reglations2 in!reasing dependen!e of
individals on large organi0ations2 propaganda and other ps1!hologi!al te!hni=es2
geneti! engineering2 invasion of priva!1 throgh srveillan!e devi!es and !o"pters2
et!.B. 6o hold 'a!k an1 4:* of the threats to freedo" wold re=ire a long and
diffi!lt so!ial strggle. 6hose who want to prote!t freedo" are overwhel"ed '1 the
sheer n"'er of new atta!ks and the rapidit1 with whi!h the1 develop2 hen!e the1
'e!o"e apatheti! and no longer resist. 6o fight ea!h of the threats separatel1 wold 'e
ftile. S!!ess !an 'e hoped for onl1 '1 fighting the te!hnologi!al s1ste" as a whole9
't that is revoltion2 not refor".
&5
131. 6e!hni!ians Iwe se this ter" in its 'road sense to des!ri'e all those who perfor"
a spe!iali0ed task that re=ires trainingB tend to 'e so involved in their work Itheir
srrogate a!tivit1B that when a !onfli!t arises 'etween their te!hni!al work and
freedo"2 the1 al"ost alwa1s de!ide in favor of their te!hni!al work. 6his is o'vios in
the !ase of s!ientists2 't it also appears elsewhere: *d!ators2 h"anitarian grops2
!onservation organi0ations do not hesitate to se propaganda or other ps1!hologi!al
te!hni=es to help the" a!hieve their lada'le ends. ?orporations and govern"ent
agen!ies2 when the1 find it sefl2 do not hesitate to !olle!t infor"ation a'ot
individals withot regard to their priva!1. +aw enfor!e"ent agen!ies are fre=entl1
in!onvenien!ed '1 the !onstittional rights of sspe!ts and often of !o"pletel1
inno!ent persons2 and the1 do whatever the1 !an do legall1 Ior so"eti"es illegall1B to
restri!t or !ir!"vent those rights. @ost of these ed!ators2 govern"ent offi!ials and
law offi!ers 'elieve in freedo"2 priva!1 and !onstittional rights2 't when these
!onfli!t with their work2 the1 sall1 feel that their work is "ore i"portant.
132. /t is well known that people generall1 work 'etter and "ore persistentl1 when
striving for a reward than when atte"pting to avoid a pnish"ent or negative ot!o"e.
S!ientists and other te!hni!ians are "otivated "ainl1 '1 the rewards the1 get throgh
their work. <t those who oppose te!hnologi!al invasions of freedo" are working to
avoid a negative ot!o"e2 !onse=entl1 there are few who work persistentl1 and well
at this dis!oraging task. /f refor"ers ever a!hieved a signal vi!tor1 that see"ed to set
p a solid 'arrier against frther erosion of freedo" throgh te!hni!al progress2 "ost
wold tend to relax and trn their attention to "ore agreea'le prsits. <t the
s!ientists wold re"ain 's1 in their la'oratories2 and te!hnolog1 as it progresses
wold find wa1s2 in spite of an1 'arriers2 to exert "ore and "ore !ontrol over
individals and "ake the" alwa1s "ore dependent on the s1ste".
133. :o so!ial arrange"ents2 whether laws2 instittions2 !sto"s or ethi!al !odes2 !an
provide per"anent prote!tion against te!hnolog1. >istor1 shows that all so!ial
arrange"ents are transitor19 the1 all !hange or 'reak down eventall1. <t
te!hnologi!al advan!es are per"anent within the !ontext of a given !ivili0ation.
Sppose for exa"ple that it were possi'le to arrive at so"e so!ial arrange"ents that
wold prevent geneti! engineering fro" 'eing applied to h"an 'eings2 or prevent it
fro" 'eing applied in s!h a wa1 as to threaten freedo" and dignit1. Still2 the
te!hnolog1 wold re"ain waiting. Sooner or later the so!ial arrange"ent wold 'reak
down. Cro'a'l1 sooner2 given the pa!e of !hange in or so!iet1. 6hen geneti!
engineering wold 'egin to invade or sphere of freedo"2 and this invasion wold 'e
irreversi'le Ishort of a 'reakdown of te!hnologi!al !ivili0ation itselfB. )n1 illsions
a'ot a!hieving an1thing per"anent throgh so!ial arrange"ents shold 'e dispelled
'1 what is !rrentl1 happening with environ"ental legislation. ) few 1ears ago its
see"ed that there were se!re legal 'arriers preventing at least S4@* of the worst
for"s of environ"ental degradation. ) !hange in the politi!al wind2 and those 'arriers
'egin to !r"'le.
134. ;or all of the foregoing reasons2 te!hnolog1 is a "ore powerfl so!ial for!e than
the aspiration for freedo". <t this state"ent re=ires an i"portant =alifi!ation. /t
appears that dring the next several de!ades the indstrial5te!hnologi!al s1ste" will 'e
ndergoing severe stresses de to e!ono"i! and environ"ental pro'le"s2 and
&6
espe!iall1 de to pro'le"s of h"an 'ehavior Ialienation2 re'ellion2 hostilit12 a variet1
of so!ial and ps1!hologi!al diffi!ltiesB. We hope that the stresses throgh whi!h the
s1ste" is likel1 to pass will !ase it to 'reak down2 or at least will weaken it
sffi!ientl1 so that a revoltion against it 'e!o"es possi'le. /f s!h a revoltion o!!rs
and is s!!essfl2 then at that parti!lar "o"ent the aspiration for freedo" will have
proved "ore powerfl than te!hnolog1.
135. /n paragraph 125 we sed an analog1 of a weak neigh'or who is left destitte '1 a
strong neigh'or who takes all his land '1 for!ing on hi" a series of !o"pro"ises. <t
sppose now that the strong neigh'or gets si!k2 so that he is na'le to defend hi"self.
6he weak neigh'or !an for!e the strong one to give hi" his land 'a!k2 or he !an kill
hi". /f he lets the strong "an srvive and onl1 for!es hi" to give the land 'a!k2 he is a
fool2 'e!ase when the strong "an gets well he will again take all the land for hi"self.
6he onl1 sensi'le alternative for the weaker "an is to kill the strong one while he has
the !han!e. /n the sa"e wa12 while the indstrial s1ste" is si!k we "st destro1 it. /f
we !o"pro"ise with it and let it re!over fro" its si!kness2 it will eventall1 wipe ot
all of or freedo".
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136. /f an1one still i"agines that it wold 'e possi'le to refor" the s1ste" in s!h a
wa1 as to prote!t freedo" fro" te!hnolog12 let hi" !onsider how !l"sil1 and for the
"ost part ns!!essfll1 or so!iet1 has dealt with other so!ial pro'le"s that are far
"ore si"ple and straightforward. )"ong other things2 the s1ste" has failed to stop
environ"ental degradation2 politi!al !orrption2 drg traffi!king or do"esti! a'se.
13&. 6ake or environ"ental pro'le"s2 for exa"ple. >ere the !onfli!t of vales is
straightforward: e!ono"i! expedien!e now verss saving so"e of or natral
resor!es for or grand!hildren. W22X <t on this s'8e!t we get onl1 a lot of 'lather
and o'fs!ation fro" the people who have power2 and nothing like a !lear2 !onsistent
line of a!tion2 and we keep on piling p environ"ental pro'le"s that or grand!hildren
will have to live with. )tte"pts to resolve the environ"ental isse !onsist of strggles
and !o"pro"ises 'etween different fa!tions2 so"e of whi!h are as!endant at one
"o"ent2 others at another "o"ent. 6he line of strggle !hanges with the shifting
!rrents of p'li! opinion. 6his is not a rational pro!ess2 nor is it one that is likel1 to
lead to a ti"el1 and s!!essfl soltion to the pro'le". @a8or so!ial pro'le"s2 if the1
get PsolvedQ at all2 are rarel1 or never solved throgh an1 rational2 !o"prehensive
plan. 6he1 8st work the"selves ot throgh a pro!ess in whi!h varios !o"peting
grops prsing their own Isall1 short5 ter"B self5interest W23X arrive I"ainl1 '1
l!kB at so"e "ore or less sta'le "ods vivendi. /n fa!t2 the prin!iples we for"lated
in paragraphs 1##51#6 "ake it see" do'tfl that rational2 long5ter" so!ial planning
!an *K*, 'e s!!essfl.
13%. 6hs it is !lear that the h"an ra!e has at 'est a ver1 li"ited !apa!it1 for solving
even relativel1 straightforward so!ial pro'le"s. >ow then is it going to solve the far
"ore diffi!lt and s'tle pro'le" of re!on!iling freedo" with te!hnolog1J 6e!hnolog1
presents !lear5!t "aterial advantages2 whereas freedo" is an a'stra!tion that "eans
different things to different people2 and its loss is easil1 o's!red '1 propaganda and
&&
fan!1 talk.
13$. )nd note this i"portant differen!e: /t is !on!eiva'le that or environ"ental
pro'le"s Ifor exa"pleB "a1 so"e da1 'e settled throgh a rational2 !o"prehensive
plan2 't if this happens it will 'e onl1 'e!ase it is in the long5ter" interest of the
s1ste" to solve these pro'le"s. <t it is :46 in the interest of the s1ste" to preserve
freedo" or s"all5grop atono"1. 4n the !ontrar12 it is in the interest of the s1ste" to
'ring h"an 'ehavior nder !ontrol to the greatest possi'le extent. W24X 6hs2 while
pra!ti!al !onsiderations "a1 eventall1 for!e the s1ste" to take a rational2 prdent
approa!h to environ"ental pro'le"s2 e=all1 pra!ti!al !onsiderations will for!e the
s1ste" to reglate h"an 'ehavior ever "ore !losel1 Iprefera'l1 '1 indire!t "eans
that will disgise the en!roa!h"ent on freedo"B. 6his isnNt 8st or opinion. *"inent
so!ial s!ientists Ie.g. (a"es H. WilsonB have stressed the i"portan!e of Pso!iali0ingQ
people "ore effe!tivel1.
$EA'46TI': IS E2SIE$ T52: $E-'$M
14#. We hope we have !onvin!ed the reader that the s1ste" !annot 'e refor"ed in s!h
a wa1 as to re!on!ile freedo" with te!hnolog1. 6he onl1 wa1 ot is to dispense with
the indstrial5te!hnologi!al s1ste" altogether. 6his i"plies revoltion2 not ne!essaril1
an ar"ed prising2 't !ertainl1 a radi!al and fnda"ental !hange in the natre of
so!iet1.
141. Ceople tend to ass"e that 'e!ase a revoltion involves a "!h greater !hange
than refor" does2 it is "ore diffi!lt to 'ring a'ot than refor" is. )!tall12 nder
!ertain !ir!"stan!es revoltion is "!h easier than refor". 6he reason is that a
revoltionar1 "ove"ent !an inspire an intensit1 of !o""it"ent that a refor"
"ove"ent !annot inspire. ) refor" "ove"ent "erel1 offers to solve a parti!lar so!ial
pro'le". ) revoltionar1 "ove"ent offers to solve all pro'le"s at one stroke and
!reate a whole new world9 it provides the kind of ideal for whi!h people will take great
risks and "ake great sa!rifi!es. ;or this reasons it wold 'e "!h easier to overthrow
the whole te!hnologi!al s1ste" than to pt effe!tive2 per"anent restraints on the
develop"ent or appli!ation of an1 one seg"ent of te!hnolog12 s!h as geneti!
engineering2 for exa"ple. :ot "an1 people will devote the"selves with single5"inded
passion to i"posing and "aintaining restraints on geneti! engineering2 't nder
sita'le !onditions large n"'ers of people "a1 devote the"selves passionatel1 to a
revoltion against the indstrial5te!hnologi!al s1ste". )s we noted in paragraph 1322
refor"ers seeking to li"it !ertain aspe!ts of te!hnolog1 wold 'e working to avoid a
negative ot!o"e. <t revoltionaries work to gain a powerfl rewardUflfill"ent of
their revoltionar1 visionUand therefore work harder and "ore persistentl1 than
refor"ers do.
142. ,efor" is alwa1s restrained '1 the fear of painfl !onse=en!es if !hanges go too
far. <t on!e a revoltionar1 fever has taken hold of a so!iet12 people are willing to
ndergo nli"ited hardships for the sake of their revoltion. 6his was !learl1 shown in
the ;ren!h and ,ssian ,evoltions. /t "a1 'e that in s!h !ases onl1 a "inorit1 of the
poplation is reall1 !o""itted to the revoltion2 't this "inorit1 is sffi!ientl1 large
and a!tive so that it 'e!o"es the do"inant for!e in so!iet1. We will have "ore to sa1
&%
a'ot revoltion in paragraphs 1%#52#5.
?4:6,4+ 4; >E@): <*>)K/4,
143. Sin!e the 'eginning of !ivili0ation2 organi0ed so!ieties have had to pt pressres
on h"an 'eings of the sake of the fn!tioning of the so!ial organis". 6he kinds of
pressres var1 greatl1 fro" one so!iet1 to another. So"e of the pressres are ph1si!al
Ipoor diet2 ex!essive la'or2 environ"ental polltionB2 so"e are ps1!hologi!al Inoise2
!rowding2 for!ing h"an 'ehavior into the "old that so!iet1 re=iresB. /n the past2
h"an natre has 'een approxi"atel1 !onstant2 or at an1 rate has varied onl1 within
!ertain 'onds. ?onse=entl12 so!ieties have 'een a'le to psh people onl1 p to
!ertain li"its. When the li"it of h"an endran!e has 'een passed2 things start going
wrong: re'ellion2 or !ri"e2 or !orrption2 or evasion of work2 or depression and other
"ental pro'le"s2 or an elevated death rate2 or a de!lining 'irth rate or so"ething else2
so that either the so!iet1 'reaks down2 or its fn!tioning 'e!o"es too ineffi!ient and it
is I=i!kl1 or gradall12 throgh !on=est2 attrition or evoltionB repla!ed '1 so"e
"ore effi!ient for" of so!iet1. W25X
144. 6hs h"an natre has in the past pt !ertain li"its on the develop"ent of
so!ieties. Ceople !old 'e pshed onl1 so far and no farther. <t toda1 this "a1 'e
!hanging2 'e!ase "odern te!hnolog1 is developing wa1s of "odif1ing h"an 'eings.
145. /"agine a so!iet1 that s'8e!ts people to !onditions that "ake the" terri'l1
nhapp12 then gives the" drgs to take awa1 their nhappiness. S!ien!e fi!tionJ /t is
alread1 happening to so"e extent in or own so!iet1. /t is well known that the rate of
!lini!al depression has 'een greatl1 in!reasing in re!ent de!ades. We 'elieve that this is
de to disrption of the power pro!ess2 as explained in paragraphs 5$5&6. <t even if
we are wrong2 the in!reasing rate of depression is !ertainl1 the reslt of S4@*
!onditions that exist in toda1Ns so!iet1. /nstead of re"oving the !onditions that "ake
people depressed2 "odern so!iet1 gives the" antidepressant drgs. /n effe!t2
antidepressants are a "eans of "odif1ing an individalNs internal state in s!h a wa1 as
to ena'le hi" to tolerate so!ial !onditions that he wold otherwise find intolera'le.
IYes2 we know that depression is often of prel1 geneti! origin. We are referring here
to those !ases in whi!h environ"ent pla1s the predo"inant role.B
146. Frgs that affe!t the "ind are onl1 one exa"ple of the new "ethods of
!ontrolling h"an 'ehavior that "odern so!iet1 is developing. +et s look at so"e of
the other "ethods.
14&. 6o start with2 there are the te!hni=es of srveillan!e. >idden video !a"eras are
now sed in "ost stores and in "an1 other pla!es2 !o"pters are sed to !olle!t and
pro!ess vast a"onts of infor"ation a'ot individals. /nfor"ation so o'tained greatl1
in!reases the effe!tiveness of ph1si!al !oer!ion Ii.e.2 law enfor!e"entB. W26X 6hen there
are the "ethods of propaganda2 for whi!h the "ass !o""ni!ation "edia provide
effe!tive vehi!les. *ffi!ient te!hni=es have 'een developed for winning ele!tions2
selling prod!ts2 inflen!ing p'li! opinion. 6he entertain"ent indstr1 serves as an
i"portant ps1!hologi!al tool of the s1ste"2 possi'l1 even when it is dishing ot large
a"onts of sex and violen!e. *ntertain"ent provides "odern "an with an essential
&$
"eans of es!ape. While a'sor'ed in television2 videos2 et!.2 he !an forget stress2
anxiet12 frstration2 dissatisfa!tion. @an1 pri"itive peoples2 when the1 donNt have
work to do2 are =ite !ontent to sit for hors at a ti"e doing nothing at all2 'e!ase the1
are at pea!e with the"selves and their world. <t "ost "odern people "st 'e
!onstantl1 o!!pied or entertained2 otherwise the1 get P'ored2Q i.e.2 the1 get fidget12
neas12 irrita'le.
14%. 4ther te!hni=es strike deeper than the foregoing. *d!ation is no longer a si"ple
affair of paddling a kidNs 'ehind when he doesnNt know his lessons and patting hi" on
the head when he does know the". /t is 'e!o"ing a s!ientifi! te!hni=e for !ontrolling
the !hildNs develop"ent. S1lvan +earning ?enters2 for exa"ple2 have had great s!!ess
in "otivating !hildren to std12 and ps1!hologi!al te!hni=es are also sed with "ore
or less s!!ess in "an1 !onventional s!hools. PCarentingQ te!hni=es that are taght to
parents are designed to "ake !hildren a!!ept fnda"ental vales of the s1ste" and
'ehave in wa1s that the s1ste" finds desira'le. P@ental healthQ progra"s2
PinterventionQ te!hni=es2 ps1!hotherap1 and so forth are ostensi'l1 designed to
'enefit individals2 't in pra!ti!e the1 sall1 serve as "ethods for ind!ing
individals to think and 'ehave as the s1ste" re=ires. I6here is no !ontradi!tion here9
an individal whose attitdes or 'ehavior 'ring hi" into !onfli!t with the s1ste" is p
against a for!e that is too powerfl for hi" to !on=er or es!ape fro"2 hen!e he is
likel1 to sffer fro" stress2 frstration2 defeat. >is path will 'e "!h easier if he thinks
and 'ehaves as the s1ste" re=ires. /n that sense the s1ste" is a!ting for the 'enefit of
the individal when it 'rainwashes hi" into !onfor"it1.B ?hild a'se in its gross and
o'vios for"s is disapproved in "ost if not all !ltres. 6or"enting a !hild for a trivial
reason or no reason at all is so"ething that appalls al"ost ever1one. <t "an1
ps1!hologists interpret the !on!ept of a'se "!h "ore 'roadl1. /s spanking2 when
sed as part of a rational and !onsistent s1ste" of dis!ipline2 a for" of a'seJ 6he
=estion will lti"atel1 'e de!ided '1 whether or not spanking tends to prod!e
'ehavior that "akes a person fit in well with the existing s1ste" of so!iet1. /n pra!ti!e2
the word Pa'seQ tends to 'e interpreted to in!lde an1 "ethod of !hild5rearing that
prod!es 'ehavior in!onvenient for the s1ste". 6hs2 when the1 go 'e1ond the
prevention of o'vios2 senseless !relt12 progra"s for preventing P!hild a'seQ are
dire!ted toward the !ontrol of h"an 'ehavior on 'ehalf of the s1ste".
14$. Cres"a'l12 resear!h will !ontine to in!rease the effe!tiveness of ps1!hologi!al
te!hni=es for !ontrolling h"an 'ehavior. <t we think it is nlikel1 that
ps1!hologi!al te!hni=es alone will 'e sffi!ient to ad8st h"an 'eings to the kind of
so!iet1 that te!hnolog1 is !reating. <iologi!al "ethods pro'a'l1 will have to 'e sed.
We have alread1 "entioned the se of drgs in this !onne!tion. :erolog1 "a1
provide other avenes for "odif1ing the h"an "ind. -eneti! engineering of h"an
'eings is alread1 'eginning to o!!r in the for" of Pgene therap12Q and there is no
reason to ass"e that s!h "ethods will not eventall1 'e sed to "odif1 those aspe!ts
of the 'od1 that affe!t "ental fn!tioning.
15#. )s we "entioned in paragraph 1342 indstrial so!iet1 see"s likel1 to 'e entering a
period of severe stress2 de in part to pro'le"s of h"an 'ehavior and in part to
e!ono"i! and environ"ental pro'le"s. )nd a !onsidera'le proportion of the s1ste"Ns
e!ono"i! and environ"ental pro'le"s reslt fro" the wa1 h"an 'eings 'ehave.
%#
)lienation2 low self5estee"2 depression2 hostilit12 re'ellion9 !hildren who wonNt std12
1oth gangs2 illegal drg se2 rape2 !hild a'se2 other !ri"es2 nsafe sex2 teen
pregnan!12 poplation growth2 politi!al !orrption2 ra!e hatred2 ethni! rivalr12 'itter
ideologi!al !onfli!t Ie.g.2 pro5!hoi!e vs. pro5 lifeB2 politi!al extre"is"2 terroris"2
sa'otage2 anti5govern"ent grops2 hate grops. )ll these threaten the ver1 srvival of
the s1ste". 6he s1ste" will therefore 'e ;4,?*F to se ever1 pra!ti!al "eans of
!ontrolling h"an 'ehavior.
151. 6he so!ial disrption that we see toda1 is !ertainl1 not the reslt of "ere !han!e.
/t !an onl1 'e a reslt of the !onditions of life that the s1ste" i"poses on people. IWe
have arged that the "ost i"portant of these !onditions is disrption of the power
pro!ess.B /f the s1ste"s s!!eeds in i"posing sffi!ient !ontrol over h"an 'ehavior
to assre its own srvival2 a new watershed in h"an histor1 will have 'een passed.
Whereas for"erl1 the li"its of h"an endran!e have i"posed li"its on the
develop"ent of so!ieties Ias we explained in paragraphs 1432 144B2 indstrial5
te!hnologi!al so!iet1 will 'e a'le to pass those li"its '1 "odif1ing h"an 'eings2
whether '1 ps1!hologi!al "ethods or 'iologi!al "ethods or 'oth. /n the ftre2 so!ial
s1ste"s will not 'e ad8sted to sit the needs of h"an 'eings. /nstead2 h"an 'eing
will 'e ad8sted to sit the needs of the s1ste". W2&X
152. -enerall1 speaking2 te!hnologi!al !ontrol over h"an 'ehavior will pro'a'l1 not
'e introd!ed with a totalitarian intention or even throgh a !ons!ios desire to restri!t
h"an freedo". W2%X *a!h new step in the assertion of !ontrol over the h"an "ind
will 'e taken as a rational response to a pro'le" that fa!es so!iet12 s!h as !ring
al!oholis"2 red!ing the !ri"e rate or ind!ing 1ong people to std1 s!ien!e and
engineering. /n "an1 !ases there will 'e a h"anitarian 8stifi!ation. ;or exa"ple2
when a ps1!hiatrist pres!ri'es an anti5depressant for a depressed patient2 he is !learl1
doing that individal a favor. /t wold 'e inh"ane to withhold the drg fro" so"eone
who needs it. When parents send their !hildren to S1lvan +earning ?enters to have
the" "aniplated into 'e!o"ing enthsiasti! a'ot their stdies2 the1 do so fro"
!on!ern for their !hildrenNs welfare. /t "a1 'e that so"e of these parents wish that one
didnNt have to have spe!iali0ed training to get a 8o' and that their kid didnNt have to 'e
'rainwashed into 'e!o"ing a !o"pter nerd. <t what !an the1 doJ 6he1 !anNt !hange
so!iet12 and their !hild "a1 'e ne"plo1a'le if he doesnNt have !ertain skills. So the1
send hi" to S1lvan.
153. 6hs !ontrol over h"an 'ehavior will 'e introd!ed not '1 a !al!lated de!ision
of the athorities 't throgh a pro!ess of so!ial evoltion I,)C/F evoltion2
howeverB. 6he pro!ess will 'e i"possi'le to resist2 'e!ase ea!h advan!e2 !onsidered
'1 itself2 will appear to 'e 'enefi!ial2 or at least the evil involved in "aking the
advan!e will appear to 'e 'enefi!ial2 or at least the evil involved in "aking the
advan!e will see" to 'e less than that whi!h wold reslt fro" not "aking it Isee
paragraph 12&B. Cropaganda for exa"ple is sed for "an1 good prposes2 s!h as
dis!oraging !hild a'se or ra!e hatred. W14X Sex ed!ation is o'viosl1 sefl2 1et the
effe!t of sex ed!ation Ito the extent that it is s!!essflB is to take the shaping of
sexal attitdes awa1 fro" the fa"il1 and pt it into the hands of the state as
represented '1 the p'li! s!hool s1ste".
%1
154. Sppose a 'iologi!al trait is dis!overed that in!reases the likelihood that a !hild
will grow p to 'e a !ri"inal2 and sppose so"e sort of gene therap1 !an re"ove this
trait. W2$X 4f !orse "ost parents whose !hildren possess the trait will have the"
ndergo the therap1. /t wold 'e inh"ane to do otherwise2 sin!e the !hild wold
pro'a'l1 have a "isera'le life if he grew p to 'e a !ri"inal. <t "an1 or "ost
pri"itive so!ieties have a low !ri"e rate in !o"parison with that of or so!iet12 even
thogh the1 have neither high5 te!h "ethods of !hild5rearing nor harsh s1ste"s of
pnish"ent. Sin!e there is no reason to sppose that "ore "odern "en than pri"itive
"en have innate predator1 tenden!ies2 the high !ri"e rate of or so!iet1 "st 'e de to
the pressres that "odern !onditions pt on people2 to whi!h "an1 !annot or will not
ad8st. 6hs a treat"ent designed to re"ove potential !ri"inal tenden!ies is at least in
part a wa1 of re5engineering people so that the1 sit the re=ire"ents of the s1ste".
155. 4r so!iet1 tends to regard as a Psi!knessQ an1 "ode of thoght or 'ehavior that
is in!onvenient for the s1ste"2 and this is plasi'le 'e!ase when an individal doesnNt
fit into the s1ste" it !ases pain to the individal as well as pro'le"s for the s1ste".
6hs the "aniplation of an individal to ad8st hi" to the s1ste" is seen as a P!reQ
for a Psi!knessQ and therefore as good.
156. /n paragraph 12& we pointed ot that if the se of a new ite" of te!hnolog1 is
/:/6/)++Y optional2 it does not ne!essaril1 ,*@)/: optional2 'e!ase the new
te!hnolog1 tends to !hange so!iet1 in s!h a wa1 that it 'e!o"es diffi!lt or
i"possi'le for an individal to fn!tion withot sing that te!hnolog1. 6his applies
also to the te!hnolog1 of h"an 'ehavior. /n a world in whi!h "ost !hildren are pt
throgh a progra" to "ake the" enthsiasti! a'ot std1ing2 a parent will al"ost 'e
for!ed to pt his kid throgh s!h a progra"2 'e!ase if he does not2 then the kid will
grow p to 'e2 !o"parativel1 speaking2 an ignora"s and therefore ne"plo1a'le. 4r
sppose a 'iologi!al treat"ent is dis!overed that2 withot ndesira'le side5effe!ts2 will
greatl1 red!e the ps1!hologi!al stress fro" whi!h so "an1 people sffer in or
so!iet1. /f large n"'ers of people !hoose to ndergo the treat"ent2 then the general
level of stress in so!iet1 will 'e red!ed2 so that it will 'e possi'le for the s1ste" to
in!rease the stress5prod!ing pressres. /n fa!t2 so"ething like this see"s to have
happened alread1 with one of or so!iet1Ns "ost i"portant ps1!hologi!al tools for
ena'ling people to red!e Ior at least te"poraril1 es!ape fro"B stress2 na"el12 "ass
entertain"ent Isee paragraph 14&B. 4r se of "ass entertain"ent is PoptionalQ: :o
law re=ires s to wat!h television2 listen to the radio2 read "aga0ines. Yet "ass
entertain"ent is a "eans of es!ape and stress5red!tion on whi!h "ost of s have
'e!o"e dependent. *ver1one !o"plains a'ot the trashiness of television2 't al"ost
ever1one wat!hes it. ) few have ki!ked the 6K ha'it2 't it wold 'e a rare person
who !old get along toda1 withot sing ):Y for" of "ass entertain"ent. IYet ntil
=ite re!entl1 in h"an histor1 "ost people got along ver1 ni!el1 with no other
entertain"ent than that whi!h ea!h lo!al !o""nit1 !reated for itself.B Withot the
entertain"ent indstr1 the s1ste" pro'a'l1 wold not have 'een a'le to get awa1 with
ptting as "!h stress5prod!ing pressre on s as it does.
15&. )ss"ing that indstrial so!iet1 srvives2 it is likel1 that te!hnolog1 will
eventall1 a!=ire so"ething approa!hing !o"plete !ontrol over h"an 'ehavior. /t
has 'een esta'lished 'e1ond an1 rational do't that h"an thoght and 'ehavior have
%2
a largel1 'iologi!al 'asis. )s experi"enters have de"onstrated2 feelings s!h as
hnger2 pleasre2 anger and fear !an 'e trned on and off '1 ele!tri!al sti"lation of
appropriate parts of the 'rain. @e"ories !an 'e destro1ed '1 da"aging parts of the
'rain or the1 !an 'e 'roght to the srfa!e '1 ele!tri!al sti"lation. >all!inations !an
'e ind!ed or "oods !hanged '1 drgs. 6here "a1 or "a1 not 'e an i""aterial h"an
sol2 't if there is one it !learl1 is less powerfl that the 'iologi!al "e!hanis"s of
h"an 'ehavior. ;or if that were not the !ase then resear!hers wold not 'e a'le so
easil1 to "aniplate h"an feelings and 'ehavior with drgs and ele!tri!al !rrents.
15%. /t pres"a'l1 wold 'e i"pra!ti!al for all people to have ele!trodes inserted in
their heads so that the1 !old 'e !ontrolled '1 the athorities. <t the fa!t that h"an
thoghts and feelings are so open to 'iologi!al intervention shows that the pro'le" of
!ontrolling h"an 'ehavior is "ainl1 a te!hni!al pro'le"9 a pro'le" of nerons2
hor"ones and !o"plex "ole!les9 the kind of pro'le" that is a!!essi'le to s!ientifi!
atta!k. -iven the otstanding re!ord of or so!iet1 in solving te!hni!al pro'le"s2 it is
overwhel"ingl1 pro'a'le that great advan!es will 'e "ade in the !ontrol of h"an
'ehavior.
15$. Will p'li! resistan!e prevent the introd!tion of te!hnologi!al !ontrol of h"an
'ehaviorJ /t !ertainl1 wold if an atte"pt were "ade to introd!e s!h !ontrol all at
on!e. <t sin!e te!hnologi!al !ontrol will 'e introd!ed throgh a long se=en!e of
s"all advan!es2 there will 'e no rational and effe!tive p'li! resistan!e. ISee
paragraphs 12&2 1322 153.B
16#. 6o those who think that all this sonds like s!ien!e fi!tion2 we point ot that
1esterda1Ns s!ien!e fi!tion is toda1Ns fa!t. 6he /ndstrial ,evoltion has radi!all1
altered "anNs environ"ent and wa1 of life2 and it is onl1 to 'e expe!ted that as
te!hnolog1 is in!reasingl1 applied to the h"an 'od1 and "ind2 "an hi"self will 'e
altered as radi!all1 as his environ"ent and wa1 of life have 'een.
56M2: $23E 2T 2 3$'SS$'2DS
161. <t we have gotten ahead of or stor1. /t is one thing to develop in the la'orator1
a series of ps1!hologi!al or 'iologi!al te!hni=es for "aniplating h"an 'ehavior
and =ite another to integrate these te!hni=es into a fn!tioning so!ial s1ste". 6he
latter pro'le" is the "ore diffi!lt of the two. ;or exa"ple2 while the te!hni=es of
ed!ational ps1!holog1 do'tless work =ite well in the Pla' s!hoolsQ where the1 are
developed2 it is not ne!essaril1 eas1 to appl1 the" effe!tivel1 throghot or
ed!ational s1ste". We all know what "an1 of or s!hools are like. 6he tea!hers are
too 's1 taking knives and gns awa1 fro" the kids to s'8e!t the" to the latest
te!hni=es for "aking the" into !o"pter nerds. 6hs2 in spite of all its te!hni!al
advan!es relating to h"an 'ehavior2 the s1ste" to date has not 'een i"pressivel1
s!!essfl in !ontrolling h"an 'eings. 6he people whose 'ehavior is fairl1 well nder
the !ontrol of the s1ste" are those of the t1pe that "ight 'e !alled P'orgeois.Q <t
there are growing n"'ers of people who in one wa1 or another are re'els against the
s1ste": welfare lea!hes2 1oth gangs2 !ltists2 satanists2 na0is2 radi!al
environ"entalists2 "ilitia"en2 et!.
%3
162. 6he s1ste" is !rrentl1 engaged in a desperate strggle to over!o"e !ertain
pro'le"s that threaten its srvival2 a"ong whi!h the pro'le"s of h"an 'ehavior are
the "ost i"portant. /f the s1ste" s!!eeds in a!=iring sffi!ient !ontrol over h"an
'ehavior =i!kl1 enogh2 it will pro'a'l1 srvive. 4therwise it will 'reak down. We
think the isse will "ost likel1 'e resolved within the next several de!ades2 sa1 4# to
1## 1ears.
163. Sppose the s1ste" srvives the !risis of the next several de!ades. <1 that ti"e it
will have to have solved2 or at least 'roght nder !ontrol2 the prin!ipal pro'le"s that
!onfront it2 in parti!lar that of Pso!iali0ingQ h"an 'eings9 that is2 "aking people
sffi!ientl1 do!ile so that heir 'ehavior no longer threatens the s1ste". 6hat 'eing
a!!o"plished2 it does not appear that there wold 'e an1 frther o'sta!le to the
develop"ent of te!hnolog12 and it wold pres"a'l1 advan!e toward its logi!al
!on!lsion2 whi!h is !o"plete !ontrol over ever1thing on *arth2 in!lding h"an
'eings and all other i"portant organis"s. 6he s1ste" "a1 'e!o"e a nitar12
"onolithi! organi0ation2 or it "a1 'e "ore or less frag"ented and !onsist of a n"'er
of organi0ations !oexisting in a relationship that in!ldes ele"ents of 'oth !ooperation
and !o"petition2 8st as toda1 the govern"ent2 the !orporations and other large
organi0ations 'oth !ooperate and !o"pete with one another. >"an freedo" "ostl1
will have vanished2 'e!ase individals and s"all grops will 'e i"potent vis5a5vis
large organi0ations ar"ed with sperte!hnolog1 and an arsenal of advan!ed
ps1!hologi!al and 'iologi!al tools for "aniplating h"an 'eings2 'esides instr"ents
of srveillan!e and ph1si!al !oer!ion. 4nl1 a s"all n"'er of people will have an1
real power2 and even these pro'a'l1 will have onl1 ver1 li"ited freedo"2 'e!ase their
'ehavior too will 'e reglated9 8st as toda1 or politi!ians and !orporation exe!tives
!an retain their positions of power onl1 as long as their 'ehavior re"ains within !ertain
fairl1 narrow li"its.
164. FonNt i"agine that the s1ste"s will stop developing frther te!hni=es for
!ontrolling h"an 'eings and natre on!e the !risis of the next few de!ades is over and
in!reasing !ontrol is no longer ne!essar1 for the s1ste"Ns srvival. 4n the !ontrar12
on!e the hard ti"es are over the s1ste" will in!rease its !ontrol over people and natre
"ore rapidl12 'e!ase it will no longer 'e ha"pered '1 diffi!lties of the kind that it is
!rrentl1 experien!ing. Srvival is not the prin!ipal "otive for extending !ontrol. )s
we explained in paragraphs %&5$#2 te!hni!ians and s!ientists !arr1 on their work
largel1 as a srrogate a!tivit19 that is2 the1 satisf1 their need for power '1 solving
te!hni!al pro'le"s. 6he1 will !ontine to do this with na'ated enthsias"2 and
a"ong the "ost interesting and !hallenging pro'le"s for the" to solve will 'e those of
nderstanding the h"an 'od1 and "ind and intervening in their develop"ent. ;or the
Pgood of h"anit12Q of !orse.
165. <t sppose on the other hand that the stresses of the !o"ing de!ades prove to 'e
too "!h for the s1ste". /f the s1ste" 'reaks down there "a1 'e a period of !haos2 a
Pti"e of tro'lesQ s!h as those that histor1 has re!orded at varios epo!hs in the past.
/t is i"possi'le to predi!t what wold e"erge fro" s!h a ti"e of tro'les2 't at an1
rate the h"an ra!e wold 'e given a new !han!e. 6he greatest danger is that indstrial
so!iet1 "a1 'egin to re!onstitte itself within the first few 1ears after the 'reakdown.
?ertainl1 there will 'e "an1 people Ipower5hngr1 t1pes espe!iall1B who will 'e
%4
anxios to get the fa!tories rnning again.
166. 6herefore two tasks !onfront those who hate the servitde to whi!h the indstrial
s1ste" is red!ing the h"an ra!e. ;irst2 we "st work to heighten the so!ial stresses
within the s1ste" so as to in!rease the likelihood that it will 'reak down or 'e
weakened sffi!ientl1 so that a revoltion against it 'e!o"es possi'le. Se!ond2 it is
ne!essar1 to develop and propagate an ideolog1 that opposes te!hnolog1 and the
indstrial so!iet1 if and when the s1ste" 'e!o"es sffi!ientl1 weakened. )nd s!h an
ideolog1 will help to assre that2 if and when indstrial so!iet1 'reaks down2 its
re"nants will 'e s"ashed 'e1ond repair2 so that the s1ste" !annot 'e re!onstitted.
6he fa!tories shold 'e destro1ed2 te!hni!al 'ooks 'rned2 et!.
56M2: S6--E$I:!
16&. 6he indstrial s1ste" will not 'reak down prel1 as a reslt of revoltionar1
a!tion. /t will not 'e vlnera'le to revoltionar1 atta!k nless its own internal
pro'le"s of develop"ent lead it into ver1 serios diffi!lties. So if the s1ste" 'reaks
down it will do so either spontaneosl12 or throgh a pro!ess that is in part spontaneos
't helped along '1 revoltionaries. /f the 'reakdown is sdden2 "an1 people will die2
sin!e the worldNs poplation has 'e!o"e so over'lown that it !annot even feed itself
an1 longer withot advan!ed te!hnolog1. *ven if the 'reakdown is gradal enogh so
that red!tion of the poplation !an o!!r "ore throgh lowering of the 'irth rate than
throgh elevation of the death rate2 the pro!ess of de5 indstriali0ation pro'a'l1 will 'e
ver1 !haoti! and involve "!h sffering. /t is naive to think it likel1 that te!hnolog1
!an 'e phased ot in a s"oothl1 "anaged2 orderl1 wa12 espe!iall1 sin!e the
te!hnophiles will fight st''ornl1 at ever1 step. /s it therefore !rel to work for the
'reakdown of the s1ste"J @a1'e2 't "a1'e not. /n the first pla!e2 revoltionaries
will not 'e a'le to 'reak the s1ste" down nless it is alread1 in enogh tro'le so that
there wold 'e a good !han!e of its eventall1 'reaking down '1 itself an1wa19 and
the 'igger the s1ste" grows2 the "ore disastros the !onse=en!es of its 'reakdown
will 'e9 so it "a1 'e that revoltionaries2 '1 hastening the onset of the 'reakdown2 will
'e red!ing the extent of the disaster.
16%. /n the se!ond pla!e2 one has to 'alan!e strggle and death against the loss of
freedo" and dignit1. 6o "an1 of s2 freedo" and dignit1 are "ore i"portant than a
long life or avoidan!e of ph1si!al pain. <esides2 we all have to die so"e ti"e2 and it
"a1 'e 'etter to die fighting for srvival2 or for a !ase2 than to live a long 't e"pt1
and prposeless life.
16$. /n the third pla!e2 it is not at all !ertain that srvival of the s1ste" will lead to less
sffering than 'reakdown of the s1ste" wold. 6he s1ste" has alread1 !ased2 and is
!ontining to !ase2 i""ense sffering all over the world. )n!ient !ltres2 that for
hndreds of 1ears gave people a satisfa!tor1 relationship with ea!h other and with their
environ"ent2 have 'een shattered '1 !onta!t with indstrial so!iet12 and the reslt has
'een a whole !ataloge of e!ono"i!2 environ"ental2 so!ial and ps1!hologi!al
pro'le"s. 4ne of the effe!ts of the intrsion of indstrial so!iet1 has 'een that over
"!h of the world traditional !ontrols on poplation have 'een thrown ot of 'alan!e.
>en!e the poplation explosion2 with all that that i"plies. 6hen there is the
%5
ps1!hologi!al sffering that is widespread throghot the spposedl1 fortnate
!ontries of the West Isee paragraphs 442 45B. :o one knows what will happen as a
reslt of o0one depletion2 the greenhose effe!t and other environ"ental pro'le"s that
!annot 1et 'e foreseen. )nd2 as n!lear proliferation has shown2 new te!hnolog1
!annot 'e kept ot of the hands of di!tators and irresponsi'le 6hird World nations.
Wold 1o like to spe!late a'ot what /ra= or :orth Rorea will do with geneti!
engineeringJ
1&#. P4h7Q sa1 the te!hnophiles2 PS!ien!e is going to fix all that7 We will !on=er
fa"ine2 eli"inate ps1!hologi!al sffering2 "ake ever1'od1 health1 and happ17Q Yeah2
sre. 6hatNs what the1 said 2## 1ears ago. 6he /ndstrial ,evoltion was spposed to
eli"inate povert12 "ake ever1'od1 happ12 et!. 6he a!tal reslt has 'een =ite
different. 6he te!hnophiles are hopelessl1 naive Ior self5de!eivingB in their
nderstanding of so!ial pro'le"s. 6he1 are naware of Ior !hoose to ignoreB the fa!t
that when large !hanges2 even see"ingl1 'enefi!ial ones2 are introd!ed into a so!iet12
the1 lead to a long se=en!e of other !hanges2 "ost of whi!h are i"possi'le to predi!t
Iparagraph 1#3B. 6he reslt is disrption of the so!iet1. So it is ver1 pro'a'le that in
their atte"pts to end povert1 and disease2 engineer do!ile2 happ1 personalities and so
forth2 the te!hnophiles will !reate so!ial s1ste"s that are terri'l1 tro'led2 even "ore
so than the present on!e. ;or exa"ple2 the s!ientists 'oast that the1 will end fa"ine '1
!reating new2 geneti!all1 engineered food plants. <t this will allow the h"an
poplation to keep expanding indefinitel12 and it is well known that !rowding leads to
in!reased stress and aggression. 6his is "erel1 one exa"ple of the C,*F/?6)<+*
pro'le"s that will arise. We e"phasi0e that2 as past experien!e has shown2 te!hni!al
progress will lead to other new pro'le"s that ?)::46 'e predi!ted in advan!e
Iparagraph 1#3B. /n fa!t2 ever sin!e the /ndstrial ,evoltion2 te!hnolog1 has 'een
!reating new pro'le"s for so!iet1 far "ore rapidl1 than it has 'een solving old ones.
6hs it will take a long and diffi!lt period of trial and error for the te!hnophiles to
work the 'gs ot of their <rave :ew World Iif the1 ever1 doB. /n the "eanti"e there
will 'e great sffering. So it is not at all !lear that the srvival of indstrial so!iet1
wold involve less sffering than the 'reakdown of that so!iet1 wold. 6e!hnolog1 has
gotten the h"an ra!e into a fix fro" whi!h there is not likel1 to 'e an1 eas1 es!ape.
T5E -6T6$E
1&1. <t sppose now that indstrial so!iet1 does srvive the next several de!ades and
that the 'gs do eventall1 get worked ot of the s1ste"2 so that it fn!tions s"oothl1.
What kind of s1ste" will it 'eJ We will !onsider several possi'ilities.
1&2. ;irst let s postlate that the !o"pter s!ientists s!!eed in developing intelligent
"a!hines that !an do all things 'etter than h"an 'eings !an do the". /n that !ase
pres"a'l1 all work will 'e done '1 vast2 highl1 organi0ed s1ste"s of "a!hines and
no h"an effort will 'e ne!essar1. *ither of two !ases "ight o!!r. 6he "a!hines
"ight 'e per"itted to "ake all of their own de!isions withot h"an oversight2 or else
h"an !ontrol over the "a!hines "ight 'e retained.
1&3. /f the "a!hines are per"itted to "ake all their own de!isions2 we !anNt "ake an1
!on8e!tres as to the reslts2 'e!ase it is i"possi'le to gess how s!h "a!hines
%6
"ight 'ehave. We onl1 point ot that the fate of the h"an ra!e wold 'e at the "er!1
of the "a!hines. /t "ight 'e arged that the h"an ra!e wold never 'e foolish enogh
to hand over all power to the "a!hines. <t we are sggesting neither that the h"an
ra!e wold volntaril1 trn power over to the "a!hines nor that the "a!hines wold
willfll1 sei0e power. What we do sggest is that the h"an ra!e "ight easil1 per"it
itself to drift into a position of s!h dependen!e on the "a!hines that it wold have no
pra!ti!al !hoi!e 't to a!!ept all of the "a!hinesN de!isions. )s so!iet1 and the
pro'le"s that fa!e it 'e!o"e "ore and "ore !o"plex and as "a!hines 'e!o"e "ore
and "ore intelligent2 people will let "a!hines "ake "ore and "ore of their de!isions
for the"2 si"pl1 'e!ase "a!hine5"ade de!isions will 'ring 'etter reslts than "an5
"ade ones. *ventall1 a stage "a1 'e rea!hed at whi!h the de!isions ne!essar1 to
keep the s1ste" rnning will 'e so !o"plex that h"an 'eings will 'e in!apa'le of
"aking the" intelligentl1. )t that stage the "a!hines will 'e in effe!tive !ontrol.
Ceople wonNt 'e a'le to 8st trn the "a!hines off2 'e!ase the1 will 'e so dependent
on the" that trning the" off wold a"ont to si!ide.
1&4. 4n the other hand it is possi'le that h"an !ontrol over the "a!hines "a1 'e
retained. /n that !ase the average "an "a1 have !ontrol over !ertain private "a!hines
of his own2 s!h as his !ar or his personal !o"pter2 't !ontrol over large s1ste"s of
"a!hines will 'e in the hands of a tin1 eliteU8st as it is toda12 't with two
differen!es. Fe to i"proved te!hni=es the elite will have greater !ontrol over the
"asses9 and 'e!ase h"an work will no longer 'e ne!essar1 the "asses will 'e
sperflos2 a seless 'rden on the s1ste". /f the elite is rthless the1 "a1 si"pl1
de!ide to exter"inate the "ass of h"anit1. /f the1 are h"ane the1 "a1 se
propaganda or other ps1!hologi!al or 'iologi!al te!hni=es to red!e the 'irth rate
ntil the "ass of h"anit1 'e!o"es extin!t2 leaving the world to the elite. 4r2 if the
elite !onsists of soft5 hearted li'erals2 the1 "a1 de!ide to pla1 the role of good
shepherds to the rest of the h"an ra!e. 6he1 will see to it that ever1oneNs ph1si!al
needs are satisfied2 that all !hildren are raised nder ps1!hologi!all1 h1gieni!
!onditions2 that ever1one has a wholeso"e ho''1 to keep hi" 's12 and that an1one
who "a1 'e!o"e dissatisfied ndergoes Ptreat"entQ to !re his Ppro'le".Q 4f !orse2
life will 'e so prposeless that people will have to 'e 'iologi!all1 or ps1!hologi!all1
engineered either to re"ove their need for the power pro!ess or to "ake the"
Ps'li"ateQ their drive for power into so"e har"less ho''1. 6hese engineered h"an
'eings "a1 'e happ1 in s!h a so!iet12 't the1 "ost !ertainl1 will not 'e free. 6he1
will have 'een red!ed to the stats of do"esti! ani"als.
1&5. <t sppose now that the !o"pter s!ientists do not s!!eed in developing
artifi!ial intelligen!e2 so that h"an work re"ains ne!essar1. *ven so2 "a!hines will
take !are of "ore and "ore of the si"pler tasks so that there will 'e an in!reasing
srpls of h"an workers at the lower levels of a'ilit1. IWe see this happening alread1.
6here are "an1 people who find it diffi!lt or i"possi'le to get work2 'e!ase for
intelle!tal or ps1!hologi!al reasons the1 !annot a!=ire the level of training ne!essar1
to "ake the"selves sefl in the present s1ste".B 4n those who are e"plo1ed2 ever5
in!reasing de"ands will 'e pla!ed: 6he1 will need "ore and "ore training2 "ore and
"ore a'ilit12 and will have to 'e ever "ore relia'le2 !onfor"ing and do!ile2 'e!ase
the1 will 'e "ore and "ore like !ells of a giant organis". 6heir tasks will 'e
in!reasingl1 spe!iali0ed2 so that their work will 'e2 in a sense2 ot of to!h with the
%&
real world2 'eing !on!entrated on one tin1 sli!e of realit1. 6he s1ste" will have to se
an1 "eans that it !an2 whether ps1!hologi!al or 'iologi!al2 to engineer people to 'e
do!ile2 to have the a'ilities that the s1ste" re=ires and to Ps'li"ateQ their drive for
power into so"e spe!iali0ed task. <t the state"ent that the people of s!h a so!iet1
will have to 'e do!ile "a1 re=ire =alifi!ation. 6he so!iet1 "a1 find !o"petitiveness
sefl2 provided that wa1s are fond of dire!ting !o"petitiveness into !hannels that
serve the needs of the s1ste". We !an i"agine a ftre so!iet1 in whi!h there is
endless !o"petition for positions of prestige and power. <t no "ore than a ver1 few
people will ever rea!h the top2 where the onl1 real power is Isee end of paragraph 163B.
Ker1 repellent is a so!iet1 in whi!h a person !an satisf1 his need for power onl1 '1
pshing large n"'ers of other people ot of the wa1 and depriving the" of 6>*/,
opportnit1 for power.
1&6. 4ne !an envision s!enarios that in!orporate aspe!ts of "ore than one of the
possi'ilities that we have 8st dis!ssed. ;or instan!e2 it "a1 'e that "a!hines will take
over "ost of the work that is of real2 pra!ti!al i"portan!e2 't that h"an 'eings will
'e kept 's1 '1 'eing given relativel1 ni"portant work. /t has 'een sggested2 for
exa"ple2 that a great develop"ent of the servi!e indstries "ight provide work for
h"an 'eings. 6hs people wold spent their ti"e shining ea!h otherNs shoes2 driving
ea!h other arond in taxi!a's2 "aking handi!rafts for one another2 waiting on ea!h
otherNs ta'les2 et!. 6his see"s to s a thoroghl1 !onte"pti'le wa1 for the h"an ra!e
to end p2 and we do't that "an1 people wold find flfilling lives in s!h pointless
's15work. 6he1 wold seek other2 dangeros otlets Idrgs2 !ri"e2 P!lts2Q hate
gropsB nless the1 were 'iologi!all1 or ps1!hologi!all1 engineered to adapt the" to
s!h a wa1 of life.
1&&. :eedless to sa12 the s!enarios otlined a'ove do not exhast all the possi'ilities.
6he1 onl1 indi!ate the kinds of ot!o"es that see" to s "ost likel1. <t we !an
envision no plasi'le s!enarios that are an1 "ore palata'le than the ones weNve 8st
des!ri'ed. /t is overwhel"ingl1 pro'a'le that if the indstrial5 te!hnologi!al s1ste"
srvives the next 4# to 1## 1ears2 it will '1 that ti"e have developed !ertain general
!hara!teristi!s: /ndividals Iat least those of the P'orgeoisQ t1pe2 who are integrated
into the s1ste" and "ake it rn2 and who therefore have all the powerB will 'e "ore
dependent than ever on large organi0ations9 the1 will 'e "ore Pso!iali0edQ than ever
and their ph1si!al and "ental =alities to a signifi!ant extent Ipossi'l1 to a ver1 great
extentB will 'e those that are engineered into the" rather than 'eing the reslts of
!han!e Ior of -odNs will2 or whateverB9 and whatever "a1 'e left of wild natre will 'e
red!ed to re"nants preserved for s!ientifi! std1 and kept nder the spervision and
"anage"ent of s!ientists Ihen!e it will no longer 'e trl1 wildB. /n the long rn Isa1 a
few !entries fro" nowB it is likel1 that neither the h"an ra!e nor an1 other i"portant
organis"s will exist as we know the" toda12 'e!ase on!e 1o start "odif1ing
organis"s throgh geneti! engineering there is no reason to stop at an1 parti!lar
point2 so that the "odifi!ations will pro'a'l1 !ontine ntil "an and other organis"s
have 'een tterl1 transfor"ed.
1&%. Whatever else "a1 'e the !ase2 it is !ertain that te!hnolog1 is !reating for h"an
'eings a new ph1si!al and so!ial environ"ent radi!all1 different fro" the spe!tr" of
environ"ents to whi!h natral sele!tion has adapted the h"an ra!e ph1si!all1 and
%%
ps1!hologi!all1. /f "an is not ad8sted to this new environ"ent '1 'eing artifi!iall1 re5
engineered2 then he will 'e adapted to it throgh a long and painfl pro!ess of natral
sele!tion. 6he for"er is far "ore likel1 than the latter.
1&$. /t wold 'e 'etter to d"p the whole stinking s1ste" and take the !onse=en!es.
ST$2TE!Y
1%#. 6he te!hnophiles are taking s all on an tterl1 re!kless ride into the nknown.
@an1 people nderstand so"ething of what te!hnologi!al progress is doing to s 1et
take a passive attitde toward it 'e!ase the1 think it is inevita'le. <t we I;?B donNt
think it is inevita'le. We think it !an 'e stopped2 and we will give here so"e
indi!ations of how to go a'ot stopping it.
1%1. )s we stated in paragraph 1662 the two "ain tasks for the present are to pro"ote
so!ial stress and insta'ilit1 in indstrial so!iet1 and to develop and propagate an
ideolog1 that opposes te!hnolog1 and the indstrial s1ste". When the s1ste" 'e!o"es
sffi!ientl1 stressed and nsta'le2 a revoltion against te!hnolog1 "a1 'e possi'le.
6he pattern wold 'e si"ilar to that of the ;ren!h and ,ssian ,evoltions. ;ren!h
so!iet1 and ,ssian so!iet12 for several de!ades prior to their respe!tive revoltions2
showed in!reasing signs of stress and weakness. @eanwhile2 ideologies were 'eing
developed that offered a new world view that was =ite different fro" the old one. /n
the ,ssian !ase2 revoltionaries were a!tivel1 working to nder"ine the old order.
6hen2 when the old s1ste" was pt nder sffi!ient additional stress I'1 finan!ial
!risis in ;ran!e2 '1 "ilitar1 defeat in ,ssiaB it was swept awa1 '1 revoltion. What
we propose is so"ething along the sa"e lines.
1%2. /t will 'e o'8e!ted that the ;ren!h and ,ssian ,evoltions were failres. <t
"ost revoltions have two goals. 4ne is to destro1 an old for" of so!iet1 and the other
is to set p the new for" of so!iet1 envisioned '1 the revoltionaries. 6he ;ren!h and
,ssian revoltionaries failed Ifortnatel17B to !reate the new kind of so!iet1 of whi!h
the1 drea"ed2 't the1 were =ite s!!essfl in destro1ing the old so!iet1. We have no
illsions a'ot the feasi'ilit1 of !reating a new2 ideal for" of so!iet1. 4r goal is onl1
to destro1 the existing for" of so!iet1.
1%3. <t an ideolog12 in order to gain enthsiasti! spport2 "st have a positive ideal
as well as a negative one9 it "st 'e ;4, so"ething as well as )-)/:S6 so"ething.
6he positive ideal that we propose is :atre. 6hat is2 W/+F natre: those aspe!ts of
the fn!tioning of the *arth and its living things that are independent of h"an
"anage"ent and free of h"an interferen!e and !ontrol. )nd with wild natre we
in!lde h"an natre2 '1 whi!h we "ean those aspe!ts of the fn!tioning of the
h"an individal that are not s'8e!t to reglation '1 organi0ed so!iet1 't are
prod!ts of !han!e2 or free will2 or -od Idepending on 1or religios or philosophi!al
opinionsB.
1%4. :atre "akes a perfe!t !onter5ideal to te!hnolog1 for several reasons. :atre
Ithat whi!h is otside the power of the s1ste"B is the opposite of te!hnolog1 Iwhi!h
seeks to expand indefinitel1 the power of the s1ste"B. @ost people will agree that
%$
natre is 'eatifl9 !ertainl1 it has tre"endos poplar appeal. 6he radi!al
environ"entalists )+,*)FY hold an ideolog1 that exalts natre and opposes
te!hnolog1. W3#X /t is not ne!essar1 for the sake of natre to set p so"e !hi"eri!al
topia or an1 new kind of so!ial order. :atre takes !are of itself: /t was a spontaneos
!reation that existed long 'efore an1 h"an so!iet12 and for !ontless !entries "an1
different kinds of h"an so!ieties !oexisted with natre withot doing it an ex!essive
a"ont of da"age. 4nl1 with the /ndstrial ,evoltion did the effe!t of h"an so!iet1
on natre 'e!o"e reall1 devastating. 6o relieve the pressre on natre it is not
ne!essar1 to !reate a spe!ial kind of so!ial s1ste"2 it is onl1 ne!essar1 to get rid of
indstrial so!iet1. -ranted2 this will not solve all pro'le"s. /ndstrial so!iet1 has
alread1 done tre"endos da"age to natre and it will take a ver1 long ti"e for the
s!ars to heal. <esides2 even pre5indstrial so!ieties !an do signifi!ant da"age to
natre. :evertheless2 getting rid of indstrial so!iet1 will a!!o"plish a great deal. /t
will relieve the worst of the pressre on natre so that the s!ars !an 'egin to heal. /t
will re"ove the !apa!it1 of organi0ed so!iet1 to keep in!reasing its !ontrol over natre
Iin!lding h"an natreB. Whatever kind of so!iet1 "a1 exist after the de"ise of the
indstrial s1ste"2 it is !ertain that "ost people will live !lose to natre2 'e!ase in the
a'sen!e of advan!ed te!hnolog1 there is no other wa1 that people ?): live. 6o feed
the"selves the1 "st 'e peasants or herds"en or fisher"en or hnters2 et!. )nd2
generall1 speaking2 lo!al atono"1 shold tend to in!rease2 'e!ase la!k of advan!ed
te!hnolog1 and rapid !o""ni!ations will li"it the !apa!it1 of govern"ents or other
large organi0ations to !ontrol lo!al !o""nities.
1%5. )s for the negative !onse=en!es of eli"inating indstrial so!iet1Uwell2 1o
!anNt eat 1or !ake and have it too. 6o gain one thing 1o have to sa!rifi!e another.
1%6. @ost people hate ps1!hologi!al !onfli!t. ;or this reason the1 avoid doing an1
serios thinking a'ot diffi!lt so!ial isses2 and the1 like to have s!h isses
presented to the" in si"ple2 'la!k5and5white ter"s: 6>/S is all good and 6>)6 is all
'ad. 6he revoltionar1 ideolog1 shold therefore 'e developed on two levels.
1%&. 4n the "ore sophisti!ated level the ideolog1 shold address itself to people who
are intelligent2 thoghtfl and rational. 6he o'8e!t shold 'e to !reate a !ore of people
who will 'e opposed to the indstrial s1ste" on a rational2 thoght5ot 'asis2 with fll
appre!iation of the pro'le"s and a"'igities involved2 and of the pri!e that has to 'e
paid for getting rid of the s1ste". /t is parti!larl1 i"portant to attra!t people of this
t1pe2 as the1 are !apa'le people and will 'e instr"ental in inflen!ing others. 6hese
people shold 'e addressed on as rational a level as possi'le. ;a!ts shold never
intentionall1 'e distorted and inte"perate langage shold 'e avoided. 6his does not
"ean that no appeal !an 'e "ade to the e"otions2 't in "aking s!h appeal !are
shold 'e taken to avoid "isrepresenting the trth or doing an1thing else that wold
destro1 the intelle!tal respe!ta'ilit1 of the ideolog1.
1%%. 4n a se!ond level2 the ideolog1 shold 'e propagated in a si"plified for" that
will ena'le the nthinking "a8orit1 to see the !onfli!t of te!hnolog1 vs. natre in
na"'igos ter"s. <t even on this se!ond level the ideolog1 shold not 'e
expressed in langage that is so !heap2 inte"perate or irrational that it alienates people
of the thoghtfl and rational t1pe. ?heap2 inte"perate propaganda so"eti"es
$#
a!hieves i"pressive short5ter" gains2 't it will 'e "ore advantageos in the long rn
to keep the lo1alt1 of a s"all n"'er of intelligentl1 !o""itted people than to arose
the passions of an nthinking2 fi!kle "o' who will !hange their attitde as soon as
so"eone !o"es along with a 'etter propaganda gi""i!k. >owever2 propaganda of the
ra''le5rosing t1pe "a1 'e ne!essar1 when the s1ste" is nearing the point of !ollapse
and there is a final strggle 'etween rival ideologies to deter"ine whi!h will 'e!o"e
do"inant when the old world5view goes nder.
1%$. Crior to that final strggle2 the revoltionaries shold not expe!t to have a
"a8orit1 of people on their side. >istor1 is "ade '1 a!tive2 deter"ined "inorities2 not
'1 the "a8orit12 whi!h seldo" has a !lear and !onsistent idea of what it reall1 wants.
Entil the ti"e !o"es for the final psh toward revoltion W31X2 the task of
revoltionaries will 'e less to win the shallow spport of the "a8orit1 than to 'ild a
s"all !ore of deepl1 !o""itted people. )s for the "a8orit12 it will 'e enogh to "ake
the" aware of the existen!e of the new ideolog1 and re"ind the" of it fre=entl19
thogh of !orse it will 'e desira'le to get "a8orit1 spport to the extent that this !an
'e done withot weakening the !ore of seriosl1 !o""itted people.
1$#. )n1 kind of so!ial !onfli!t helps to desta'ili0e the s1ste"2 't one shold 'e
!arefl a'ot what kind of !onfli!t one en!orages. 6he line of !onfli!t shold 'e
drawn 'etween the "ass of the people and the power5holding elite of indstrial so!iet1
Ipoliti!ians2 s!ientists2 pper5level 'siness exe!tives2 govern"ent offi!ials2 et!.B. /t
shold :46 'e drawn 'etween the revoltionaries and the "ass of the people. ;or
exa"ple2 it wold 'e 'ad strateg1 for the revoltionaries to !onde"n )"eri!ans for
their ha'its of !ons"ption. /nstead2 the average )"eri!an shold 'e portra1ed as a
vi!ti" of the advertising and "arketing indstr12 whi!h has s!kered hi" into '1ing a
lot of 8nk that he doesnNt need and that is ver1 poor !o"pensation for his lost
freedo". *ither approa!h is !onsistent with the fa!ts. /t is "erel1 a "atter of attitde
whether 1o 'la"e the advertising indstr1 for "aniplating the p'li! or 'la"e the
p'li! for allowing itself to 'e "aniplated. )s a "atter of strateg1 one shold
generall1 avoid 'la"ing the p'li!.
1$1. 4ne shold think twi!e 'efore en!oraging an1 other so!ial !onfli!t than that
'etween the power5 holding elite Iwhi!h wields te!hnolog1B and the general p'li!
Iover whi!h te!hnolog1 exerts its powerB. ;or one thing2 other !onfli!ts tend to distra!t
attention fro" the i"portant !onfli!ts I'etween power5elite and ordinar1 people2
'etween te!hnolog1 and natreB9 for another thing2 other !onfli!ts "a1 a!tall1 tend to
en!orage te!hnologi0ation2 'e!ase ea!h side in s!h a !onfli!t wants to se
te!hnologi!al power to gain advantages over its adversar1. 6his is !learl1 seen in
rivalries 'etween nations. /t also appears in ethni! !onfli!ts within nations. ;or
exa"ple2 in )"eri!a "an1 'la!k leaders are anxios to gain power for )fri!an
)"eri!ans '1 pla!ing 'a!k individals in the te!hnologi!al power5elite. 6he1 want
there to 'e "an1 'la!k govern"ent offi!ials2 s!ientists2 !orporation exe!tives and so
forth. /n this wa1 the1 are helping to a'sor' the )fri!an )"eri!an s'!ltre into the
te!hnologi!al s1ste". -enerall1 speaking2 one shold en!orage onl1 those so!ial
!onfli!ts that !an 'e fitted into the fra"ework of the !onfli!ts of power5elite vs.
ordinar1 people2 te!hnolog1 vs natre.
$1
1$2. <t the wa1 to dis!orage ethni! !onfli!t is :46 throgh "ilitant advo!a!1 of
"inorit1 rights Isee paragraphs 212 2$B. /nstead2 the revoltionaries shold e"phasi0e
that althogh "inorities do sffer "ore or less disadvantage2 this disadvantage is of
peripheral signifi!an!e. 4r real ene"1 is the indstrial5 te!hnologi!al s1ste"2 and in
the strggle against the s1ste"2 ethni! distin!tions are of no i"portan!e.
1$3. 6he kind of revoltion we have in "ind will not ne!essaril1 involve an ar"ed
prising against an1 govern"ent. /t "a1 or "a1 not involve ph1si!al violen!e2 't it
will not 'e a C4+/6/?)+ revoltion. /ts fo!s will 'e on te!hnolog1 and e!ono"i!s2
not politi!s. W32X
1$4. Cro'a'l1 the revoltionaries shold even )K4/F ass"ing politi!al power2
whether '1 legal or illegal "eans2 ntil the indstrial s1ste" is stressed to the danger
point and has proved itself to 'e a failre in the e1es of "ost people. Sppose for
exa"ple that so"e PgreenQ part1 shold win !ontrol of the Enited States ?ongress in
an ele!tion. /n order to avoid 'etra1ing or watering down their own ideolog1 the1
wold have to take vigoros "easres to trn e!ono"i! growth into e!ono"i!
shrinkage. 6o the average "an the reslts wold appear disastros: 6here wold 'e
"assive ne"plo1"ent2 shortages of !o""odities2 et!. *ven if the grosser ill effe!ts
!old 'e avoided throgh sperh"anl1 skillfl "anage"ent2 still people wold have
to 'egin giving p the lxries to whi!h the1 have 'e!o"e addi!ted. Fissatisfa!tion
wold grow2 the PgreenQ part1 wold 'e voted ot of offi!e and the revoltionaries
wold have sffered a severe set'a!k. ;or this reason the revoltionaries shold not tr1
to a!=ire politi!al power ntil the s1ste" has gotten itself into s!h a "ess that an1
hardships will 'e seen as reslting fro" the failres of the indstrial s1ste" itself and
not fro" the poli!ies of the revoltionaries. 6he revoltion against te!hnolog1 will
pro'a'l1 have to 'e a revoltion '1 otsiders2 a revoltion fro" 'elow and not fro"
a'ove.
1$5. 6he revoltion "st 'e international and worldwide. /t !annot 'e !arried ot on a
nation5'15nation 'asis. Whenever it is sggested that the Enited States2 for exa"ple2
shold !t 'a!k on te!hnologi!al progress or e!ono"i! growth2 people get h1steri!al
and start s!rea"ing that if we fall 'ehind in te!hnolog1 the (apanese will get ahead of
s. >ol1 ro'ots7 6he world will fl1 off its or'it if the (apanese ever sell "ore !ars than
we do7 I:ationalis" is a great pro"oter of te!hnolog1.B @ore reasona'l12 it is arged
that if the relativel1 de"o!rati! nations of the world fall 'ehind in te!hnolog1 while
nast12 di!tatorial nations like ?hina2 Kietna" and :orth Rorea !ontine to progress2
eventall1 the di!tators "a1 !o"e to do"inate the world. 6hat is wh1 the indstrial
s1ste" shold 'e atta!ked in all nations si"ltaneosl12 to the extent that this "a1 'e
possi'le. 6re2 there is no assran!e that the indstrial s1ste" !an 'e destro1ed at
approxi"atel1 the sa"e ti"e all over the world2 and it is even !on!eiva'le that the
atte"pt to overthrow the s1ste" !old lead instead to the do"ination of the s1ste" '1
di!tators. 6hat is a risk that has to 'e taken. )nd it is worth taking2 sin!e the differen!e
'etween a Pde"o!rati!Q indstrial s1ste" and one !ontrolled '1 di!tators is s"all
!o"pared with the differen!e 'etween an indstrial s1ste" and a non5indstrial one.
W33X /t "ight even 'e arged that an indstrial s1ste" !ontrolled '1 di!tators wold 'e
prefera'le2 'e!ase di!tator5!ontrolled s1ste"s sall1 have proved ineffi!ient2 hen!e
$2
the1 are pres"a'l1 "ore likel1 to 'reak down. +ook at ?'a.
1$6. ,evoltionaries "ight !onsider favoring "easres that tend to 'ind the world
e!ono"1 into a nified whole. ;ree trade agree"ents like :);6) and -)66 are
pro'a'l1 har"fl to the environ"ent in the short rn2 't in the long rn the1 "a1
perhaps 'e advantageos 'e!ase the1 foster e!ono"i! interdependen!e 'etween
nations. /t will 'e easier to destro1 the indstrial s1ste" on a worldwide 'asis if the
world e!ono"1 is so nified that its 'reakdown in an1 one "a8or nation will lead to its
'reakdown in all indstriali0ed nations.
1$&. So"e people take the line that "odern "an has too "!h power2 too "!h !ontrol
over natre9 the1 arge for a "ore passive attitde on the part of the h"an ra!e. )t
'est these people are expressing the"selves n!learl12 'e!ase the1 fail to distingish
'etween power for +),-* 4,-):/Y)6/4:S and power for /:F/K/FE)+S and
S@)++ -,4ECS. /t is a "istake to arge for powerlessness and passivit12 'e!ase
people :**F power. @odern "an as a !olle!tive entit1Uthat is2 the indstrial s1ste"
Uhas i""ense power over natre2 and we I;?B regard this as evil. <t "odern
/:F/K/FE)+S and S@)++ -,4ECS 4; /:F/K/FE)+S have far less power than
pri"itive "an ever did. -enerall1 speaking2 the vast power of P"odern "anQ over
natre is exer!ised not '1 individals or s"all grops 't '1 large organi0ations. 6o
the extent that the average "odern /:F/K/FE)+ !an wield the power of te!hnolog12
he is per"itted to do so onl1 within narrow li"its and onl1 nder the spervision and
!ontrol of the s1ste". IYo need a li!ense for ever1thing and with the li!ense !o"e
rles and reglations.B 6he individal has onl1 those te!hnologi!al powers with whi!h
the s1ste" !hooses to provide hi". >is C*,S4:)+ power over natre is slight.
1$%. Cri"itive /:F/K/FE)+S and S@)++ -,4ECS a!tall1 had !onsidera'le
power over natre9 or "a1'e it wold 'e 'etter to sa1 power W/6>/: natre. When
pri"itive "an needed food he knew how to find and prepare edi'le roots2 how to tra!k
ga"e and take it with ho"e"ade weapons. >e knew how to prote!t hi"self fro" heat2
!old2 rain2 dangeros ani"als2 et!. <t pri"itive "an did relativel1 little da"age to
natre 'e!ase the ?4++*?6/K* power of pri"itive so!iet1 was negligi'le !o"pared
to the ?4++*?6/K* power of indstrial so!iet1.
1$$. /nstead of arging for powerlessness and passivit12 one shold arge that the
power of the /:FES6,/)+ SYS6*@ shold 'e 'roken2 and that this will greatl1
/:?,*)S* the power and freedo" of /:F/K/FE)+S and S@)++ -,4ECS.
2##. Entil the indstrial s1ste" has 'een thoroghl1 wre!ked2 the destr!tion of that
s1ste" "st 'e the revoltionariesN 4:+Y goal. 4ther goals wold distra!t attention
and energ1 fro" the "ain goal. @ore i"portantl12 if the revoltionaries per"it
the"selves to have an1 other goal than the destr!tion of te!hnolog12 the1 will 'e
te"pted to se te!hnolog1 as a tool for rea!hing that other goal. /f the1 give in to that
te"ptation2 the1 will fall right 'a!k into the te!hnologi!al trap2 'e!ase "odern
te!hnolog1 is a nified2 tightl1 organi0ed s1ste"2 so that2 in order to retain S4@*
te!hnolog12 one finds oneself o'liged to retain @4S6 te!hnolog12 hen!e one ends p
sa!rifi!ing onl1 token a"onts of te!hnolog1.
$3
2#1. Sppose for exa"ple that the revoltionaries took Pso!ial 8sti!eQ as a goal.
>"an natre 'eing what it is2 so!ial 8sti!e wold not !o"e a'ot spontaneosl19 it
wold have to 'e enfor!ed. /n order to enfor!e it the revoltionaries wold have to
retain !entral organi0ation and !ontrol. ;or that the1 wold need rapid long5distan!e
transportation and !o""ni!ation2 and therefore all the te!hnolog1 needed to spport
the transportation and !o""ni!ation s1ste"s. 6o feed and !lothe poor people the1
wold have to se agri!ltral and "anfa!tring te!hnolog1. )nd so forth. So that the
atte"pt to insre so!ial 8sti!e wold for!e the" to retain "ost parts of the
te!hnologi!al s1ste". :ot that we have an1thing against so!ial 8sti!e2 't it "st not
'e allowed to interfere with the effort to get rid of the te!hnologi!al s1ste".
2#2. /t wold 'e hopeless for revoltionaries to tr1 to atta!k the s1ste" withot sing
S4@* "odern te!hnolog1. /f nothing else the1 "st se the !o""ni!ations "edia to
spread their "essage. <t the1 shold se "odern te!hnolog1 for onl1 4:* prpose:
to atta!k the te!hnologi!al s1ste".
2#3. /"agine an al!oholi! sitting with a 'arrel of wine in front of hi". Sppose he
starts sa1ing to hi"self2 PWine isnNt 'ad for 1o if sed in "oderation. Wh12 the1 sa1
s"all a"onts of wine are even good for 1o7 /t wonNt do "e an1 har" if / take 8st
one little drink.... P Well 1o know what is going to happen. :ever forget that the
h"an ra!e with te!hnolog1 is 8st like an al!oholi! with a 'arrel of wine.
2#4. ,evoltionaries shold have as "an1 !hildren as the1 !an. 6here is strong
s!ientifi! eviden!e that so!ial attitdes are to a signifi!ant extent inherited. :o one
sggests that a so!ial attitde is a dire!t ot!o"e of a personNs geneti! !onstittion2 't
it appears that personalit1 traits are partl1 inherited and that !ertain personalit1 traits
tend2 within the !ontext of or so!iet12 to "ake a person "ore likel1 to hold this or that
so!ial attitde. 4'8e!tions to these findings have 'een raised2 't the o'8e!tions are
fee'le and see" to 'e ideologi!all1 "otivated. /n an1 event2 no one denies that
!hildren tend on the average to hold so!ial attitdes si"ilar to those of their parents.
;ro" or point of view it doesnNt "atter all that "!h whether the attitdes are passed
on geneti!all1 or throgh !hildhood training. /n either !ase the1 ),* passed on.
2#5. 6he tro'le is that "an1 of the people who are in!lined to re'el against the
indstrial s1ste" are also !on!erned a'ot the poplation pro'le"s2 hen!e the1 are apt
to have few or no !hildren. /n this wa1 the1 "a1 'e handing the world over to the sort
of people who spport or at least a!!ept the indstrial s1ste". 6o insre the strength of
the next generation of revoltionaries the present generation shold reprod!e itself
a'ndantl1. /n doing so the1 will 'e worsening the poplation pro'le" onl1 slightl1.
)nd the i"portant pro'le" is to get rid of the indstrial s1ste"2 'e!ase on!e the
indstrial s1ste" is gone the worldNs poplation ne!essaril1 will de!rease Isee
paragraph 16&B9 whereas2 if the indstrial s1ste" srvives2 it will !ontine developing
new te!hni=es of food prod!tion that "a1 ena'le the worldNs poplation to keep
in!reasing al"ost indefinitel1.
2#6. With regard to revoltionar1 strateg12 the onl1 points on whi!h we a'soltel1
insist are that the single overriding goal "st 'e the eli"ination of "odern te!hnolog12
and that no other goal !an 'e allowed to !o"pete with this one. ;or the rest2
$4
revoltionaries shold take an e"piri!al approa!h. /f experien!e indi!ates that so"e of
the re!o""endations "ade in the foregoing paragraphs are not going to give good
reslts2 then those re!o""endations shold 'e dis!arded.
TW' /I:DS '- TE35:'4'!Y
2#&. )n arg"ent likel1 to 'e raised against or proposed revoltion is that it is 'ond
to fail2 'e!ase Iit is !lai"edB throghot histor1 te!hnolog1 has alwa1s progressed2
never regressed2 hen!e te!hnologi!al regression is i"possi'le. <t this !lai" is false.
2#%. We distingish 'etween two kinds of te!hnolog12 whi!h we will !all s"all5s!ale
te!hnolog1 and organi0ation5dependent te!hnolog1. S"all5s!ale te!hnolog1 is
te!hnolog1 that !an 'e sed '1 s"all5s!ale !o""nities withot otside assistan!e.
4rgani0ation5dependent te!hnolog1 is te!hnolog1 that depends on large5s!ale so!ial
organi0ation. We are aware of no signifi!ant !ases of regression in s"all5s!ale
te!hnolog1. <t organi0ation5dependent te!hnolog1 F4*S regress when the so!ial
organi0ation on whi!h it depends 'reaks down. *xa"ple: When the ,o"an *"pire fell
apart the ,o"ansN s"all5s!ale te!hnolog1 srvived 'e!ase an1 !lever village
!rafts"an !old 'ild2 for instan!e2 a water wheel2 an1 skilled s"ith !old "ake steel
'1 ,o"an "ethods2 and so forth. <t the ,o"ansN organi0ation5dependent te!hnolog1
F/F regress. 6heir a=ed!ts fell into disrepair and were never re'ilt. 6heir
te!hni=es of road !onstr!tion were lost. 6he ,o"an s1ste" of r'an sanitation was
forgotten2 so that not ntil rather re!ent ti"es did the sanitation of *ropean !ities
e=al that of )n!ient ,o"e.
2#$. 6he reason wh1 te!hnolog1 has see"ed alwa1s to progress is that2 ntil perhaps a
!entr1 or two 'efore the /ndstrial ,evoltion2 "ost te!hnolog1 was s"all5s!ale
te!hnolog1. <t "ost of the te!hnolog1 developed sin!e the /ndstrial ,evoltion is
organi0ation5dependent te!hnolog1. 6ake the refrigerator for exa"ple. Withot fa!tor15
"ade parts or the fa!ilities of a post5indstrial "a!hine shop it wold 'e virtall1
i"possi'le for a handfl of lo!al !rafts"en to 'ild a refrigerator. /f '1 so"e "ira!le
the1 did s!!eed in 'ilding one it wold 'e seless to the" withot a relia'le sor!e
of ele!tri! power. So the1 wold have to da" a strea" and 'ild a generator.
-enerators re=ire large a"onts of !opper wire. /"agine tr1ing to "ake that wire
withot "odern "a!hiner1. )nd where wold the1 get a gas sita'le for refrigerationJ
/t wold 'e "!h easier to 'ild an i!ehose or preserve food '1 dr1ing or pi!king2 as
was done 'efore the invention of the refrigerator.
21#. So it is !lear that if the indstrial s1ste" were on!e thoroghl1 'roken down2
refrigeration te!hnolog1 wold =i!kl1 'e lost. 6he sa"e is tre of other organi0ation5
dependent te!hnolog1. )nd on!e this te!hnolog1 had 'een lost for a generation or so it
wold take !entries to re'ild it2 8st as it took !entries to 'ild it the first ti"e
arond. Srviving te!hni!al 'ooks wold 'e few and s!attered. )n indstrial so!iet12 if
'ilt fro" s!rat!h withot otside help2 !an onl1 'e 'ilt in a series of stages: Yo need
tools to "ake tools to "ake tools to "ake tools ... . ) long pro!ess of e!ono"i!
develop"ent and progress in so!ial organi0ation is re=ired. )nd2 even in the a'sen!e
of an ideolog1 opposed to te!hnolog12 there is no reason to 'elieve that an1one wold
'e interested in re'ilding indstrial so!iet1. 6he enthsias" for PprogressQ is a
$5
pheno"enon pe!liar to the "odern for" of so!iet12 and it see"s not to have existed
prior to the 1&th !entr1 or therea'ots.
211. /n the late @iddle )ges there were for "ain !ivili0ations that were a'ot e=all1
Padvan!edQ: *rope2 the /sla"i! world2 /ndia2 and the ;ar *ast I?hina2 (apan2 RoreaB.
6hree of those !ivili0ations re"ained "ore or less sta'le2 and onl1 *rope 'e!a"e
d1na"i!. :o one knows wh1 *rope 'e!a"e d1na"i! at that ti"e9 historians have
their theories 't these are onl1 spe!lation. )t an1 rate2 it is !lear that rapid
develop"ent toward a te!hnologi!al for" of so!iet1 o!!rs onl1 nder spe!ial
!onditions. So there is no reason to ass"e that a long5lasting te!hnologi!al regression
!annot 'e 'roght a'ot.
212. Wold so!iet1 *K*:6E)++Y develop again toward an indstrial5te!hnologi!al
for"J @a1'e2 't there is no se in worr1ing a'ot it2 sin!e we !anNt predi!t or !ontrol
events 5## or 12### 1ears in the ftre. 6hose pro'le"s "st 'e dealt with '1 the
people who will live at that ti"e.
T5E D2:!E$ '- 4E-TISM
213. <e!ase of their need for re'ellion and for "e"'ership in a "ove"ent2 leftists or
persons of si"ilar ps1!hologi!al t1pe often are nattra!ted to a re'ellios or a!tivist
"ove"ent whose goals and "e"'ership are not initiall1 leftist. 6he reslting inflx of
leftish t1pes !an easil1 trn a non5leftist "ove"ent into a leftist one2 so that leftist
goals repla!e or distort the original goals of the "ove"ent.
214. 6o avoid this2 a "ove"ent that exalts natre and opposes te!hnolog1 "st take a
resoltel1 anti5leftist stan!e and "st avoid all !olla'oration with leftists. +eftis" is in
the long rn in!onsistent with wild natre2 with h"an freedo" and with the
eli"ination of "odern te!hnolog1. +eftis" is !olle!tivist9 it seeks to 'ind together the
entire world I'oth natre and the h"an ra!eB into a nified whole. <t this i"plies
"anage"ent of natre and of h"an life '1 organi0ed so!iet12 and it re=ires advan!ed
te!hnolog1. Yo !anNt have a nited world withot rapid transportation and
!o""ni!ation2 1o !anNt "ake all people love one another withot sophisti!ated
ps1!hologi!al te!hni=es2 1o !anNt have a Pplanned so!iet1Q withot the ne!essar1
te!hnologi!al 'ase. )'ove all2 leftis" is driven '1 the need for power2 and the leftist
seeks power on a !olle!tive 'asis2 throgh identifi!ation with a "ass "ove"ent or an
organi0ation. +eftis" is nlikel1 ever to give p te!hnolog12 'e!ase te!hnolog1 is too
vala'le a sor!e of !olle!tive power.
215. 6he anar!hist W34X too seeks power2 't he seeks it on an individal or s"all5
grop 'asis9 he wants individals and s"all grops to 'e a'le to !ontrol the
!ir!"stan!es of their own lives. >e opposes te!hnolog1 'e!ase it "akes s"all
grops dependent on large organi0ations.
216. So"e leftists "a1 see" to oppose te!hnolog12 't the1 will oppose it onl1 so long
as the1 are otsiders and the te!hnologi!al s1ste" is !ontrolled '1 non5leftists. /f
leftis" ever 'e!o"es do"inant in so!iet12 so that the te!hnologi!al s1ste" 'e!o"es a
tool in the hands of leftists2 the1 will enthsiasti!all1 se it and pro"ote its growth. /n
$6
doing this the1 will 'e repeating a pattern that leftis" has shown again and again in the
past. When the <olsheviks in ,ssia were otsiders2 the1 vigorosl1 opposed
!ensorship and the se!ret poli!e2 the1 advo!ated self5deter"ination for ethni!
"inorities2 and so forth9 't as soon as the1 !a"e into power the"selves2 the1 i"posed
a tighter !ensorship and !reated a "ore rthless se!ret poli!e than an1 that had existed
nder the tsars2 and the1 oppressed ethni! "inorities at least as "!h as the tsars had
done. /n the Enited States2 a !ople of de!ades ago when leftists were a "inorit1 in or
niversities2 leftist professors were vigoros proponents of a!ade"i! freedo"2 't
toda12 in those of or niversities where leftists have 'e!o"e do"inant2 the1 have
shown the"selves read1 to take awa1 fro" ever1one elseNs a!ade"i! freedo". I6his is
Ppoliti!al !orre!tness.QB 6he sa"e will happen with leftists and te!hnolog1: 6he1 will
se it to oppress ever1one else if the1 ever get it nder their own !ontrol.
21&. /n earlier revoltions2 leftists of the "ost power5hngr1 t1pe2 repeatedl12 have
first !ooperated with non5leftist revoltionaries2 as well as with leftists of a "ore
li'ertarian in!lination2 and later have do'le5 !rossed the" to sei0e power for
the"selves. ,o'espierre did this in the ;ren!h ,evoltion2 the <olsheviks did it in the
,ssian ,evoltion2 the !o""nists did it in Spain in 1$3% and ?astro and his
followers did it in ?'a. -iven the past histor1 of leftis"2 it wold 'e tterl1 foolish
for non5leftist revoltionaries toda1 to !olla'orate with leftists.
21%. Karios thinkers have pointed ot that leftis" is a kind of religion. +eftis" is not
a religion in the stri!t sense 'e!ase leftist do!trine does not postlate the existen!e of
an1 spernatral 'eing. <t2 for the leftist2 leftis" pla1s a ps1!hologi!al role "!h like
that whi!h religion pla1s for so"e people. 6he leftist :**FS to 'elieve in leftis"9 it
pla1s a vital role in his ps1!hologi!al e!ono"1. >is 'eliefs are not easil1 "odified '1
logi! or fa!ts. >e has a deep !onvi!tion that leftis" is "orall1 ,ight with a !apital ,2
and that he has not onl1 a right 't a dt1 to i"pose leftist "oralit1 on ever1one.
I>owever2 "an1 of the people we are referring to as PleftistsQ do not think of
the"selves as leftists and wold not des!ri'e their s1ste" of 'eliefs as leftis". We se
the ter" Pleftis"Q 'e!ase we donNt know of an1 'etter words to designate the
spe!tr" of related !reeds that in!ldes the fe"inist2 ga1 rights2 politi!al !orre!tness2
et!.2 "ove"ents2 and 'e!ase these "ove"ents have a strong affinit1 with the old left.
See paragraphs 22&523#.B
21$. +eftis" is a totalitarian for!e. Wherever leftis" is in a position of power it tends
to invade ever1 private !orner and for!e ever1 thoght into a leftist "old. /n part this is
'e!ase of the =asi5religios !hara!ter of leftis"9 ever1thing !ontrar1 to leftist 'eliefs
represents Sin. @ore i"portantl12 leftis" is a totalitarian for!e 'e!ase of the leftistsN
drive for power. 6he leftist seeks to satisf1 his need for power throgh identifi!ation
with a so!ial "ove"ent and he tries to go throgh the power pro!ess '1 helping to
prse and attain the goals of the "ove"ent Isee paragraph %3B. <t no "atter how far
the "ove"ent has gone in attaining its goals the leftist is never satisfied2 'e!ase his
a!tivis" is a srrogate a!tivit1 Isee paragraph 41B. 6hat is2 the leftistNs real "otive is
not to attain the ostensi'le goals of leftis"9 in realit1 he is "otivated '1 the sense of
power he gets fro" strggling for and then rea!hing a so!ial goal. W35X ?onse=entl1
the leftist is never satisfied with the goals he has alread1 attained9 his need for the
power pro!ess leads hi" alwa1s to prse so"e new goal. 6he leftist wants e=al
$&
opportnities for "inorities. When that is attained he insists on statisti!al e=alit1 of
a!hieve"ent '1 "inorities. )nd as long as an1one har'ors in so"e !orner of his "ind
a negative attitde toward so"e "inorit12 the leftist has to re5ed!ated hi". )nd ethni!
"inorities are not enogh9 no one !an 'e allowed to have a negative attitde toward
ho"osexals2 disa'led people2 fat people2 old people2 gl1 people2 and on and on and
on. /tNs not enogh that the p'li! shold 'e infor"ed a'ot the ha0ards of s"oking9 a
warning has to 'e sta"ped on ever1 pa!kage of !igarettes. 6hen !igarette advertising
has to 'e restri!ted if not 'anned. 6he a!tivists will never 'e satisfied ntil to'a!!o is
otlawed2 and after that it will 'e al!ohol2 then 8nk food2 et!. )!tivists have foght
gross !hild a'se2 whi!h is reasona'le. <t now the1 want to stop all spanking. When
the1 have done that the1 will want to 'an so"ething else the1 !onsider nwholeso"e2
then another thing and then another. 6he1 will never 'e satisfied ntil the1 have
!o"plete !ontrol over all !hild rearing pra!ti!es. )nd then the1 will "ove on to
another !ase.
22#. Sppose 1o asked leftists to "ake a list of )++ the things that were wrong with
so!iet12 and then sppose 1o institted *K*,Y so!ial !hange that the1 de"anded. /t
is safe to sa1 that within a !ople of 1ears the "a8orit1 of leftists wold find so"ething
new to !o"plain a'ot2 so"e new so!ial PevilQ to !orre!t 'e!ase2 on!e again2 the
leftist is "otivated less '1 distress at so!iet1Ns ills than '1 the need to satisf1 his drive
for power '1 i"posing his soltions on so!iet1.
221. <e!ase of the restri!tions pla!ed on their thoghts and 'ehavior '1 their high
level of so!iali0ation2 "an1 leftists of the over5so!iali0ed t1pe !annot prse power in
the wa1s that other people do. ;or the" the drive for power has onl1 one "orall1
a!!epta'le otlet2 and that is in the strggle to i"pose their "oralit1 on ever1one.
222. +eftists2 espe!iall1 those of the overso!iali0ed t1pe2 are 6re <elievers in the
sense of *ri! >offerNs 'ook2 P6he 6re <eliever.Q <t not all 6re <elievers are of the
sa"e ps1!hologi!al t1pe as leftists. Cres"a'l1 a tre5'elieving na0i2 for instan!e2 is
ver1 different ps1!hologi!all1 fro" a tre5'elieving leftist. <e!ase of their !apa!it1
for single5"inded devotion to a !ase2 6re <elievers are a sefl2 perhaps a ne!essar12
ingredient of an1 revoltionar1 "ove"ent. 6his presents a pro'le" with whi!h we
"st ad"it we donNt know how to deal. We arenNt sre how to harness the energies of
the 6re <eliever to a revoltion against te!hnolog1. )t present all we !an sa1 is that
no 6re <eliever will "ake a safe re!rit to the revoltion nless his !o""it"ent is
ex!lsivel1 to the destr!tion of te!hnolog1. /f he is !o""itted also to another ideal2
he "a1 want to se te!hnolog1 as a tool for prsing that other ideal Isee paragraphs
22#2 221B.
223. So"e readers "a1 sa12 P6his stff a'ot leftis" is a lot of !rap. / know (ohn and
(ane who are leftish t1pes and the1 donNt have all these totalitarian tenden!ies.Q /tNs
=ite tre that "an1 leftists2 possi'l1 even a n"eri!al "a8orit12 are de!ent people who
sin!erel1 'elieve in tolerating othersN vales Ip to a pointB and woldnNt want to se
high5handed "ethods to rea!h their so!ial goals. 4r re"arks a'ot leftis" are not
"eant to appl1 to ever1 individal leftist 't to des!ri'e the general !hara!ter of
leftis" as a "ove"ent. )nd the general !hara!ter of a "ove"ent is not ne!essaril1
deter"ined '1 the n"eri!al proportions of the varios kinds of people involved in the
$%
"ove"ent.
224. 6he people who rise to positions of power in leftist "ove"ents tend to 'e leftists
of the "ost power5 hngr1 t1pe2 'e!ase power5hngr1 people are those who strive
hardest to get into positions of power. 4n!e the power5hngr1 t1pes have !aptred
!ontrol of the "ove"ent2 there are "an1 leftists of a gentler 'reed who inwardl1
disapprove of "an1 of the a!tions of the leaders2 't !annot 'ring the"selves to
oppose the". 6he1 :**F their faith in the "ove"ent2 and 'e!ase the1 !annot give
p this faith the1 go along with the leaders. 6re2 S4@* leftists do have the gts to
oppose the totalitarian tenden!ies that e"erge2 't the1 generall1 lose2 'e!ase the
power5hngr1 t1pes are 'etter organi0ed2 are "ore rthless and @a!hiavellian and
have taken !are to 'ild the"selves a strong power 'ase.
225. 6hese pheno"ena appeared !learl1 in ,ssia and other !ontries that were taken
over '1 leftists. Si"ilarl12 'efore the 'reakdown of !o""nis" in the ESS,2 leftish
t1pes in the West wold seldo" !riti!i0e that !ontr1. /f prodded the1 wold ad"it that
the ESS, did "an1 wrong things2 't then the1 wold tr1 to find ex!ses for the
!o""nists and 'egin talking a'ot the falts of the West. 6he1 alwa1s opposed
Western "ilitar1 resistan!e to !o""nist aggression. +eftish t1pes all over the world
vigorosl1 protested the E.S. "ilitar1 a!tion in Kietna"2 't when the ESS, invaded
)fghanistan the1 did nothing. :ot that the1 approved of the Soviet a!tions9 't
'e!ase of their leftist faith2 the1 8st !oldnNt 'ear to pt the"selves in opposition to
!o""nis". 6oda12 in those of or niversities where Ppoliti!al !orre!tnessQ has
'e!o"e do"inant2 there are pro'a'l1 "an1 leftish t1pes who privatel1 disapprove of
the sppression of a!ade"i! freedo"2 't the1 go along with it an1wa1.
226. 6hs the fa!t that "an1 individal leftists are personall1 "ild and fairl1 tolerant
people '1 no "eans prevents leftis" as a whole for" having a totalitarian tenden!1.
22&. 4r dis!ssion of leftis" has a serios weakness. /t is still far fro" !lear what we
"ean '1 the word Pleftist.Q 6here doesnNt see" to 'e "!h we !an do a'ot this.
6oda1 leftis" is frag"ented into a whole spe!tr" of a!tivist "ove"ents. Yet not all
a!tivist "ove"ents are leftist2 and so"e a!tivist "ove"ents Ie.g.2 radi!al
environ"entalis"B see" to in!lde 'oth personalities of the leftist t1pe and
personalities of thoroghl1 n5leftist t1pes who oght to know 'etter than to
!olla'orate with leftists. Karieties of leftists fade ot gradall1 into varieties of non5
leftists and we orselves wold often 'e hard5pressed to de!ide whether a given
individal is or is not a leftist. 6o the extent that it is defined at all2 or !on!eption of
leftis" is defined '1 the dis!ssion of it that we have given in this arti!le2 and we !an
onl1 advise the reader to se his own 8dg"ent in de!iding who is a leftist.
22%. <t it will 'e helpfl to list so"e !riteria for diagnosing leftis". 6hese !riteria
!annot 'e applied in a !t and dried "anner. So"e individals "a1 "eet so"e of the
!riteria withot 'eing leftists2 so"e leftists "a1 not "eet an1 of the !riteria. )gain2 1o
8st have to se 1or 8dg"ent.
22$. 6he leftist is oriented toward large5s!ale !olle!tivis". >e e"phasi0es the dt1 of
the individal to serve so!iet1 and the dt1 of so!iet1 to take !are of the individal. >e
$$
has a negative attitde toward individalis". >e often takes a "oralisti! tone. >e tends
to 'e for gn !ontrol2 for sex ed!ation and other ps1!hologi!all1 PenlightenedQ
ed!ational "ethods2 for so!ial planning2 for affir"ative a!tion2 for "lti!ltralis".
>e tends to identif1 with vi!ti"s. >e tends to 'e against !o"petition and against
violen!e2 't he often finds ex!ses for those leftists who do !o""it violen!e. >e is
fond of sing the !o""on !at!h5 phrases of the left2 like Pra!is"2Q Psexis"2Q
Pho"opho'ia2Q P!apitalis"2Q Pi"perialis"2Q Pneo!olonialis"2Q Pgeno!ide2Q Pso!ial
!hange2Q Pso!ial 8sti!e2Q Pso!ial responsi'ilit1.Q @a1'e the 'est diagnosti! trait of the
leftist is his tenden!1 to s1"pathi0e with the following "ove"ents: fe"inis"2 ga1
rights2 ethni! rights2 disa'ilit1 rights2 ani"al rights2 politi!al !orre!tness. )n1one who
strongl1 s1"pathi0es with )++ of these "ove"ents is al"ost !ertainl1 a leftist. W36X
23#. 6he "ore dangeros leftists2 that is2 those who are "ost power5hngr12 are often
!hara!teri0ed '1 arrogan!e or '1 a dog"ati! approa!h to ideolog1. >owever2 the "ost
dangeros leftists of all "a1 'e !ertain overso!iali0ed t1pes who avoid irritating
displa1s of aggressiveness and refrain fro" advertising their leftis"2 't work =ietl1
and no'trsivel1 to pro"ote !olle!tivist vales2 PenlightenedQ ps1!hologi!al
te!hni=es for so!iali0ing !hildren2 dependen!e of the individal on the s1ste"2 and so
forth. 6hese !r1pto5 leftists Ias we "a1 !all the"B approxi"ate !ertain 'orgeois t1pes
as far as pra!ti!al a!tion is !on!erned2 't differ fro" the" in ps1!holog12 ideolog1
and "otivation. 6he ordinar1 'orgeois tries to 'ring people nder !ontrol of the
s1ste" in order to prote!t his wa1 of life2 or he does so si"pl1 'e!ase his attitdes are
!onventional. 6he !r1pto5leftist tries to 'ring people nder !ontrol of the s1ste"
'e!ase he is a 6re <eliever in a !olle!tivisti! ideolog1. 6he !r1pto5leftist is
differentiated fro" the average leftist of the overso!iali0ed t1pe '1 the fa!t that his
re'ellios i"plse is weaker and he is "ore se!rel1 so!iali0ed. >e is differentiated
fro" the ordinar1 well5so!iali0ed 'orgeois '1 the fa!t that there is so"e deep la!k
within hi" that "akes it ne!essar1 for hi" to devote hi"self to a !ase and i""erse
hi"self in a !olle!tivit1. )nd "a1'e his Iwell5s'li"atedB drive for power is stronger
than that of the average 'orgeois.
-I:24 :'TE
231. 6hroghot this arti!le weNve "ade i"pre!ise state"ents and state"ents that
oght to have had all sorts of =alifi!ations and reservations atta!hed to the"9 and
so"e of or state"ents "a1 'e flatl1 false. +a!k of sffi!ient infor"ation and the need
for 'revit1 "ade it i"possi'le for s to for"late or assertions "ore pre!isel1 or add
all the ne!essar1 =alifi!ations. )nd of !orse in a dis!ssion of this kind one "st
rel1 heavil1 on intitive 8dg"ent2 and that !an so"eti"es 'e wrong. So we donNt
!lai" that this arti!le expresses "ore than a !rde approxi"ation to the trth.
232. )ll the sa"e2 we are reasona'l1 !onfident that the general otlines of the pi!tre
we have painted here are roghl1 !orre!t. (st one possi'le weak point needs to 'e
"entioned. We have portra1ed leftis" in its "odern for" as a pheno"enon pe!liar to
or ti"e and as a s1"pto" of the disrption of the power pro!ess. <t we "ight
possi'l1 'e wrong a'ot this. 4verso!iali0ed t1pes who tr1 to satisf1 their drive for
power '1 i"posing their "oralit1 on ever1one have !ertainl1 'een arond for a long
ti"e. <t we 6>/:R that the de!isive role pla1ed '1 feelings of inferiorit12 low self5
1##
estee"2 powerlessness2 identifi!ation with vi!ti"s '1 people who are not the"selves
vi!ti"s2 is a pe!liarit1 of "odern leftis". /dentifi!ation with vi!ti"s '1 people not
the"selves vi!ti"s !an 'e seen to so"e extent in 1$th !entr1 leftis" and earl1
?hristianit1 't as far as we !an "ake ot2 s1"pto"s of low self5estee"2 et!.2 were not
nearl1 so evident in these "ove"ents2 or in an1 other "ove"ents2 as the1 are in
"odern leftis". <t we are not in a position to assert !onfidentl1 that no s!h
"ove"ents have existed prior to "odern leftis". 6his is a signifi!ant =estion to
whi!h historians oght to give their attention.
Notes
1. ICaragraph 1$B We are asserting that )++2 or even "ost2 'llies and rthless
!o"petitors sffer fro" feelings of inferiorit1.
2. ICaragraph 25B Fring the Ki!torian period "an1 overso!iali0ed people sffered
fro" serios ps1!hologi!al pro'le"s as a reslt of repressing or tr1ing to repress their
sexal feelings. ;red apparentl1 'ased his theories on people of this t1pe. 6oda1 the
fo!s of so!iali0ation has shifted fro" sex to aggression.
3. ICaragraph 2&B :ot ne!essaril1 in!lding spe!ialists in engineering or the PhardQ
s!ien!es.
4. ICaragraph 2%B 6here are "an1 individals of the "iddle and pper !lasses who
resist so"e of these vales2 't sall1 their resistan!e is "ore or less !overt. S!h
resistan!e appears in the "ass "edia onl1 to a ver1 li"ited extent. 6he "ain thrst of
propaganda in or so!iet1 is in favor of the stated vales.
6he "ain reason wh1 these vales have 'e!o"e2 so to speak2 the offi!ial vales of or
so!iet1 is that the1 are sefl to the indstrial s1ste". Kiolen!e is dis!oraged 'e!ase
it disrpts the fn!tioning of the s1ste". ,a!is" is dis!oraged 'e!ase ethni!
!onfli!ts also disrpt the s1ste"2 and dis!ri"ination wastes the talents of "inorit15
grop "e"'ers who !old 'e sefl to the s1ste". Covert1 "st 'e P!redQ 'e!ase
the nder!lass !ases pro'le"s for the s1ste" and !onta!t with the nder!lass lowers
the "orale of the other !lasses. Wo"en are en!oraged to have !areers 'e!ase their
talents are sefl to the s1ste" and2 "ore i"portantl12 'e!ase '1 having reglar 8o's
wo"en 'e!o"e 'etter integrated into the s1ste" and tied dire!tl1 to it rather than to
their fa"ilies. 6his helps to weaken fa"il1 solidarit1. I6he leaders of the s1ste" sa1
the1 want to strengthen the fa"il12 't the1 reall1 "ean is that the1 want the fa"il1 to
serve as an effe!tive tool for so!iali0ing !hildren in a!!ord with the needs of the
s1ste". We arge in paragraphs 512 52 that the s1ste" !annot afford to let the fa"il1 or
other s"all5s!ale so!ial grops 'e strong or atono"os.B
5. ICaragraph 42B /t "a1 'e arged that the "a8orit1 of people donNt want to "ake their
own de!isions 't want leaders to do their thinking for the". 6here is an ele"ent of
trth in this. Ceople like to "ake their own de!isions in s"all "atters2 't "aking
de!isions on diffi!lt2 fnda"ental =estions re=ires fa!ing p to ps1!hologi!al
!onfli!t2 and "ost people hate ps1!hologi!al !onfli!t. >en!e the1 tend to lean on
others in "aking diffi!lt de!isions. <t it does not follow that the1 like to have
1#1
de!isions i"posed pon the" withot having an1 opportnit1 to inflen!e those
de!isions. 6he "a8orit1 of people are natral followers2 not leaders2 't the1 like to
have dire!t personal a!!ess to their leaders2 the1 want to 'e a'le to inflen!e the
leaders and parti!ipate to so"e extent in "aking even the diffi!lt de!isions. )t least to
that degree the1 need atono"1.
6. ICaragraph 44B So"e of the s1"pto"s listed are si"ilar to those shown '1 !aged
ani"als.
6o explain how these s1"pto"s arise fro" deprivation with respe!t to the power
pro!ess:
?o""on5sense nderstanding of h"an natre tells one that la!k of goals whose
attain"ent re=ires effort leads to 'oredo" and that 'oredo"2 long !ontined2 often
leads eventall1 to depression. ;ailre to attain goals leads to frstration and lowering
of self5estee". ;rstration leads to anger2 anger to aggression2 often in the for" of
spose or !hild a'se. /t has 'een shown that long5!ontined frstration !o""onl1
leads to depression and that depression tends to !ase gilt2 sleep disorders2 eating
disorders and 'ad feelings a'ot oneself. 6hose who are tending toward depression
seek pleasre as an antidote9 hen!e insatia'le hedonis" and ex!essive sex2 with
perversions as a "eans of getting new ki!ks. <oredo" too tends to !ase ex!essive
pleasre5seeking sin!e2 la!king other goals2 people often se pleasre as a goal. See
a!!o"pan1ing diagra".
6he foregoing is a si"plifi!ation. ,ealit1 is "ore !o"plex2 and of !orse2 deprivation
with respe!t to the power pro!ess is not the 4:+Y !ase of the s1"pto"s des!ri'ed.
<1 the wa12 when we "ention depression we do not ne!essaril1 "ean depression that
is severe enogh to 'e treated '1 a ps1!hiatrist. 4ften onl1 "ild for"s of depression
are involved. )nd when we speak of goals we do not ne!essaril1 "ean long5ter"2
thoght5ot goals. ;or "an1 or "ost people throgh "!h of h"an histor12 the goals
of a hand5to5"oth existen!e I"erel1 providing oneself and oneNs fa"il1 with food
fro" da1 to da1B have 'een =ite sffi!ient.
&. ICaragraph 52B ) partial ex!eption "a1 'e "ade for a few passive2 inward5looking
grops2 s!h as the )"ish2 whi!h have little effe!t on the wider so!iet1. )part fro"
these2 so"e genine s"all5s!ale !o""nities do exist in )"eri!a toda1. ;or instan!e2
1oth gangs and P!lts.Q *ver1one regards the" as dangeros2 and so the1 are2 'e!ase
the "e"'ers of these grops are lo1al pri"aril1 to one another rather than to the
s1ste"2 hen!e the s1ste" !annot !ontrol the".
4r take the g1psies. 6he g1psies !o""onl1 get awa1 with theft and frad 'e!ase their
lo1alties are s!h that the1 !an alwa1s get other g1psies to give testi"on1 that
PprovesQ their inno!en!e. 4'viosl1 the s1ste" wold 'e in serios tro'le if too
"an1 people 'elonged to s!h grops.
So"e of the earl152#th !entr1 ?hinese thinkers who were !on!erned with
"oderni0ing ?hina re!ogni0ed the ne!essit1 'reaking down s"all5s!ale so!ial grops
1#2
s!h as the fa"il1: PI)!!ording to Sn Yat5senB the ?hinese people needed a new
srge of patriotis"2 whi!h wold lead to a transfer of lo1alt1 fro" the fa"il1 to the
state.... I)!!ording to +i >angB traditional atta!h"ents2 parti!larl1 to the fa"il1 had
to 'e a'andoned if nationalis" were to develop in ?hina.Q I?hester ?. 6an2 P?hinese
Coliti!al 6hoght in the 6wentieth ?entr12Q page 1252 page 2$&.B
%. ICaragraph 56B Yes2 we know that 1$th !entr1 )"eri!a had its pro'le"s2 and
serios ones2 't for the sake of 'revit1 we have to express orselves in si"plified
ter"s.
$. ICaragraph 61B We leave aside the Pnder!lass.Q We are speaking of the "ainstrea".
1#. ICaragraph 62B So"e so!ial s!ientists2 ed!ators2 P"ental healthQ professionals and
the like are doing their 'est to psh the so!ial drives into grop 1 '1 tr1ing to see to it
that ever1one has a satisfa!tor1 so!ial life.
11. ICaragraphs 632 %2B /s the drive for endless "aterial a!=isition reall1 an artifi!ial
!reation of the advertising and "arketing indstr1J ?ertainl1 there is no innate h"an
drive for "aterial a!=isition. 6here have 'een "an1 !ltres in whi!h people have
desired little "aterial wealth 'e1ond what was ne!essar1 to satisf1 their 'asi! ph1si!al
needs I)stralian a'origines2 traditional @exi!an peasant !ltre2 so"e )fri!an
!ltresB. 4n the other hand there have also 'een "an1 pre5indstrial !ltres in whi!h
"aterial a!=isition has pla1ed an i"portant role. So we !anNt !lai" that toda1Ns
a!=isition5oriented !ltre is ex!lsivel1 a !reation of the advertising and "arketing
indstr1. <t it is !lear that the advertising and "arketing indstr1 has had an
i"portant part in !reating that !ltre. 6he 'ig !orporations that spend "illions on
advertising woldnNt 'e spending that kind of "one1 withot solid proof that the1
were getting it 'a!k in in!reased sales. 4ne "e"'er of ;? "et a sales "anager a
!ople of 1ears ago who was frank enogh to tell hi"2 P4r 8o' is to "ake people '1
things the1 donNt want and donNt need.Q >e then des!ri'ed how an ntrained novi!e
!old present people with the fa!ts a'ot a prod!t2 and "ake no sales at all2 while a
trained and experien!ed professional sales"an wold "ake lots of sales to the sa"e
people. 6his shows that people are "aniplated into '1ing things the1 donNt reall1
want.
12. ICaragraph 64B 6he pro'le" of prposelessness see"s to have 'e!o"e less serios
dring the last 15 1ears or so2 'e!ase people now feel less se!re ph1si!all1 and
e!ono"i!all1 than the1 did earlier2 and the need for se!rit1 provides the" with a goal.
<t prposelessness has 'een repla!ed '1 frstration over the diffi!lt1 of attaining
se!rit1. We e"phasi0e the pro'le" of prposelessness 'e!ase the li'erals and leftists
wold wish to solve or so!ial pro'le"s '1 having so!iet1 garantee ever1oneNs
se!rit19 't if that !old 'e done it wold onl1 'ring 'a!k the pro'le" of
prposelessness. 6he real isse is not whether so!iet1 provides well or poorl1 for
peopleNs se!rit19 the tro'le is that people are dependent on the s1ste" for their
se!rit1 rather than having it in their own hands. 6his2 '1 the wa12 is part of the reason
wh1 so"e people get worked p a'ot the right to 'ear ar"s9 possession of a gn pts
that aspe!t of their se!rit1 in their own hands.
1#3
13. ICaragraph 66B ?onservativesN efforts to de!rease the a"ont of govern"ent
reglation are of little 'enefit to the average "an. ;or one thing2 onl1 a fra!tion of the
reglations !an 'e eli"inated 'e!ase "ost reglations are ne!essar1. ;or another
thing2 "ost of the dereglation affe!ts 'siness rather than the average individal2 so
that its "ain effe!t is to take power fro" the govern"ent and give it to private
!orporations. What this "eans for the average "an is that govern"ent interferen!e in
his life is repla!ed '1 interferen!e fro" 'ig !orporations2 whi!h "a1 'e per"itted2 for
exa"ple2 to d"p "ore !he"i!als that get into his water sppl1 and give hi" !an!er.
6he !onservatives are 8st taking the average "an for a s!ker2 exploiting his
resent"ent of <ig -overn"ent to pro"ote the power of <ig <siness.
14. ICaragraph &3B When so"eone approves of the prpose for whi!h propaganda is
'eing sed in a given !ase2 he generall1 !alls it Ped!ationQ or applies to it so"e
si"ilar ephe"is". <t propaganda is propaganda regardless of the prpose for whi!h
it is sed.
15. ICaragraph %3B We are not expressing approval or disapproval of the Cana"a
invasion. We onl1 se it to illstrate a point.
16. ICaragraph $5B When the )"eri!an !olonies were nder <ritish rle there were
fewer and less effe!tive legal garantees of freedo" than there were after the )"eri!an
?onstittion went into effe!t2 1et there was "ore personal freedo" in pre5indstrial
)"eri!a2 'oth 'efore and after the War of /ndependen!e2 than there was after the
/ndstrial ,evoltion took hold in this !ontr1. We =ote fro" PKiolen!e in )"eri!a:
>istori!al and ?o"parative Cerspe!tives2Q edited '1 >gh Favis -raha" and 6ed
,o'ert -rr2 ?hapter 12 '1 ,oger +ane2 pages 4&654&%:
P6he progressive heightening of standards of propriet12 and with it the in!reasing
relian!e on offi!ial law enfor!e"ent Iin 1$th !entr1 )"eri!aB ... were !o""on to the
whole so!iet1.... W6Xhe !hange in so!ial 'ehavior is so long ter" and so widespread as
to sggest a !onne!tion with the "ost fnda"ental of !onte"porar1 so!ial pro!esses9
that of indstrial r'ani0ation itself....Q@assa!hsetts in 1%35 had a poplation of so"e
66#2$4#2 %1 per!ent rral2 overwhel"ingl1 preindstrial and native 'orn. /tNs !iti0ens
were sed to !onsidera'le personal freedo". Whether tea"sters2 far"ers or artisans2
the1 were all a!!sto"ed to setting their own s!hedles2 and the natre of their work
"ade the" ph1si!all1 independent of ea!h other.... /ndividal pro'le"s2 sins or even
!ri"es2 were not generall1 !ase for wider so!ial !on!ern....Q<t the i"pa!t of the twin
"ove"ents to the !it1 and to the fa!tor12 'oth 8st gathering for!e in 1%352 had a
progressive effe!t on personal 'ehavior throghot the 1$th !entr1 and into the 2#th.
6he fa!tor1 de"anded reglarit1 of 'ehavior2 a life governed '1 o'edien!e to the
rh1th"s of !lo!k and !alendar2 the de"ands of fore"an and spervisor. /n the !it1 or
town2 the needs of living in !losel1 pa!ked neigh'orhoods inhi'ited "an1 a!tions
previosl1 no'8e!tiona'le. <oth 'le5 and white5!ollar e"plo1ees in larger
esta'lish"ents were "tall1 dependent on their fellows9 as one "anNs work fit into
antherNs2 so one "anNs 'siness was no longer his own.
P6he reslts of the new organi0ation of life and work were apparent '1 1$##2 when
so"e &6 per!ent of the 22%#52346 inha'itants of @assa!hsetts were !lassified as
1#4
r'anites. @!h violent or irreglar 'ehavior whi!h had 'een tolera'le in a !asal2
independent so!iet1 was no longer a!!epta'le in the "ore for"ali0ed2 !ooperative
at"osphere of the later period.... 6he "ove to the !ities had2 in short2 prod!ed a "ore
tra!ta'le2 "ore so!iali0ed2 "ore Z!ivili0edN generation than its prede!essors.Q
1&. ICaragraph 11&B )pologists for the s1ste" are fond of !iting !ases in whi!h
ele!tions have 'een de!ided '1 one or two votes2 't s!h !ases are rare.
1%. ICaragraph 11$B P6oda12 in te!hnologi!all1 advan!ed lands2 "en live ver1 si"ilar
lives in spite of geographi!al2 religios2 and politi!al differen!es. 6he dail1 lives of a
?hristian 'ank !lerk in ?hi!ago2 a <ddhist 'ank !lerk in 6ok1o2 and a ?o""nist
'ank !lerk in @os!ow are far "ore alike than the life of an1 one of the" is like that of
an1 single "an who lived a thosand 1ears ago. 6hese si"ilarities are the reslt of a
!o""on te!hnolog1....Q +. Sprage de ?a"p2 P6he )n!ient *ngineers2Q <allantine
edition2 page 1&.
6he lives of the three 'ank !lerks are not /F*:6/?)+. /deolog1 does have S4@*
effe!t. <t all te!hnologi!al so!ieties2 in order to srvive2 "st evolve along
)CC,4V/@)6*+Y the sa"e tra8e!tor1.
1$. ICaragraph 123B (st think an irresponsi'le geneti! engineer "ight !reate a lot of
terrorists.
2#. ICaragraph 124B ;or a frther exa"ple of ndesira'le !onse=en!es of "edi!al
progress2 sppose a relia'le !re for !an!er is dis!overed. *ven if the treat"ent is too
expensive to 'e availa'le to an1 't the elite2 it will greatl1 red!e their in!entive to
stop the es!ape of !ar!inogens into the environ"ent.
21. ICaragraph 12%B Sin!e "an1 people "a1 find paradoxi!al the notion that a large
n"'er of good things !an add p to a 'ad thing2 we illstrate with an analog1.
Sppose @r. ) is pla1ing !hess with @r. <. @r. ?2 a -rand @aster2 is looking over @r.
)Ns sholder. @r. ) of !orse wants to win his ga"e2 so if @r. ? points ot a good
"ove for hi" to "ake2 he is doing @r. ) a favor. <t sppose now that @r. ? tells @r.
) how to "ake )++ of his "oves. /n ea!h parti!lar instan!e he does @r. ) a favor '1
showing hi" his 'est "ove2 't '1 "aking )++ of his "oves for hi" he spoils his
ga"e2 sin!e there is not point in @r. )Ns pla1ing the ga"e at all if so"eone else "akes
all his "oves.
6he sitation of "odern "an is analogos to that of @r. ). 6he s1ste" "akes an
individalNs life easier for hi" in inn"era'le wa1s2 't in doing so it deprives hi" of
!ontrol over his own fate.
22. ICaragraph 13&B >ere we are !onsidering onl1 the !onfli!t of vales within the
"ainstrea". ;or the sake of si"pli!it1 we leave ot of the pi!tre PotsiderQ vales
like the idea that wild natre is "ore i"portant than h"an e!ono"i! welfare.
23. ICaragraph 13&B Self5interest is not ne!essaril1 @)6*,/)+ self5interest. /t !an
!onsist in flfill"ent of so"e ps1!hologi!al need2 for exa"ple2 '1 pro"oting oneNs
1#5
own ideolog1 or religion.
24. ICaragraph 13$B ) =alifi!ation: /t is in the interest of the s1ste" to per"it a
!ertain pres!ri'ed degree of freedo" in so"e areas. ;or exa"ple2 e!ono"i! freedo"
Iwith sita'le li"itations and restraintsB has proved effe!tive in pro"oting e!ono"i!
growth. <t onl1 planned2 !ir!"s!ri'ed2 li"ited freedo" is in the interest of the
s1ste". 6he individal "st alwa1s 'e kept on a leash2 even if the leash is so"eti"es
long Isee paragraphs $42 $&B.
25. ICaragraph 143B We donNt "ean to sggest that the effi!ien!1 or the potential for
srvival of a so!iet1 has alwa1s 'een inversel1 proportional to the a"ont of pressre
or dis!o"fort to whi!h the so!iet1 s'8e!ts people. 6hat !ertainl1 is not the !ase. 6here
is good reason to 'elieve that "an1 pri"itive so!ieties s'8e!ted people to less
pressre than *ropean so!iet1 did2 't *ropean so!iet1 proved far "ore effi!ient
than an1 pri"itive so!iet1 and alwa1s won ot in !onfli!ts with s!h so!ieties 'e!ase
of the advantages !onferred '1 te!hnolog1.
26. ICaragraph 14&B /f 1o think that "ore effe!tive law enfor!e"ent is ne=ivo!all1
good 'e!ase it sppresses !ri"e2 then re"e"'er that !ri"e as defined '1 the s1ste"
is not ne!essaril1 what Y4E wold !all !ri"e. 6oda12 s"oking "ari8ana is a P!ri"e2Q
and2 in so"e pla!es in the E.S.2 so is possession of an nregistered handgn.
6o"orrow2 possession of ):Y firear"2 registered or not2 "a1 'e "ade a !ri"e2 and
the sa"e thing "a1 happen with disapproved "ethods of !hild5rearing2 s!h as
spanking. /n so"e !ontries2 expression of dissident politi!al opinions is a !ri"e2 and
there is no !ertaint1 that this will never happen in the E.S.2 sin!e no !onstittion or
politi!al s1ste" lasts forever.
/f a so!iet1 needs a large2 powerfl law enfor!e"ent esta'lish"ent2 then there is
so"ething gravel1 wrong with that so!iet19 it "st 'e s'8e!ting people to severe
pressres if so "an1 refse to follow the rles2 or follow the" onl1 'e!ase for!ed.
@an1 so!ieties in the past have gotten '1 with little or no for"al law5 enfor!e"ent.
2&. ICaragraph 151B 6o 'e sre2 past so!ieties have had "eans of inflen!ing h"an
'ehavior2 't these have 'een pri"itive and of low effe!tiveness !o"pared with the
te!hnologi!al "eans that are now 'eing developed.
2%. ICaragraph 152B >owever2 so"e ps1!hologists have p'li!l1 expressed opinions
indi!ating their !onte"pt for h"an freedo". )nd the "athe"ati!ian ?lade Shannon
was =oted in 4"ni I)gst 1$%&B as sa1ing2 P/ visali0e a ti"e when we will 'e to
ro'ots what dogs are to h"ans2 and /N" rooting for the "a!hines.Q
2$. ICaragraph 154B 6his is no s!ien!e fi!tion7 )fter writing paragraph 154 we !a"e
a!ross an arti!le in S!ientifi! )"eri!an a!!ording to whi!h s!ientists are a!tivel1
developing te!hni=es for identif1ing possi'le ftre !ri"inals and for treating the"
'1 a !o"'ination of 'iologi!al and ps1!hologi!al "eans. So"e s!ientists advo!ate
!o"plsor1 appli!ation of the treat"ent2 whi!h "a1 'e availa'le in the near ftre.
ISee PSeeking the ?ri"inal *le"ent2Q '1 W. Wa1t -i''s2 S!ientifi! )"eri!an2 @ar!h
1$$5.B @a1'e 1o think this is 4R 'e!ase the treat"ent wold 'e applied to those
1#6
who "ight 'e!o"e violent !ri"inals. <t of !orse it wonNt stop there. :ext2 a
treat"ent will 'e applied to those who "ight 'e!o"e drnk drivers Ithe1 endanger
h"an life tooB2 then perhaps to peel who spank their !hildren2 then to
environ"entalists who sa'otage logging e=ip"ent2 eventall1 to an1one whose
'ehavior is in!onvenient for the s1ste".
3#. ICaragraph 1%4B ) frther advantage of natre as a !onter5ideal to te!hnolog1 is
that2 in "an1 people2 natre inspires the kind of reveren!e that is asso!iated with
religion2 so that natre !old perhaps 'e ideali0ed on a religios 'asis. /t is tre that in
"an1 so!ieties religion has served as a spport and 8stifi!ation for the esta'lished
order2 't it is also tre that religion has often provided a 'asis for re'ellion. 6hs it
"a1 'e sefl to introd!e a religios ele"ent into the re'ellion against te!hnolog12
the "ore so 'e!ase Western so!iet1 toda1 has no strong religios fondation.
,eligion2 nowada1s either is sed as !heap and transparent spport for narrow2 short5
sighted selfishness Iso"e !onservatives se it this wa1B2 or even is !1ni!all1 exploited
to "ake eas1 "one1 I'1 "an1 evangelistsB2 or has degenerated into !rde irrationalis"
Ifnda"entalist protestant se!ts2 P!ltsQB2 or is si"pl1 stagnant I?atholi!is"2 "ain5line
Crotestantis"B. 6he nearest thing to a strong2 widespread2 d1na"i! religion that the
West has seen in re!ent ti"es has 'een the =asi5religion of leftis"2 't leftis" toda1
is frag"ented and has no !lear2 nified2 inspiring goal.
6hs there is a religios va!" in or so!iet1 that !old perhaps 'e filled '1 a
religion fo!sed on natre in opposition to te!hnolog1. <t it wold 'e a "istake to tr1
to !on!o!t artifi!iall1 a religion to fill this role. S!h an invented religion wold
pro'a'l1 'e a failre. 6ake the P-aiaQ religion for exa"ple. Fo its adherents ,*)++Y
'elieve in it or are the1 8st pla15a!tingJ /f the1 are 8st pla15a!ting their religion will
'e a flop in the end.
/t is pro'a'l1 'est not to tr1 to introd!e religion into the !onfli!t of natre vs.
te!hnolog1 nless 1o ,*)++Y 'elieve in that religion 1orself and find that it
aroses a deep2 strong2 genine response in "an1 other people.
31. ICaragraph 1%$B )ss"ing that s!h a final psh o!!rs. ?on!eiva'l1 the indstrial
s1ste" "ight 'e eli"inated in a so"ewhat gradal or pie!e"eal fashion Isee
paragraphs 42 16& and :ote 4B.
32. ICaragraph 1$3B /t is even !on!eiva'le Ire"otel1B that the revoltion "ight !onsist
onl1 of a "assive !hange of attitdes toward te!hnolog1 reslting in a relativel1
gradal and painless disintegration of the indstrial s1ste". <t if this happens weNll
'e ver1 l!k1. /tNs far "ore pro'a'l1 that the transition to a nonte!hnologi!al so!iet1
will 'e ver1 diffi!lt and fll of !onfli!ts and disasters.
33. ICaragraph 1$5B 6he e!ono"i! and te!hnologi!al str!tre of a so!iet1 are far "ore
i"portant than its politi!al str!tre in deter"ining the wa1 the average "an lives Isee
paragraphs $52 11$ and :otes 162 1%B.
34. ICaragraph 215B 6his state"ent refers to or parti!lar 'rand of anar!his". ) wide
variet1 of so!ial attitdes have 'een !alled Panar!hist2Q and it "a1 'e that "an1 who
1#&
!onsider the"selves anar!hists wold not a!!ept or state"ent of paragraph 215. /t
shold 'e noted2 '1 the wa12 that there is a nonviolent anar!hist "ove"ent whose
"e"'ers pro'a'l1 wold not a!!ept ;? as anar!hist and !ertainl1 wold not approve
of ;?Ns violent "ethods.
35. ICaragraph 21$B @an1 leftists are "otivated also '1 hostilit12 't the hostilit1
pro'a'l1 reslts in part fro" a frstrated need for power.
36. ICaragraph 22$B /t is i"portant to nderstand that we "ean so"eone who
s1"pathi0es with these @4K*@*:6S as the1 exist toda1 in or so!iet1. 4ne who
'elieves that wo"en2 ho"osexals2 et!.2 shold have e=al rights is not ne!essar1 a
leftist. 6he fe"inist2 ga1 rights2 et!.2 "ove"ents that exist in or so!iet1 have the
parti!lar ideologi!al tone that !hara!teri0es leftis"2 and if one 'elieves2 for exa"ple2
that wo"en shold have e=al rights it does not ne!essaril1 follow that one "st
s1"pathi0e with the fe"inist "ove"ent as it exists toda1.
/f !op1right pro'le"s "ake it i"possi'le for this long =otation to 'e printed2 then
please !hange :ote 16 to read as follows:
16. ICaragraph $5B When the )"eri!an !olonies were nder <ritish rle there were
fewer and less effe!tive legal garantees of freedo" than there were after the )"eri!an
?onstittion went into effe!t2 1et there was "ore personal freedo" in pre5indstrial
)"eri!a2 'oth 'efore and after the War of /ndependen!e2 than there was after the
/ndstrial ,evoltion took hold in this !ontr1. /n PKiolen!e in )"eri!a: >istori!al and
?o"parative Cerspe!tives2Q edited '1 >gh Favis -raha" and 6ed ,o'ert -rr2
?hapter 12 '1 ,oger +ane2 it is explained how in pre5indstrial )"eri!a the average
person had greater independen!e and atono"1 than he does toda12 and how the
pro!ess of indstriali0ation ne!essaril1 led to the restri!tion of personal freedo".
D. $i%har Sta""man: $o% Much &ureillance Can !emocracy Withstan"'
Wired 4pinions 5 1#.14.2#13
6he !rrent level of general srveillan!e in so!iet1 is in!o"pati'le with h"an rights. 6o
re!over or freedo" and restore de"o!ra!12 we "st red!e srveillan!e to the point where it
is possi'le for whistle'lowers of all kinds to talk with 8ornalists withot 'eing spotted. 6o do
this relia'l12 we "st red!e the srveillan!e !apa!it1 of the s1ste"s we se.
Esing free/li're software2 as /Nve advo!ated for 3# 1ears2 is the first step in taking !ontrol of
or digital lives. We !anNt trst non5free software9 the :S) ses and even !reates se!rit1
weaknesses in non5free software so as to invade or own !o"pters and roters. ;ree
software gives s !ontrol of or own !o"pters2 't that wonNt prote!t or priva!1 on!e we
set foot on the internet.
<ipartisan legislation to P!rtail the do"esti! srveillan!e powersQ in the E.S. is 'eing drawn
p2 't it relies on li"iting the govern"entNs se of or virtal dossiers. 6hat wonNt sffi!e
to prote!t whistle'lowers if P!at!hing the whistle'lowerQ is gronds for a!!ess sffi!ient to
identif1 hi" or her. We need to go frther.
1#%
6hanks to *dward SnowdenNs dis!losres2 we know that the !rrent level of general
srveillan!e in so!iet1 is in!o"pati'le with h"an rights. 6he repeated harass"ent and
prose!tion of dissidents2 sor!es2 and 8ornalists provides !onfir"ation. We need to red!e
the level of general srveillan!e2 't how farJ Where exa!tl1 is the ma!imum tolerable level
of surveillance2 'e1ond whi!h it 'e!o"es oppressiveJ 6hat happens when
srveillan!e interferes with the fn!tioning of de"o!ra!1: when whistle'lowers Is!h as
SnowdenB are likel1 to 'e !aght.
!ont (gree We Nee" to Re"uce &ureillance' Then Rea" This &ection )irst
/f whistle'lowers donNt dare reveal !ri"es and lies2 we lose the last shred of effe!tive !ontrol
over or govern"ent and instittions. 6hatNs wh1 srveillan!e that ena'les the state to find
ot who has talked with a reporter is too "!h srveillan!e U too "!h for de"o!ra!1 to
endre.
)n nna"ed E.S. govern"ent offi!ial o"inosl1 told 8ornalists in 2#11 that the E.S. wold
not s'poena reporters 'e!ase PWe know who 1oNre talking to.Q So"eti"es 8ornalistsN
phone !all re!ords are s'poenaNd to find this ot2 't Snowden has shown s that in effe!t
the1 s'poena all the phone !all re!ords of ever1one in the E.S.2 all the ti"e.
4pposition and dissident a!tivities need to keep se!rets fro" states that are willing to pla1
dirt1 tri!ks on the". 6he )?+E has de"onstrated the E.S. govern"entNs s1ste"ati! pra!ti!e
of infiltrating pea!efl dissident grops on the pretext that there "ight 'e terrorists a"ong
the". 6he point at whi!h srveillan!e is too "!h is the point at whi!h the state !an find who
spoke to a known 8ornalist or a known dissident.
In*ormation+ 'n%e 3o""e%te+ Wi"" Be Mis#se
When people re!ogni0e that the level of general srveillan!e is too high2 the first response is
to propose li"its on a!!ess to the a!!"lated data. 6hat sonds ni!e2 't it wonNt fix the
pro'le"2 not even slightl12 even spposing that the govern"ent o'e1s the rles. I6he :S)
has "isled the ;/S) !ort2 whi!h said it was na'le to effe!tivel1 hold the
:S) a!!onta'le.B Sspi!ion of a !ri"e will 'e gronds for a!!ess2 so on!e a whistle'lower
is a!!sed of PespionageQ2 finding the Psp1Q will provide an ex!se to a!!ess the a!!"lated
"aterial.
6he stateNs srveillan!e staff will "isse the data for personal reasons too. So"e :S) agents
sed E.S. srveillan!e s1ste"s to tra!k their lovers U past2 present2 or wished5for U in a
pra!ti!e !alled Q+ove/:6.Q 6he :S) sa1s it has !aght and pnished this a few ti"es9 we
donNt know how "an1 other ti"es it wasnNt !aght. <t these events sholdnNt srprise s2
'e!ase poli!e have long sed their a!!ess to driverNs li!ense re!ords to tra!k down so"eone
attra!tive2 a pra!ti!e known as Qrnning a plate for a date.Q
Srveillan!e data will alwa1s 'e sed for other prposes2 even if this is prohi'ited. 4n!e the
data has 'een a!!"lated and the state has the possi'ilit1 of a!!ess to it2 it "a1 "isse that
data in dreadfl wa1s.
1#$
6otal srveillan!e pls vage law provides an opening for a "assive fishing expedition
against an1 desired target. 6o "ake 8ornalis" and de"o!ra!1 safe2 we "st li"it
the a!!"lation of data that is easil1 a!!essi'le to the state.
$o)#st (rote%tion *or (riva%y M#st Be Te%hni%a"
6he *le!troni! ;rontier ;ondation and other organi0ations propose a set of legal prin!iples
designed to prevent the a'ses of "assive srveillan!e. 6hese prin!iples in!lde2 !r!iall12
expli!it legal prote!tion for whistle'lowers9 as a !onse=en!e2 the1 wold 'e ade=ate
for prote!ting de"o!rati! freedo"s U if adopted !o"pletel1 and enfor!ed withot ex!eption
forever.
>owever2 s!h legal prote!tions are pre!arios: as re!ent histor1 shows2 the1 !an 'e repealed
Ias in the ;/S) )"end"ents )!tB2 sspended2 or ignored.
@eanwhile2 de"agoges will !ite the sal ex!ses as gronds for total srveillan!e9 an1
terrorist atta!k2 even one that kills 8st a handfl of people2 will give the" an opportnit1.
/f li"its on a!!ess to the data are set aside2 it will 'e as if the1 had never existed: 1ears worth
of dossiers wold sddenl1 'e!o"e availa'le for "isse '1 the state and its agents and2 if
!olle!ted '1 !o"panies2 for their private "isse as well. /f2 however2 we stop the !olle!tion
of dossiers on ever1one2 those dossiers wonNt exist2 and there will 'e no wa1 to !o"pile the"
retroa!tivel1. ) new illi'eral regi"e wold have to i"ple"ent srveillan!e afresh2 and it
wold onl1 !olle!t data starting at that date. )s for sspending or "o"entaril1 ignoring this
law2 the idea wold hardl1 "ake sense.
We Must !esign *ery &ystem for Priacy
/f we donNt want a total srveillan!e so!iet12 we "st !onsider srveillan!e a kind of so!ial
polltion2 and li"it the srveillan!e i"pa!t of ea!h new digital s1ste" 8st as we li"it the
environ"ental i"pa!t of ph1si!al !onstr!tion.
;or exa"ple: PS"artQ "eters for ele!tri!it1 are toted for sending the power !o"pan1
"o"ent5'15"o"ent data a'ot ea!h !sto"erNs ele!tri! sage2 in!lding how sage
!o"pares with sers in general. 6his is i"ple"ented 'ased on general srveillan!e2 't does
not re=ire an1 srveillan!e. /t wold 'e eas1 for the power !o"pan1 to !al!late the average
sage in a residential neigh'orhood '1 dividing the total sage '1 the n"'er of s's!ri'ers2
and send that to the "eters. *a!h !sto"erNs "eter !old !o"pare her sage2 over an1
desired period of ti"e2 with the average sage pattern for that period. 6he sa"e 'enefit2 with
no srveillan!e7
We need to design s!h priva!1 into all or digital s1ste"s.
$emey *or 3o""e%ting Data: 4eaving It Disperse
4ne wa1 to "ake "onitoring safe for priva!1 is to keep the data dispersed and in!onvenient
to a!!ess. 4ld5fashioned se!rit1 !a"eras were no threat to priva!1. 6he re!ording was stored
on the pre"ises2 and kept for a few weeks at "ost. <e!ase of the in!onvenien!e of a!!essing
these re!ordings2 it was never done "assivel19 the1 were a!!essed onl1 in the pla!es where
11#
so"eone reported a !ri"e. /t wold not 'e feasi'le to ph1si!all1 !olle!t "illions of tapes
ever1 da1 and wat!h the" or !op1 the".
:owada1s2 se!rit1 !a"eras have 'e!o"e srveillan!e !a"eras: the1 are !onne!ted to the
internet so re!ordings !an 'e !olle!ted in a data !enter and saved forever. 6his is alread1
dangeros2 't it is going to get worse. )dvan!es in fa!e re!ognition "a1 'ring the da1
when sspe!ted 8ornalists !an 'e tra!ked on the street all the ti"e to see who the1 talk with.
/nternet5!onne!ted !a"eras often have los1 digital se!rit1 the"selves2 so an1one !old
wat!h what the !a"era sees. 6o restore priva!12 we shold 'an the se of internet5
!onne!ted !a"eras ai"ed where and when the p'li! is ad"itted2 ex!ept when !arried '1
people. *ver1one "st 'e free to post photos and video re!ordings o!!asionall12 't the
s1ste"ati! a!!"lation of s!h data on the internet "st 'e li"ited.
$emey *or Internet 3ommer%e S#rvei""an%e
@ost data !olle!tion !o"es fro" peopleNs own digital a!tivities. Esall1 the data is !olle!ted
first '1 !o"panies. <t when it !o"es to the threat to priva!1 and de"o!ra!12 it "akes
no differen!e whether srveillan!e is done dire!tl1 '1 the state or far"ed ot to a 'siness2
'e!ase the data that the !o"panies !olle!t is s1ste"ati!all1 availa'le to the state.
6he :S)2 throgh C,/S@2 has gotten into the data'ases of "an1 large internet !orporations.
)6T6 has saved all its phone !all re!ords sin!e 1$%& and "akes the" availa'le to the F*)
to sear!h on re=est. Stri!tl1 speaking2 the E.S. govern"ent does not possess that data2 't in
pra!ti!al ter"s it "a1 as well possess it.
6he goal of "aking 8ornalis" and de"o!ra!1 safe therefore re=ires that we red!e the data
!olle!ted a'ot people '1 an1 organi0ation2 not 8st '1 the state. We "st redesign digital
s1ste"s so that the1 do not a!!"late data a'ot their sers. /f the1 need digital data a'ot
or transa!tions2 the1 shold not 'e allowed to keep the" "ore than a short ti"e 'e1ond
what is inherentl1 ne!essar1 for their dealings with s.
4ne of the "otives for the !rrent level of srveillan!e of the internet is that sites are
finan!ed throgh advertising 'ased on tra!king sersN a!tivities and propensities. 6his
!onverts a "ere anno1an!e U advertising that we !an learn to ignore U into a srveillan!e
s1ste" that har"s s whether we know it or not. Cr!hases over the internet also tra!k their
sers. )nd we are all aware that Ppriva!1 poli!iesQ are "ore ex!ses to violate priva!1 than
!o""it"ents to phold it.
We !old !orre!t 'oth pro'le"s '1 adopting a s1ste" of anon1"os pa1"ents U
anon1"os for the pa1er2 that is. IWe donNt want the pa1ee to dodge taxes.B <it!oin is not
anon1"os2 't te!hnolog1 for digital !ash was first developed 25 1ears ago9 we need onl1
sita'le 'siness arrange"ents2 and for the state not to o'str!t the".
) frther threat fro" sitesN !olle!tion of personal data is that se!rit1 'reakers "ight get in2
take it2 and "isse it. 6his in!ldes !sto"ersN !redit !ard details. )n anon1"os pa1"ent
s1ste" wold end this danger: a se!rit1 hole in the site !anNt hrt 1o if the site knows
nothing a'ot 1o.
111
$emey *or Trave" S#rvei""an%e
We "st !onvert digital toll !olle!tion to anon1"os pa1"ent Ising digital !ash2 for
instan!eB. +i!ense5plate re!ognition s1ste"s re!ogni0e all li!ense plates2 and the data !an
'e kept indefinitel19 the1 shold 'e re=ired '1 law to noti!e and re!ord onl1 those
li!ense n"'ers that are on a list of !ars soght '1 !ort orders. ) less se!re alternative
wold re!ord all !ars lo!all1 't onl1 for a few da1s2 and not "ake the fll data availa'le
over the internet9 a!!ess to the data shold 'e li"ited to sear!hing for a list of !ort5
ordered li!ense5n"'ers.
6he E.S. Pno5fl1Q list "st 'e a'olished 'e!ase it is pnish"ent withot trial.
/t is a!!epta'le to have a list of people whose person and lggage will 'e sear!hed with extra
!are2 and anon1"os passengers on do"esti! flights !old 'e treated as if the1 were on this
list. /t is also a!!epta'le to 'ar non5!iti0ens2 if the1 are not per"itted to enter the !ontr1 at
all2 fro" 'oarding flights to the !ontr1. 6his oght to 'e enogh for all legiti"ate prposes.
@an1 "ass transit s1ste"s se so"e kind of s"art !ards or ,;/Fs for pa1"ent. 6hese
s1ste"s a!!"late personal data: if 1o on!e "ake the "istake of pa1ing with an1thing 't
!ash2 the1 asso!iate the !ard per"anentl1 with 1or na"e. ;rther"ore2 the1 re!ord all
travel asso!iated with ea!h !ard. 6ogether the1 a"ont to "assive srveillan!e. 6his data
!olle!tion "st 'e red!ed.
:avigation servi!es do srveillan!e: the serNs !o"pter tells the "ap servi!e the serNs
lo!ation and where the ser wants to go9 then the server deter"ines the rote and sends it
'a!k to the serNs !o"pter2 whi!h displa1s it. :owada1s2 the server pro'a'l1 re!ords the
serNs lo!ations2 sin!e there is nothing to prevent it. 6his srveillan!e is not inherentl1
ne!essar12 and redesign !old avoid it: free/li're software in the serNs !o"pter !old
download "ap data for the pertinent regions Iif not downloaded previosl1B2 !o"pte the
rote2 and displa1 it2 withot ever telling an1one where the ser is or wants to go.
S1ste"s for 'orrowing 'i!1!les2 et!.2 !an 'e designed so that the 'orrowerNs identit1 is
known onl1 inside the station where the ite" was 'orrowed. <orrowing wold infor" all
stations that the ite" is QotQ2 so when the ser retrns it at an1 station Iin general2 a different
oneB2 that station will know where and when that ite" was 'orrowed. /t will enfor" the other
station that the ite" is no longer QotQ. /t will also !al!late the serNs 'ill2 and send it
Iafter waiting so"e rando" n"'er of "intesB to head=arters along a ring of stations2 so
that head=arters wold not find ot whi!h station the 'ill !a"e fro". 4n!e this is done2 the
retrn station wold forget all a'ot the transa!tion. /f an ite" re"ains PotQ for too long2
the station where it was 'orrowed !an infor" head=arters9 in that !ase2 it !old send the
'orrowerNs identit1 i""ediatel1.
$emey *or 3omm#ni%ations Dossiers
/nternet servi!e providers and telephone !o"panies keep extensive data on their sersN
!onta!ts I'rowsing2 phone !alls2 et!B. With "o'ile phones2 the1 also re!ord the serNs
ph1si!al lo!ation. 6he1 keep these dossiers for a long ti"e: over 3# 1ears2 in the !ase of
)6T6. Soon the1 will even re!ord the serNs 'od1 a!tivities. /t appears that the :S) !olle!ts
!ell phone lo!ation data in 'lk.
112
En"onitored !o""ni!ation is i"possi'le where s1ste"s !reate s!h dossiers. So it shold
'e illegal to !reate or keep the". /SCs and phone !o"panies "st not 'e allowed to keep this
infor"ation for ver1 long2 in the a'sen!e of a !ort order to srveil a !ertain part1.
6his soltion is not entirel1 satisfa!tor12 'e!ase it wonNt ph1si!all1 stop the govern"ent
fro" !olle!ting all the infor"ation i""ediatel1 as it is generated U whi!h is what the E.S.
does with so"e or all phone !o"panies. We wold have to rel1 on prohi'iting that '1 law.
>owever2 that wold 'e 'etter than the !rrent sitation2 where the relevant law Ithe
C)6,/46 )!tB does not !learl1 prohi'it the pra!ti!e. /n addition2 if the govern"ent did
res"e this sort of srveillan!e2 it wold not get data a'ot ever1oneNs phone !alls "ade
prior to that ti"e.
But &ome &ureillance Is Necessary
;or the state to find !ri"inals2 it needs to 'e a'le to investigate spe!ifi! !ri"es2 or spe!ifi!
sspe!ted planned !ri"es2 nder a !ort order. With the internet2 the power to tap phone
!onversations wold natrall1 extend to the power to tap internet !onne!tions. 6his power is
eas1 to a'se for politi!al reasons2 't it is also ne!essar1. ;ortnatel12 this wonNt "ake it
possi'le to find whistle'lowers after the fa!t.
/ndividals with spe!ial state5granted power2 s!h as poli!e2 forfeit their right to priva!1 and
"st 'e "onitored. I/n fa!t2 poli!e have their own 8argon ter" for per8r12 Ptestil1ing2Q sin!e
the1 do it so fre=entl12 parti!larl1 a'ot protesters and photographers.B 4ne !it1
in ?alifornia that re=ired poli!e to wear video !a"eras all the ti"e fond their se of for!e
fell '1 6#L. 6he )?+E is in favor of this.
?orporations are not people2 and not entitled to h"an rights. /t is legiti"ate to re=ire
'sinesses to p'lish the details of pro!esses that "ight !ase !he"i!al2 'iologi!al2 n!lear2
fis!al2 !o"ptational Ie.g.2 F,@B or politi!al Ie.g.2 lo''1ingB ha0ards to so!iet12 to whatever
level is needed for p'li! well5'eing. 6he danger of these operations I!onsider the <C
oil spill2 the ;kshi"a "eltdowns2 and the 2##% fis!al !risisB dwarfs that of terroris".
>owever2 8ornalis" "st 'e prote!ted fro" srveillan!e even when it is !arried ot as part
of a 'siness.
GGG
Figital te!hnolog1 has 'roght a'ot a tre"endos in!rease in the level of srveillan!e of
orN "ove"ents2 a!tions2 and !o""ni!ations. /t is far "ore than we experien!ed in the
1$$#s2 and far "ore than people 'ehind the /ron ?rtain experien!ed in the 1$%#s2 and wold
still 'e far "ore even with additional legal li"its on state se of the a!!"lated data.
Enless we 'elieve that or free !ontries previosl1 sffered fro" a grave srveillan!e
defi!it2 and oght to 'e srveilled "ore than the Soviet Enion and *ast -er"an1 were2 we
"st reverse this in!rease. 6hat re=ires stopping the a!!"lation of 'ig data a'ot people.
E. Tomi T. 2honen: +pen ,etter to Microsoft- !elusional Complacency %ith Mobile
&trategy
(ne #$2 2##$
113
+pen ,etter to Microsoft- !elusional Complacency %ith Mobile &trategy
4pen +etter to @i!rosoft
Fear Steve <all"er and top "anage"ent at @i!rosoft:
Yo are shifting fro" "ere "isnderstanding throgh !o"pla!en!1 to 'eing delsional2 with
1or !orporate strateg1 relating to "o'ile phones I!elllar phonesB.
6he re!ent p'li! state"ents '1 @r. <all"er refle!t a gross negle!t of fa!ts and trends2 as the
/6/te!h indstr1 toda1 is going throgh as giant a shift in the indstr1 as that whi!h o!!rred
with the transition fro" "ainfra"e !o"pters to personal !o"pters. 6hat previos shift
prod!ed the opportnit1 that spawned @i!rosoft and gave it the growth opportnit1 at the
expense of the previos !o"pter indstr1 giants s!h as /<@.
@i!rosoft toda1 is perilosl1 !lose to "i"i!king the fate of /<@ whi!h on!e sed to tower
over its 'iggest !o"pter "anfa!trer rivals so greatl1 that the indstr1 sed to 'e !alled
A/<@ and the seven dwarfsA. <efore selling its C? nit to ?hinese +enovo2 /<@ itself had
s=andered its leadership and shrnk into a AdwarfA of C? "akers. Yo2 @i!rosoft top
"anage"ent know this histor1. Yet 1or latest state"ents see" to sggest 1o have learned
nothing fro" how previos giants lost their wa1 in a "a8or te!hnologi!al transition in this
indstr1 and see" headed fll stea" into the sa"e !atastroph1 Wsi!X.
:ow 1or p'li! state"ents a'ot the state of the !o"pting indstr1 sggest that @i!rosoft
is pigheadedl1 insisting on otdated views and fa!ts2 and not nlike an ostri!h2 is sti!king its
head in the sand rather than fa!e the new realit1 of the indstr1 it2 @i!rosoft !reated
I!o"pter operating s1ste"sB. Soon 1or shareholders will start to de"and a !orse5
dire!tion. / rge 1o to shift the strateg1 now.
DE46SI':24 3'MME:TS BY B244ME$
What is this all a'otJ 6he (ne 22 2##$ edition of the Wall Street (ornal featred a long
stor1 fro" the )ll 6hings Figital ?onferen!e where Steve <all"er was interviewed. 6he
arti!le in!ldes =otes fro" @r <all"er sa1ing: A6he "o'ile area is red hot2 and the trth is
no'od1 sells ver1 "!h.A >e is also =oted dis!ssing the s!ale of the indstr12 A*ver1things
hot2 't when alls said and done2 )pple2 <la!k'err12 s 5 were all in the 1# to 2# "illion nits
a 1ear. ?ontrast that to the C?2 whi!h sells 3## "illion nits a 1ear.A @r <all"er also "akes a
=alitative evalation of the "arket2 A6he s"art5phone "arket is reall1 in its infan!1.A
@r <all"er is also =oted sa1ing A...the n"'er 1 devi!e toda12 and likel1 the n"'er 1
devi!e for the next 5 1ears2 is the C?.A >e also "akes a state"ent to what differentiates the
two platfor"s: A/3" not sa1ing there3s not a role for phones and C?s. / 'elieve in phones2 /
'elieve in the C?. What3s the differen!eJ Cro'a'l1 we3ll think of it as s!reen si0e.A
/ts not 8st that @r <all"er so"ehow lost his "ar'les talking to the Wall Street (ornal. >e3s
'een sa1ing the sa"e stff for a long while. /n the ES) 6oda1 3 (ne2 <all"er was =oted: A/
"ean2 )pple has done a ni!e 8o'. ,/@ has done a ni!e 8o'. :okia is !o"ing ot O 't it3s
s!h a nas!ent !ategor1.A
/n ;or'es on @a1 2%2 @r <all"er was =oted sa1ing it wold take 5 1ears for the s"artphone
installed 'ase to rea!h A4## "illion to 5## "illion devi!es on the "arket.A
114
B42T2:T -24SE5''DS
4ne !annot i"agine what !o"pels a ?*4 of the 'iggest operating s1ste" "aker to "ake
s!h "isgiding state"ents. /s he not o'ligated to tell the trth a'ot his indstr12 as
sto!kholders wold 'e expe!ted to read his state"ents in papers s!h as the Wall Street
(ornal and ;or'esJ
;irst of all2 the state"ent that Athe trth is no'od1 sells ver1 "!hA is patentl1 wrong a'ot
the s"artphone "arket and is astonding for a ?*4 of the worlds 'iggest provider of
operating s1ste"s for !o"pter e=ip"ent 5 a vital !o"ponent for an1 !o"pter to fn!tion 5
to "ake. /n ter"s of needing an operating s1ste"2 a s"artphone is 8st like an1 !o"pter2 and
@i!rosoft knows this fll well having entered the s"artphone operating s1ste" "arket with
its first phones "anfa!tred '1 >6? and sold as far 'a!k as 2##2. )fter seven 1ears2 one
wold expe!t that the ?*4 wold at least have his 'asi! fa!ts right.
/n the Wall Street (ornal arti!le @r <all"er sggests that the 'ig s"artphone operating
s1ste" "akers are )pple2 ,/@ and @i!rosoft2 and that their !o"'ined "arket is a'ot 5#
"illion nits. While its tre2 that ,/@2 @i!rosoft and )pple did sell 51 "illion s"artphones
in 2##%2 that is dra"ati!all1 "isleading. @r <all"er !onvenientl1 AforgotA to "ention the
'iggest operating s1ste"2 S1"'ian2 whi!h otsells all other operating s1ste"s !o"'ined2 and
he also ignored the 'iggest handset "aker of s"artphones2 :okia2 whi!h sold "ore
s"artphones than )pple2 ,/@ and its <la!k'err1 "odels and all s"artphone "akers who
sed the @i!rosoft Windows @o'ile operating s1ste" last 1ear.
M'$E T52: 42(T'(S
/nfor"a2 the indstr1 anal1st2 reported that total s"artphone sales were 162 "illion nits for
2##%2 and spe!ifi!all12 /nfor"a pointed ot that for the first ti"e2 "ore s"artphones were
sold last 1ear than laptop !o"pters. *ver1 anal1st who dis!sses "o'ile phones2 in!lding
/nfor"a2 /F?2 iSppl1 and -artner2 has issed state"ents for 2##$2 that inspite of the
e!ono"i! downtrn2 s"artphone sales will in!rease this 1ear. @eanwhile as far as / have
seen2 all C? indstr1 anal1sts fore!ast a severe downtrn in C? sales this 1ear.
;or @r <all"er to state that s"artphone sales are Ain its infan!1A IWall Street (ornalB or
Anas!ent !ategor1A IES) 6oda1B is grossl1 "isleading when s"artphones otsell laptop
!o"pters 5 itself the largest !ategor1 of personal !o"pters '1 t1pe.
35E:EY8$6MS-E4DI2: 4EAE4 '- DE3E(TI':
4ne is re"inded of Agreeted as li'eratorsA and Awill pa1 for itselfA t1pe of falsehoods of a
strategi! de!ision in govern"ent so"e 1ears ago. @r <all"er with a straight fa!e said: A6he
trth is no'od1 sells ver1 "!h. When all3s said and done2 )pple2 <la!k'err12 s 5 we3re all in
the 1# to 2# "illion nits a 1ear. ?ontrast that to the C?2 whi!h sells 3## "illion nits a
1ear.A @r <all"er !learl1 sggests that the total s"artphone "arket is in the 5# "illion nit
annal sales range2 and !o"pares with to C? sales at 3## "illion. >e sggests that personal
!o"pters otsell s"artphones at a ratio of 6 to 1.
6he s"artphone "arket is not si0ed in the 5# "illion nits s!ale. Enderstand the relative
si0es. 6he three largest "anfa!trers of personal !o"pters2 >C2 Fell and )!er2 sold 552 44
115
and 31 "illion !o"pters in total in 2##%. <t far a'ove those n"'ers2 the worlds largest
"aker of s"artphones2 :okia2 sold 61 "illion s"artphones last 1ear. :ote that is not the total
glo'al otpt of :okia !onting all of their "o'ile phones I!elllar phonesB 5 that wold 'e
over 4## "illion nits9 no this is onl1 !onting :okia 'randed s"artphone sales2 whi!h se
the S1"'ian operating s1ste".
4'viosl1 where @r. <all"er "entions )pple2 <la!k'err1 and @i!rosoft 'ased s"artphones
in the interview to indi!ate the spposed si0e of the "arket2 :okia alone is 'igger than those
three 'rands pt together. )nd S1"'ian is 'igger still2 as it powers several other 'rands of
s"artphones in addition to :okia. S1"'ian is "ore than half of all s"artphones. 6o ignore
S1"'ian is like to !ont personal !o"pter operating s1ste"s toda12 to in!lde )pple 4S/V
and +inx and AforgetA to !ont Windows2 the leading operating s1ste".
E$$'$ 2S BI! 2S 5( 2:D DE44 (6T T'!ET5E$
6he total si0e of the s"artphone "arket is !o"pletel1 "is!hara!teri0ed. @r. <all"er sa1s
that the s!ale of the C? "arket is roghl1 3## "illion nits per 1ear2 and this n"'er
a!!ording to @r. <all"er A!ontines to 'e 'igA. <t the C? "arket has 'een at a stagnant
level for "ost of this de!ade while s"artphone sales have grown dra"ati!all1 fro" 1ear to
1ear. 6he a!tal n"'er of total C? sales in 2##% was not 3## "illion2 it was less. /t was onl1
2%% "illion nits2 a!!ording to the latest indstr1 n"'ers reported '1 -artner.
@eanwhile the s"artphone "arket last 1ear was 162 "illion devi!es a!!ording /nfor"a. /t is
severel1 "isleading for a ?*4 of a p'li!all1 traded !orporation to sggest that the "arket
for C?s is a six ti"es larger "arket2 when it in fa!t was far less than even twi!e as 'ig.
6he error is enor"os. @r. <all"er3s !hara!teri0ation "isses ot on over 11# "illion
s"artphones in nits sold. ;or s!ale2 it is as "!h2 as !onting Aall of the world3s C? "arketA
't then AforgettingA to add the total otpt of >C and Fell2 the two largest C? "anfa!trers
Iwho "anfa!tre a'ot 1## @ C?s per 1ear2 when !o"'inedB 7
)gain2 this is so"ething that one wold expe!t the 'iggest operating s1ste" "aker to know2
espe!iall1 after selling s"artphone operating s1ste"s for seven 1ears alread1. /f ?*4
<all"er doesn3t know it2 !ertainl1 <ill -ates see"ed to know this instin!tivel1 when as
?hair"an of @i!rosoft he was =oted spe!ifi!all1 on the operating s1ste"s for s"artphones
in YF :et on 13 @a1 2##5: AWell2 :okia is the leader '1 far. We definitel1 prefer the press
!overage we get when we are !onsidered the nderdog in a !ategor1.A What happened to
:okia the leader A'1 farA2 @r. <all"erJ 4r is it 1or poli!1 as ?*4 not to listen to 1or
?hair"anJ
?FF MI44I': I: -IAE YE2$SG :': BY E:D '- :EHT YE2$
6he state"ent that it wold take 5 1ears to rea!h s"artphone installed 'ase levels of 4##55##
"illion is e=all1 otrageos. 6he installed 'ase of s"artphones is alread1 34# "illion nits
and @r. <all"er fll1 well knows this. 6he Se"i!ond!tor /ndstr1 )sso!iation has reported
on repla!e"ent !1!les for "o'ile phones and their latest n"'ers for 2##& said 1% "onths
for !ell phones and 3.5 1ears for C?s. So the fll repla!e"ent of the existing 'ase of all
s"artphones is twi!e the average repla!e"ent !1!le whi!h an1 5th grade stdent !an tell 1o
that 1% "onths ti"es two is 3 1ears. ?onting the sales of new s"artphones as reported over
the past 3 1ears2 the !rrent installed 'ase of s"artphones is a'ot 34# "illion nits.
116
6he level of 4## "illion s"artphones in se will not 'e a!hieved Ain five 1earsA 't '1 the
end of this 1ear2 2##$. )nd the pper end of his s!ale2 the 5## "illion level of installed 'ase
of s"artphones2 will 'e a!hieved '1 the end of next 1ear2 2#1#. 4ne wold hope that the
?*4 of a 6# 'illion dollar !o"pan1 wold know 'asi! "ath and at least 'other to read the
'asi! "etri!s for the indstr1 where his goods are sold. 6he 4##55## "illion nit level
installed 'ase of s"artphones will 'e rea!hed in no "ore than a 1ear and a half fro" now.
:o2 @r. <all"er. /f !rrent trends hold 5 and "ost anal1sts see" to sggest the strongest
growth area for "o'ile phones is s"artphones9 and if s"artphone sales in!rease at the levels
of the re!ent past ie 'etween 2#L53#L annall12 then in five 1ears2 the installed 'ase of
s"artphones will 'e 'etween 1 'illion and 1.4 'illion nits and the annal sales of
s"artphones will 'e "ore than twi!e that of all C?s of an1 t1pe2 all desktops2 laptops and
net'ooks !onted together.
(3 SIBE S5$I:/I:!+ SM2$T(5':ES !$'WI:!
6his 1ear the C? indstr1 pro8e!tions all sggest a de!line in C? sales I-artner pro8e!ts a
13L de!lineB while all s"artphone indstr1 pro8e!tions sggest an in!rease in s"artphone
sales2 in spite of the e!ono"i! downtrn.
4ne wold hope that the ?*4 of a "a8or !orporation providing operating s1ste"s to 'oth
C?s and "o'ile phones2 to 'other to follow the trends2 and where the "a8or anal1sts all
agree2 for the ?*4 also to a!knowledge that the likel1 trth is the one that is the !onsenss
view of the indstr1. 4r else2 to provide !lear logi!al reasoning2 to explain wh1 his !o"pan1
holds the opposite view fro" all "a8or anal1sts of the two indstries involved. 6his is not a
sdden nanti!ipated srprise. <ill -ates was speaking of this eventalit1 'a!k in 2##4 when
he dis!ssed the strateg1 for Windows @o'ile that s"artphone platfor"s will grow past those
of the C?. ;or all who follow @i!rosoft2 the "ore fa"iliar the"e is one2 that s"artphones are
a pro"ising and rapidl1 growing "arket2 soon to overtake C?s. :ot a tin1 insignifi!ant
"arket in its Ainfan!1A.
(3 IS 4ESS 23T624 '>S S24ES
;or @i!rosoft the sitation is a!tall1 far "ore dra"ati!. ?rrentl1 the repla!e"ent !1!le for
C?s is a'ot three and a half 1ears and "ost C?s are sold as repla!e"ent nits. /n "an1 !ases
the new '1er does not '1 a new operating s1ste"2 sing the one fro" the previos C?2 or
worse2 ses a pirated operating s1ste" I@r. <all"er3s own presentation in ;e'rar1 2##$
showed a'ot one =arter of Windows operating s1ste"s 'eing Anli!ensedAB. )s the growth
"arket for C?s is now in the Feveloping World2 these isses of pira!1 !ontine to grow as a
!on!ern for C? operating s1ste" "akers. <1 sing @r. <all"er3s own figres for
Anli!ensedA !opies of the @i!rosoft Windows operating s1ste"s for C?s2 the total sales of
@i!rosoft 'randed C? 'ased operating s1ste"s last 1ear2 was a'ot the sa"e as all
s"artphone operating s1ste"s sold. 4f this 5 a!tal sales of s"artphone operating s1ste"s 5
the ?*4 then sa1s to the Wall Street (ornal2 A6he trth is no'od1 sells ver1 "!h.A >ow
dare he7
/t is worse still for a!tal nit sales of @i!rosoft3s C? 'ased operating s1ste"s. /n larger
!orporate a!!onts2 the operating s1ste" is often sold on a !orporate li!ense 'asis with
dra"ati! 'lk dis!onts. When that !orporation '1s so"e new hardware in the for" of C?s2
11&
it often reslts in 0ero added revene for @i!rosoft. 3## "illion C?s sold is nowhere near the
sa"e as sales of 3## "illion individal C? operating s1ste"s sold. @i!rosoft has not
revealed a!tal total installed 'ase or annal sales of its software2 't Wikipedia reports that
after 6 1ears2 Windows VC had a!hived 4## "illion !"lative sales9 and in over 2 1ears2
Windows Kista had a!hieved 14# "illion !"lative sales. S"artphones sold 162 "illion
nits2 ea!h with an operating s1ste" last 1ear. @i!rosoft sold far less than 162 "illion a!tal
operating s1ste"s last 1ear. 6he "arket for s"artphones is not one sixth the si0e of C?s. ;or
operating s1ste"s sold toda12 the "arket is alread1 larger for s"artphones than for C?s2 @r
<all"er. Clease learn the 'asi!s of 1or indstr1 'efore 1o talk to the press on 'ehalf of 1or
!o"pan1 and its strateg1
MI3$'S'-T M'$E T52: '>S S'-TW2$E
@eanwhile the tre s!ale of the !o"plete e!ono"i! opportnit1 for @i!rosoft is far "ore
than 8st selling operating s1ste"s2 whether to C?s or phones Ior ga"ing platfor"s et!B.
@i!rosoft is in the data appli!ations2 software sales and digital servi!es "arket 5 a "arket
spa!e far greater on "o'ile phones than on C?s.
When !onting all "o'ile phones2 not 8st s"artphones2 the "o'ile phone annal sales are
for ti"es 'igger than the C? "arket2 and the installed 'ase of "o'ile phones is three ti"es
greater than that for C?s. Yes2 against a poplation of 8st over one 'illion C?s in se
worldwide2 the 4 'illion "o'ile phone s's!ri'ers !onne!t to 3.4 'illion "o'ile phones. *a!h
phone has a ?CE2 inpt2 otpt2 and at least "odest "e"or19 and ever1 "o'ile phone has an
operating s1ste"2 not 8st the s"artphones.
6he differen!e is2 that the 'asi! handset operating s1ste"s are =ite "odest !o"pared to
those of "odern C?s2 1et in their si"pli!it12 the1 are not nlike so"ething !alled @i!rosoft
F4S fro" the earl1 da1s of the C?. )lso "ost 'asi! handset operating s1ste"s are
proprietar1 software developed '1 the handset "akers the"selves like :okia2 @otorola and
Sa"sng. :onetheless the1 are operating s1ste"s2 "!h like the )pple @a!intosh C?
operating s1ste" was Iand isB a !o"pter operating s1ste"2 even if it was proprietar1 to the
)pple 'rand. /f @i!rosoft had wanted to2 it !old have entered this "arket2 as indeed it has
'een a'le to li!ense so"e of its "ore advan!ed operating s1ste"s to so"e of the 'iggest
handset "akers in!lding Sa"sng2 @otorola and Son15*ri!sson. Wh1 didn3t @i!rosoft 'ild
a Anon5s"artphoneA operating s1ste" to power a 'illion phones per 1earJ ) lost opportnit12
for sre. ) fatal one2 perhapsJ
@eanwhile the distin!tion of a s"artphone2 !o"pared to a high5end featre phone is
in!reasingl1 'lrred. >igh end featre phones have advan!ed phone operating s1ste"s2
in!lde we' 'rowsers and allow data appli!ations to 'e installed sing software platfor"s
s!h as (ava and <rew and in!reasingl1 a!!ept widget5'ased appli!ations. *ven low5end
"o'ile phones toda1 tend to have W)C 'rowsers and their sers !an a!!ess servi!es s!h as
-oogle sear!h2 Yahoo e"ail as well as ;a!e'ook and 6witter. /f the !rrent "ass "arket se
of a laptop or net 'ook C? is to do so"e sear!hes and e"ails and pdate the stats on
;a!e'ook and 6witter2 for the "ass "arket !ons"er2 the tilit1 of that "o'ile phone is
approa!hing the tilit1 of sing a C? Iwith the possi'le ex!eptions that it doesnNt take a
A@i!rosoft @inteA to 'oot p the phoneB.
;or a !o"pan1 that sells "ost of the world3s 'est5selling C? software appli!ations2 like @S
Word2 @S *x!el2 @S Cowerpoint2 @S /nternet *xplorer and @S 4tlook2 et!.2 it see"s
11%
'i0arre that the ?*4 does not nderstand that "ore software appli!ations and servi!es are
downloaded to and sold to "o'ile phones of all kinds2 not 8st s"artphones2 in a "arket "ore
than 5#L 'igger than the total worldwide "arket for C?s. /s @i!rosoft trning into the horse
!arriage "aker who worries a'ot s1ste"s for feeding the horses2 right when the gasoline
powered !ars appeared a little over a !entr1 ago that needed petrol stations. 4ne option over
the ensing !entr1 prod!ed "ore of the top 1# largest !o"panies on the planet than an1
other indstr1J >osehold na"es like *xxon2 ?ono!o and ?hevron. CS the1 don3t "ake
horse5feed..
2 3E' WIT5'6T AISI':
/ wold arge that the prdent ?*4 of a !o"pter software !o"pan1 wold at least
a!knowledge that si"ilar software and the sa"e 'randed appli!ations and servi!es are now
!ons"ed in!reasingl1 on non5s"artphone "o'ile phones2 and that the "ass "arket
!ons"er is alread1 shifting !ons"ption awa1 fro" C? 'ased internet a!!ess to all t1pes of
"o'ile phones2 not 8st to s"artphones like the iChone and <a!k'err1.
So"e of @i!rosoft3s rivals fro" the C?/internet indstr1 have 'een open5"inded a'ot this
e"erging opportnit1 and "oved aggressivel1 and earl1 into this spa!e. -oogle ?*4 *ri!
S!h"idt went p'li! in @a1 of 2##5 in the ;inan!ial 6i"es2 stating that the ftre of his
!o"pan13s 'siness was on "o'ile. )pple3s ?*4 Steve (o's in (anar1 of 2##&2 when
anno!ing the iChone2 dropped the word ?o"pter fro" the !o"pan1 !orporate na"e2 to
nderline how signifi!ant the shift to "o'ile phones was for )pple3s 'siness. Sn Cresident
and ?*4 (onathan S!hwart0 has 'een evangeli0ing "o'ile data sin!e his ke1note to the
"o'ile indstr13s 'iggest event2 3-S@ World ?ongress in <ar!elona in 2##52 and has
aggressivel1 prsed the opportnit1 for (ava in "o'ile Itoda1 he sa1s 2.6 'illion "o'ile
devi!es are (ava5ena'led 5 1es "ore than twi!e as "an1 Anor"alA !elllar phones !an a!!ept
software appli!ations sing (ava2 than the total installed 'ase of an1 t1pe of personal
!o"pter2 whether rnning Windows or notB.
Yet 1ears after those visi'le rivals of his own indstr12 the ?*4 of @i!rosoft sa1s A"o'ile is
hot 't the trth is no'od1 sells ver1 "!hA. >e sonds as if he is dis"issing "o'ile as onl1
h1pe toda1. 6hat re"inds "e of other for"er ES 'ased giants2 like the 6K indstr1 when
fa!ing (apanese "akers2 or the !ar "akers when !onsidering !ons"er shifts to "ore s"aller
!ars. Felsional gross "is5anal1sis of o'vios worldwide trends that led to "ass
'ankrpt!ies or !orporate take5overs of so"e of the 'iggest glo'al 'rands. /<@ was on!e the
'iggest !o"pan1 on the planet and for half a !entr1 was the 'iggest !o"pter "aker. 6oda1
its !o"pter 'rand is owned '1 the ?hinese. -@ was on!e the 'iggest !o"pan1 on the planet
and for over half a !entr1 it was the 'iggest !ar "aker. :ot an1"ore2 now 'ankrpt. ,?)
was on!e the world3s 'iggest "anfa!trer of 6K sets2 toda1 its 'rand is owned '1 the
;ren!h. What is the fate of @i!rosoft. >ow long !an prdent investors pt p with ex!ses2
gross in!o"peten!e2 and winning the wrong warJ
)t what point will the indstr1 anal1sts for the C? indstr1 start to raise !on!ernsJ 4r will
the1 too ignore the realities of the C? world not nlike the anal1sts of the 'anking indstr1
did last 1earJ ?iti'ank was on!e the worldNs 'iggest 'ank as well.
@r. <all"er3s !o""ents sggest that he personall1 has not 'othered to pa1 attention to the
"o'ile phone "arket at all ntil a'ot the ti"e of the iChone lan!h of (ne 2##& and that
@i!rosoft3s own s"artphone operating s1ste" pro8e!t has 'een an afterthoght at ,ed"ond2
11$
given lip servi!e and !onsidered of no strategi! vale. ?ertainl1 @i!rosoft3s la!klster
initiatives and !ontri'tions to the "o'ile indstr1 sggest a la!k of !orporate interest. :ot
nlike the train operators of )"eri!a who s""aril1 dis"issed the e"erging airlines as a
"ode of travel.
DI--E$E:3E IS S3$EE: SIBEI :'T
) "o'ile phone is not Aa s"aller laptopA. @r. <all"er on!e again reveals his naivetM a'ot
"o'ile when he !o""ents on the differen!es 'etween a C? and "o'ile2 sa1ing AwhatNs the
differen!eJ Cro'a'l1 we3ll think of it as s!reen si0e.A )gain dis"issive2 as if the s"aller
s!reen of a "o'ile phone wold so"ehow 'e read as also an inferior C? perhaps2 "ore akin
to a to1J 6hat sonds perilosl1 !lose to state"ents '1 top "anage"ents of on!e giant
!o"pter "akers Eniva!2 ?ontrol Fata2 :?,2 >one1well2 <rrows et!2 for"er giant
"ainfra"e "akers who !onsidered the C? not a threat 'e!ase of a s"aller si0e and
relativel1 lesser !o"pting power.
)s a software platfor" and data appli!ation !ons"er devi!e2 the t1pi!al "odern s"artphone
!an do all that a !ons"er laptop !an do. *ver1 'it of it. 6his is well known even in
@i!rosoft3s >H and even Steve <all"er see"s to re!ogni0e this. <t for the !ons"er of
digital servi!es2 a "id5range standard "o'ile phone2 a non5s"artphone !ell phone2 !an
a!tall1 deliver seven ni=e a'ilities that no personal !o"pter !an "at!h toda1. /t is like a
train operator in )"eri!a2 looking at an airplane and thinking itNs a train withot the rails2 and
that it !an 'e sed to repla!e !ontinental rotes operated '1 trains Iwhi!h is treB 't ignoring
the 'igger opportnit1 of travel that trains !annot !o"pete in 5 inter!ontinental IoverseasB
travel2 where a railroad is i"possi'le2 't whi!h e!ono"i!all12 is larger than the ES)
do"esti! travel. 4h2 that re"inds "e2 on!e there sed to 'e a glo'al giant airline !alled Can
)". Whatever happened to the"..
Yes2 the phone !an do ever1thing a C? !an do2 't also there are seven things a "odern
phone !an do2 that the C? !annot. 6he "odern "o'ile phone is inherentl1 sperior in
!apa'ilit1 than a laptop or desktop C?. /nherentl1 sperior: 1es. 6here is sond reasoning
wh1 so "an1 are a'andoning the laptop and sele!ting the iChone or the <la!k'err1 et!.
6hese are not so"e !o"pan1 se!rets tightl1 garded in the head=arters of :okia2 Sa"sng
and @otorola. 6he seven ni=e a'ilities of "o'ile 'e1ond those on C?s are openl1 listed at
Wikipedia and explained in fll in 'ooks s!h as "1 latest hard!over 'ook2 Mobile as .th of
the Mass Me"ia . 6he "o'ile phone is not an inferior tin1 C?2 it is a sperior !o""ni!ation2
!ons"ption and !reation devi!e2 far "ore powerfl than the personal !o"pter 5 of an1 si0e2
and with an1 si0e s!reen.
;o!sing on the tin1 s!reen as spposedl1 the onl1 signifi!ant differen!e2 is as "isleading as
sggesting the ho"e 6K is an inferior opportnit1 to the !ine"a2 'e!ase the 6K set has a
s"aller s!reen than that in the "ovies. *ver1 "ovie ever "ade has 'een ported to the As"all
s!reenA on 6K 't tr1 to rn a "ovie 'siness showing 24 hor ?:: news2 or )"eri!an /dol2
or @6K "si! videos or +etter"an and ?onan night5ti"e talk shows. $5L of television
!ontent !annot s!!eed in the !ine"a2 no "atter how "!h larger its s!reen is. 6he 6K took
ever1 !ontent ever "ade for !ine"a2 then invented new opportnities not possi'le on !ine"a.
6hat is now alread1 happening with "o'ile a'ove and 'e1ond the C?. /f 1o 'othered to
std1 1or indstr12 @r. ?*4 of operating s1ste"s2 1o wold know how those devi!es are
sed. 6here is a reason wh1 the C? is a devi!e for the 6th "ass "edia2 and "o'ile for the
12#
newer2 &th "ass "edia2 and it does not re=ire sing spe!ifi!all1 a s"artphone for that
opportnit1.
6he first differen!e 'etween a C? and a phone is that ever1 phone is alwa1s !onne!ted. 6hat
is wh1 we are a'le to re!eive phone !alls on or !elllar phone as it is in or po!ket2 't we
!an3t take !alls on or laptop also with s2 and !arried in or 'rief!ase. 6he laptop or net 'ook
needs the !onne!tivit12 whi!h is not per"anent and is t1pi!all1 a!hieved via a hotspot or
'road'and !onne!tion. 6he "o'ile phone is alwa1s on. is this relevantJ 6he total aggregate
si0e of the C? indstr1 and the internet indstr12 when pt together2 is less than what we
spend annall1 8st on the tele!o""ni!ation servi!es Ivoi!e !alls and S@S text "essagesB
on or "o'ile phones 5 1es2 /3" ex!lding the landline tele!o"s 'siness. Yes2 8st "o'ile
tele!o"s as an indstr1 is far larger than the p! indstr1 while we are at it.
What was it2 @r. <all"er2 did 1o "ention so"ething a'ot this indstr1 'eing in its
Ainfan!1AJ
6he "o'ile phone has a far 'etter range of inpts and otpts than a C?. 6hat "eans that the
"o'ile is sed far "ore for !reation of digital data !ontent than a C? and "o'ile !ontent
revenes dwarf those of the C?5'ased internet !ontent revenes. @ore than twi!e as "an1
people se S@S text "essaging on a "o'ile phone than all sers of e"ail on C?s worldwide.
@ore people !reate digital !ontent sing the !a"era featre of "odern phones alone2 than se
all @i!rosoft 4ffi!e site appli!ations2 Word2 *x!el2 Cowerpoint et! !o"'ined. Cerhaps the
iron1 is in the fa!t that "ost of those !a"era5phone snapshots that "ight end p edited on a
C?2 will 'e "odified sing @i!rosoftNs free Choto *ditor that ships with all Windows
s1ste"s. <t / digress.
@ore people have downloaded paid appli!ations or paid !ontent to "o'ile phones than the
total installed 'ase of an1 t1pe of personal !o"pter sing an1 software2 an1 operating
s1ste"s and an1 appli!ations '1 an1 software "aker. Yes2 1.& 'illion people have alread1
downloaded2 installed or !ons"ed software2 !ontent and pre"i" servi!es on "o'ile
phones. Caid servi!es7 /3" not talking a'ot those "ostl1 free apps fro" )pple3s iChone )pps
Store. / "ean honestl1 paid apps and servi!e downloaded to the phone2 fro" offi!e site apps
to read Word do!"ents and Cowerpoint slide2 to !alorie !onters and "apping software to
ringing tones and s!reen savers. )pps apps apps. 1.& 'illion people not 8st downloaded and
installed the"9 the1 paid to do so. :ote that "ost of the software appli!ations on the "odern
C?s !o"e pre5'ndled with the C? and "ost of s !ons"ers wold not 'other to pa1 for it2
if those were offered as separate paid appli!ations. <t 1.& 'illion people happil1 pa1 for
downloads and servi!es to their phones2 worldwide.
;or the ?*4 of the 'iggest C? appli!ations provider to sggest that the "o'ile "arket is Ain
its infan!1A is not nlike a sailWingXship operator re"arking a'ot the 6itani! and +sitania
that stea"ships will never take off. @r. <al"er: the data appli!ation and servi!es !ons"er
"arket has alread1 shifted awa1 fro" C?s and onto "o'ile phones. Yo are pre!ariosl1
!lose to 'eing Aleft standing at the station2 as the train plls awa1.A
S6$E+ STI44 M635 4E-T I: T5E '4E (3
/ do not "ean to sggest the C? indstr1 is a'ot to go awa1. ?ertainl1 there is a solid
lifespan of de!ades left in the desktop and laptop 'ased C? "arket and ver1 likel1 @i!rosoft
!an retain a "eaningfl "arket share in that area2 even as "ore free software spreads with
121
+inx et!9 and "ore of the a!tal Windows operating s1ste"s are pirated et! and ever "ore
of the C?s are repla!e"ents in ever s"aller levels of new sales.
<t we shold learn fro" histor12 sholdn3t we. 6he !o"pter shifted 'efore fro" one
predo"inant platfor" to another. @i!rosoft3s 'irth !oin!ides with the previos shift so 1o2
@r. <all"er saw it first hand and 'enefitted fro" that shift2 when "ainfra"e !o"pters gave
wa1 to personal !o"pters as the prevailing !o"pting platfor". @<) stdents the world
over2 por over the "arketing text'ooks that dis!ss the tter failre of /<@2 then 'iggest
!o"pter "aker2 to noti!e and !apitali0e on the shift fro" "ainfra"es to C?s. :ow 1o2 a
!hild of that shift2 are a'ot to repeat the /<@ "istake and !reate the sorr1 follow5p !hapter
to that sad stor12 how @i!rosoft also refsed to re!ogni0e the shift2 and lost its wa1 when
!o"pters 'e!a"e "ore personal on!e again2 "ore porta'le and "ore ser5friendl1 as the1
did with the !rrent shift to "o'ile phones. Fo 1o reall1 want @<) stdents of the ftre to
lagh at @i!rosoft2 how it repeated the ver1 sa"e "istake whi!h gave 'irth to its growthJ
)pple got into the "o'ile indstr1 Aver1 lateA in 2##& and 1et in less than two 1ears2 the1
have alread1 taken a'ot %L of the s"artphone "arket. ?anadian ,/@2 the "aker of the
<la!k'err12 started earlier and have 'ilt the"selves 1&L of the s"artphone "arket.
@i!rosoft annon!ed its interests into s"artphones at the start of this de!ade and lan!hed its
first !o""er!ial handsets to se Windows @o'ile with >6?3s s"artphone for the 4range
network 'randed 4range SCK in :ove"'er 2##2. /n the past seven 1ears2 @i!rosoft has
"anaged to grow their sales with do0ens of handset "akers2 to a trl1 nderwhel"ing 16
"illion total handsets sold per 1ear. )pple alone2 with onl1 two pri"ar1 handset "odels and
in onl1 two 1ears2 has a!hieved &#L of that level.
6in1 ,/@2 with its own 'randed <la!k'err1 "odels alone 5 not Ado0ens of "anfa!trersA
and not a giant glo'al i!oni! 'rand like )pple2 in the sa"e period of ti"e as @i!rosoft has
'een in s"artphones2 has grown far larger and sold 23 "illion s"artphones in 2##%.
(st five 1ears ago2 in 2##4 @i!rosoft Windows @o'ile had 23L of the s"artphone operating
s1ste" "arket. 6oda1 it has 12L. 6his in a ti"e when s"artphone glo'al "arket has
exploded in si0e. Crett1 patheti! when 1o think a'ot it 5 @i!rosoft3s perfor"an!e. 6he1
have lost half of their "arket share in the past for 1ears. /s this prdent strategi! vision or is
the ?*4 dis"issing !elllar phones as to1s2 not of strategi! vale to the !o"pan1J
W2/E86( 3244
6his 4pen +etter is intended to wake p the top "anage"ent there at ,ed"ond. 6here was a
ti"e "an1 1ears ago when s"artphone sales were indeed a tin1 fra!tion when !o"pared to
C? sales. 4ne !old 'e forgiving2 if at that ti"e a "a8or C? "aker or C? software "aker
wold ignore the e"erging Anas!entA s"artphone "arket.
6oda1 that is no longer tre. Ker1 likel1 within two 1ears2 or at worst2 three 1ears2 "ore
s"artphones will 'e sold than C?s. )nd alread1 toda12 all !elllar phones sell 4 ti"es "ore
annall1 than C?s Iand the1 all have operating s1ste"s tooB.
6he signs shold have 'een "ost glaring last 1ear when :okia 'e!a"e the worldNs largest
!o"pter "anfa!trer '1 nit sales2 !onting onl1 the :okia 'randed s"artphones. 6he
s"art ?*4 wold have paid attention 1ears ago when a !onservative 'siness weekl1 like
122
#he %conomist !ele'rated the 25th 1ear anniversar1 of the C? in its !over stor1 2$ (l12 2##62
and pointed ot that the C? wold give wa1 to "o'ile phones2 and that it was "o'ile phones2
not the C? that wold A!arr1 the drea" of the personal !o"pter to its !on!lsion.A
/f the )pple iChone annon!e"ent and lan!h in 2##& and -oogle annon!e"ents of its
)ndroid operating s1ste" for s"artphones in 2##% was not enogh to 8olt 1o ot of 1or
!o"pla!en!12 then at least when >C2 1or 'iggest !sto"er of 1or operating s1ste"s2 was
no longer the 'iggest C? "aker Ising Windows 4/SB2 and that 'e!o"ing the s"artphone
nits of :okia Ising S1"'ian 4/SB2 shold have awaken 1o. <t even for those who refse
to do the "ath Ior perhaps2 are na'le to handle 'asi! "athB2 when the indstr1 anal1st
/nfor"a said that "ore s"artphones were sold than laptops2 that shold have woken p the
last snoo0ing exe!tives at @i!rosoft >H.
@i!rosoft3s pri"ar1 rival in s"artphone operating s1ste"s is not )pple or ,/@/<la!k'err1
Ior Cal"B. /t is S1"'ian2 who sell "ore s"artphone operating s1ste"s than @i!rosoft2 )pple2
,/@ and Cal"2 all rolled together. )nd the 'iggest 'randed "anfa!trer that is @i!rosoft3s
rival2 is not )pple and not ,/@/<la!k'err1. /t is like <ill -ates said a'ot s"artphone sales
in 2##52 it still holds tre toda1: AWell2 :okia is the leader '1 far.A Yes2 in 8st the last =arter
of 2##%2 :okia sold as "an1 s"artphones as all the do0ens of "anfa!trers sing the
@i!rosoft Windows @o'ile operating s1ste"2 !onted together sold in all of 2##%.
/ts ti"e to wake p at ,ed"ond. We expe!t @i!rosoft to 'e!o"e serios a'ot "o'ile and to
"ake a serios effort with Windows @o'ile. )nd ?*4 Steve <all"er2 please stop sa1ing the
s"artphone "arket is in its infan!1 and that 1or rivals are pri"aril1 )pple and ,/@. +ets
get real. +ets not repeat the asinine strategi! "oves of -@2 /<@2 ,?)2 Can )"2 ?iti et!.
+ets "ake a strategi! shift for @i!rosoft and trn this trke1 arond. 6he C? "arket will
never grow like it has in the past2 't s"artphones will 'e the new opportnit1. @i!rosoft is
alread1 there. Yo have one of the "a8or operating s1ste" platfor"s and 1o !o""and a'ot
twelve per!ent of the "arket. Yo had al"ost a =arter on!e2 if 1o de!ide to fight for it2 1o
!old get to that level2 a =arter2 again. )nd in a few 1ears as s"artphones will otsell C?s '1
two to one2 1o !old well sell "ore paid operating s1ste"s to s"artphones than 1o do to
C?s
Yo 8st need now so"e strategi! fo!s. +ike -oogle ?*4 *ri! S!h"idt was repted to 'e
sa1ing re!entl1 in ever1 "eeting he went to: A"o'ile2 "o'ile2 "o'ile.A 6hat is what 1o need
at @i!rosoft. :ot 'latant lies like Athe trth is2 no'od1 sells ver1 "!h.A 162 "illion
individal s"artphone nits in 8st one 1ear is !ertainl1 far "ore than Anot ver1 "!hJA
We need @i!rosoft in the C? world. We don3t need @i!rosoft in the 'igger world of "o'ile.
@i!rosoft needs the "o'ile ftre. 6he C? ftre !annot sstain @i!rosoft. We don3t need
1o here2 't 1o need s desperatel1 to survive. What was it that n!le Farwin wrote a'ot
evoltion2 that in ti"es of !hange its not the strongest who will srvive2 nor the "ost
intelligent2 't rather the one "ost adaptive to !hangeJ Yor indstr1 !hanged totall1 in 3#
1ears ago. /t is !hanging totall1 now. <eing 'iggest or s"artest is no prote!tion at all for 1o
to srvive. 6hink -@2 /<@2 ,?)2 Can)@2 ?iti.. 4nl1 adapting to !hange !an save 1o.
/f 1o2 @i!rosoft2 want to 'e go''led p '1 the new!o"ers in a few 1ears2 keep on this sill1
path. *lse !hange.
Yo3ve 'een warned
123
6o"i 6 )honen :5B
www.to"iahonen.!o"
6his open letter "a1 'e freel1 forwarded and referen!ed. /t has 'een e"ailed to the !orporate
head=arters of @i!rosoft.
6$4: http://www.t1pepad.!o"/servi!es/tra!k'a!k/6a##e##$&e33&!%%33#115&#e451&f$&#'
1F. Steve Jo)s+ 2pp"e: Thoughts on )lash
)pril 2#1#
)pple has a long relationship with )do'e. /n fa!t2 we "et )do'eNs fonders when the1 were
in their prover'ial garage. )pple was their first 'ig !sto"er2 adopting their Costs!ript
langage for or new +aserwriter printer. )pple invested in )do'e and owned arond 2#L of
the !o"pan1 for "an1 1ears. 6he two !o"panies worked !losel1 together to pioneer desktop
p'lishing and there were "an1 good ti"es. Sin!e that golden era2 the !o"panies have grown
apart. )pple went throgh its near death experien!e2 and )do'e was drawn to the !orporate
"arket with their )!ro'at prod!ts. 6oda1 the two !o"panies still work together to serve
their 8oint !reative !sto"ers [ @a! sers '1 arond half of )do'eNs ?reative Site prod!ts
[ 't 'e1ond that there are few 8oint interests.
/ wanted to 8ot down so"e of or thoghts on )do'eNs ;lash prod!ts so that !sto"ers and
!riti!s "a1 'etter nderstand wh1 we do not allow ;lash on iChones2 iCods and iCads. )do'e
has !hara!teri0ed or de!ision as 'eing pri"aril1 'siness driven [ the1 sa1 we want to
prote!t or )pp Store [ 't in realit1 it is 'ased on te!hnolog1 isses. )do'e !lai"s that we
are a !losed s1ste"2 and that ;lash is open2 't in fa!t the opposite is tre. +et "e explain.
;irst2 thereNs P4penQ.
)do'eNs ;lash prod!ts are 1##L proprietar1. 6he1 are onl1 availa'le fro" )do'e2 and
)do'e has sole athorit1 as to their ftre enhan!e"ent2 pri!ing2 et!. While )do'eNs ;lash
prod!ts are widel1 availa'le2 this does not "ean the1 are open2 sin!e the1 are !ontrolled
entirel1 '1 )do'e and availa'le onl1 fro" )do'e. <1 al"ost an1 definition2 ;lash is a !losed
s1ste".
)pple has "an1 proprietar1 prod!ts too. 6hogh the operating s1ste" for the iChone2 iCod
and iCad is proprietar12 we strongl1 'elieve that all standards pertaining to the we' shold 'e
open. ,ather than se ;lash2 )pple has adopted >6@+52 ?SS and (avaS!ript [ all open
standards. )ppleNs "o'ile devi!es all ship with high perfor"an!e2 low power
i"ple"entations of these open standards. >6@+52 the new we' standard that has 'een
adopted '1 )pple2 -oogle and "an1 others2 lets we' developers !reate advan!ed graphi!s2
t1pograph12 ani"ations and transitions withot rel1ing on third part1 'rowser plg5ins Ilike
;lashB. >6@+5 is !o"pletel1 open and !ontrolled '1 a standards !o""ittee2 of whi!h )pple
is a "e"'er.
)pple even !reates open standards for the we'. ;or exa"ple2 )pple 'egan with a s"all open
sor!e pro8e!t and !reated We'Rit2 a !o"plete open5sor!e >6@+5 rendering engine that is
the heart of the Safari we' 'rowser sed in all or prod!ts. We'Rit has 'een widel1
adopted. -oogle ses it for )ndroidNs 'rowser2 Cal" ses it2 :okia ses it2 and ,/@
I<la!k'err1B has annon!ed the1 will se it too. )l"ost ever1 s"artphone we' 'rowser other
124
than @i!rosoftNs ses We'Rit. <1 "aking its We'Rit te!hnolog1 open2 )pple has set the
standard for "o'ile we' 'rowsers.
Se!ond2 thereNs the Pfll we'Q.
)do'e has repeatedl1 said that )pple "o'ile devi!es !annot a!!ess Pthe fll we'Q 'e!ase
&5L of video on the we' is in ;lash. What the1 donNt sa1 is that al"ost all this video is also
availa'le in a "ore "odern for"at2 >.2642 and viewa'le on iChones2 iCods and iCads.
Yo6'e2 with an esti"ated 4#L of the we'Ns video2 shines in an app 'ndled on all )pple
"o'ile devi!es2 with the iCad offering perhaps the 'est Yo6'e dis!over1 and viewing
experien!e ever. )dd to this video fro" Ki"eo2 :etflix2 ;a!e'ook2 )<?2 ?<S2 ?::2
@S:<?2 ;ox :ews2 *SC:2 :C,2 6i"e2 6he :ew York 6i"es2 6he Wall Street (ornal2
Sports /llstrated2 Ceople2 :ational -eographi!2 and "an12 "an1 others. iChone2 iCod and
iCad sers arenNt "issing "!h video.
)nother )do'e !lai" is that )pple devi!es !annot pla1 ;lash ga"es. 6his is tre. ;ortnatel12
there are over 5#2### ga"es and entertain"ent titles on the )pp Store2 and "an1 of the" are
free. 6here are "ore ga"es and entertain"ent titles availa'le for iChone2 iCod and iCad than
for an1 other platfor" in the world.
6hird2 thereNs relia'ilit12 se!rit1 and perfor"an!e.
S1"ante! re!entl1 highlighted ;lash for having one of the worst se!rit1 re!ords in 2##$. We
also know firsthand that ;lash is the n"'er one reason @a!s !rash. We have 'een working
with )do'e to fix these pro'le"s2 't the1 have persisted for several 1ears now. We donNt
want to red!e the relia'ilit1 and se!rit1 of or iChones2 iCods and iCads '1 adding ;lash.
/n addition2 ;lash has not perfor"ed well on "o'ile devi!es. We have rotinel1 asked )do'e
to show s ;lash perfor"ing well on a "o'ile devi!e2 an1 "o'ile devi!e2 for a few 1ears
now. We have never seen it. )do'e p'li!l1 said that ;lash wold ship on a s"artphone in
earl1 2##$2 then the se!ond half of 2##$2 then the first half of 2#1#2 and now the1 sa1 the
se!ond half of 2#1#. We think it will eventall1 ship2 't weNre glad we didnNt hold or
'reath. Who knows how it will perfor"J
;orth2 thereNs 'atter1 life.
6o a!hieve long 'atter1 life when pla1ing video2 "o'ile devi!es "st de!ode the video in
hardware9 de!oding it in software ses too "!h power. @an1 of the !hips sed in "odern
"o'ile devi!es !ontain a de!oder !alled >.264 [ an indstr1 standard that is sed in ever1
<l5ra1 FKF pla1er and has 'een adopted '1 )pple2 -oogle IYo6'eB2 Ki"eo2 :etflix and
"an1 other !o"panies.
)lthogh ;lash has re!entl1 added spport for >.2642 the video on al"ost all ;lash we'sites
!rrentl1 re=ires an older generation de!oder that is not i"ple"ented in "o'ile !hips and
"st 'e rn in software. 6he differen!e is striking: on an iChone2 for exa"ple2 >.264 videos
pla1 for p to 1# hors2 while videos de!oded in software pla1 for less than 5 hors 'efore
the 'atter1 is fll1 drained.
125
When we'sites re5en!ode their videos sing >.2642 the1 !an offer the" withot sing ;lash
at all. 6he1 pla1 perfe!tl1 in 'rowsers like )ppleNs Safari and -oogleNs ?hro"e withot an1
plg5ins whatsoever2 and look great on iChones2 iCods and iCads.
;ifth2 thereNs 6o!h.
;lash was designed for C?s sing "i!e2 not for to!h s!reens sing fingers. ;or exa"ple2
"an1 ;lash we'sites rel1 on ProlloversQ2 whi!h pop p "ens or other ele"ents when the
"ose arrow hovers over a spe!ifi! spot. )ppleNs revoltionar1 "lti5to!h interfa!e doesnNt
se a "ose2 and there is no !on!ept of a rollover. @ost ;lash we'sites will need to 'e
rewritten to spport to!h5'ased devi!es. /f developers need to rewrite their ;lash we'sites2
wh1 not se "odern te!hnologies like >6@+52 ?SS and (avaS!riptJ
*ven if iChones2 iCods and iCads ran ;lash2 it wold not solve the pro'le" that "ost ;lash
we'sites need to 'e rewritten to spport to!h5'ased devi!es.
Sixth2 the "ost i"portant reason.
<esides the fa!t that ;lash is !losed and proprietar12 has "a8or te!hni!al draw'a!ks2 and
doesnNt spport to!h 'ased devi!es2 there is an even "ore i"portant reason we do not allow
;lash on iChones2 iCods and iCads. We have dis!ssed the downsides of sing ;lash to pla1
video and intera!tive !ontent fro" we'sites2 't )do'e also wants developers to adopt ;lash
to !reate apps that rn on or "o'ile devi!es.
We know fro" painfl experien!e that letting a third part1 la1er of software !o"e 'etween
the platfor" and the developer lti"atel1 reslts in s'5standard apps and hinders the
enhan!e"ent and progress of the platfor". /f developers grow dependent on third part1
develop"ent li'raries and tools2 the1 !an onl1 take advantage of platfor" enhan!e"ents if
and when the third part1 !hooses to adopt the new featres. We !annot 'e at the "er!1 of a
third part1 de!iding if and when the1 will "ake or enhan!e"ents availa'le to or
developers.
6his 'e!o"es even worse if the third part1 is sppl1ing a !ross platfor" develop"ent tool.
6he third part1 "a1 not adopt enhan!e"ents fro" one platfor" nless the1 are availa'le on
all of their spported platfor"s. >en!e developers onl1 have a!!ess to the lowest !o""on
deno"inator set of featres. )gain2 we !annot a!!ept an ot!o"e where developers are
'lo!ked fro" sing or innovations and enhan!e"ents 'e!ase the1 are not availa'le on or
!o"petitorNs platfor"s.
;lash is a !ross platfor" develop"ent tool. /t is not )do'eNs goal to help developers write the
'est iChone2 iCod and iCad apps. /t is their goal to help developers write !ross platfor" apps.
)nd )do'e has 'een painfll1 slow to adopt enhan!e"ents to )ppleNs platfor"s. ;or
exa"ple2 althogh @a! 4S V has 'een shipping for al"ost 1# 1ears now2 )do'e 8st adopted
it fll1 I?o!oaB two weeks ago when the1 shipped ?S5. )do'e was the last "a8or third part1
developer to fll1 adopt @a! 4S V.
4r "otivation is si"ple [ we want to provide the "ost advan!ed and innovative platfor" to
or developers2 and we want the" to stand dire!tl1 on the sholders of this platfor" and
!reate the 'est apps the world has ever seen. We want to !ontinall1 enhan!e the platfor" so
developers !an !reate even "ore a"a0ing2 powerfl2 fn and sefl appli!ations. *ver1one
126
wins [ we sell "ore devi!es 'e!ase we have the 'est apps2 developers rea!h a wider and
wider adien!e and !sto"er 'ase2 and sers are !ontinall1 delighted '1 the 'est and
'roadest sele!tion of apps on an1 platfor".
?on!lsions.
;lash was !reated dring the C? era [ for C?s and "i!e. ;lash is a s!!essfl 'siness for
)do'e2 and we !an nderstand wh1 the1 want to psh it 'e1ond C?s. <t the "o'ile era is
a'ot low power devi!es2 to!h interfa!es and open we' standards [ all areas where ;lash
falls short.
6he avalan!he of "edia otlets offering their !ontent for )ppleNs "o'ile devi!es
de"onstrates that ;lash is no longer ne!essar1 to wat!h video or !ons"e an1 kind of we'
!ontent. )nd the 25#2### apps on )ppleNs )pp Store proves that ;lash isnNt ne!essar1 for tens
of thosands of developers to !reate graphi!all1 ri!h appli!ations2 in!lding ga"es.
:ew open standards !reated in the "o'ile era2 s!h as >6@+52 will win on "o'ile devi!es
Iand C?s tooB. Cerhaps )do'e shold fo!s "ore on !reating great >6@+5 tools for the
ftre2 and less on !riti!i0ing )pple for leaving the past 'ehind.
6$4: https://www.apple.!o"/hotnews/thoghts5on5flash/
11. E"on M#sk+ $yperloop ;)gst 122 2#13<
When the ?alifornia Phigh speedQ rail was approved2 / was =ite disappointed2 as / know
"an1 others were too. >ow !old it 'e that the ho"e of Sili!on Kalle1 and (C+ [ doing
in!redi'le things like indexing all the worldNs knowledge and ptting rovers on @ars [ wold
'ild a 'llet train that is 'oth one of the "ost expensive per "ile and one of the slowest in
the worldJ :ote2 / a" hedging "1 state"ent slightl1 '1 sa1ing Pone ofQ. 6he head of the
?alifornia high speed rail pro8e!t !alled "e to !o"plain that it wasnNt the ver1 slowest 'llet
train2 nor the ver1 "ost expensive per "ile.
6he nderl1ing "otive for a statewide "ass transit s1ste" is a good one. /t wold 'e great to
have an alternative to fl1ing or driving2 't o'viosl1 onl1 if it is a!tall1 'etter than fl1ing
or driving. 6he train in =estion wold 'e 'oth slower2 "ore expensive to operate Iif
ns'sidi0edB and less safe '1 two orders of "agnitde than fl1ing2 so wh1 wold an1one se
itJ
/f we are to "ake a "assive invest"ent in a new transportation s1ste"2 then the retrn shold
'1 rights 'e e=all1 "assive. ?o"pared to the alternatives2 it shold ideall1 'e:
Safer
;aster
+ower !ost
@ore !onvenient
/""ne to weather
Sstaina'l1 self5powering
12&
,esistant to *arth=akes
:ot disrptive to those along the rote
/s there trl1 a new "ode of transport [ a fifth "ode after planes2 trains2 !ars and 'oats [ that
"eets those !riteria and is pra!ti!al to i"ple"entJ @an1 ideas for a s1ste" with "ost of
those properties have 'een proposed and shold 'e a!knowledged2 rea!hing as far 'a!k as
,o'ert -oddardNs to proposals in re!ent de!ades '1 the ,and ?orporation and *63.
Enfortnatel12 none of these have panned ot. )s things stand toda12 there is not even a short
distan!e de"onstration s1ste" operating in test pilot "ode an1where in the world2 let alone
so"ething that is ro'st enogh for p'li! transit. 6he1 all possess2 it wold see"2 one or
"ore fatal flaws that prevent the" fro" !o"ing to frition.
3onstraining the (ro)"em
6he >1perloop Ior so"ething si"ilarB is2 in "1 opinion2 the right soltion for the spe!ifi!
!ase of high traffi! !it1 pairs that are less than a'ot 15## k" or $## "iles apart. )rond that
infle!tion point2 / sspe!t that spersoni! air travel ends p 'eing faster and !heaper. With a
high enogh altitde and the right geo"etr12 the soni! 'oo" noise on the grond wold 'e no
loder than !rrent airliners2 so that isnNt a showstopper. )lso2 a =iet spersoni! plane
i""ediatel1 solves ever1 long distan!e !it1 pair withot the need for a vast new worldwide
infrastr!tre.
>owever2 for a s' several hndred "ile 8orne12 having a spersoni! plane is rather
pointless2 as 1o wold spend al"ost all 1or ti"e slowl1 as!ending and des!ending and ver1
little ti"e at !rise speed. /n order to go fast2 1o need to 'e at high altitde where the air
densit1 drops exponentiall12 as air at sea level 'e!o"es as thi!k as "olasses Inot literall12 't
1o get the pi!treB as 1o approa!h soni! velo!it1.
?ontine ,eading2 >1perloop5)lpha.pdf
6$4: http://www.tesla"otors.!o"/sites/defalt/files/'log\atta!h"ents/h1perloop\alpha3.pdf
12. Steve Baker: (n open letter to /eff Be0os- ( contract %or1ers ta1e on
(ma0on2com
(l1 252 2#13
Fear (eff <e0os2
/n 1or position2 / i"agine that 1o rarel1 have an opportnit1 to re!eive feed'a!k fro" one
of 1or te"porar15!ontra!t e"plo1ees. / thoght 1o shold have so"e inpt. / hope 1o find
this sefl.
>aving 8st !o"pleted "1 "axi"" of eleven "onths of !ontra!t work )"a0on allows2 /
thoght / wold share "1 thoghts on 1or pra!ti!e of hiring a staff that is "ade p of
te"porar15!ontra!t workers. )lthogh it "a1 see" like the !o"pan1 is saving "one1 U
'e!ase 1o donNt have to provide te"porar1 workers with "edi!al !overage or paid va!ation
ti"e U the revolving door of new hires en!orages low =alit1 work2 in!onsistent
prod!tivit1 and wastes sefl resor!es on training.
12%
/ 8oined the V5,a1 for 6K and @ovies develop"ent tea" in its infan!1. WPV5,a1 for @ovies
T 6K is a new featre availa'le on Rindle and Wii E devi!es that ena'les )"a0on /nstant
Kideo viewers to =i!kl1 identif1 and learn "ore a'ot the a!tors in the s!ene while wat!hing
a "ovie or 6K show2 si"pl1 '1 tapping the s!reen.QX 6he prod!t hadnNt even lan!hed 1et. /t
was ex!iting to wat!h the prod!t grow and have inpt on !reating the 'est possi'le ser
experien!e.
@1 tea" leader was an experien!ed "anager2 with the a'ilit1 to adapt to the ever5!hanging
pro!ess and gave the rest of the tea" !onfiden!e that we !old go to hi" with =estions or
feed'a!k and he wold give it !arefl !onsideration. /t felt like we were all learning together.
4r !oding tool was !onstantl1 'eing pdated 'ased on worker feed'a!k2 and or gidelines
were alwa1s s'8e!t to !hange. *a!h new develop"ent was !overed in or weekl1 stand5p
"eeting. /f so"ething see"ed to get "issed or lost in translation2 an i"pro"pt "eeting was
!alled to get ever1one on the sa"e page2 whi!h proved to 'e an effe!tive training "ethod.
4ne da1 that all !hanged. 4r experien!ed tea" leader was transferred to a different
depart"ent. ) few of the te"ps2 who had 'een on the pro8e!t sin!e V5,a1Ns in!eption2
applied for the now va!ant position of pro8e!t "anager. / was !onvin!ed the position wold
'e filled '1 one of two individals who had trained "e and a!ted as point people for
=estions and !on!erns when the "anager was in a "eeting. :one of the te"ps who applied
for the position got it2 whi!h "ost of s on the tea" fond !onfsing 'e!ase the1 were
'asi!all1 alread1 doing the 8o'.
)n otsider was 'roght in who knew nothing a'ot V5,a1. / was later told the new "anger
was hired 'ased on "anage"ent experien!e. She spent her first week 'eing trained '1 one of
the te"ps who had 'een dee"ed n=alified for the prod!t "anager position. )fter spending
a week training the "anager2 and 'eing her go5to person for the next three weeks whenever
there was a pro'le"2 he was let go 'e!ase he rea!hed the "axi"" of eleven "onths on his
!ontra!t. Sin!e the new "anager never !o"pletel1 grasped the progra"2 she asked a sele!t
few of the oldest te"ps to train the newest te"ps. /t see"ed to "e that these people were not
!hosen 'ased on "erit or !apa'ilit12 't "ore like she was ptting together her own
!olle!tion of P!oolQ kids. 6he 'est wa1 to 'e pt in a leadership role was 'e a prett1 girl or a
dde who sed li'eral a"onts of )xe hair gel.
)s experien!ed te"ps left and new ones rolled in2 the 'reakdown 'egan. 6e"ps who had not
paid attention in training were now training new te"ps. Fifferent te"ps were tea!hing
different te!hni=es and it wasnNt long 'efore the =alit1 of work sffered. )s witness to the
poor =alit12 / "ade a few atte"pts to express "1 !on!erns2 't none of "1 sggestions were
i"ple"ented. When one of the higher5ps !he!ked or work and reali0ed that "istakes were
'eing overlooked2 perfor"an!e s!ore!ards were i"ple"ented.
6he oldest te"ps wold grade the newest te"ps. /f a te"p "ade twent1 "istakes in a week
the1 were let go. / agree that if so"eone "akes that "an1 "istakes the1 donNt deserve the
8o'2 't perhaps these "istakes were !ased fro" a la!k of proper training. *ven thogh /
perfor"ed ex!ellent work2 / was not dee"ed worth1 of a fll5ti"e position2 1et / held the fate
of so"eoneNs 8o' in "1 hands. We were told the s!ore!ards were an atte"pt to find ot what
"istakes were "ost often 'eing "ade so the1 !old 'e addressed. 6his was !onfsing sin!e
nearl1 ever1thing / !he!ked had the sa"e "istakes2 1et the1 were never addressed. 4f the
!rrent V5,a1 tea" onl1 a'ot half know the gidelines and proper pro!edre.
12$
<1 "1 final "onth2 it was diffi!lt to !are. / did =alit1 work. / was one of onl1 a handfl of
e"plo1ees who didnNt need their work !he!ked 'efore pshing it to live stats2 't as far as
the rest of the tea" was !on!erned /Nd lost "1 enthsias" for the pro8e!t.
Wh1 shold an1one !are if V5,a1 s!!eeds or failsJ /f V5,a1 'e!o"es the 'iggest progra"
on the planet and pts another several "illion dollars in 1or 'ank a!!ont2 people in "1
position will still 'e sent pa!king at the end of eleven "onths. 6here will alwa1s 'e an
endless sppl1 of repla!e"ents2 and the1 will 'e paid less sin!e the pa1 rate of the tea"
de!reased with ever1 new 'at!h of hires. @1 repla!e"ent will pro'a'l1 work reall1 hard for
a'ot six "onths2 and then reali0e that the1 are !rising towards a dead end. 6he1 "ight start
!aring a little less.
/n this terri'le e!ono"12 / a" gratefl for the work2 and the fa!t that / have a <a!helorNs
Fegree and the a'ilit1 to write a !o"plete senten!e2 "eans / will pro'a'l1 'e 'a!k on the
)"a0on !a"ps in a different depart"ent one da1. /t is likel1 "an1 of the te"ps fro" the V5
,a1 tea" will 'e 'a!k as well2 't know if the1 are wearing a green 'adge2 1o wonNt 'e
getting their fll potential.
6hereNs a lot of talk a'ot how )"a0on is a great pla!e to work. 6he1 have showers in the
'ase"ent. Yo !an get 1or 'ike servi!ed while 1o work. )nd thereNs food tr!ks7
<t if 1o reall1 want to !reate a positive work environ"ent and generate prod!tivit1 and
e"plo1ee lo1alt12 give 1or e"plo1ees so"e 8o' se!rit1.
)"a0on is a large !o"pan1 and / know this experien!e is not ni=e to "e. 6he !o"pan1 is
at a disadvantage when the e"plo1ees are not working to their fll potential.
Sin!erel12
Steven <arker
CS: /n "1 final tea" "eeting2 we were told that 1o wat!hed F"' T F"'er sing V5,a1.
/ did the =alit1 assran!e on that fil". / hope 1o appre!iate "1 !redit ti"ing for ?a"
:eel1 in the 'athroo" s!ene. We spent an afternoon dis!ssing that one.
%ditor&s note' #his post "as "ritten in response to the story this "eek that Ama(on.com has
some of the least loyal employees.
6$4: http://www.geekwire.!o"/2#13/open5letter58eff5'e0os5!ontra!t5workers5a"a0on!o"/
13. Eri% Steven $aymon: The Cathe"ral an" the Ba0aar
11 Septe"'er 2###
E,+: http://www.!at'.org/esr/writings/ho"esteading/!athedral5'a0aar/index.ht"l
2)stra%t
/ anato"i0e a s!!essfl open5sor!e pro8e!t2 ;et!h"ail2 that was rn as a deli'erate test of
the srprising theories a'ot software engineering sggested '1 the histor1 of +inx. /
dis!ss these theories in ter"s of two fnda"entall1 different develop"ent st1les2 the
]]!athedral33 "odel of "ost of the !o""er!ial world verss the ]]'a0aar33 "odel of the +inx
world. / show that these "odels derive fro" opposing ass"ptions a'ot the natre of the
software5de'gging task. / then "ake a sstained arg"ent fro" the +inx experien!e for the
proposition that ]]-iven enogh e1e'alls2 all 'gs are shallow332 sggest prod!tive analogies
13#
with other self5!orre!ting s1ste"s of selfish agents2 and !on!lde with so"e exploration of
the i"pli!ations of this insight for the ftre of software.
The 3athera" an the Ba&aar
+inx is s'versive. Who wold have thoght even five 1ears ago I1$$1B that a world5!lass
operating s1ste" !old !oales!e as if '1 "agi! ot of part5ti"e ha!king '1 several thosand
developers s!attered all over the planet2 !onne!ted onl1 '1 the tenos strands of the
/nternetJ
?ertainl1 not /. <1 the ti"e +inx swa" onto "1 radar s!reen in earl1 1$$32 / had alread1
'een involved in Enix and open5sor!e develop"ent for ten 1ears. / was one of the first -:E
!ontri'tors in the "id51$%#s. / had released a good deal of open5sor!e software onto the
net2 developing or !o5developing several progra"s Inetha!k2 *"a!s3s K? and -EF "odes2
xlife2 and othersB that are still in wide se toda1. / thoght / knew how it was done.
+inx overtrned "!h of what / thoght / knew. / had 'een prea!hing the Enix gospel of
s"all tools2 rapid protot1ping and evoltionar1 progra""ing for 1ears. <t / also 'elieved
there was a !ertain !riti!al !o"plexit1 a'ove whi!h a "ore !entrali0ed2 a priori approa!h was
re=ired. / 'elieved that the "ost i"portant software Ioperating s1ste"s and reall1 large tools
like the *"a!s progra""ing editorB needed to 'e 'ilt like !athedrals2 !arefll1 !rafted '1
individal wi0ards or s"all 'ands of "ages working in splendid isolation2 with no 'eta to 'e
released 'efore its ti"e.
+ins 6orvalds3s st1le of develop"entUrelease earl1 and often2 delegate ever1thing 1o !an2
'e open to the point of pro"is!it1U!a"e as a srprise. :o =iet2 reverent !athedral5
'ilding hereUrather2 the +inx !o""nit1 see"ed to rese"'le a great 'a''ling 'a0aar of
differing agendas and approa!hes Iaptl1 s1"'oli0ed '1 the +inx ar!hive sites2 who3d take
s'"issions fro" anyoneB ot of whi!h a !oherent and sta'le s1ste" !old see"ingl1 e"erge
onl1 '1 a s!!ession of "ira!les.
6he fa!t that this 'a0aar st1le see"ed to work2 and work well2 !a"e as a distin!t sho!k. )s /
learned "1 wa1 arond2 / worked hard not 8st at individal pro8e!ts2 't also at tr1ing to
nderstand wh1 the +inx world not onl1 didn3t fl1 apart in !onfsion 't see"ed to go fro"
strength to strength at a speed 'arel1 i"agina'le to !athedral5'ilders.
<1 "id51$$6 / thoght / was 'eginning to nderstand. ?han!e handed "e a perfe!t wa1 to
test "1 theor12 in the for" of an open5sor!e pro8e!t that / !old !ons!iosl1 tr1 to rn in the
'a0aar st1le. So / didUand it was a signifi!ant s!!ess.
6his is the stor1 of that pro8e!t. /3ll se it to propose so"e aphoris"s a'ot effe!tive open5
sor!e develop"ent. :ot all of these are things / first learned in the +inx world2 't we3ll
see how the +inx world gives the" parti!lar point. /f /3" !orre!t2 the13ll help 1o
nderstand exa!tl1 what it is that "akes the +inx !o""nit1 s!h a fontain of good
softwareUand2 perhaps2 the1 will help 1o 'e!o"e "ore prod!tive 1orself.
The Mai" M#st !et Thro#gh
Sin!e 1$$3 /3d 'een rnning the te!hni!al side of a s"all free5a!!ess /nternet servi!e provider
!alled ?hester ?ont1 /nter+ink I??/+B in West ?hester2 Cenns1lvania. / !o5fonded ??/+
131
and wrote or ni=e "ltiser 'lletin5'oard softwareU1o !an !he!k it ot '1 telnetting to
lo!ke.!!il.org. 6oda1 it spports al"ost three thosand sers on thirt1 lines. 6he 8o' allowed
"e 245hor5a5da1 a!!ess to the net throgh ??/+3s 56R lineUin fa!t2 the 8o' pra!ti!all1
de"anded it7
/ had gotten =ite sed to instant /nternet e"ail. / fond having to periodi!all1 telnet over to
lo!ke to !he!k "1 "ail anno1ing. What / wanted was for "1 "ail to 'e delivered on snark
I"1 ho"e s1ste"B so that / wold 'e notified when it arrived and !old handle it sing all "1
lo!al tools.
6he /nternet3s native "ail forwarding proto!ol2 S@6C ISi"ple @ail 6ransfer Croto!olB2
woldn3t sit2 'e!ase it works 'est when "a!hines are !onne!ted fll5ti"e2 while "1
personal "a!hine isn3t alwa1s on the /nternet2 and doesn3t have a stati! /C address. What /
needed was a progra" that wold rea!h ot over "1 inter"ittent dialp !onne!tion and pll
a!ross "1 "ail to 'e delivered lo!all1. / knew s!h things existed2 and that "ost of the" sed
a si"ple appli!ation proto!ol !alled C4C ICost 4ffi!e Croto!olB. C4C is now widel1
spported '1 "ost !o""on "ail !lients2 't at the ti"e2 it wasn3t 'ilt in to the "ail reader /
was sing.
/ needed a C4C3 !lient. So / went ot on the /nternet and fond one. )!tall12 / fond three
or for. / sed one of the" for a while2 't it was "issing what see"ed an o'vios featre2
the a'ilit1 to ha!k the addresses on fet!hed "ail so replies wold work properl1.
6he pro'le" was this: sppose so"eone na"ed ]8oe3 on lo!ke sent "e "ail. /f / fet!hed the
"ail to snark and then tried to repl1 to it2 "1 "ailer wold !heerfll1 tr1 to ship it to a
nonexistent ]8oe3 on snark. >and5editing repl1 addresses to ta!k on ^_!!il.org` =i!kl1 got
to 'e a serios pain.
6his was !learl1 so"ething the !o"pter oght to 'e doing for "e. <t none of the existing
C4C !lients knew how7 )nd this 'rings s to the first lesson:
1. *ver1 good work of software starts '1 s!rat!hing a developer3s personal it!h.
Cerhaps this shold have 'een o'vios Iit3s long 'een prover'ial that ]]:e!essit1 is the
"other of invention33B 't too often software developers spend their da1s grinding awa1 for
pa1 at progra"s the1 neither need nor love. <t not in the +inx worldUwhi!h "a1 explain
wh1 the average =alit1 of software originated in the +inx !o""nit1 is so high.
So2 did / i""ediatel1 lan!h into a frios whirl of !oding p a 'rand5new C4C3 !lient to
!o"pete with the existing onesJ :ot on 1or life7 / looked !arefll1 at the C4C tilities / had
in hand2 asking "1self ]]Whi!h one is !losest to what / wantJ33 <e!ase:
2. -ood progra""ers know what to write. -reat ones know what to rewrite
Iand reseB.
While / don3t !lai" to 'e a great progra""er2 / tr1 to i"itate one. )n i"portant trait of the
great ones is !onstr!tive la0iness. 6he1 know that 1o get an ) not for effort 't for reslts2
and that it3s al"ost alwa1s easier to start fro" a good partial soltion than fro" nothing at all.
132
+ins 6orvalds2 for exa"ple2 didn3t a!tall1 tr1 to write +inx fro" s!rat!h. /nstead2 he
started '1 resing !ode and ideas fro" @inix2 a tin1 Enix5like operating s1ste" for C?
!lones. *ventall1 all the @inix !ode went awa1 or was !o"pletel1 rewrittenU't while it
was there2 it provided s!affolding for the infant that wold eventall1 'e!o"e +inx.
/n the sa"e spirit2 / went looking for an existing C4C tilit1 that was reasona'l1 well !oded2
to se as a develop"ent 'ase.
6he sor!e5sharing tradition of the Enix world has alwa1s 'een friendl1 to !ode rese Ithis is
wh1 the -:E pro8e!t !hose Enix as a 'ase 4S2 in spite of serios reservations a'ot the 4S
itselfB. 6he +inx world has taken this tradition nearl1 to its te!hnologi!al li"it9 it has
tera'1tes of open sor!es generall1 availa'le. So spending ti"e looking for so"e else3s
al"ost5good5enogh is "ore likel1 to give 1o good reslts in the +inx world than
an1where else.
)nd it did for "e. With those /3d fond earlier2 "1 se!ond sear!h "ade p a total of nine
!andidatesUfet!hpop2 Cop6art2 get5"ail2 gwpop2 pi"p2 pop5perl2 pop!2 pop"ail and pop.
6he one / first settled on was ]fet!hpop3 '1 Seng5>ong 4h. / pt "1 header5rewrite featre
in it2 and "ade varios other i"prove"ents whi!h the athor a!!epted into his 1.$ release.
) few weeks later2 thogh2 / st"'led a!ross the !ode for C4C!lient '1 ?arl >arris2 and
fond / had a pro'le". 6hogh fet!hpop had so"e good original ideas in it Is!h as its
'a!kgrond5dae"on "odeB2 it !old onl1 handle C4C3 and was rather a"aterishl1 !oded
ISeng5>ong was at that ti"e a 'right 't inexperien!ed progra""er2 and 'oth traits
showedB. ?arl3s !ode was 'etter2 =ite professional and solid2 't his progra" la!ked several
i"portant and rather tri!k15to5i"ple"ent fet!hpop featres Iin!lding those /3d !oded
"1selfB.
Sta1 or swit!hJ /f / swit!hed2 /3d 'e throwing awa1 the !oding /3d alread1 done in ex!hange
for a 'etter develop"ent 'ase.
) pra!ti!al "otive to swit!h was the presen!e of "ltiple5proto!ol spport. C4C3 is the "ost
!o""onl1 sed of the post5offi!e server proto!ols2 't not the onl1 one. ;et!hpop and the
other !o"petition didn3t do C4C22 ,C4C2 or )C4C2 and / was alread1 having vage thoghts
of perhaps adding /@)C I/nternet @essage )!!ess Croto!ol2 the "ost re!entl1 designed and
"ost powerfl post5offi!e proto!olB 8st for fn.
<t / had a "ore theoreti!al reason to think swit!hing "ight 'e as good an idea as well2
so"ething / learned long 'efore +inx.
3. ]]Clan to throw one awa19 1o will2 an1how.33 I;red <rooks2 #he )ythical
)an*)onth2 ?hapter 11B
4r2 to pt it another wa12 1o often don3t reall1 nderstand the pro'le" ntil after the first
ti"e 1o i"ple"ent a soltion. 6he se!ond ti"e2 "a1'e 1o know enogh to do it right. So if
1o want to get it right2 'e read1 to start over at least on!e W(<X.
Well I/ told "1selfB the !hanges to fet!hpop had 'een "1 first tr1. So / swit!hed.
133
)fter / sent "1 first set of C4C!lient pat!hes to ?arl >arris on 25 (ne 1$$62 / fond ot that
he had 'asi!all1 lost interest in C4C!lient so"e ti"e 'efore. 6he !ode was a 'it dst12 with
"inor 'gs hanging ot. / had "an1 !hanges to "ake2 and we =i!kl1 agreed that the logi!al
thing for "e to do was take over the progra".
Withot "1 a!tall1 noti!ing2 the pro8e!t had es!alated. :o longer was / 8st !onte"plating
"inor pat!hes to an existing C4C !lient. / took on "aintaining an entire one2 and there were
ideas '''ling in "1 head that / knew wold pro'a'l1 lead to "a8or !hanges.
/n a software !ltre that en!orages !ode5sharing2 this is a natral wa1 for a pro8e!t to
evolve. / was a!ting ot this prin!iple:
4. /f 1o have the right attitde2 interesting pro'le"s will find 1o.
<t ?arl >arris3s attitde was even "ore i"portant. >e nderstood that
5. When 1o lose interest in a progra"2 1or last dt1 to it is to hand it off to a
!o"petent s!!essor.
Withot ever having to dis!ss it2 ?arl and / knew we had a !o""on goal of having the 'est
soltion ot there. 6he onl1 =estion for either of s was whether / !old esta'lish that / was
a safe pair of hands. 4n!e / did that2 he a!ted with gra!e and dispat!h. / hope / will do as well
when it !o"es "1 trn.
The Importan%e o* 5aving 6sers
)nd so / inherited C4C!lient. (st as i"portantl12 / inherited C4C!lient3s ser 'ase. Esers are
wonderfl things to have2 and not 8st 'e!ase the1 de"onstrate that 1o3re serving a need2
that 1o3ve done so"ething right. Croperl1 !ltivated2 the1 !an 'e!o"e !o5developers.
)nother strength of the Enix tradition2 one that +inx pshes to a happ1 extre"e2 is that a lot
of sers are ha!kers too. <e!ase sor!e !ode is availa'le2 the1 !an 'e effective ha!kers. 6his
!an 'e tre"endosl1 sefl for shortening de'gging ti"e. -iven a 'it of en!orage"ent2
1or sers will diagnose pro'le"s2 sggest fixes2 and help i"prove the !ode far "ore =i!kl1
than 1o !old naided.
6. 6reating 1or sers as !o5developers is 1or least5hassle rote to rapid !ode
i"prove"ent and effe!tive de'gging.
6he power of this effe!t is eas1 to nderesti"ate. /n fa!t2 prett1 well all of s in the open5
sor!e world drasti!all1 nderesti"ated how well it wold s!ale p with n"'er of sers and
against s1ste" !o"plexit12 ntil +ins 6orvalds showed s differentl1.
/n fa!t2 / think +ins3s !leverest and "ost !onse=ential ha!k was not the !onstr!tion of the
+inx kernel itself2 't rather his invention of the +inx develop"ent "odel. When /
expressed this opinion in his presen!e on!e2 he s"iled and =ietl1 repeated so"ething he has
often said: ]]/3" 'asi!all1 a ver1 la01 person who likes to get !redit for things other people
a!tall1 do.33 +a01 like a fox. 4r2 as ,o'ert >einlein fa"osl1 wrote of one of his !hara!ters2
too la01 to fail.
134
/n retrospe!t2 one pre!edent for the "ethods and s!!ess of +inx !an 'e seen in the
develop"ent of the -:E *"a!s +isp li'rar1 and +isp !ode ar!hives. /n !ontrast to the
!athedral5'ilding st1le of the *"a!s ? !ore and "ost other -:E tools2 the evoltion of the
+isp !ode pool was flid and ver1 ser5driven. /deas and protot1pe "odes were often
rewritten three or for ti"es 'efore rea!hing a sta'le final for". )nd loosel15!opled
!olla'orations ena'led '1 the /nternet2 a la +inx2 were fre=ent.
/ndeed2 "1 own "ost s!!essfl single ha!k previos to ;et!h"ail was pro'a'l1 *"a!s K?
Iversion !ontrolB "ode2 a +inx5like !olla'oration '1 e"ail with three other people2 onl1 one
of who" I,i!hard Stall"an2 the athor of *"a!s and fonder of the ;ree Software
;ondationB / have "et to this da1. /t was a front5end for S??S2 ,?S and later ?KS fro"
within *"a!s that offered ]]one5to!h33 version !ontrol operations. /t evolved fro" a tin12
!rde s!!s.el "ode so"e'od1 else had written. )nd the develop"ent of K? s!!eeded
'e!ase2 nlike *"a!s itself2 *"a!s +isp !ode !old go throgh release/test/i"prove
generations ver1 =i!kl1.
6he *"a!s stor1 is not ni=e. 6here have 'een other software prod!ts with a two5level
ar!hite!tre and a two5tier ser !o""nit1 that !o"'ined a !athedral5"ode !ore and a
'a0aar5"ode tool'ox. 4ne s!h is @)6+)<2 a !o""er!ial data5anal1sis and visali0ation
tool. Esers of @)6+)< and other prod!ts with a si"ilar str!tre invaria'l1 report that the
a!tion2 the fer"ent2 the innovation "ostl1 takes pla!e in the open part of the tool where a
large and varied !o""nit1 !an tinker with it.
$e"ease Ear"y+ $e"ease '*ten
*arl1 and fre=ent releases are a !riti!al part of the +inx develop"ent "odel. @ost
developers Iin!lding "eB sed to 'elieve this was 'ad poli!1 for larger than trivial pro8e!ts2
'e!ase earl1 versions are al"ost '1 definition 'gg1 versions and 1o don3t want to wear
ot the patien!e of 1or sers.
6his 'elief reinfor!ed the general !o""it"ent to a !athedral5'ilding st1le of develop"ent.
/f the overriding o'8e!tive was for sers to see as few 'gs as possi'le2 wh1 then 1o3d onl1
release a version ever1 six "onths Ior less oftenB2 and work like a dog on de'gging 'etween
releases. 6he *"a!s ? !ore was developed this wa1. 6he +isp li'rar12 in effe!t2 was notU
'e!ase there were a!tive +isp ar!hives otside the ;S;3s !ontrol2 where 1o !old go to find
new and develop"ent !ode versions independentl1 of *"a!s3s release !1!le WH,X.
6he "ost i"portant of these2 the 4hio State *"a!s +isp ar!hive2 anti!ipated the spirit and
"an1 of the featres of toda13s 'ig +inx ar!hives. <t few of s reall1 thoght ver1 hard
a'ot what we were doing2 or a'ot what the ver1 existen!e of that ar!hive sggested a'ot
pro'le"s in the ;S;3s !athedral5'ilding develop"ent "odel. / "ade one serios atte"pt
arond 1$$2 to get a lot of the 4hio !ode for"all1 "erged into the offi!ial *"a!s +isp
li'rar1. / ran into politi!al tro'le and was largel1 ns!!essfl.
<t '1 a 1ear later2 as +inx 'e!a"e widel1 visi'le2 it was !lear that so"ething different and
"!h healthier was going on there. +ins3s open develop"ent poli!1 was the ver1 opposite of
!athedral5'ilding. +inx3s /nternet ar!hives were 'rgeoning2 "ltiple distri'tions were
'eing floated. )nd all of this was driven '1 an nheard5of fre=en!1 of !ore s1ste" releases.
+ins was treating his sers as !o5developers in the "ost effe!tive possi'le wa1:
135
&. ,elease earl1. ,elease often. )nd listen to 1or !sto"ers.
+ins3s innovation wasn3t so "!h in doing =i!k5trnarond releases in!orporating lots of
ser feed'a!k Iso"ething like this had 'een Enix5world tradition for a long ti"eB2 't in
s!aling it p to a level of intensit1 that "at!hed the !o"plexit1 of what he was developing. /n
those earl1 ti"es Iarond 1$$1B it wasn3t nknown for hi" to release a new kernel "ore than
on!e a day+ <e!ase he !ltivated his 'ase of !o5developers and leveraged the /nternet for
!olla'oration harder than an1one else2 this worked.
<t ho" did it workJ )nd was it so"ething / !old dpli!ate2 or did it rel1 on so"e ni=e
genis of +ins 6orvaldsJ
/ didn3t think so. -ranted2 +ins is a da"n fine ha!ker. >ow "an1 of s !old engineer an
entire prod!tion5=alit1 operating s1ste" kernel fro" s!rat!hJ <t +inx didn3t represent
an1 aweso"e !on!eptal leap forward. +ins is not Ior at least2 not 1etB an innovative genis
of design in the wa1 that2 sa12 ,i!hard Stall"an or (a"es -osling Iof :eWS and (avaB are.
,ather2 +ins see"s to "e to 'e a genis of engineering and i"ple"entation2 with a sixth
sense for avoiding 'gs and develop"ent dead5ends and a tre kna!k for finding the
"ini""5effort path fro" point ) to point <. /ndeed2 the whole design of +inx 'reathes this
=alit1 and "irrors +ins3s essentiall1 !onservative and si"plif1ing design approa!h.
So2 if rapid releases and leveraging the /nternet "edi" to the hilt were not a!!idents 't
integral parts of +ins3s engineering5genis insight into the "ini""5effort path2 what was
he "axi"i0ingJ What was he !ranking ot of the "a!hiner1J
Ct that wa12 the =estion answers itself. +ins was keeping his ha!ker/sers !onstantl1
sti"lated and rewardedUsti"lated '1 the prospe!t of having an ego5satisf1ing pie!e of the
a!tion2 rewarded '1 the sight of !onstant Ieven dailyB i"prove"ent in their work.
+ins was dire!tl1 ai"ing to "axi"i0e the n"'er of person5hors thrown at de'gging and
develop"ent2 even at the possi'le !ost of insta'ilit1 in the !ode and ser5'ase 'rnot if an1
serios 'g proved intra!ta'le. +ins was 'ehaving as thogh he 'elieved so"ething like
this:
%. -iven a large enogh 'eta5tester and !o5developer 'ase2 al"ost ever1 pro'le"
will 'e !hara!teri0ed =i!kl1 and the fix o'vios to so"eone.
4r2 less for"all12 ]]-iven enogh e1e'alls2 all 'gs are shallow.33 / d' this: ]]+ins3s +aw33.
@1 original for"lation was that ever1 pro'le" ]]will 'e transparent to so"e'od133. +ins
de"rred that the person who nderstands and fixes the pro'le" is not ne!essaril1 or even
sall1 the person who first !hara!teri0es it. ]]So"e'od1 finds the pro'le"233 he sa1s2 ]]and
so"e'od1 else nderstands it. )nd /3ll go on re!ord as sa1ing that finding it is the 'igger
!hallenge.33 6hat !orre!tion is i"portant9 we3ll see how in the next se!tion2 when we exa"ine
the pra!ti!e of de'gging in "ore detail. <t the ke1 point is that 'oth parts of the pro!ess
Ifinding and fixingB tend to happen rapidl1.
/n +ins3s +aw2 / think2 lies the !ore differen!e nderl1ing the !athedral5'ilder and 'a0aar
st1les. /n the !athedral5'ilder view of progra""ing2 'gs and develop"ent pro'le"s are
tri!k12 insidios2 deep pheno"ena. /t takes "onths of s!rtin1 '1 a dedi!ated few to develop
136
!onfiden!e that 1o3ve winkled the" all ot. 6hs the long release intervals2 and the
inevita'le disappoint"ent when long5awaited releases are not perfe!t.
/n the 'a0aar view2 on the other hand2 1o ass"e that 'gs are generall1 shallow pheno"ena
Uor2 at least2 that the1 trn shallow prett1 =i!kl1 when exposed to a thosand eager !o5
developers ponding on ever1 single new release. )!!ordingl1 1o release often in order to
get "ore !orre!tions2 and as a 'enefi!ial side effe!t 1o have less to lose if an o!!asional
'ot!h gets ot the door.
)nd that3s it. 6hat3s enogh. /f ]]+ins3s +aw33 is false2 then an1 s1ste" as !o"plex as the
+inx kernel2 'eing ha!ked over '1 as "an1 hands as the that kernel was2 shold at so"e
point have !ollapsed nder the weight of nforseen 'ad intera!tions and ndis!overed ]]deep33
'gs. /f it3s tre2 on the other hand2 it is sffi!ient to explain +inx3s relative la!k of
'gginess and its !ontinos pti"es spanning "onths or even 1ears.
@a1'e it sholdn3t have 'een s!h a srprise2 at that. So!iologists 1ears ago dis!overed that
the averaged opinion of a "ass of e=all1 expert Ior e=all1 ignorantB o'servers is =ite a 'it
"ore relia'le a predi!tor than the opinion of a single rando"l15!hosen one of the o'servers.
6he1 !alled this the ,elphi effect. /t appears that what +ins has shown is that this applies
even to de'gging an operating s1ste"Uthat the Felphi effe!t !an ta"e develop"ent
!o"plexit1 even at the !o"plexit1 level of an 4S kernel. W?KX
4ne spe!ial featre of the +inx sitation that !learl1 helps along the Felphi effe!t is the fa!t
that the !ontri'tors for an1 given pro8e!t are self5sele!ted. )n earl1 respondent pointed ot
that !ontri'tions are re!eived not fro" a rando" sa"ple2 't fro" people who are interested
enogh to se the software2 learn a'ot how it works2 atte"pt to find soltions to pro'le"s
the1 en!onter2 and a!tall1 prod!e an apparentl1 reasona'le fix. )n1one who passes all
these filters is highl1 likel1 to have so"ething sefl to !ontri'te.
+ins3s +aw !an 'e rephrased as ]]Fe'gging is paralleli0a'le33. )lthogh de'gging re=ires
de'ggers to !o""ni!ate with so"e !oordinating developer2 it doesn3t re=ire signifi!ant
!oordination 'etween de'ggers. 6hs it doesn3t fall pre1 to the sa"e =adrati! !o"plexit1
and "anage"ent !osts that "ake adding developers pro'le"ati!.
/n pra!ti!e2 the theoreti!al loss of effi!ien!1 de to dpli!ation of work '1 de'ggers al"ost
never see"s to 'e an isse in the +inx world. 4ne effe!t of a ]]release earl1 and often33
poli!1 is to "ini"i0e s!h dpli!ation '1 propagating fed5'a!k fixes =i!kl1 W(>X.
<rooks Ithe athor of #he )ythical )an*)onthB even "ade an off5hand o'servation related
to this: ]]6he total !ost of "aintaining a widel1 sed progra" is t1pi!all1 4# per!ent or "ore
of the !ost of developing it. Srprisingl1 this !ost is strongl1 affe!ted '1 the n"'er of sers.
)ore users find more bugs.33 We"phasis addedX.
@ore sers find "ore 'gs 'e!ase adding "ore sers adds "ore different wa1s of stressing
the progra". 6his effe!t is a"plified when the sers are !o5developers. *a!h one approa!hes
the task of 'g !hara!teri0ation with a slightl1 different per!eptal set and anal1ti!al toolkit2 a
different angle on the pro'le". 6he ]]Felphi effe!t33 see"s to work pre!isel1 'e!ase of this
variation. /n the spe!ifi! !ontext of de'gging2 the variation also tends to red!e dpli!ation
of effort.
13&
So adding "ore 'eta5testers "a1 not red!e the !o"plexit1 of the !rrent ]]deepest33 'g
fro" the developer-s point of view2 't it in!reases the pro'a'ilit1 that so"eone3s toolkit will
'e "at!hed to the pro'le" in s!h a wa1 that the 'g is shallow to that person.
+ins !oppers his 'ets2 too. /n !ase there are serios 'gs2 +inx kernel version are n"'ered
in s!h a wa1 that potential sers !an "ake a !hoi!e either to rn the last version designated
]]sta'le33 or to ride the !tting edge and risk 'gs in order to get new featres. 6his ta!ti! is
not 1et s1ste"ati!all1 i"itated '1 "ost +inx ha!kers2 't perhaps it shold 'e9 the fa!t that
either !hoi!e is availa'le "akes 'oth "ore attra!tive. W><SX
5o, Many Eye)a""s Tame 3omp"e.ity
/t3s one thing to o'serve in the large that the 'a0aar st1le greatl1 a!!elerates de'gging and
!ode evoltion. /t3s another to nderstand exa!tl1 how and wh1 it does so at the "i!ro5level
of da15to5da1 developer and tester 'ehavior. /n this se!tion Iwritten three 1ears after the
original paper2 sing insights '1 developers who read it and re5exa"ined their own 'ehaviorB
we3ll take a hard look at the a!tal "e!hanis"s. :on5te!hni!all1 in!lined readers !an safel1
skip to the next se!tion.
4ne ke1 to nderstanding is to reali0e exa!tl1 wh1 it is that the kind of 'g report non[
sor!e5aware sers nor"all1 trn in tends not to 'e ver1 sefl. :on[sor!e5aware sers tend
to report onl1 srfa!e s1"pto"s9 the1 take their environ"ent for granted2 so the1 IaB o"it
!riti!al 'a!kgrond data2 and I'B seldo" in!lde a relia'le re!ipe for reprod!ing the 'g.
6he nderl1ing pro'le" here is a "is"at!h 'etween the tester3s and the developer3s "ental
"odels of the progra"9 the tester2 on the otside looking in2 and the developer on the inside
looking ot. /n !losed5sor!e develop"ent the13re 'oth st!k in these roles2 and tend to talk
past ea!h other and find ea!h other deepl1 frstrating.
4pen5sor!e develop"ent 'reaks this 'ind2 "aking it far easier for tester and developer to
develop a shared representation gronded in the a!tal sor!e !ode and to !o""ni!ate
effe!tivel1 a'ot it. Cra!ti!all12 there is a hge differen!e in leverage for the developer
'etween the kind of 'g report that 8st reports externall15visi'le s1"pto"s and the kind that
hooks dire!tl1 to the developer3s sor!e5!ode['ased "ental representation of the progra".
@ost 'gs2 "ost of the ti"e2 are easil1 nailed given even an in!o"plete 't sggestive
!hara!teri0ation of their error !onditions at sor!e5!ode level. When so"eone a"ong 1or
'eta5testers !an point ot2 Athere3s a 'ondar1 pro'le" in line nnnA2 or even 8st Ander
!onditions V2 Y2 and Y2 this varia'le rolls overA2 a =i!k look at the offending !ode often
sffi!es to pin down the exa!t "ode of failre and generate a fix.
6hs2 sor!e5!ode awareness '1 'oth parties greatl1 enhan!es 'oth good !o""ni!ation and
the s1nerg1 'etween what a 'eta5tester reports and what the !ore developerIsB know. /n trn2
this "eans that the !ore developers3 ti"e tends to 'e well !onserved2 even with "an1
!olla'orators.
)nother !hara!teristi! of the open5sor!e "ethod that !onserves developer ti"e is the
!o""ni!ation str!tre of t1pi!al open5sor!e pro8e!ts. )'ove / sed the ter" A!ore
developerA9 this refle!ts a distin!tion 'etween the pro8e!t !ore It1pi!all1 =ite s"all9 a single
13%
!ore developer is !o""on2 and one to three is t1pi!alB and the pro8e!t halo of 'eta5testers and
availa'le !ontri'tors Iwhi!h often n"'ers in the hndredsB.
6he fnda"ental pro'le" that traditional software5develop"ent organi0ation addresses is
<rook3s +aw: ]])dding "ore progra""ers to a late pro8e!t "akes it later.33 @ore generall12
<rooks3s +aw predi!ts that the !o"plexit1 and !o""ni!ation !osts of a pro8e!t rise with the
s=are of the n"'er of developers2 while work done onl1 rises linearl1.
<rooks3s +aw is fonded on experien!e that 'gs tend strongl1 to !lster at the interfa!es
'etween !ode written '1 different people2 and that !o""ni!ations/!oordination overhead on
a pro8e!t tends to rise with the n"'er of interfa!es 'etween h"an 'eings. 6hs2 pro'le"s
s!ale with the n"'er of !o""ni!ations paths 'etween developers2 whi!h s!ales as the
s=are of the h"'er of developers I"ore pre!isel12 a!!ording to the for"la :GI: 5 1B/2
where : is the n"'er of developersB.
6he <rooks3s +aw anal1sis Iand the reslting fear of large n"'ers in develop"ent gropsB
rests on a hidden ass""ption: that the !o""ni!ations str!tre of the pro8e!t is
ne!essaril1 a !o"plete graph2 that ever1'od1 talks to ever1'od1 else. <t on open5sor!e
pro8e!ts2 the halo developers work on what are in effe!t separa'le parallel s'tasks and
intera!t with ea!h other ver1 little9 !ode !hanges and 'g reports strea" throgh the !ore
grop2 and onl1 "ithin that s"all !ore grop do we pa1 the fll <rooksian overhead. WSEX
6here are are still "ore reasons that sor!e5!ode[level 'g reporting tends to 'e ver1
effi!ient. 6he1 !enter arond the fa!t that a single error !an often have "ltiple possi'le
s1"pto"s2 "anifesting differentl1 depending on details of the ser3s sage pattern and
environ"ent. S!h errors tend to 'e exa!tl1 the sort of !o"plex and s'tle 'gs Is!h as
d1na"i!5"e"or15"anage"ent errors or nondeter"inisti! interrpt5window artifa!tsB that are
hardest to reprod!e at will or to pin down '1 stati! anal1sis2 and whi!h do the "ost to !reate
long5ter" pro'le"s in software.
) tester who sends in a tentative sor!e5!ode[level !hara!teri0ation of s!h a "lti5s1"pto"
'g Ie.g. A/t looks to "e like there3s a window in the signal handling near line 125#A or
AWhere are 1o 0eroing that 'fferJAB "a1 give a developer2 otherwise too !lose to the !ode
to see it2 the !riti!al !le to a half5do0en disparate s1"pto"s. /n !ases like this2 it "a1 'e
hard or even i"possi'le to know whi!h externall15visi'le "is'ehavior was !ased '1
pre!isel1 whi!h 'gU't with fre=ent releases2 it3s nne!essar1 to know. 4ther
!olla'orators will 'e likel1 to find ot =i!kl1 whether their 'g has 'een fixed or not. /n
"an1 !ases2 sor!e5level 'g reports will !ase "is'ehaviors to drop ot withot ever
having 'een attri'ted to an1 spe!ifi! fix.
?o"plex "lti5s1"pto" errors also tend to have "ltiple tra!e paths fro" srfa!e s1"pto"s
'a!k to the a!tal 'g. Whi!h of the tra!e paths a given developer or tester !an !hase "a1
depend on s'tleties of that person3s environ"ent2 and "a1 well !hange in a not o'viosl1
deter"inisti! wa1 over ti"e. /n effe!t2 ea!h developer and tester sa"ples a se"i5rando" set
of the progra"3s state spa!e when looking for the etiolog1 of a s1"pto". 6he "ore s'tle
and !o"plex the 'g2 the less likel1 that skill will 'e a'le to garantee the relevan!e of that
sa"ple.
;or si"ple and easil1 reprod!i'le 'gs2 then2 the a!!ent will 'e on the Ase"iA rather than the
Arando"A9 de'gging skill and inti"a!1 with the !ode and its ar!hite!tre will "atter a lot.
13$
<t for !o"plex 'gs2 the a!!ent will 'e on the Arando"A. Ender these !ir!"stan!es "an1
people rnning tra!es will 'e "!h "ore effe!tive than a few people rnning tra!es
se=entiall1Ueven if the few have a "!h higher average skill level.
6his effe!t will 'e greatl1 a"plified if the diffi!lt1 of following tra!e paths fro" different
srfa!e s1"pto"s 'a!k to a 'g varies signifi!antl1 in a wa1 that !an3t 'e predi!ted '1
looking at the s1"pto"s. ) single developer sa"pling those paths se=entiall1 will 'e as
likel1 to pi!k a diffi!lt tra!e path on the first tr1 as an eas1 one. 4n the other hand2 sppose
"an1 people are tr1ing tra!e paths in parallel while doing rapid releases. 6hen it is likel1 one
of the" will find the easiest path i""ediatel12 and nail the 'g in a "!h shorter ti"e. 6he
pro8e!t "aintainer will see that2 ship a new release2 and the other people rnning tra!es on the
sa"e 'g will 'e a'le to stop 'efore having spent too "!h ti"e on their "ore diffi!lt tra!es
W,(X.
When Is a $ose :ot a $oseG
>aving stdied +ins3s 'ehavior and for"ed a theor1 a'ot wh1 it was s!!essfl2 / "ade a
!ons!ios de!ision to test this theor1 on "1 new Iad"ittedl1 "!h less !o"plex and
a"'itiosB pro8e!t.
<t the first thing / did was reorgani0e and si"plif1 C4C!lient a lot. ?arl >arris3s
i"ple"entation was ver1 sond2 't exhi'ited a kind of nne!essar1 !o"plexit1 !o""on to
"an1 ? progra""ers. >e treated the !ode as !entral and the data str!tres as spport for the
!ode. )s a reslt2 the !ode was 'eatifl 't the data str!tre design ad5ho! and rather gl1
Iat least '1 the high standards of this veteran +/SC ha!kerB.
/ had another prpose for rewriting 'esides i"proving the !ode and the data str!tre design2
however. 6hat was to evolve it into so"ething / nderstood !o"pletel1. /t3s no fn to 'e
responsi'le for fixing 'gs in a progra" 1o don3t nderstand.
;or the first "onth or so2 then2 / was si"pl1 following ot the i"pli!ations of ?arl3s 'asi!
design. 6he first serios !hange / "ade was to add /@)C spport. / did this '1 reorgani0ing
the proto!ol "a!hines into a generi! driver and three "ethod ta'les Ifor C4C22 C4C32 and
/@)CB. 6his and the previos !hanges illstrate a general prin!iple that3s good for
progra""ers to keep in "ind2 espe!iall1 in langages like ? that don3t natrall1 do d1na"i!
t1ping:
$. S"art data str!tres and d"' !ode works a lot 'etter than the other wa1
arond.
<rooks2 ?hapter $: ]]Show "e 1or flow!hart and !on!eal 1or ta'les2 and / shall !ontine to
'e "1stified. Show "e 1or ta'les2 and / won3t sall1 need 1or flow!hart9 it3ll 'e o'vios.33
)llowing for thirt1 1ears of ter"inologi!al/!ltral shift2 it3s the sa"e point.
)t this point Iearl1 Septe"'er 1$$62 a'ot six weeks fro" 0eroB / started thinking that a
na"e !hange "ight 'e in orderUafter all2 it wasn3t 8st a C4C !lient an1 "ore. <t /
hesitated2 'e!ase there was as 1et nothing geninel1 new in the design. @1 version of
C4C!lient had 1et to develop an identit1 of its own.
14#
6hat !hanged2 radi!all12 when C4C!lient learned how to forward fet!hed "ail to the S@6C
port. /3ll get to that in a "o"ent. <t first: / said earlier that /3d de!ided to se this pro8e!t to
test "1 theor1 a'ot what +ins 6orvalds had done right. >ow I1o "a1 well askB did / do
thatJ /n these wa1s:
/ released earl1 and often Ial"ost never less often than ever1 ten da1s9 dring periods
of intense develop"ent2 on!e a da1B.
/ grew "1 'eta list '1 adding to it ever1one who !onta!ted "e a'ot ;et!h"ail.
/ sent !hatt1 annon!e"ents to the 'eta list whenever / released2 en!oraging people
to parti!ipate.
)nd / listened to "1 'eta5testers2 polling the" a'ot design de!isions and stroking
the" whenever the1 sent in pat!hes and feed'a!k.
6he pa1off fro" these si"ple "easres was i""ediate. ;ro" the 'eginning of the pro8e!t2 /
got 'g reports of a =alit1 "ost developers wold kill for2 often with good fixes atta!hed. /
got thoghtfl !riti!is"2 / got fan "ail2 / got intelligent featre sggestions. Whi!h leads to:
1#. /f 1o treat 1or 'eta5testers as if the13re 1or "ost vala'le resor!e2 the1
will respond '1 'e!o"ing 1or "ost vala'le resor!e.
4ne interesting "easre of ;et!h"ail3s s!!ess is the sheer si0e of the pro8e!t 'eta list2
;et!h"ail5friends. )t the ti"e of latest revision of this paper I:ove"'er 2###B it has 2%&
"e"'ers and is adding two or three a week.
)!tall12 when / revised in late @a1 1$$& / fond the list was 'eginning to lose "e"'ers
fro" its high of !lose to 3## for an interesting reason. Several people have asked "e to
ns's!ri'e the" 'e!ase ;et!h"ail is working so well for the" that the1 no longer need to
see the list traffi!7 Cerhaps this is part of the nor"al life5!1!le of a "atre 'a0aar5st1le
pro8e!t.
('(%"ient )e%omes -et%hmai"
6he real trning point in the pro8e!t was when >arr1 >o!hheiser sent "e his s!rat!h !ode for
forwarding "ail to the !lient "a!hine3s S@6C port. / reali0ed al"ost i""ediatel1 that a
relia'le i"ple"entation of this featre wold "ake all the other "ail deliver1 "odes next to
o'solete.
;or "an1 weeks / had 'een tweaking ;et!h"ail rather in!re"entall1 while feeling like the
interfa!e design was servi!ea'le 't gr''1Uinelegant and with too "an1 exigos options
hanging ot all over. 6he options to d"p fet!hed "ail to a "ail'ox file or standard otpt
parti!larl1 'othered "e2 't / !oldn3t figre ot wh1.
I/f 1o don3t !are a'ot the te!hni!alia of /nternet "ail2 the next two paragraphs !an 'e safel1
skipped.B
What / saw when / thoght a'ot S@6C forwarding was that C4C!lient had 'een tr1ing to do
too "an1 things. /t had 'een designed to 'e 'oth a "ail transport agent I@6)B and a lo!al
deliver1 agent I@F)B. With S@6C forwarding2 it !old get ot of the @F) 'siness and 'e
a pre @6)2 handing off "ail to other progra"s for lo!al deliver1 8st as Send"ail does.
141
Wh1 "ess with all the !o"plexit1 of !onfigring a "ail deliver1 agent or setting p lo!k5
and5append on a "ail'ox when port 25 is al"ost garanteed to 'e there on an1 platfor" with
6?C//C spport in the first pla!eJ *spe!iall1 when this "eans retrieved "ail is garanteed to
look like nor"al sender5initiated S@6C "ail2 whi!h is reall1 what we want an1wa1.
I<a!k to a higher level....B
*ven if 1o didn3t follow the pre!eding te!hni!al 8argon2 there are several i"portant lessons
here. ;irst2 this S@6C5forwarding !on!ept was the 'iggest single pa1off / got fro"
!ons!iosl1 tr1ing to e"late +ins3s "ethods. ) ser gave "e this terrifi! ideaUall / had to
do was nderstand the i"pli!ations.
11. 6he next 'est thing to having good ideas is re!ogni0ing good ideas fro" 1or
sers. So"eti"es the latter is 'etter.
/nterestingl1 enogh2 1o will =i!kl1 find that if 1o are !o"pletel1 and self5depre!atingl1
trthfl a'ot how "!h 1o owe other people2 the world at large will treat 1o as thogh
1o did ever1 'it of the invention 1orself and are 8st 'eing 'e!o"ingl1 "odest a'ot 1or
innate genis. We !an all see how well this worked for +ins7
IWhen / gave "1 talk at the first Cerl ?onferen!e in )gst 1$$&2 ha!ker extraordinaire +arr1
Wall was in the front row. )s / got to the last line a'ove he !alled ot2 religios5revival st1le2
]]6ell it2 tell it2 'rother733. 6he whole adien!e laghed2 'e!ase the1 knew this had worked
for the inventor of Cerl2 too.B
)fter a ver1 few weeks of rnning the pro8e!t in the sa"e spirit2 / 'egan to get si"ilar praise
not 8st fro" "1 sers 't fro" other people to who" the word leaked ot. / stashed awa1
so"e of that e"ail9 /3ll look at it again so"eti"e if / ever start wondering whether "1 life has
'een worthwhile :5B.
<t there are two "ore fnda"ental2 non5politi!al lessons here that are general to all kinds of
design.
12. 4ften2 the "ost striking and innovative soltions !o"e fro" reali0ing that
1or !on!ept of the pro'le" was wrong.
/ had 'een tr1ing to solve the wrong pro'le" '1 !ontining to develop C4C!lient as a
!o"'ined @6)/@F) with all kinds of fnk1 lo!al deliver1 "odes. ;et!h"ail3s design
needed to 'e rethoght fro" the grond p as a pre @6)2 a part of the nor"al S@6C5
speaking /nternet "ail path.
When 1o hit a wall in develop"entUwhen 1o find 1orself hard pt to think past the next
pat!hUit3s often ti"e to ask not whether 1o3ve got the right answer2 't whether 1o3re
asking the right =estion. Cerhaps the pro'le" needs to 'e refra"ed.
Well2 / had refra"ed "1 pro'le". ?learl12 the right thing to do was I1B ha!k S@6C
forwarding spport into the generi! driver2 I2B "ake it the defalt "ode2 and I3B eventall1
throw ot all the other deliver1 "odes2 espe!iall1 the deliver5to5file and deliver5to5standard5
otpt options.
142
/ hesitated over step 3 for so"e ti"e2 fearing to pset long5ti"e C4C!lient sers dependent
on the alternate deliver1 "e!hanis"s. /n theor12 the1 !old i""ediatel1 swit!h to .forward
files or their non5Send"ail e=ivalents to get the sa"e effe!ts. /n pra!ti!e the transition "ight
have 'een "ess1.
<t when / did it2 the 'enefits proved hge. 6he !rftiest parts of the driver !ode vanished.
?onfigration got radi!all1 si"plerUno "ore grovelling arond for the s1ste" @F) and
ser3s "ail'ox2 no "ore worries a'ot whether the nderl1ing 4S spports file lo!king.
)lso2 the onl1 wa1 to lose "ail vanished. /f 1o spe!ified deliver1 to a file and the disk got
fll2 1or "ail got lost. 6his !an3t happen with S@6C forwarding 'e!ase 1or S@6C listener
won3t retrn 4R nless the "essage !an 'e delivered or at least spooled for later deliver1.
)lso2 perfor"an!e i"proved Ithogh not so 1o3d noti!e it in a single rnB. )nother not
insignifi!ant 'enefit of this !hange was that the "anal page got a lot si"pler.
+ater2 / had to 'ring deliver1 via a ser5spe!ified lo!al @F) 'a!k in order to allow handling
of so"e o's!re sitations involving d1na"i! S+/C. <t / fond a "!h si"pler wa1 to do it.
6he "oralJ Fon3t hesitate to throw awa1 sperannated featres when 1o !an do it withot
loss of effe!tiveness. )ntoine de Saint5*xpMr1 Iwho was an aviator and air!raft designer
when he wasn3t athoring !lassi! !hildren3s 'ooksB said:
13. ]]Cerfe!tion Iin designB is a!hieved not when there is nothing "ore to add2 't
rather when there is nothing "ore to take awa1.33
When 1or !ode is getting 'oth 'etter and si"pler2 that is when 1o kno" it3s right. )nd in
the pro!ess2 the ;et!h"ail design a!=ired an identit1 of its own2 different fro" the an!estral
C4C!lient.
/t was ti"e for the na"e !hange. 6he new design looked "!h "ore like a dal of Send"ail
than the old C4C!lient had9 'oth are @6)s2 't where Send"ail pshes then delivers2 the
new C4C!lient plls then delivers. So2 two "onths off the 'lo!ks2 / rena"ed it ;et!h"ail.
6here is a "ore general lesson in this stor1 a'ot how S@6C deliver1 !a"e to ;et!h"ail. /t
is not onl1 de'gging that is paralleli0a'le9 develop"ent and Ito a perhaps srprising extentB
exploration of design spa!e is2 too. When 1or develop"ent "ode is rapidl1 iterative2
develop"ent and enhan!e"ent "a1 'e!o"e spe!ial !ases of de'ggingUfixing ]'gs of
o"ission3 in the original !apa'ilities or !on!ept of the software.
*ven at a higher level of design2 it !an 'e ver1 vala'le to have lots of !o5developers
rando"5walking throgh the design spa!e near 1or prod!t. ?onsider the wa1 a pddle of
water finds a drain2 or 'etter 1et how ants find food: exploration essentiall1 '1 diffsion2
followed '1 exploitation "ediated '1 a s!ala'le !o""ni!ation "e!hanis". 6his works ver1
well9 as with >arr1 >o!hheiser and "e2 one of 1or otriders "a1 well find a hge win
near'1 that 1o were 8st a little too !lose5fo!sed to see.
-et%hmai" !ro,s 6p
143
6here / was with a neat and innovative design2 !ode that / knew worked well 'e!ase / sed
it ever1 da12 and a 'rgeoning 'eta list. /t gradall1 dawned on "e that / was no longer
engaged in a trivial personal ha!k that "ight happen to 'e sefl to few other people. / had
"1 hands on a progra" that ever1 ha!ker with a Enix 'ox and a S+/C/CCC "ail !onne!tion
reall1 needs.
With the S@6C forwarding featre2 it plled far enogh in front of the !o"petition to
potentiall1 'e!o"e a ]]!ategor1 killer332 one of those !lassi! progra"s that fills its ni!he so
!o"petentl1 that the alternatives are not 8st dis!arded 't al"ost forgotten.
/ think 1o !an3t reall1 ai" or plan for a reslt like this. Yo have to get plled into it '1
design ideas so powerfl that afterward the reslts 8st see" inevita'le2 natral2 even
foreordained. 6he onl1 wa1 to tr1 for ideas like that is '1 having lots of ideasUor '1 having
the engineering 8dg"ent to take other peoples3 good ideas 'e1ond where the originators
thoght the1 !old go.
)nd1 6anen'a" had the original idea to 'ild a si"ple native Enix for /<@ C?s2 for se as
a tea!hing tool Ihe !alled it @inixB. +ins 6orvalds pshed the @inix !on!ept frther than
)ndrew pro'a'l1 thoght it !old goUand it grew into so"ething wonderfl. /n the sa"e
wa1 Ithogh on a s"aller s!aleB2 / took so"e ideas '1 ?arl >arris and >arr1 >o!hheiser and
pshed the" hard. :either of s was ]original3 in the ro"anti! wa1 people think is genis.
<t then2 "ost s!ien!e and engineering and software develop"ent isn3t done '1 original
genis2 ha!ker "1tholog1 to the !ontrar1.
6he reslts were prett1 head1 stff all the sa"eUin fa!t2 8st the kind of s!!ess ever1 ha!ker
lives for7 )nd the1 "eant / wold have to set "1 standards even higher. 6o "ake fet!h"ail as
good as / now saw it !old 'e2 /3d have to write not 8st for "1 own needs2 't also in!lde
and spport featres ne!essar1 to others 't otside "1 or'it. )nd do that while keeping the
progra" si"ple and ro'st.
6he first and overwhel"ingl1 "ost i"portant featre / wrote after reali0ing this was
"ltidrop spportUthe a'ilit1 to fet!h "ail fro" "ail'oxes that had a!!"lated all "ail for
a grop of sers2 and then rote ea!h pie!e of "ail to its individal re!ipients.
/ de!ided to add the "ltidrop spport partl1 'e!ase so"e sers were !la"oring for it2 't
"ostl1 'e!ase / thoght it wold shake 'gs ot of the single5drop !ode '1 for!ing "e to
deal with addressing in fll generalit1. )nd so it proved. -etting ,;? %22 address parsing
right took "e a re"arka'l1 long ti"e2 not 'e!ase an1 individal pie!e of it is hard 't
'e!ase it involved a pile of interdependent and fss1 details.
<t "ltidrop addressing trned ot to 'e an ex!ellent design de!ision as well. >ere3s how /
knew:
14. )n1 tool shold 'e sefl in the expe!ted wa12 't a trl1 great tool lends
itself to ses 1o never expe!ted.
6he nexpe!ted se for "ltidrop ;et!h"ail is to rn "ailing lists with the list kept2 and alias
expansion done2 on the client side of the /nternet !onne!tion. 6his "eans so"eone rnning a
personal "a!hine throgh an /SC a!!ont !an "anage a "ailing list withot !ontining
a!!ess to the /SC3s alias files.
144
)nother i"portant !hange de"anded '1 "1 'eta5testers was spport for %5'it @/@*
I@ltiprpose /nternet @ail *xtensionsB operation. 6his was prett1 eas1 to do2 'e!ase / had
'een !arefl to keep the !ode %5'it !lean Ithat is2 to not press the %th 'it2 nsed in the )S?//
!hara!ter set2 into servi!e to !arr1 infor"ation within the progra"B. :ot 'e!ase / anti!ipated
the de"and for this featre2 't rather in o'edien!e to another rle:
15. When writing gatewa1 software of an1 kind2 take pains to distr' the data
strea" as little as possi'leUand never throw awa1 infor"ation nless the
re!ipient for!es 1o to7
>ad / not o'e1ed this rle2 %5'it @/@* spport wold have 'een diffi!lt and 'gg1. )s it
was2 all / had to do is read the @/@* standard I,;? 1652B and add a trivial 'it of header5
generation logi!.
So"e *ropean sers 'gged "e into adding an option to li"it the n"'er of "essages
retrieved per session Iso the1 !an !ontrol !osts fro" their expensive phone networksB. /
resisted this for a long ti"e2 and /3" still not entirel1 happ1 a'ot it. <t if 1o3re writing for
the world2 1o have to listen to 1or !sto"ersUthis doesn3t !hange 8st 'e!ase the13re not
pa1ing 1o in "one1.
2 -e, More 4essons *rom -et%hmai"
<efore we go 'a!k to general software5engineering isses2 there are a !ople "ore spe!ifi!
lessons fro" the ;et!h"ail experien!e to ponder. :onte!hni!al readers !an safel1 skip this
se!tion.
6he r! I!ontrolB file s1ntax in!ldes optional ]noise3 ke1words that are entirel1 ignored '1 the
parser. 6he *nglish5like s1ntax the1 allow is !onsidera'l1 "ore reada'le than the traditional
terse ke1word5vale pairs 1o get when 1o strip the" all ot.
6hese started ot as a late5night experi"ent when / noti!ed how "!h the r! file de!larations
were 'eginning to rese"'le an i"perative "inilangage. I6his is also wh1 / !hanged the
original C4C!lient ]]server33 ke1word to ]]poll33B.
/t see"ed to "e that tr1ing to "ake that i"perative "inilangage "ore like *nglish "ight
"ake it easier to se. :ow2 althogh /3" a !onvin!ed partisan of the ]]"ake it a langage33
s!hool of design as exe"plified '1 *"a!s and >6@+ and "an1 data'ase engines2 / a" not
nor"all1 a 'ig fan of ]]*nglish5like33 s1ntaxes.
6raditionall1 progra""ers have tended to favor !ontrol s1ntaxes that are ver1 pre!ise and
!o"pa!t and have no redndan!1 at all. 6his is a !ltral lega!1 fro" when !o"pting
resor!es were expensive2 so parsing stages had to 'e as !heap and si"ple as possi'le.
*nglish2 with a'ot 5#L redndan!12 looked like a ver1 inappropriate "odel then.
6his is not "1 reason for nor"all1 avoiding *nglish5like s1ntaxes9 / "ention it here onl1 to
de"olish it. With !heap !1!les and !ore2 terseness shold not 'e an end in itself. :owada1s
it3s "ore i"portant for a langage to 'e !onvenient for h"ans than to 'e !heap for the
!o"pter.
145
6here re"ain2 however2 good reasons to 'e war1. 4ne is the !o"plexit1 !ost of the parsing
stageU1o don3t want to raise that to the point where it3s a signifi!ant sor!e of 'gs and ser
!onfsion in itself. )nother is that tr1ing to "ake a langage s1ntax *nglish5like often
de"ands that the ]]*nglish33 it speaks 'e 'ent seriosl1 ot of shape2 so "!h so that the
sperfi!ial rese"'lan!e to natral langage is as !onfsing as a traditional s1ntax wold have
'een. IYo see this 'ad effe!t in a lot of so5!alled ]]forth generation33 and !o""er!ial
data'ase5=er1 langages.B
6he ;et!h"ail !ontrol s1ntax see"s to avoid these pro'le"s 'e!ase the langage do"ain is
extre"el1 restri!ted. /t3s nowhere near a general5prpose langage9 the things it sa1s si"pl1
are not ver1 !o"pli!ated2 so there3s little potential for !onfsion in "oving "entall1 'etween
a tin1 s'set of *nglish and the a!tal !ontrol langage. / think there "a1 'e a 'roader lesson
here:
16. When 1or langage is nowhere near 6ring5!o"plete2 s1nta!ti! sgar !an 'e
1or friend.
)nother lesson is a'ot se!rit1 '1 o's!rit1. So"e ;et!h"ail sers asked "e to !hange the
software to store passwords en!r1pted in the r! file2 so snoopers woldn3t 'e a'le to !asall1
see the".
/ didn3t do it2 'e!ase this doesn3t a!tall1 add prote!tion. )n1one who3s a!=ired per"issions
to read 1or r! file will 'e a'le to rn ;et!h"ail as 1o an1wa1Uand if it3s 1or password
the13re after2 the13d 'e a'le to rip the ne!essar1 de!oder ot of the ;et!h"ail !ode itself to get
it.
)ll .fetchmailrc password en!r1ption wold have done is give a false sense of se!rit1 to
people who don3t think ver1 hard. 6he general rle here is:
1&. ) se!rit1 s1ste" is onl1 as se!re as its se!ret. <eware of psedo5se!rets.
:e%essary (re%onitions *or the Ba&aar Sty"e
*arl1 reviewers and test adien!es for this essa1 !onsistentl1 raised =estions a'ot the
pre!onditions for s!!essfl 'a0aar5st1le develop"ent2 in!lding 'oth the =alifi!ations of
the pro8e!t leader and the state of !ode at the ti"e one goes p'li! and starts to tr1 to 'ild a
!o5developer !o""nit1.
/t3s fairl1 !lear that one !annot !ode fro" the grond p in 'a0aar st1le W/:X. 4ne !an test2
de'g and i"prove in 'a0aar st1le2 't it wold 'e ver1 hard to originate a pro8e!t in 'a0aar
"ode. +ins didn3t tr1 it. / didn3t either. Yor nas!ent developer !o""nit1 needs to have
so"ething rnna'le and testa'le to pla1 with.
When 1o start !o""nit15'ilding2 what 1o need to 'e a'le to present is a plausible
promise. Yor progra" doesn3t have to work parti!larl1 well. /t !an 'e !rde2 'gg12
in!o"plete2 and poorl1 do!"ented. What it "st not fail to do is IaB rn2 and I'B !onvin!e
potential !o5developers that it !an 'e evolved into so"ething reall1 neat in the foreseea'le
ftre.
146
+inx and ;et!h"ail 'oth went p'li! with strong2 attra!tive 'asi! designs. @an1 people
thinking a'ot the 'a0aar "odel as / have presented it have !orre!tl1 !onsidered this !riti!al2
then 8"ped fro" that to the !on!lsion that a high degree of design intition and !leverness
in the pro8e!t leader is indispensa'le.
<t +ins got his design fro" Enix. / got "ine initiall1 fro" the an!estral C4C!lient Ithogh
it wold later !hange a great deal2 "!h "ore proportionatel1 speaking than has +inxB. So
does the leader/!oordinator for a 'a0aar5st1le effort reall1 have to have ex!eptional design
talent2 or !an he get '1 throgh leveraging the design talent of othersJ
/ think it is not !riti!al that the !oordinator 'e a'le to originate designs of ex!eptional
'rillian!e2 't it is a'soltel1 !riti!al that the !oordinator 'e a'le to recogni(e good design
ideas from others.
<oth the +inx and ;et!h"ail pro8e!ts show eviden!e of this. +ins2 while not Ias previosl1
dis!ssedB a spe!ta!larl1 original designer2 has displa1ed a powerfl kna!k for re!ogni0ing
good design and integrating it into the +inx kernel. )nd / have alread1 des!ri'ed how the
single "ost powerfl design idea in ;et!h"ail IS@6C forwardingB !a"e fro" so"e'od1
else.
*arl1 adien!es of this essa1 !o"pli"ented "e '1 sggesting that / a" prone to ndervale
design originalit1 in 'a0aar pro8e!ts 'e!ase / have a lot of it "1self2 and therefore take it for
granted. 6here "a1 'e so"e trth to this9 design Ias opposed to !oding or de'ggingB is
!ertainl1 "1 strongest skill.
<t the pro'le" with 'eing !lever and original in software design is that it gets to 'e a ha'it
U1o start reflexivel1 "aking things !te and !o"pli!ated when 1o shold 'e keeping
the" ro'st and si"ple. / have had pro8e!ts !rash on "e 'e!ase / "ade this "istake2 't /
"anaged to avoid this with ;et!h"ail.
So / 'elieve the ;et!h"ail pro8e!t s!!eeded partl1 'e!ase / restrained "1 tenden!1 to 'e
!lever9 this arges Iat leastB against design originalit1 'eing essential for s!!essfl 'a0aar
pro8e!ts. )nd !onsider +inx. Sppose +ins 6orvalds had 'een tr1ing to pll off
fnda"ental innovations in operating s1ste" design dring the develop"ent9 does it see" at
all likel1 that the reslting kernel wold 'e as sta'le and s!!essfl as what we haveJ
) !ertain 'ase level of design and !oding skill is re=ired2 of !orse2 't / expe!t al"ost
an1'od1 seriosl1 thinking of lan!hing a 'a0aar effort will alread1 'e a'ove that "ini"".
6he open5sor!e !o""nit13s internal "arket in reptation exerts s'tle pressre on people
not to lan!h develop"ent efforts the13re not !o"petent to follow throgh on. So far this
see"s to have worked prett1 well.
6here is another kind of skill not nor"all1 asso!iated with software develop"ent whi!h /
think is as i"portant as design !leverness to 'a0aar pro8e!tsUand it "a1 'e "ore i"portant.
) 'a0aar pro8e!t !oordinator or leader "st have good people and !o""ni!ations skills.
6his shold 'e o'vios. /n order to 'ild a develop"ent !o""nit12 1o need to attra!t
people2 interest the" in what 1o3re doing2 and keep the" happ1 a'ot the a"ont of work
the13re doing. 6e!hni!al si00le will go a long wa1 towards a!!o"plishing this2 't it3s far
fro" the whole stor1. 6he personalit1 1o pro8e!t "atters2 too.
14&
/t is not a !oin!iden!e that +ins is a ni!e g12 who "akes people like hi" and want to help
hi". /t3s not a !oin!iden!e that /3" an energeti! extrovert who en8o1s working a !rowd and
has so"e of the deliver1 and instin!ts of a stand5p !o"i!. 6o "ake the 'a0aar "odel work2 it
helps enor"osl1 if 1o have at least a little skill at !har"ing people.
The So%ia" 3onte.t o* 'pen8So#r%e So*t,are
/t is trl1 written: the 'est ha!ks start ot as personal soltions to the athor3s ever1da1
pro'le"s2 and spread 'e!ase the pro'le" trns ot to 'e t1pi!al for a large !lass of sers.
6his takes s 'a!k to the "atter of rle 12 restated in a perhaps "ore sefl wa1:
1%. 6o solve an interesting pro'le"2 start '1 finding a pro'le" that is interesting
to 1o.
So it was with ?arl >arris and the an!estral C4C!lient2 and so with "e and ;et!h"ail. <t
this has 'een nderstood for a long ti"e. 6he interesting point2 the point that the histories of
+inx and ;et!h"ail see" to de"and we fo!s on2 is the next stageUthe evoltion of
software in the presen!e of a large and a!tive !o""nit1 of sers and !o5developers.
/n #he )ythical )an*)onth2 ;red <rooks o'served that progra""er ti"e is not fngi'le9
adding developers to a late software pro8e!t "akes it later. )s we3ve seen previosl12 he
arged that the !o"plexit1 and !o""ni!ation !osts of a pro8e!t rise with the s=are of the
n"'er of developers2 while work done onl1 rises linearl1. <rooks3s +aw has 'een widel1
regarded as a tris". <t we3ve exa"ined in this essa1 an n"'er of wa1s in whi!h the
pro!ess of open5sor!e develop"ent falsifies the ass"ptions 'ehind itUand2 e"piri!all12 if
<rooks3s +aw were the whole pi!tre +inx wold 'e i"possi'le.
-erald Wein'erg3s !lassi! #he $sychology of .omputer $rogramming spplied what2 in
hindsight2 we !an see as a vital !orre!tion to <rooks. /n his dis!ssion of ]]egoless
progra""ing332 Wein'erg o'served that in shops where developers are not territorial a'ot
their !ode2 and en!orage other people to look for 'gs and potential i"prove"ents in it2
i"prove"ent happens dra"ati!all1 faster than elsewhere. I,e!entl12 Rent <e!k3s ]extre"e
progra""ing3 te!hni=e of deplo1ing !oders in pairs looking over one anotherNs sholders
"ight 'e seen as an atte"pt to for!e this effe!t.B
Wein'erg3s !hoi!e of ter"inolog1 has perhaps prevented his anal1sis fro" gaining the
a!!eptan!e it deservedUone has to s"ile at the thoght of des!ri'ing /nternet ha!kers as
]]egoless33. <t / think his arg"ent looks "ore !o"pelling toda1 than ever.
6he 'a0aar "ethod2 '1 harnessing the fll power of the ]]egoless progra""ing33 effe!t2
strongl1 "itigates the effe!t of <rooks3s +aw. 6he prin!iple 'ehind <rooks3s +aw is not
repealed2 't given a large developer poplation and !heap !o""ni!ations its effe!ts !an 'e
swa"ped '1 !o"peting nonlinearities that are not otherwise visi'le. 6his rese"'les the
relationship 'etween :ewtonian and *insteinian ph1si!sUthe older s1ste" is still valid at
low energies2 't if 1o psh "ass and velo!it1 high enogh 1o get srprises like n!lear
explosions or +inx.
6he histor1 of Enix shold have prepared s for what we3re learning fro" +inx Iand what
/3ve verified experi"entall1 on a s"aller s!ale '1 deli'eratel1 !op1ing +ins3s "ethods
W*-?SXB. 6hat is2 while !oding re"ains an essentiall1 solitar1 a!tivit12 the reall1 great ha!ks
14%
!o"e fro" harnessing the attention and 'rainpower of entire !o""nities. 6he developer
who ses onl1 his or her own 'rain in a !losed pro8e!t is going to fall 'ehind the developer
who knows how to !reate an open2 evoltionar1 !ontext in whi!h feed'a!k exploring the
design spa!e2 !ode !ontri'tions2 'g5spotting2 and other i"prove"ents !o"e fro" hndreds
Iperhaps thosandsB of people.
<t the traditional Enix world was prevented fro" pshing this approa!h to the lti"ate '1
several fa!tors. 4ne was the legal !onstraints of varios li!enses2 trade se!rets2 and
!o""er!ial interests. )nother Iin hindsightB was that the /nternet wasn3t 1et good enogh.
<efore !heap /nternet2 there were so"e geographi!all1 !o"pa!t !o""nities where the
!ltre en!oraged Wein'erg3s ]]egoless33 progra""ing2 and a developer !old easil1 attra!t a
lot of skilled ki'it0ers and !o5developers. <ell +a's2 the @/6 )/ and +?S la's2 E? <erkele1
Uthese 'e!a"e the ho"e of innovations that are legendar1 and still potent.
+inx was the first pro8e!t for whi!h a !ons!ios and s!!essfl effort to se the entire "orld
as its talent pool was "ade. / don3t think it3s a !oin!iden!e that the gestation period of +inx
!oin!ided with the 'irth of the World Wide We'2 and that +inx left its infan!1 dring the
sa"e period in 1$$3[1$$4 that saw the takeoff of the /SC indstr1 and the explosion of
"ainstrea" interest in the /nternet. +ins was the first person who learned how to pla1 '1 the
new rles that pervasive /nternet a!!ess "ade possi'le.
While !heap /nternet was a ne!essar1 !ondition for the +inx "odel to evolve2 / think it was
not '1 itself a sffi!ient !ondition. )nother vital fa!tor was the develop"ent of a leadership
st1le and set of !ooperative !sto"s that !old allow developers to attra!t !o5developers and
get "axi"" leverage ot of the "edi".
<t what is this leadership st1le and what are these !sto"sJ 6he1 !annot 'e 'ased on power
relationshipsUand even if the1 !old 'e2 leadership '1 !oer!ion wold not prod!e the
reslts we see. Wein'erg =otes the ato'iograph1 of the 1$th5!entr1 ,ssian anar!hist
C1otr )lexe1vi!h Rropotkin3s )emoirs of a /evolutionist to good effe!t on this s'8e!t:
>aving 'een 'roght p in a serf5owner3s fa"il12 / entered a!tive life2 like all 1ong "en of
"1 ti"e2 with a great deal of !onfiden!e in the ne!essit1 of !o""anding2 ordering2 s!olding2
pnishing and the like. <t when2 at an earl1 stage2 / had to "anage serios enterprises and to
deal with WfreeX "en2 and when ea!h "istake wold lead at on!e to heav1 !onse=en!es2 /
'egan to appre!iate the differen!e 'etween a!ting on the prin!iple of !o""and and dis!ipline
and a!ting on the prin!iple of !o""on nderstanding. 6he for"er works ad"ira'l1 in a
"ilitar1 parade2 't it is worth nothing where real life is !on!erned2 and the ai" !an 'e
a!hieved onl1 throgh the severe effort of "an1 !onverging wills.
6he ]]severe effort of "an1 !onverging wills33 is pre!isel1 what a pro8e!t like +inx re=ires
Uand the ]]prin!iple of !o""and33 is effe!tivel1 i"possi'le to appl1 a"ong volnteers in the
anar!hist3s paradise we !all the /nternet. 6o operate and !o"pete effe!tivel12 ha!kers who
want to lead !olla'orative pro8e!ts have to learn how to re!rit and energi0e effe!tive
!o""nities of interest in the "ode vagel1 sggested '1 Rropotkin3s ]]prin!iple of
nderstanding33. 6he1 "st learn to se +ins3s +aw.WSCX
*arlier / referred to the ]]Felphi effe!t33 as a possi'le explanation for +ins3s +aw. <t "ore
powerfl analogies to adaptive s1ste"s in 'iolog1 and e!ono"i!s also irresisti'l1 sggest
14$
the"selves. 6he +inx world 'ehaves in "an1 respe!ts like a free "arket or an e!olog12 a
!olle!tion of selfish agents atte"pting to "axi"i0e tilit1 whi!h in the pro!ess prod!es a
self5!orre!ting spontaneos order "ore ela'orate and effi!ient than an1 a"ont of !entral
planning !old have a!hieved. >ere2 then2 is the pla!e to seek the ]]prin!iple of
nderstanding33.
6he ]]tilit1 fn!tion33 +inx ha!kers are "axi"i0ing is not !lassi!all1 e!ono"i!2 't is the
intangi'le of their own ego satisfa!tion and reptation a"ong other ha!kers. I4ne "a1 !all
their "otivation ]]altristi!332 't this ignores the fa!t that altris" is itself a for" of ego
satisfa!tion for the altristB. Kolntar1 !ltres that work this wa1 are not a!tall1
n!o""on9 one other in whi!h / have long parti!ipated is s!ien!e fi!tion fando"2 whi!h
nlike ha!kerdo" has long expli!itl1 re!ogni0ed ]]ego'oo33 Iego5'oosting2 or the
enhan!e"ent of one3s reptation a"ong other fansB as the 'asi! drive 'ehind volnteer
a!tivit1.
+ins2 '1 s!!essfll1 positioning hi"self as the gatekeeper of a pro8e!t in whi!h the
develop"ent is "ostl1 done '1 others2 and nrtring interest in the pro8e!t ntil it 'e!a"e
self5sstaining2 has shown an a!te grasp of Rropotkin3s ]]prin!iple of shared nderstanding33.
6his =asi5e!ono"i! view of the +inx world ena'les s to see how that nderstanding is
applied.
We "a1 view +ins3s "ethod as a wa1 to !reate an effi!ient "arket in ]]ego'oo33Uto !onne!t
the selfishness of individal ha!kers as fir"l1 as possi'le to diffi!lt ends that !an onl1 'e
a!hieved '1 sstained !ooperation. With the ;et!h"ail pro8e!t / have shown Ial'eit on a
s"aller s!aleB that his "ethods !an 'e dpli!ated with good reslts. Cerhaps / have even done
it a 'it "ore !ons!iosl1 and s1ste"ati!all1 than he.
@an1 people Iespe!iall1 those who politi!all1 distrst free "arketsB wold expe!t a !ltre
of self5dire!ted egoists to 'e frag"ented2 territorial2 wastefl2 se!retive2 and hostile. <t this
expe!tation is !learl1 falsified '1 Ito give 8st one exa"pleB the stnning variet12 =alit12 and
depth of +inx do!"entation. /t is a hallowed given that progra""ers hate do!"enting9
how is it2 then2 that +inx ha!kers generate so "!h do!"entationJ *videntl1 +inx3s free
"arket in ego'oo works 'etter to prod!e virtos2 other5dire!ted 'ehavior than the
"assivel15fnded do!"entation shops of !o""er!ial software prod!ers.
<oth the ;et!h"ail and +inx kernel pro8e!ts show that '1 properl1 rewarding the egos of
"an1 other ha!kers2 a strong developer/!oordinator !an se the /nternet to !aptre the
'enefits of having lots of !o5developers withot having a pro8e!t !ollapse into a !haoti! "ess.
So to <rooks3s +aw / !onter5propose the following:
1$: Crovided the develop"ent !oordinator has a !o""ni!ations "edi" at least
as good as the /nternet2 and knows how to lead withot !oer!ion2 "an1 heads
are inevita'l1 'etter than one.
/ think the ftre of open5sor!e software will in!reasingl1 'elong to people who know how
to pla1 +ins3s ga"e2 people who leave 'ehind the !athedral and e"'ra!e the 'a0aar. 6his is
not to sa1 that individal vision and 'rillian!e will no longer "atter9 rather2 / think that the
!tting edge of open5sor!e software will 'elong to people who start fro" individal vision
and 'rillian!e2 then a"plif1 it throgh the effe!tive !onstr!tion of volntar1 !o""nities of
interest.
15#
Cerhaps this is not onl1 the ftre of open*source software. :o !losed5sor!e developer !an
"at!h the pool of talent the +inx !o""nit1 !an 'ring to 'ear on a pro'le". Ker1 few !old
afford even to hire the "ore than 2## I1$$$: 6##2 2###: %##B people who have !ontri'ted to
;et!h"ail7
Cerhaps in the end the open5sor!e !ltre will tri"ph not 'e!ase !ooperation is "orall1
right or software ]]hoarding33 is "orall1 wrong Iass"ing 1o 'elieve the latter2 whi!h neither
+ins nor / doB2 't si"pl1 'e!ase the !losed5sor!e world !annot win an evoltionar1 ar"s
ra!e with open5sor!e !o""nities that !an pt orders of "agnitde "ore skilled ti"e into a
pro'le".
'n Management an the Maginot 4ine
6he original .athedral and Ba(aar paper of 1$$& ended with the vision a'oveUthat of
happ1 networked hordes of progra""er/anar!hists ot!o"peting and overwhel"ing the
hierar!hi!al world of !onventional !losed software.
) good "an1 skepti!s weren3t !onvin!ed2 however9 and the =estions the1 raise deserve a fair
engage"ent. @ost of the o'8e!tions to the 'a0aar arg"ent !o"e down to the !lai" that its
proponents have nderesti"ated the prod!tivit15"ltipl1ing effe!t of !onventional
"anage"ent.
6raditionall15"inded software5develop"ent "anagers often o'8e!t that the !asalness with
whi!h pro8e!t grops for" and !hange and dissolve in the open5sor!e world negates a
signifi!ant part of the apparent advantage of n"'ers that the open5sor!e !o""nit1 has
over an1 single !losed5sor!e developer. 6he1 wold o'serve that in software develop"ent it
is reall1 sstained effort over ti"e and the degree to whi!h !sto"ers !an expe!t !ontining
invest"ent in the prod!t that "atters2 not 8st how "an1 people have thrown a 'one in the
pot and left it to si""er.
6here is so"ething to this arg"ent2 to 'e sre9 in fa!t2 / have developed the idea that
expe!ted ftre servi!e vale is the ke1 to the e!ono"i!s of software prod!tion in the essa1
#he )agic .auldron.
<t this arg"ent also has a "a8or hidden pro'le"9 its i"pli!it ass"ption that open5sor!e
develop"ent !annot deliver s!h sstained effort. /n fa!t2 there have 'een open5sor!e
pro8e!ts that "aintained a !oherent dire!tion and an effe!tive "aintainer !o""nit1 over
=ite long periods of ti"e withot the kinds of in!entive str!tres or instittional !ontrols
that !onventional "anage"ent finds essential. 6he develop"ent of the -:E *"a!s editor is
an extre"e and instr!tive exa"ple9 it has a'sor'ed the efforts of hndreds of !ontri'tors
over 15 1ears into a nified ar!hite!tral vision2 despite high trnover and the fa!t that onl1
one person Iits athorB has 'een !ontinosl1 a!tive dring all that ti"e. :o !losed5sor!e
editor has ever "at!hed this longevit1 re!ord.
6his sggests a reason for =estioning the advantages of !onventionall15"anaged software
develop"ent that is independent of the rest of the arg"ents over !athedral vs. 'a0aar "ode.
/f it3s possi'le for -:E *"a!s to express a !onsistent ar!hite!tral vision over 15 1ears2 or
for an operating s1ste" like +inx to do the sa"e over % 1ears of rapidl1 !hanging hardware
and platfor" te!hnolog19 and if Ias is indeed the !aseB there have 'een "an1 well5ar!hite!ted
open5sor!e pro8e!ts of "ore than 5 1ears dration 55 then we are entitled to wonder what2 if
151
an1thing2 the tre"endos overhead of !onventionall15"anaged develop"ent is a!tall1
'1ing s.
Whatever it is !ertainl1 doesn3t in!lde relia'le exe!tion '1 deadline2 or on 'dget2 or to all
featres of the spe!ifi!ation9 it3s a rare ]"anaged3 pro8e!t that "eets even one of these goals2
let alone all three. /t also does not appear to 'e a'ilit1 to adapt to !hanges in te!hnolog1 and
e!ono"i! !ontext dring the pro8e!t lifeti"e2 either9 the open5sor!e !o""nit1 has proven
far "ore effe!tive on that s!ore Ias one !an readil1 verif12 for exa"ple2 '1 !o"paring the 3#5
1ear histor1 of the /nternet with the short half5lives of proprietar1 networking te!hnologiesU
or the !ost of the 165'it to 325'it transition in @i!rosoft Windows with the nearl1 effortless
pward "igration of +inx dring the sa"e period2 not onl1 along the /ntel line of
develop"ent 't to "ore than a do0en other hardware platfor"s2 in!lding the 645'it )lpha
as wellB.
4ne thing "an1 people think the traditional "ode '1s 1o is so"e'od1 to hold legall1
lia'le and potentiall1 re!over !o"pensation fro" if the pro8e!t goes wrong. <t this is an
illsion9 "ost software li!enses are written to dis!lai" even warrant1 of "er!hanta'ilit12 let
alone perfor"an!eUand !ases of s!!essfl re!over1 for software nonperfor"an!e are
vanishingl1 rare. *ven if the1 were !o""on2 feeling !o"forted '1 having so"e'od1 to se
wold 'e "issing the point. Yo didn3t want to 'e in a lawsit9 1o wanted working software.
So what is all that "anage"ent overhead '1ingJ
/n order to nderstand that2 we need to nderstand what software develop"ent "anagers
'elieve the1 do. ) wo"an / know who see"s to 'e ver1 good at this 8o' sa1s software pro8e!t
"anage"ent has five fn!tions:
6o define goals and keep ever1'od1 pointed in the sa"e dire!tion
6o monitor and "ake sre !r!ial details don3t get skipped
6o motivate people to do 'oring 't ne!essar1 drdgework
6o organi(e the deplo1"ent of people for 'est prod!tivit1
6o marshal resources needed to sstain the pro8e!t
)pparentl1 worth1 goals2 all of these9 't nder the open5sor!e "odel2 and in its
srronding so!ial !ontext2 the1 !an 'egin to see" strangel1 irrelevant. We3ll take the" in
reverse order.
@1 friend reports that a lot of resource marshalling is 'asi!all1 defensive9 on!e 1o have
1or people and "a!hines and offi!e spa!e2 1o have to defend the" fro" peer "anagers
!o"peting for the sa"e resor!es2 and fro" higher5ps tr1ing to allo!ate the "ost effi!ient
se of a li"ited pool.
<t open5sor!e developers are volnteers2 self5sele!ted for 'oth interest and a'ilit1 to
!ontri'te to the pro8e!ts the1 work on Iand this re"ains generall1 tre even when the1 are
'eing paid a salar1 to ha!k open sor!e.B 6he volnteer ethos tends to take !are of the ]atta!k3
side of resor!e5"arshalling ato"ati!all19 people 'ring their own resor!es to the ta'le. )nd
there is little or no need for a "anager to ]pla1 defense3 in the !onventional sense.
)n1wa12 in a world of !heap C?s and fast /nternet links2 we find prett1 !onsistentl1 that the
onl1 reall1 li"iting resor!e is skilled attention. 4pen5sor!e pro8e!ts2 when the1 fonder2
152
essentiall1 never do so for want of "a!hines or links or offi!e spa!e9 the1 die onl1 when the
developers the"selves lose interest.
6hat 'eing the !ase2 it3s do'l1 i"portant that open5sor!e ha!kers organi(e themselves for
"axi"" prod!tivit1 '1 self5sele!tionUand the so!ial "ilie sele!ts rthlessl1 for
!o"peten!e. @1 friend2 fa"iliar with 'oth the open5sor!e world and large !losed pro8e!ts2
'elieves that open sor!e has 'een s!!essfl partl1 'e!ase its !ltre onl1 a!!epts the "ost
talented 5L or so of the progra""ing poplation. She spends "ost of her ti"e organi0ing the
deplo1"ent of the other $5L2 and has ths o'served first5hand the well5known varian!e of a
fa!tor of one hndred in prod!tivit1 'etween the "ost a'le progra""ers and the "erel1
!o"petent.
6he si0e of that varian!e has alwa1s raised an awkward =estion: wold individal pro8e!ts2
and the field as a whole2 'e 'etter off withot "ore than 5#L of the least a'le in itJ
6hoghtfl "anagers have nderstood for a long ti"e that if !onventional software
"anage"ent3s onl1 fn!tion were to !onvert the least a'le fro" a net loss to a "arginal win2
the ga"e "ight not 'e worth the !andle.
6he s!!ess of the open5sor!e !o""nit1 sharpens this =estion !onsidera'l12 '1 providing
hard eviden!e that it is often !heaper and "ore effe!tive to re!rit self5sele!ted volnteers
fro" the /nternet than it is to "anage 'ildings fll of people who wold rather 'e doing
so"ething else.
Whi!h 'rings s neatl1 to the =estion of motivation. )n e=ivalent and often5heard wa1 to
state "1 friend3s point is that traditional develop"ent "anage"ent is a ne!essar1
!o"pensation for poorl1 "otivated progra""ers who wold not otherwise trn ot good
work.
6his answer sall1 travels with a !lai" that the open5sor!e !o""nit1 !an onl1 'e relied
on onl1 to do work that is ]sex13 or te!hni!all1 sweet9 an1thing else will 'e left ndone Ior
done onl1 poorl1B nless it3s !hrned ot '1 "one15"otivated !'i!le peons with "anagers
!ra!king whips over the". / address the ps1!hologi!al and so!ial reasons for 'eing skepti!al
of this !lai" in 0omesteading the 1oosphere. ;or present prposes2 however2 / think it3s
"ore interesting to point ot the i"pli!ations of a!!epting it as tre.
/f the !onventional2 !losed5sor!e2 heavil15"anaged st1le of software develop"ent is reall1
defended onl1 '1 a sort of @aginot +ine of pro'le"s !ond!ive to 'oredo"2 then it3s going to
re"ain via'le in ea!h individal appli!ation area for onl1 so long as no'od1 finds those
pro'le"s reall1 interesting and no'od1 else finds an1 wa1 to rote arond the". <e!ase the
"o"ent there is open5sor!e !o"petition for a ]'oring3 pie!e of software2 !sto"ers are
going to know that it was finall1 ta!kled '1 so"eone who !hose that pro'le" to solve
'e!ase of a fas!ination with the pro'le" itselfUwhi!h2 in software as in other kinds of
!reative work2 is a far "ore effe!tive "otivator than "one1 alone.
>aving a !onventional "anage"ent str!tre solel1 in order to "otivate2 then2 is pro'a'l1
good ta!ti!s 't 'ad strateg19 a short5ter" win2 't in the longer ter" a srer loss.
So far2 !onventional develop"ent "anage"ent looks like a 'ad 'et now against open sor!e
on two points Iresor!e "arshalling2 organi0ationB2 and like it3s living on 'orrowed ti"e with
respe!t to a third I"otivationB. )nd the poor 'eleagered !onventional "anager is not going
153
to get an1 s!!or fro" the monitoring isse9 the strongest arg"ent the open5sor!e
!o""nit1 has is that de!entrali0ed peer review tr"ps all the !onventional "ethods for
tr1ing to ensre that details don3t get slipped.
?an we save defining goals as a 8stifi!ation for the overhead of !onventional software
pro8e!t "anage"entJ Cerhaps9 't to do so2 we3ll need good reason to 'elieve that
"anage"ent !o""ittees and !orporate road"aps are "ore s!!essfl at defining worth1 and
widel1 shared goals than the pro8e!t leaders and tri'al elders who fill the analogos role in
the open5sor!e world.
6hat is on the fa!e of it a prett1 hard !ase to "ake. )nd it3s not so "!h the open5sor!e side
of the 'alan!e Ithe longevit1 of *"a!s2 or +ins 6orvalds3s a'ilit1 to "o'ili0e hordes of
developers with talk of ]]world do"ination33B that "akes it togh. ,ather2 it3s the
de"onstrated awflness of !onventional "e!hanis"s for defining the goals of software
pro8e!ts.
4ne of the 'est5known folk theore"s of software engineering is that 6#L to &5L of
!onventional software pro8e!ts either are never !o"pleted or are re8e!ted '1 their intended
sers. /f that range is an1where near tre Iand /3ve never "et a "anager of an1 experien!e
who disptes itB then "ore pro8e!ts than not are 'eing ai"ed at goals that are either IaB not
realisti!all1 attaina'le2 or I'B 8st plain wrong.
6his2 "ore than an1 other pro'le"2 is the reason that in toda13s software engineering world
the ver1 phrase ]]"anage"ent !o""ittee33 is likel1 to send !hills down the hearer3s spineU
even Ior perhaps espe!iall1B if the hearer is a "anager. 6he da1s when onl1 progra""ers
griped a'ot this pattern are long past9 Fil'ert !artoons hang over e!ecutives- desks now.
4r repl12 then2 to the traditional software develop"ent "anager2 is si"pleUif the open5
sor!e !o""nit1 has reall1 nderesti"ated the vale of !onventional "anage"ent2 "hy do
so many of you display contempt for your o"n process2
4n!e again the exa"ple of the open5sor!e !o""nit1 sharpens this =estion !onsidera'l1U
'e!ase we have fun doing what we do. 4r !reative pla1 has 'een ra!king p te!hni!al2
"arket5share2 and "ind5share s!!esses at an astonding rate. We3re proving not onl1 that we
!an do 'etter software2 't that 3oy is an asset.
6wo and a half 1ears after the first version of this essa12 the "ost radi!al thoght / !an offer
to !lose with is no longer a vision of an open5sor!e[do"inated software world9 that2 after
all2 looks plasi'le to a lot of so'er people in sits these da1s.
,ather2 / want to sggest what "a1 'e a wider lesson a'ot software2 Iand pro'a'l1 a'ot
ever1 kind of !reative or professional workB. >"an 'eings generall1 take pleasre in a task
when it falls in a sort of opti"al5!hallenge 0one9 not so eas1 as to 'e 'oring2 not too hard to
a!hieve. ) happ1 progra""er is one who is neither ndertili0ed nor weighed down with ill5
for"lated goals and stressfl pro!ess fri!tion. %n3oyment predicts efficiency.
,elating to 1or own work pro!ess with fear and loathing Ieven in the displa!ed2 ironi! wa1
sggested '1 hanging p Fil'ert !artoonsB shold therefore 'e regarded in itself as a sign that
the pro!ess has failed. (o12 h"or2 and pla1flness are indeed assets9 it was not "ainl1 for the
154
alliteration that / wrote of Ahapp1 hordesA a'ove2 and it is no "ere 8oke that the +inx "as!ot
is a !ddl12 neotenos pengin.
/t "a1 well trn ot that one of the "ost i"portant effe!ts of open sor!e3s s!!ess will 'e to
tea!h s that pla1 is the "ost e!ono"i!all1 effi!ient "ode of !reative work.
Epi"og: :ets%ape Em)ra%es the Ba&aar
/t3s a strange feeling to reali0e 1o3re helping "ake histor1....
4n (anar1 22 1$$%2 approxi"atel1 seven "onths after / first p'lished #he .athedral and
the Ba(aar2 :ets!ape ?o""ni!ations2 /n!. annon!ed plans to give awa1 the sor!e for
:ets!ape ?o""ni!ator. / had had no !le this was going to happen 'efore the da1 of the
annon!e"ent.
*ri! >ahn2 exe!tive vi!e president and !hief te!hnolog1 offi!er at :ets!ape2 e"ailed "e
shortl1 afterwards as follows: ]]4n 'ehalf of ever1one at :ets!ape2 / want to thank 1o for
helping s get to this point in the first pla!e. Yor thinking and writings were fnda"ental
inspirations to or de!ision.33
6he following week / flew ot to Sili!on Kalle1 at :ets!ape3s invitation for a da15long
strateg1 !onferen!e Ion 4 ;e' 1$$%B with so"e of their top exe!tives and te!hni!al people.
We designed :ets!ape3s sor!e5release strateg1 and li!ense together.
) few da1s later / wrote the following:
:ets!ape is a'ot to provide s with a large5s!ale2 real5world test of the 'a0aar "odel in the
!o""er!ial world. 6he open5sor!e !ltre now fa!es a danger9 if :ets!ape3s exe!tion
doesn3t work2 the open5sor!e !on!ept "a1 'e so dis!redited that the !o""er!ial world won3t
to!h it again for another de!ade.
4n the other hand2 this is also a spe!ta!lar opportnit1. /nitial rea!tion to the "ove on Wall
Street and elsewhere has 'een !atiosl1 positive. We3re 'eing given a !han!e to prove
orselves2 too. /f :ets!ape regains s'stantial "arket share throgh this "ove2 it 8st "a1 set
off a long5overde revoltion in the software indstr1.
6he next 1ear shold 'e a ver1 instr!tive and interesting ti"e.
)nd indeed it was. )s / write in "id52###2 the develop"ent of what was later na"ed @o0illa
has 'een onl1 a =alified s!!ess. /t a!hieved :ets!ape3s original goal2 whi!h was to den1
@i!rosoft a "onopol1 lo!k on the 'rowser "arket. /t has also a!hieved so"e dra"ati!
s!!esses Inota'l1 the release of the next5generation -e!ko rendering engineB.
>owever2 it has not 1et garnered the "assive develop"ent effort fro" otside :ets!ape that
the @o0illa fonders had originall1 hoped for. 6he pro'le" here see"s to 'e that for a long
ti"e the @o0illa distri'tion a!tall1 'roke one of the 'asi! rles of the 'a0aar "odel9 it
didn3t ship with so"ething potential !ontri'tors !old easil1 rn and see working. IEntil
"ore than a 1ear after release2 'ilding @o0illa fro" sor!e re=ired a li!ense for the
proprietar1 @otif li'rar1.B
155
@ost negativel1 Ifro" the point of view of the otside worldB the @o0illa grop didn3t ship a
prod!tion5=alit1 'rowser for two and a half 1ears after the pro8e!t lan!hUand in 1$$$ one
of the pro8e!t3s prin!ipals !ased a 'it of a sensation '1 resigning2 !o"plaining of poor
"anage"ent and "issed opportnities. ]]4pen sor!e233 he !orre!tl1 o'served2 ]]is not "agi!
pixie dst.33
)nd indeed it is not. 6he long5ter" prognosis for @o0illa looks dra"ati!all1 'etter now Iin
:ove"'er 2###B than it did at the ti"e of (a"ie Yawinski3s resignation letterUin the last few
weeks the nightl1 releases have finall1 passed the !riti!al threshold to prod!tion sa'ilit1.
<t (a"ie was right to point ot that going open will not ne!essaril1 save an existing pro8e!t
that sffers fro" ill5defined goals or spaghetti !ode or an1 of the software engineering3s other
!hroni! ills. @o0illa has "anaged to provide an exa"ple si"ltaneosl1 of how open sor!e
!an s!!eed and how it !old fail.
/n the "ean ti"e2 however2 the open5sor!e idea has s!ored s!!esses and fond 'a!kers
elsewhere. Sin!e the :ets!ape release we3ve seen a tre"endos explosion of interest in the
open5sor!e develop"ent "odel2 a trend 'oth driven '1 and driving the !ontining s!!ess of
the +inx operating s1ste". 6he trend @o0illa to!hed off is !ontining at an a!!elerating
rate.
Notes
4JB5 /n $rograming $earls2 the noted !o"pter5s!ien!e aphorist (on <entle1 !o""ents on
<rooks3s o'servation with ]]/f 1o plan to throw one awa12 1o will throw awa1 two.33. >e is
al"ost !ertainl1 right. 6he point of <rooks3s o'servation2 and <entle13s2 isn3t "erel1 that 1o
shold expe!t first atte"pt to 'e wrong2 it3s that starting over with the right idea is sall1
"ore effe!tive than tr1ing to salvage a "ess.
46/5 *xa"ples of s!!essfl open5sor!e2 'a0aar develop"ent predating the /nternet
explosion and nrelated to the Enix and /nternet traditions have existed. 6he develop"ent of
the info5Yip !o"pression tilit1 dring 1$$#[x1$$22 pri"aril1 for F4S "a!hines2 was one
s!h exa"ple. )nother was the ,<<S 'lletin 'oard s1ste" Iagain for F4SB2 whi!h 'egan in
1$%3 and developed a sffi!ientl1 strong !o""nit1 that there have 'een fairl1 reglar
releases p to the present I"id51$$$B despite the hge te!hni!al advantages of /nternet "ail
and file5sharing over lo!al <<Ss. While the info5Yip !o""nit1 relied to so"e extent on
/nternet "ail2 the ,<<S developer !ltre was a!tall1 a'le to 'ase a s'stantial on5line
!o""nit1 on ,<<S that was !o"pletel1 independent of the 6?C//C infrastr!tre.
4.75 6hat transparen!1 and peer review are vala'le for ta"ing the !o"plexit1 of 4S
develop"ent trns ot2 after all2 not to 'e a new !on!ept. /n 1$652 ver1 earl1 in the histor1 of
ti"e5sharing operating s1ste"s2 ?or'ata and K1ssotsk12 !o5designers of the @lti!s operating
s1ste"2 wrote
/t is expe!ted that the @lti!s s1ste" will 'e p'lished when it is operating s'stantiall1...
S!h p'li!ation is desira'le for two reasons: ;irst2 the s1ste" shold withstand p'li!
s!rtin1 and !riti!is" volnteered '1 interested readers9 se!ond2 in an age of in!reasing
!o"plexit12 it is an o'ligation to present and ftre s1ste" designers to "ake the inner
operating s1ste" as l!id as possi'le so as to reveal the 'asi! s1ste" isses.
156
4J05 (ohn >asler has sggested an interesting explanation for the fa!t that dpli!ation of
effort doesn3t see" to 'e a net drag on open5sor!e develop"ent. >e proposes what /3ll d'
]]>asler3s +aw33: the !osts of dpli!ated work tend to s!ale s'5=adrati!all1 with tea" si0eU
that is2 "ore slowl1 than the planning and "anage"ent overhead that wold 'e needed to
eli"inate the".
6his !lai" a!tall1 does not !ontradi!t <rooks3s +aw. /t "a1 'e the !ase that total !o"plexit1
overhead and vlnera'ilit1 to 'gs s!ales with the s=are of tea" si0e2 't that the !osts fro"
duplicated work are nevertheless a spe!ial !ase that s!ales "ore slowl1. /t3s not hard to
develop plasi'le reasons for this2 starting with the ndo'ted fa!t that it is "!h easier to
agree on fn!tional 'ondaries 'etween different developers3 !ode that will prevent
dpli!ation of effort than it is to prevent the kinds of nplanned 'ad intera!tions a!ross the
whole s1ste" that nderl1 "ost 'gs.
6he !o"'ination of +ins3s +aw and >asler3s +aw sggests that there are a!tall1 three
!riti!al si0e regi"es in software pro8e!ts. 4n s"all pro8e!ts I/ wold sa1 one to at "ost three
developersB no "anage"ent str!tre "ore ela'orate than pi!king a lead progra""er is
needed. )nd there is so"e inter"ediate range a'ove that in whi!h the !ost of traditional
"anage"ent is relativel1 low2 so its 'enefits fro" avoiding dpli!ation of effort2 'g5
tra!king2 and pshing to see that details are not overlooked a!tall1 net ot positive.
)'ove that2 however2 the !o"'ination of +ins3s +aw and >asler3s +aw sggests there is a
large5pro8e!t range in whi!h the !osts and pro'le"s of traditional "anage"ent rise "!h
faster than the expe!ted !ost fro" dpli!ation of effort. :ot the least of these !osts is a
str!tral ina'ilit1 to harness the "an15e1e'alls effe!t2 whi!h Ias we3ve seenB see"s to do a
"!h 'etter 8o' than traditional "anage"ent at "aking sre 'gs and details are not
overlooked. 6hs2 in the large5pro8e!t !ase2 the !o"'ination of these laws effe!tivel1 drives
the net pa1off of traditional "anage"ent to 0ero.
40BS5 6he split 'etween +inx3s experi"ental and sta'le versions has another fn!tion
related to2 't distin!t fro"2 hedging risk. 6he split atta!ks another pro'le": the deadliness of
deadlines. When progra""ers are held 'oth to an i""ta'le featre list and a fixed drop5
dead date2 =alit1 goes ot the window and there is likel1 a !olossal "ess in the "aking. / a"
inde'ted to @ar!o /ansiti and )lan @a!?or"a!k of the >arvard <siness S!hool for showing
"e "e eviden!e that relaxing either one of these !onstraints !an "ake s!hedling worka'le.
4ne wa1 to do this is to fix the deadline 't leave the featre list flexi'le2 allowing featres to
drop off if not !o"pleted '1 deadline. 6his is essentiall1 the strateg1 of the Asta'leA kernel
'ran!h9 )lan ?ox Ithe sta'le5kernel "aintainerB pts ot releases at fairl1 reglar intervals2
't "akes no garantees a'ot when parti!lar 'gs will 'e fixed or what featres will
'e'a!k5ported fro" the experi"ental 'ran!h.
6he other wa1 to do this is to set a desired featre list and deliver onl1 when it is done. 6his
is essentiall1 the strateg1 of the Aexperi"entalA kernel 'ran!h. Fe @ar!o and +ister !ited
resear!h showing that this s!hedling poli!1 IAwake "e p when it3s doneAB prod!es not
onl1 the highest =alit1 't2 on average2 shorter deliver1 ti"es than either Arealisti!A or
AaggressiveA s!hedling.
/ have !o"e to sspe!t Ias of earl1 2###B that in earlier versions of this essa1 / severel1
nderesti"ated the i"portan!e of the Awake "e p when it3s doneA anti5deadline poli!1 to the
15&
open5sor!e !o""nit13s prod!tivit1 and =alit1. -eneral experien!e with the rshed
-:4@* 1.# release in 1$$$ sggests that pressre for a pre"atre release !an netrali0e
"an1 of the =alit1 'enefits open sor!e nor"all1 !onfers.
/t "a1 well trn ot to 'e that the pro!ess transparen!1 of open sor!e is one of three !o5
e=al drivers of its =alit12 along with Awake "e p when it3s doneA s!hedling and developer
self5sele!tion.
4S85 /t3s te"pting2 and not entirel1 ina!!rate2 to see the !ore5pls5halo organi0ation
!hara!teristi! of open5sor!e pro8e!ts as an /nternet5ena'led spin on <rooks3s own
re!o""endation for solving the :5s=ared !o"plexit1 pro'le"2 the Asrgi!al5tea"A
organi0ationU't the differen!es are signifi!ant. 6he !onstellation of spe!ialist roles s!h as
A!ode li'rarianA that <rooks envisioned arond the tea" leader doesn3t reall1 exist9 those
roles are exe!ted instead '1 generalists aided '1 toolsets =ite a 'it "ore powerfl than
those of <rooks3s da1. )lso2 the open5sor!e !ltre leans heavil1 on strong Enix traditions of
"odlarit12 )C/s2 and infor"ation hidingUnone of whi!h were ele"ents of <rooks3s
pres!ription.
4/J5 6he respondent who pointed ot to "e the effe!t of widel1 var1ing tra!e path lengths on
the diffi!lt1 of !hara!teri0ing a 'g spe!lated that tra!e5path diffi!lt1 for "ltiple
s1"pto"s of the sa"e 'g varies Aexponentiall1A Iwhi!h / take to "ean on a -assian or
Coisson distri'tion2 and agree see"s ver1 plasi'leB. /f it is experi"entall1 possi'le to get a
handle on the shape of this distri'tion2 that wold 'e extre"el1 vala'le data. +arge
departres fro" a flat e=al5pro'a'ilit1 distri'tion of tra!e diffi!lt1 wold sggest that
even solo developers shold e"late the 'a0aar strateg1 '1 'onding the ti"e the1 spend on
tra!ing a given s1"pto" 'efore the1 swit!h to another. Cersisten!e "a1 not alwa1s 'e a
virte...
4915 )n isse related to whether one !an start pro8e!ts fro" 0ero in the 'a0aar st1le is
whether the 'a0aar st1le is !apa'le of spporting trl1 innovative work. So"e !lai" that2
la!king strong leadership2 the 'a0aar !an onl1 handle the !loning and i"prove"ent of ideas
alread1 present at the engineering state of the art2 't is na'le to psh the state of the art.
6his arg"ent was perhaps "ost infa"osl1 "ade '1 the >alloween Fo!"ents2 two
e"'arrassing internal @i!rosoft "e"oranda written a'ot the open5sor!e pheno"enon. 6he
athors !o"pared +inx3s develop"ent of a Enix5like operating s1ste" to ]]!hasing
taillights332 and opined ]]Ion!e a pro8e!t has a!hieved Aparit1A with the state5of5the5artB2 the
level of "anage"ent ne!essar1 to psh towards new frontiers 'e!o"es "assive.33
6here are serios errors of fa!t i"plied in this arg"ent. 4ne is exposed when the >alloween
athors the"seselves later o'serve that ]]often W...X new resear!h ideas are first i"ple"ented
and availa'le on +inx 'efore the1 are availa'le / in!orporated into other platfor"s.33
/f we read ]]open sor!e33 for ]]+inx332 we see that this is far fro" a new pheno"enon.
>istori!all12 the open5sor!e !o""nit1 did not invent *"a!s or the World Wide We' or the
/nternet itself '1 !hasing taillights or 'eing "assivel1 "anagedUand in the present2 there is
so "!h innovative work going on in open sor!e that one is spoiled for !hoi!e. 6he
-:4@* pro8e!t Ito pi!k one of "an1B is pshing the state of the art in -E/s and o'8e!t
te!hnolog1 hard enogh to have attra!ted !onsidera'le noti!e in the !o"pter trade press well
otside the +inx !o""nit1. 4ther exa"ples are legion2 as a visit to ;resh"eat on an1
given da1 will =i!kl1 prove.
15%
<t there is a "ore fnda"ental error in the i"pli!it ass"ption that the cathedral model Ior
the 'a0aar "odel2 or an1 other kind of "anage"ent str!treB !an so"ehow "ake innovation
happen relia'l1. 6his is nonsense. -angs don3t have 'reakthrogh insightsUeven volnteer
grops of 'a0aar anar!hists are sall1 in!apa'le of genine originalit12 let alone !orporate
!o""ittees of people with a srvival stake in so"e stats =o ante. 9nsight comes from
individuals. 6he "ost their srronding so!ial "a!hiner1 !an ever hope to do is to 'e
responsive to 'reakthrogh insightsUto norish and reward and rigorosl1 test the" instead
of s=ashing the".
So"e will !hara!teri0e this as a ro"anti! view2 a reversion to ot"oded lone5inventor
stereot1pes. :ot so9 / a" not asserting that grops are in!apa'le of developing 'reakthrogh
insights on!e the1 have 'een hat!hed9 indeed2 we learn fro" the peer5review pro!ess that
s!h develop"ent grops are essential to prod!ing a high5=alit1 reslt. ,ather / a"
pointing ot that ever1 s!h grop develop"ent starts fro"Uis ne!essaril1 sparked '1Uone
good idea in one person3s head. ?athedrals and 'a0aars and other so!ial str!tres !an !at!h
that lightning and refine it2 't the1 !annot "ake it on de"and.
6herefore the root pro'le" of innovation Iin software2 or an1where elseB is indeed how not to
s=ash itU't2 even "ore fnda"entall12 it is ho" to gro" lots of people "ho can have
insights in the first place.
6o sppose that !athedral5st1le develop"ent !old "anage this tri!k 't the low entr1
'arriers and pro!ess flidit1 of the 'a0aar !annot wold 'e a'srd. /f what it takes is one
person with one good idea2 then a so!ial "ilie in whi!h one person !an rapidl1 attra!t the
!ooperation of hndreds or thosands of others with that good idea is going inevita'l1 to ot5
innovate an1 in whi!h the person has to do a politi!al sales 8o' to a hierar!h1 'efore he !an
work on his idea withot risk of getting fired.
)nd2 indeed2 if we look at the histor1 of software innovation '1 organi0ations sing the
!athedral "odel2 we =i!kl1 find it is rather rare. +arge !orporations rel1 on niversit1
resear!h for new ideas Iths the >alloween Fo!"ents athors3 nease a'ot +inx3s fa!ilit1
at !oopting that resear!h "ore rapidl1B. 4r the1 '1 ot s"all !o"panies 'ilt arond so"e
innovator3s 'rain. /n neither !ase is the innovation native to the !athedral !ltre9 indeed2
"an1 innovations so i"ported end p 'eing =ietl1 sffo!ated nder the A"assive level of
"anage"entA the >alloween Fo!"ents3 athors so extol.
6hat2 however2 is a negative point. 6he reader wold 'e 'etter served '1 a positive one. /
sggest2 as an experi"ent2 the following:
Ci!k a !riterion for originalit1 that 1o 'elieve 1o !an appl1 !onsistentl1. /f 1or
definition is ]]/ know it when / see it332 that3s not a pro'le" for prposes of this test.
Ci!k an1 !losed5sor!e operating s1ste" !o"peting with +inx2 and a 'est sor!e for
a!!onts of !rrent develop"ent work on it.
Wat!h that sor!e and ;resh"eat for one "onth. *ver1 da12 !ont the n"'er of
release annon!e"ents on ;resh"eat that 1o !onsider ]original3 work. )ppl1 the
sa"e definition of ]original3 to annon!e"ents for that other 4S and !ont the".
6hirt1 da1s later2 total p 'oth figres.
6he da1 / wrote this2 ;resh"eat !arried twent15two release annon!e"ents2 of whi!h three
appear the1 "ight psh state of the art in so"e respe!t2 6his was a slow da1 for ;resh"eat2
15$
't / will 'e astonished if an1 reader reports as "an1 as three likel1 innovations a month in
an1 !losed5sor!e !hannel.
4%G.S5 We now have histor1 on a pro8e!t that2 in several wa1s2 "a1 provide a "ore
indi!ative test of the 'a0aar pre"ise than fet!h"ail9 *-?S2 the *xperi"ental -:E ?o"piler
S1ste".
6his pro8e!t was annon!ed in "id5)gst of 1$$& as a !ons!ios atte"pt to appl1 the ideas
in the earl1 p'li! versions of #he .athedral and the Ba(aar. 6he pro8e!t fonders felt that
the develop"ent of -??2 the -n ? ?o"piler2 had 'een stagnating. ;or a'ot twent1 "onths
afterwards2 -?? and *-?S !ontined as parallel prod!tsU'oth drawing fro" the sa"e
/nternet developer poplation2 'oth starting fro" the sa"e -?? sor!e 'ase2 'oth sing
prett1 "!h the sa"e Enix toolsets and develop"ent environ"ent. 6he pro8e!ts differed onl1
in that *-?S !ons!iosl1 tried to appl1 the 'a0aar ta!ti!s / have previosl1 des!ri'ed2 while
-?? retained a "ore !athedral5like organi0ation with a !losed developer grop and
infre=ent releases.
6his was a'ot as !lose to a !ontrolled experi"ent as one !old ask for2 and the reslts were
dra"ati!. Within "onths2 the *-?S versions had plled s'stantiall1 ahead in featres9 'etter
opti"i0ation2 'etter spport for ;4,6,): and ?... @an1 people fond the *-?S
develop"ent snapshots to 'e "ore relia'le than the "ost re!ent sta'le version of -??2 and
"a8or +inx distri'tions 'egan to swit!h to *-?S.
/n )pril of 1$$$2 the ;ree Software ;ondation Ithe offi!ial sponsors of -??B dissolved the
original -?? develop"ent grop and offi!iall1 handed !ontrol of the pro8e!t to the the *-?S
steering tea".
4S$5 4f !orse2 Rropotkin3s !riti=e and +ins3s +aw raise so"e wider isses a'ot the
!1'erneti!s of so!ial organi0ations. )nother folk theore" of software engineering sggests
one of the"9 ?onwa13s +awU!o""onl1 stated as ]]/f 1o have for grops working on a
!o"piler2 1o3ll get a 45pass !o"piler33. 6he original state"ent was "ore general:
]]4rgani0ations whi!h design s1ste"s are !onstrained to prod!e designs whi!h are !opies of
the !o""ni!ation str!tres of these organi0ations.33 We "ight pt it "ore s!!in!tl1 as
]]6he "eans deter"ine the ends332 or even ]]Cro!ess 'e!o"es prod!t33.
/t is a!!ordingl1 worth noting that in the open5sor!e !o""nit1 organi0ational for" and
fn!tion "at!h on "an1 levels. 6he network is ever1thing and ever1where: not 8st the
/nternet2 't the people doing the work for" a distri'ted2 loosel1 !opled2 peer5to5peer
network that provides "ltiple redndan!1 and degrades ver1 gra!efll1. /n 'oth networks2
ea!h node is i"portant onl1 to the extent that other nodes want to !ooperate with it.
6he peer5to5peer part is essential to the !o""nit13s astonishing prod!tivit1. 6he point
Rropotkin was tr1ing to "ake a'ot power relationships is developed frther '1 the ]S:);E
Crin!iple3: ]]6re !o""ni!ation is possi'le onl1 'etween e=als2 'e!ase inferiors are "ore
!onsistentl1 rewarded for telling their speriors pleasant lies than for telling the trth.33
?reative tea"work tterl1 depends on tre !o""ni!ation and is ths ver1 seriosl1
hindered '1 the presen!e of power relationships. 6he open5sor!e !o""nit12 effe!tivel1
free of s!h power relationships2 is tea!hing s '1 !ontrast how dreadfll1 "!h the1 !ost in
'gs2 in lowered prod!tivit12 and in lost opportnities.
16#
;rther2 the S:);E prin!iple predi!ts in athoritarian organi0ations a progressive dis!onne!t
'etween de!ision5"akers and realit12 as "ore and "ore of the inpt to those who de!ide
tends to 'e!o"e pleasant lies. 6he wa1 this pla1s ot in !onventional software develop"ent
is eas1 to see9 there are strong in!entives for the inferiors to hide2 ignore2 and "ini"i0e
pro'le"s. When this pro!ess 'e!o"es prod!t2 software is a disaster.
Bi)"iography
/ =oted several 'its fro" ;rederi!k C. <rooks3s !lassi! #he )ythical )an*)onth 'e!ase2 in
"an1 respe!ts2 his insights have 1et to 'e i"proved pon. / heartil1 re!o""end the 25th
)nniversar1 edition fro" )ddison5Wesle1 I/S<: #52#15%35$55$B2 whi!h adds his 1$%6 ]]:o
Silver <llet33 paper.
6he new edition is wrapped p '1 an invala'le 2#51ears5later retrospe!tive in whi!h <rooks
forthrightl1 ad"its to the few 8dg"ents in the original text whi!h have not stood the test of
ti"e. / first read the retrospe!tive after the first p'li! version of this essa1 was s'stantiall1
!o"plete2 and was srprised to dis!over that <rooks attri'ted 'a0aar5like pra!ti!es to
@i!rosoft7 I/n fa!t2 however2 this attri'tion trned ot to 'e "istaken. /n 1$$% we learned
fro" the >alloween Fo!"ents that @i!rosoft3s internal developer !o""nit1 is heavil1
'alkani0ed2 with the kind of general sor!e a!!ess needed to spport a 'a0aar not even trl1
possi'le.B
-erald @. Wein'erg3s #he $sychology :f .omputer $rogramming I:ew York2 Kan :ostrand
,einhold 1$&1B introd!ed the rather nfortnatel15la'eled !on!ept of ]]egoless
progra""ing33. While he was nowhere near the first person to reali0e the ftilit1 of the
]]prin!iple of !o""and332 he was pro'a'l1 the first to re!ogni0e and arge the point in
parti!lar !onne!tion with software develop"ent.
,i!hard C. -a'riel2 !onte"plating the Enix !ltre of the pre5+inx era2 rel!tantl1 arged
for the speriorit1 of a pri"itive 'a0aar5like "odel in his 1$%$ paper ]]+/SC: -ood :ews2
<ad :ews2 and >ow 6o Win <ig33. 6hogh dated in so"e respe!ts2 this essa1 is still rightl1
!ele'rated a"ong +/SC fans Iin!lding "eB. ) !orrespondent re"inded "e that the se!tion
titled ]]Worse /s <etter33 reads al"ost as an anti!ipation of +inx. 6he paper is a!!essi'le on
the World Wide We' at http://www.nagg".no/worse5is5'etter.ht"l.
Fe @ar!o and +ister3s $eople"are' $roductive $ro3ects and #eams I:ew York9 Forset
>ose2 1$%&9 /S<: #5$326335#556B is an nderappre!iated ge" whi!h / was delighted to see
;red <rooks !ite in his retrospe!tive. While little of what the athors have to sa1 is dire!tl1
appli!a'le to the +inx or open5sor!e !o""nities2 the athors3 insight into the !onditions
ne!essar1 for !reative work is a!te and worthwhile for an1one atte"pting to i"port so"e of
the 'a0aar "odel3s virtes into a !o""er!ial !ontext.
;inall12 / "st ad"it that / ver1 nearl1 !alled this essa1 ]]6he ?athedral and the )gora332 the
latter ter" 'eing the -reek for an open "arket or p'li! "eeting pla!e. 6he se"inal ]]agori!
s1ste"s33 papers '1 @ark @iller and *ri! Frexler2 '1 des!ri'ing the e"ergent properties of
"arket5like !o"ptational e!ologies2 helped prepare "e to think !learl1 a'ot analogos
pheno"ena in the open5sor!e !ltre when +inx r''ed "1 nose in the" five 1ears later.
6hese papers are availa'le on the We' at http://www.agori!s.!o"/agorpapers.ht"l.
14. $ay '&&ie: !a%n of a Ne% !ay
161
2#1#
E,+: http://o00ie.net/do!s/dawn5of5a5new5da1/

6o: *xe!tive Staff and dire!t reports
Fate: 4!to'er 2%2 2#1#
;ro": ,a1 400ie
S'8e!t: Fawn of a :ew Fa1
;ive 1ears ago2 having onl1 re!entl1 arrived at the !o"pan12 / wrote 6he /nternet Servi!es
Fisrption in order to ki!k off a "a8or !hange "anage"ent pro!ess a!ross the !o"pan1. /n
the opening se!tion of that "e"o2 / noted that a'ot ever1 five 1ears or indstr1 experien!es
what appears to 'e an infle!tion point that reslts in great tr'len!e and !hange.
/n the wake of that "e"o2 the last five 1ears has 'een a ti"e of great transfor"ation for
@i!rosoft. )t this point weNre trl1 all in with regard to servi!es. /N" in!redi'l1 prod of the
people and the work that has 'een done a!ross the !o"pan12 and of the wa1 that weNve trned
this services transformation into opportnities that will pa1 off for 1ears to !o"e.
/n the real" of the servi!e5!entri! Zsea"less 4SN weNre well on the path to having Windows
+ive serve as an optional 1et natral servi!es !o"ple"ent to the Windows and 4ffi!e
software. /n the real" of Zsea"less prod!tivit1N2 4ffi!e 365 and or 2#1# 4ffi!e2
ShareCoint and +ive delivera'les have shifted 4ffi!e fro" 'eing C?5!entri! toward now also
ro'stl1 spanning the we' and "o'ile. /n Zsea"less entertain"entN2 V'ox +ive has
transfor"ed V'ox into a real5ti"e2 so!ial2 "edia5ri!h 6K experien!e.
)nd in the real" of what / referred to as or Zservi!es platfor"N2 / !oldnNt 'e "ore prod of
whatNs e"erged as Windows )0re T SH+ )0re. /nspired '1 little "ore than a "e"o2 a few
de!ks and dis!ssions2 intraprenerial leaders stepped p to 'ild and deliver an innovative
servi!e that2 while still nas!ent2 will over ti"e prove to 'e transfor"ational for the !o"pan1
and the indstr1.
4r prod!ts are now "ore relevant than ever. <ing has 'losso"ed and its advertising2
so!ial2 "etadata T real5ti"e anal1ti!s !apa'ilities are growing to power ever1 one of or
"1riad servi!es offerings. 4ver the 1ears the Windows !lient expanded its relevan!e even
with the rise of low5!ost net'ooks. 4ffi!e expanded its relevan!e even with a shift toward
open data for"ats T we'5'ased prod!tivit1. 4r server assets have had greater relevan!e
even with a "arked shift toward virtali0ation T !lod !o"pting.
Hite i"portant to "e2 /N" also =ite prod of the degree to whi!h weNve !ontined to grow
and "atre in the area of responsi'le !o"petition2 and the 'readth and depth of or !ltral
shift toward genine openness2 interopera'ilit1 and priva!1 whi!h are now s!h ke1
!ornerstones of ever1thing we do.
Yet2 for all or great progress2 so"e of the opportnities / laid ot in "1 "e"o five 1ears ago
re"ain elsive and are 1et to 'e reali0ed.
?ertain of or !o"petitorsN prod!ts and their rapid advan!e"ent T refine"ent of new sage
s!enarios have 'een =ite noteworth1. 4r earl1 and !lear vision notwithstanding2 their
exe!tion has srpassed or own in "o'ile experien!es2 in the sea"less fsion of hardware T
162
software T servi!es2 and in so!ial networking T "1riad new for"s of internet5!entri! so!ial
intera!tion.
WeNve seen agile innovation pla1ing ot 'efore a 'a!kdrop in whi!h "an1 dra"ati! !hanges
have o!!rred a!ross all aspe!ts of or indstr1Ns !ore infrastr!tre. 6hese "1riad
evoltions of or infrastr!tre have 'een predi!ted for 1ears2 't in the past five 1ears so
"!h has happened that weNve grown alread1 to take "an1 of these !hanges for granted:
E'i=itos internet a!!ess over wired2 Wi;i and 3-/4- networks9 "an1 now even take for
granted that +6* and Zwhitespa!eN will 'e 'roadl1 delivered. WeNve seen or 'ox1 devi!es
'ased on Zs1ste" 'oardsN "orph into sleek elegantl15designed devi!es 'ased on
transfor"ational Zs1ste"s on a !hipN. WeNve seen 'lk1 ?,6 "onitors repla!ed '1
i"possi'l1 thin to!h s!reens. WeNve seen 'siness pro!esses and entire organi0ations
transfor"ed '1 the 0ero5fri!tion natre of the internet9 the walls 'etween prod!er and
!ons"er having now vanished. S'stantial 'siness e!os1ste"s have !ollapsed as "an1
!lassi! aggregation T distri'tion "e!hanis"s no longer "ake sense.
4rgani0ations worldwide2 in ever1 indstr12 are now stepping 'a!k and re5thinking the
'asi!s9 =estioning their "ost fnda"ental str!tral tenets. Foing so is ne!essar1 for their
long5ter" growth and srvival. )nd or own indstr1 is no ex!eption2 where we "st
=estion or "ost fnda"ental ass"ptions a'ot infrastr!tre T apps.
6he past five 1ears have 'een 'reathtaking. <t the next five 1ears will 'ring a'ot 1et
another infle!tion point [ a transfor"ation that will on!e again 1ield npre!edented
opportnities for or !o"pan1 and or indstr1 !atal10ed '1 the hge T inevita'le shift in
apps T infrastr!tre thatNs trl1 now 8st 'egn.
Imagining 2 J(ost8(3K Wor"
4ne parti!lar da1 next "onth2 :ove"'er 2#
th
2#1#2 represents a signifi!ant "ilestone.
6hose of s in the C? indstr1 who pla!ed an earl1 'et on a then5nas!ent C? graphi!al E/
will toast that da1 as 'eing the 25
th
anniversar1 of the lan!h of Windows 1.#.
4r 8orne1 'egan in spport of ada!ios !on!epts that were originall1 8st imagined and
drea"ed: A computer that&s ;personal&. 4r2 a $. on every desktop and in every home,
running )icrosoft soft"are.
Windows "a1 not have 'een the first graphi!al E/ on a personal !o"pter2 't over ti"e the
prod!t n=estiona'l1 de"o!rati0ed !o"pting T !o""ni!ations for "ore than a 'illion
people worldwide. Windows and 4ffi!e trl1 grew to define the C?9 esta'lishing the !ore
!on!epts and sage s!enarios that for so "an1 of s2 over ti"e2 have 'e!o"e et!hed in stone.
;or the "ost part2 weNve grown to per!eive of Z!o"ptingN as 'eing e=ated with spe!ifi!
fa"iliar Zartifa!tsN s!h as the Z!o"pterN2 the Zprogra"N thatNs installed on a !o"pter2 and
the ZfilesN that are stored on that !o"pterNs ZdesktopN. ;or the "a8orit1 of sers2 the C? is
largel1 indistingisha'le even fro" the Z'rowserN or ZinternetN.
)s s!h2 itNs diffi!lt for "an1 of s to even i"agine that this !old ever !hange.
<t as the C? !lient and C?5'ased server have grown fro" their si"ple roots over the past 25
1ears2 the C?5!entri! / server5!entri! "odel has a!!reted si"pl1 immense !o"plexit1. 6his is
a dire!t '15prod!t of the C?Ns s!!ess: how 'road and diverse the C?Ns e!os1ste" has
'e!o"e9 how !o"plex itNs 'e!o"e to "anage the a!=isition T life!1!le of or hardware2
software2 and data artifa!ts. /tNs ndenia'le that so"e for" of this !o"plexit1 is readil1
163
apparent to "ost all or !sto"ers: 1or neigh'ors9 an1 s"all 'siness owner9 the Zte!hN
head of hosehold9 enterprise /6.
S!!ess 'egets prod!t re=ire"ents. )nd even when sperh"an engineering and design
talent is applied2 there are li"its to how "!h 1o !an appl1 'eatifl veneers 'efore inherent
!o"plexit1 is destined to 'leed throgh.
.omple!ity kills. ?o"plexit1 s!ks the life ot of sers2 developers and /6. ?o"plexit1
"akes prod!ts diffi!lt to plan2 'ild2 test and se. ?o"plexit1 introd!es se!rit1
!hallenges. ?o"plexit1 !ases ad"inistrator frstration.
)nd as ti"e goes on and as software prod!ts "atre [ even with the 'est of intent [
!o"plexit1 is ines!apa'le.
/ndeed2 "an1 have pointed ot that thereNs a flip side to !o"plexit1: in or indstr12
!o"plexit1 of a s!!essfl prod!t also tends to provide so"e assran!e of its longevit1.
?o"plex interdependen!ies and an1 prod!tNs inherent Z=irksN will virtall1 garantee that
'roadl1 adopted s1ste"s wonNt si"pl1 vanish overnight. )nd so long as a s1ste" is well5
spported and !ontines to provide ni=e and "aterial vale to a !sto"er2 even "an1 of
the "ost !o"plex and 'roadl1 "aligned assets will hold their grond. )nd wh1 notJ
6he1Nre vala'le. 6he1 work.
<t so long as !sto"er or !o"petitive re=ire"ents drive tea"s to 'ild la1ers of new
fn!tion on top of a !o"plex !ore2 lti"atel1 a li"it will 'e rea!hed. ;ragilit1 !an grow to
!onstrain agilit1. So"e deep ar!hite!tral strengths !an 'e!o"e irrelevant [ or worse2 !an
'e!o"e hindran!es.
4r C? software has driven the !reation of an a"a0ing e!os1ste"2 and is in!redi'l1 vala'le
to a world of !sto"ers and partners. )nd the C? and its e!os1ste" is going to keep
growing2 and growing2 for a long ti"e to !o"e. <t toda12 as / wrote five 1ears ago2 <Just as
in the past, "e must reflect upon "hat&s going on around us, and reflect upon our strengths,
"eaknesses and industry leadership responsibilities, and respond. As much as ever, it&s clear
that if "e fail to do so, our business as "e kno" it is at risk.<
)nd so at this 8n!tre2 given all that has transpired in !o"pting and !o""ni!ations2 itNs
i"portant that all of s do pre!isel1 what or !o"petitors and !sto"ers will lti"atel1 do:
!lose or e1es and for" a realisti! pi!tre of what a post*$. "orld "ight a!tall1 look like2
if it were to ever trl1 o!!r. >ow wold !sto"ers a!!o"plish the kinds of things the1 do
toda1J /n what wa1s wold it 'e 'etterJ /n what wa1s wold it 'e worse2 or 8st differentJ
6hose who !an envision a plasi'le ftre thatNs 'righter than toda1 will earn the opportnit1
to lead.
/n or indstr12 if 1o !an i"agine so"ething2 1o !an 'ild it. We at @i!rosoft know fro"
or !o""on past [ even the past five 1ears [ that if we know what needs to 'e done2 and if
we a!t de!isivel12 an1 !hallenge !an 'e transfor"ed into a signifi!ant opportnit1. )nd so2
the first step for ea!h of s is to imagine fearlessly9 to drea".
3ontin#o#s Servi%es L 3onne%te Devi%es
164
WhatNs happened in ever1 aspe!t of !o"pting T !o""ni!ations over the !orse of the past
five 1ears has given s "!h to drea" a'ot. ?ertainl1 the Znet5!onne!ted C?2 and C?5'ased
servers2 have driven the !reation of an in!redi'le indstr1 and have laid the grondwork for
"ass5"arket nderstanding of so "!h of whatNs possi'le with Z!o"ptersN. <t slowl1 't
srel12 or lives2 'sinesses and so!iet1 are in the pro!ess of a "holesale reconfiguration in
the wa1 we per!eive and appl1 te!hnolog1.
)s weNve 'egn to e"'ra!e toda1Ns in!redi'l1 powerfl app5!apa'le phones and pads into
or dail1 lives2 and as weNve e"'ra!ed "1riad innovative servi!es T we'sites2 the earl1
adopters a"ong s have de!idedl1 'egn to "ove awa1 fro" "entall1 asso!iating or
!o"pting a!tivities with the hardware/software artifa!ts of or past s!h as C?Ns2 ?F5
installed progra"s2 desktops2 folders T files.
/nstead2 to !ope with the inherent !o"plexit1 of a world of devi!es2 a world of we'sites2 and
a world of apps T personal data that is spread a!ross "1riad devi!es T we'sites2 a si"ple
!on!eptal "odel is taking shape that 'rings it all together. WeNre "oving toward a world of
1B !lod5'ased %ontinuous serices that !onne!t s all and do or 'idding2 and 2B applian!e5
like connecte" "eices ena'ling s to intera!t with those !lod5'ased servi!es.
3ontin#o#s servi%es are we'sites and !lod5'ased agents that we !an rel1 on for "ore and
"ore of what we do. 4n the 'a!k end2 the1 possess attri'tes ena'led '1 or newfond
world of !lod !o"pting: 6he1Nre alwa1s5availa'le and are !apa'le of n'onded s!ale.
6he1Nre !onstantl1 assi"ilating T anal10ing data fro" 'oth or real and online worlds.
6he1Nre !onstantl1 'eing refined T i"proved 'ased on what works2 and what doesnNt. <1
'ringing s all together in new wa1s2 the1 !onstantl1 reshape the so!ial fa'ri! nderl1ing or
so!iet12 organi0ations and lives. ;ro" news T entertain"ent2 to transportation2 to !o""er!e2
to !sto"er servi!e2 we and or 'sinesses and govern"ents are 'eing transfor"ed '1 this
new world of servi!es that we rel1 on to operate flawlessl12 &b242 'ehind the s!enes.
4r personal and !orporate data now sits within these servi!es [ and as a reslt weNre "ore
and "ore !on!erned with isses of trst T priva!1. We "ost !o""onl1 engage and intera!t
with these internet5'ased sites T servi!es throgh the 'rowser. <t in!reasingl12 we also
intera!t with these !ontinos servi!es throgh apps that are loaded onto a 'road variet1 of
servi!e5!onne!ted devi!es [ on or desks2 or in or po!kets T po!ket'ooks.
3onne%te evi%es 'e1ond the C? will in!reasingl1 !o"e in a 'reathtaking n"'er of
shapes and si0es2 tned for a 'road variet1 of !o""ni!ations2 !reation T !ons"ption
tasks. *a!h individal will intera!t with a fairl1 good n"'er of these !onne!ted devi!es on
a dail1 'asis [ their phone / internet !o"panion9 their !ar9 a shared p'li! displa1 in the
!onferen!e roo"2 living roo"2 or hallwa1 wall. /ndeed so"e of these !onne!ted devi!es "a1
even grow to 'ear a rese"'lan!e to toda1Ns desktop C? or !la"shell laptop. <t thereNs one
ke1 differen!e in to"orrowNs devi!es: the1Nre relativel1 si"ple and fnda"entall1 appliance*
like '1 design2 fro" 'irth. 6he1Nre instantl1 sa'le2 inter!hangea'le2 and triviall1 repla!ea'le
withot loss. <t 'eing appliance*like doesnNt "ean that the1Nre not also =ite !apa'le in
ter"s of storage9 rather2 it 8st "eans that storage has shifted to 'eing "ore !lod5!entri! than
devi!e5!entri!. ) world of !ontent [ 'oth personal and p'lished [ is strea"ed2 !a!hed or
s1n!hroni0ed with a world of !lod5'ased !ontinos servi!es.
@oving forward2 these Z!onne!ted devi!esN will also fre=entl1 take the for" of e"'edded
devi!es of var1ing prpose in!lding tele"etr1 T !ontrol. 4r world in!reasingl1 will 'e
165
filled with these devi!es [ fro" the re"otel1 diagnosed elevator2 to the sensors on or
highwa1s and throghot or environ"ent. 6hese e"'edded devi!es will share a ke1
attri'te with non5e"'edded E/5!entri! devi!es: the1Nre applian!e5like2 easil1 !onfigred2
inter!hangea'le and repla!ea'le withot loss.
)t first 'lsh2 this world of continuous services and connected devices doesnNt see" ver1
different than toda1. <t those who 'ild2 deplo1 and "anage toda1Ns we'sites nderstand
vis!erall1 that fielding a trl1 !ontinos servi!e is in!redi'l1 diffi!lt and is onl1 a!hieved
'1 the "ost sophisti!ated high5s!ale !ons"er we'sites. )nd those who 'ild and deplo1
appli!ation fa'ri!s targeting !onne!ted devi!es nderstand how !hallenging it !an 'e to
si"pl1 T relia'l1 8st Zs1n!N or Zstrea"N. 6o a!hieve these see"ingl1 si"ple o'8e!tives will
re=ire dra"ati! innovation in h"an interfa!e2 hardware2 software and servi!es.
5o, It Might 5appen
;ro" the perspe!tive of living so deepl1 within the world of the devi!e5!entri! software T
hardware that weNve !olle!tivel1 !reated over the past 25 1ears2 itNs nderstanda'l1 diffi!lt
to i"agine how a dra"ati!2 wholesale shift toward this new continuous services = connected
devices "odel wold ever plasi'l1 gain tra!tion relative to whatNs so 'roadl1 in se toda1.
<t in the te!hnolog1 world2 these indstr15s!oped transfor"ations have indeed happened
'efore. ?o"plexit1 a!!res9 dra"ati!all1 new and i"proved !apa'ilities arise.
@an1 1ears ago when the C? first e"erged as an alternative to the "ini and "ainfra"e2 the
ke1 fa!ets of simplicity and broad approachability were ke1 to its a"a0ing s!!ess. /f thereNs
to 'e a next wave of indstr1 re!onfigration [ toward a world of internet5!onne!ted
continuous services and applian!e5like connected devices [ it wold likel1 arise again fro"
those ver1 sa"e fa!ets.
/t "a1 take =ite a while to happen2 't / 'elieve that in so"e for" or another2 withot do't2
it will.
;or ea!h of s who !an !learl1 envision the end5ga"e2 the opportnit1 is to re!ogni0e 'oth
the inevita'ilit1 and vale inherent in the big shift ahead2 and to do what it takes to lead or
!sto"ers into this new world.
/n the short ter"2 this "eans i"agining the Zkiller apps T servi!esN and Zkiller devi!esN that
"at!h p to a 'road range of !sto"er needs as the1Nll evolve in this new era. Whether in the
real" of !o""ni!ations2 prod!tivit12 entertain"ent or 'siness2 to"orrowNs experien!es T
soltions are likel1 to differ signifi!antl1 even fro" toda1Ns "ost s!!essfl apps.
6o"orrowNs experien!es will 'e inherentl1 trans"edia T trans5devi!e. 6he1Nll 'e !entered
on 1or own so!ial T organi0ational networks. ;or 'oth individals and 'sinesses2 new
!ons"ption T intera!tion "odels will !hange the ga"e. /tNs inevita'le.
6o deliver what see"s to 'e re=ired [ e.g. an a"a0ing level of !oheren!e a!ross apps2
servi!es and devi!es [ will re=ire innovation in ser experien!e2 intera!tion "odel2
athenti!ation "odel2 ser data T priva!1 "odel2 poli!1 T "anage"ent "odel2 progra""ing
T appli!ation "odel2 and so on. 6hese platfor" innovations will happen in s"all2
progressive steps2 providing signifi!ant opportnit1 to lead. /n adapting or strategies2
ta!ti!s2 plans T pro!esses to deliver whatNs re=ired '1 this new world2 the opportnit1 is
si"pl1 huge.
166
6he one irrefta'le trth is that in an1 large organi0ation2 an1 transfor"ation that is to Zsti!kN
"st e"erge fro" within. 6hose on the otside !an strongl1 inflen!e2 parti!larl1 with their
wallets. 6hose a'ove are responsi'le for developing and arti!lating a !o"pelling vision2
eli"inating o'sta!les2 prioriti0ing resor!es2 and generall1 setting the stage with a prin!ipled
approa!h.
<t the power and responsi'ilit1 to trl1 effe!t transfor"ation exists in no s"all part at the
edge. Within those who2 led or inspired2 feel personall1 and !olle!tivel1 "otivated to make>
to act> to do.
/n taking the ti"e to read this2 "ost likel1 itNs you.
$ea"i&ing a Dream
/n 1$3$2 in :ew York ?it12 there was an a"a0ing WorldNs ;air. /t was !alled Zthe greatest
show of all ti"eN.
/n that 1ear )"eri!ans were exhasted2 having lived throgh a de!ade of depression.
Ene"plo1"ent still hovered a'ove 1&L. /n *rope2 the next world war was 'rewing. /t was
an ndenia'l1 dark 8n!tre for s all.
)nd 1et2 this 1$3$ WorldNs ;air opened in a wa1 that evoked 'road and a!te hope: the
pro"ise of a glorios ftre. 6here were pavilions fro" indstr1 T !ontries all a!ross the
world showing vision9 showing progress: 6he ;tra"a9 6he World of 6o"orrow. /!ons
!on8ring p i"ages of the ftre: 6he 6r1lon9 6he Cerisphere.
6he fairNs the"e: !a%n of a Ne% !ay.
Srronding the event2 stories were written and vividl1 told to help ever1one envision and
drea" of a ftre of "odern !onvenien!es9 sperhighwa1s T spa!ios s'r's9 te!hnologi!al
wonders to alleviate hardship and i"prove ever1da1 life.
6he fairNs exhi'its and stories laid a 'road5'ased i"print a!ross so!iet1 of what needed to 'e
done. 6o plasi'l1 leap fro" s!h a dark ti"e to s!h a potentiall1 wonderfl ftre "eant
having an attitde2 individall1 and !olle!tivel12 that we !old a!hieve "hatever we set or
"inds to. 6hat anything was possi'le.
/n the following 1ears [ feled 'oth '1 what was ne!essar1 for srvival and '1 or hope for
the ftre [ "anfa!tring 8"ped 5#L. 6e!hnologi!al 'reakthroghs a'onded. What had
'een so hopefll1 and opti"isti!all1 i"agined '1 "an12 was a!hieved '1 all.
)nd2 as their !hildren2 now "e&re living their dreams.
6oda12 in "1 own drea"s2 / see a great2 expansive ftre for or indstr1 and for or
!o"pan1 [ a ftre of a"a0ing2 pervasive !lod5!entri! experien!es delivered throgh a
world of innovative devi!es that srrond s.
Withot a do't2 as in 1$3$ there are !onditions in or so!iet1 toda1 that 'reed n!ertaint1:
8o's2 hosing2 health2 ed!ation2 se!rit12 the environ"ent. )nd 1es2 there are also
16&
!hallenging !onditions for or !o"pan1: itNs a togh2 fast5"oving2 and highl1 !o"petitive
environ"ent.
)nd 1et2 even in the presen!e of so "!h n!ertaint12 / feel an a!te sense of hope and
opti"is".
When / look forward2 / !anNt help 't see the potential for a "!h 'righter ftre: *ven
'e1ond the first 'illion2 so "an1 "ore people sing te!hnolog1 to i"prove their lives2
'sinesses and so!ieties2 in so "an1 wa1s. :ew apps2 servi!es T s!enarios in
!o""ni!ations2 !olla'oration T prod!tivit12 !o""er!e2 ed!ation2 health !are2 e"ergen!1
"anage"ent2 h"an servi!es2 transportation2 the environ"ent2 se!rit1 [ the list goes on2 and
on2 and on.
WeNve got so far to go 'efore we even s!rat!h the srfa!e of whatNs now possi'le. )ll these
new servi!es will 'e !lod5!entri! Z!ontinos servi!esN 'ilt in a wa1 that we !an all rel1
pon. )s s!h2 !lod !o"pting will 'e!o"e pervasive for developers and /6 [ a shift thatNll
!atal10e the transfor"ation of infrastr!tre2 s1ste"s T 'siness pro!esses a!ross all "a8or
organi0ations worldwide. )nd all these new servi!es will work hand5in5hand with an
ni"agina'l1 fas!inating world of devi!es5to5!o"e. 6oda1Ns C?Ns2 phones T pads are 8st
the ver1 'eginning9 weNll see de!ades to !o"e of in!redi'le innovation fro" whi!h will
e"erge all sorts of Z!onne!ted !o"panionsN that weNll wear2 weNll !arr12 weNll se on or
desks T walls and the environ"ent all arond s. Servi!e5!onne!ted devi!es going far
'e1ond 8st the Zs!reen2 ke1'oard and "oseN: h"anl15natral Z!ons!iosN devi!es thatNll
see2 re!ogni0e2 hear T listen to 1o and whatNs arond 1o2 thatNll feel 1or to!h and
gestres and "ove"ent2 thatNll dete!t 1or proxi"it1 to others9 thatNll sense 1or lo!ation2
dire!tion2 altitde2 te"peratre2 heart'eat T health.
+et there 'e no do't that the 'ig shifts o!!rring over the next five 1ears ensre that this will
a'soltel1 'e a ti"e of great opportnit1 for those who pt past te!hnologies T s!!esses
into perspe!tive2 and envision all the transfor"ational vale that !an 'e offered "oving
forward to individals2 'sinesses2 govern"ents and so!iet1. /tNs the dawn of a new da1 [ the
sn having now arisen on a world of continuous services and connected devices.
)nd so2 as @i!rosoft has done so s!!essfll1 over the !orse of the !o"pan1Ns histor12 letNs
"ark this five51ear "ilestone '1 on!e again fearlessl1 e"'ra!ing that whi!h is
te!hnologi!all1 inevita'le [ !learing a path to the extraordinar1 opportnit1 that lies ahead
for s2 for the indstr12 and for or !sto"ers.
,a1
1?. $i%k 4evine+ 3hristopher 4o%ke+ Davi MDo%M Sear"s+ Davi Wein)erger: The
Cluetrain Manifesto- The *n" of Business as #sual I:ew York: Cerses -rop
<ooks2 2###B
6$4: http://www.!letrain.!o"/'ook/index.ht"l Wfll text in CF;X
rom Wikipedia:
The Cluetrain Manifesto is a set of $5 theses organi0ed and pt forward as a "anifesto2 or
!all to a!tion2 for all 'sinesses operating within what is sggested to 'e a newl1 !onne!ted
"arketpla!e. 6he ideas pt forward within the "anifesto ai" to exa"ine the i"pa!t of
the /nternet on 'oth "arkets I!ons"ersB and organi0ations. /n addition2 as 'oth !ons"ers
16%
and organi0ations are a'le to tili0e the /nternet and /ntranets to esta'lish a previosl1
navaila'le level of !o""ni!ation 'oth within and 'etween these two grops2 the "anifesto
sggests that !hanges will 'e re=ired fro" organi0ations as the1 respond to the new
"arketpla!e environ"ent.

6he athors assert that the /nternet is nlike the ordinar1 "edia sed in "ass "arketing as it
ena'les people to have Ah"an to h"anA !onversations2 whi!h have the potential to
transfor" traditional 'siness pra!ti!es radi!all1.
6he 'ook and we'site 'oth !hallenge what the "anifesto !alls ot"oded2 2#th5!entr1
thinking a'ot 'siness in light of the e"ergen!e of the We'2 !learl1 listing A$5 thesesA2 as a
referen!e to @artin +ther3s "anifesto whi!h heralded the start of the Crotestant ,efor"ation.
6he "ain idea of the ?letrain thesis is presented 'elow:
) powerfl glo'al !onversation has 'egn. 6hrogh the /nternet2 people are
dis!overing and inventing new wa1s to share relevant knowledge with 'linding speed.
)s a dire!t reslt2 "arkets are getting s"arterUand getting s"arter faster than "ost
!o"panies.
E,+: http://en.wikipedia.org/wiki/6he\?letrain\@anifesto
The 34 Theses

1. @arkets are !onversations.
2. @arkets !onsist of h"an 'eings2 not de"ographi! se!tors.
3. ?onversations a"ong h"an 'eings sound h"an. 6he1 are !ond!ted in a h"an
voi!e.
4. Whether delivering infor"ation2 opinions2 perspe!tives2 dissenting arg"ents or
h"oros asides2 the h"an voi!e is t1pi!all1 open2 natral2 n!ontrived.
5. Ceople re!ogni0e ea!h other as s!h fro" the sond of this voi!e.
6. 6he /nternet is ena'ling !onversations a"ong h"an 'eings that were si"pl1 not
possi'le in the era of "ass "edia.
&. >1perlinks s'vert hierar!h1.
%. /n 'oth internetworked "arkets and a"ong intranetworked e"plo1ees2 people are
speaking to ea!h other in a powerfl new wa1.
$. 6hese networked !onversations are ena'ling powerfl new for"s of so!ial
organi0ation and knowledge ex!hange to e"erge.
1#. )s a reslt2 "arkets are getting s"arter2 "ore infor"ed2 "ore organi0ed. Carti!ipation
in a networked "arket !hanges people fnda"entall1.
11. Ceople in networked "arkets have figred ot that the1 get far 'etter infor"ation and
spport fro" one another than fro" vendors. So "!h for !orporate rhetori! a'ot
adding vale to !o""oditi0ed prod!ts.
12. 6here are no se!rets. 6he networked "arket knows "ore than !o"panies do a'ot
their own prod!ts. )nd whether the news is good or 'ad2 the1 tell ever1one.
13. What3s happening to "arkets is also happening a"ong e"plo1ees. ) "etaph1si!al
!onstr!t !alled A6he ?o"pan1A is the onl1 thing standing 'etween the two.
14. ?orporations do not speak in the sa"e voi!e as these new networked !onversations.
6o their intended online adien!es2 !o"panies sond hollow2 flat2 literall1 inh"an.
16$
15. /n 8st a few "ore 1ears2 the !rrent ho"ogeni0ed Avoi!eA of 'sinessUthe sond of
"ission state"ents and 'ro!hresUwill see" as !ontrived and artifi!ial as the
langage of the 1%th !entr1 ;ren!h !ort.
16. )lread12 !o"panies that speak in the langage of the pit!h2 the dog5and5pon1 show2
are no longer speaking to an1one.
1&. ?o"panies that ass"e online "arkets are the sa"e "arkets that sed to wat!h their
ads on television are kidding the"selves.
1%. ?o"panies that don3t reali0e their "arkets are now networked person5to5person2
getting s"arter as a reslt and deepl1 8oined in !onversation are "issing their 'est
opportnit1.
1$. ?o"panies !an now !o""ni!ate with their "arkets dire!tl1. /f the1 'low it2 it !old
'e their last !han!e.
2#. ?o"panies need to reali0e their "arkets are often laghing. )t the".
21. ?o"panies need to lighten p and take the"selves less seriosl1. 6he1 need to get a
sense of h"or.
22. -etting a sense of h"or does not "ean ptting so"e 8okes on the !orporate we' site.
,ather2 it re=ires 'ig vales2 a little h"ilit12 straight talk2 and a genine point of
view.
23. ?o"panies atte"pting to ApositionA the"selves need to take a position. 4pti"all12 it
shold relate to so"ething their "arket a!tall1 !ares a'ot.
24. <o"'asti! 'oastsUAWe are positioned to 'e!o"e the pree"inent provider of
VYYAUdo not !onstitte a position.
25. ?o"panies need to !o"e down fro" their /vor1 6owers and talk to the people with
who" the1 hope to !reate relationships.
26. C'li! ,elations does not relate to the p'li!. ?o"panies are deepl1 afraid of their
"arkets.
2&. <1 speaking in langage that is distant2 ninviting2 arrogant2 the1 'ild walls to keep
"arkets at 'a1.
2%. @ost "arketing progra"s are 'ased on the fear that the "arket "ight see what3s reall1
going on inside the !o"pan1.
2$. *lvis said it 'est: AWe !an3t go on together with sspi!ios "inds.A
3#. <rand lo1alt1 is the !orporate version of going stead12 't the 'reakp is inevita'leU
and !o"ing fast. <e!ase the1 are networked2 s"art "arkets are a'le to renegotiate
relationships with 'linding speed.
31. :etworked "arkets !an !hange sppliers overnight. :etworked knowledge workers
!an !hange e"plo1ers over ln!h. Yor own Adownsi0ing initiativesA taght s to ask
the =estion: A+o1alt1J What3s thatJA
32. S"art "arkets will find sppliers who speak their own langage.
33. +earning to speak with a h"an voi!e is not a parlor tri!k. /t !an3t 'e Api!ked pA at
so"e ton1 !onferen!e.
34. 6o speak with a h"an voi!e2 !o"panies "st share the !on!erns of their
!o""nities.
35. <t first2 the1 "st 'elong to a !o""nit1.
36. ?o"panies "st ask the"selves where their !orporate !ltres end.
3&. /f their !ltres end 'efore the !o""nit1 'egins2 the1 will have no "arket.
3%. >"an !o""nities are 'ased on dis!orseUon h"an spee!h a'ot h"an
!on!erns.
3$. 6he !o""nit1 of dis!orse is the "arket.
4#. ?o"panies that do not 'elong to a !o""nit1 of dis!orse will die.
1&#
41. ?o"panies "ake a religion of se!rit12 't this is largel1 a red herring. @ost are
prote!ting less against !o"petitors than against their own "arket and workfor!e.
42. )s with networked "arkets2 people are also talking to ea!h other dire!tl1 inside the
!o"pan1Uand not 8st a'ot rles and reglations2 'oardroo" dire!tives2 'otto"
lines.
43. S!h !onversations are taking pla!e toda1 on !orporate intranets. <t onl1 when the
!onditions are right.
44. ?o"panies t1pi!all1 install intranets top5down to distri'te >, poli!ies and other
!orporate infor"ation that workers are doing their 'est to ignore.
45. /ntranets natrall1 tend to rote arond 'oredo". 6he 'est are 'ilt 'otto"5p '1
engaged individals !ooperating to !onstr!t so"ething far "ore vala'le: an
intranetworked !orporate !onversation.
46. ) health1 intranet organi(es workers in "an1 "eanings of the word. /ts effe!t is "ore
radi!al than the agenda of an1 nion.
4&. While this s!ares !o"panies witless2 the1 also depend heavil1 on open intranets to
generate and share !riti!al knowledge. 6he1 need to resist the rge to Ai"proveA or
!ontrol these networked !onversations.
4%. When !orporate intranets are not !onstrained '1 fear and legalisti! rles2 the t1pe of
!onversation the1 en!orage sonds re"arka'l1 like the !onversation of the
networked "arketpla!e.
4$. 4rg !harts worked in an older e!ono"1 where plans !old 'e fll1 nderstood fro"
atop steep "anage"ent p1ra"ids and detailed work orders !old 'e handed down
fro" on high.
5#. 6oda12 the org !hart is h1perlinked2 not hierar!hi!al. ,espe!t for hands5on knowledge
wins over respe!t for a'stra!t athorit1.
51. ?o""and5and5!ontrol "anage"ent st1les 'oth derive fro" and reinfor!e
'rea!ra!12 power tripping and an overall !ltre of paranoia.
52. Caranoia kills !onversation. 6hat3s its point. <t la!k of open !onversation kills
!o"panies.
53. 6here are two !onversations going on. 4ne inside the !o"pan1. 4ne with the "arket.
54. /n "ost !ases2 neither !onversation is going ver1 well. )l"ost invaria'l12 the !ase of
failre !an 'e tra!ed to o'solete notions of !o""and and !ontrol.
55. )s poli!12 these notions are poisonos. )s tools2 the1 are 'roken. ?o""and and
!ontrol are "et with hostilit1 '1 intranetworked knowledge workers and generate
distrst in internetworked "arkets.
56. 6hese two !onversations want to talk to each other. 6he1 are speaking the sa"e
langage. 6he1 re!ogni0e ea!h other3s voi!es.
5&. S"art !o"panies will get ot of the wa1 and help the inevita'le to happen sooner.
5%. /f willingness to get ot of the wa1 is taken as a "easre of /H2 then ver1 few
!o"panies have 1et wised p.
5$. >owever s'li"inall1 at the "o"ent2 "illions of people now online per!eive
!o"panies as little "ore than =aint legal fi!tions that are a!tivel1 preventing these
!onversations fro" interse!ting.
6#. 6his is si!idal. @arkets "ant to talk to !o"panies.
61. Sadl12 the part of the !o"pan1 a networked "arket wants to talk to is sall1 hidden
'ehind a s"okes!reen of h!ksteris"2 of langage that rings falseUand often is.
62. @arkets do not want to talk to fla!ks and h!ksters. 6he1 want to parti!ipate in the
!onversations going on 'ehind the !orporate firewall.
63. Fe5!loaking2 getting personal: We are those "arkets. We want to talk to you.
1&1
64. We want a!!ess to 1or !orporate infor"ation2 to 1or plans and strategies2 1or 'est
thinking2 1or genine knowledge. We will not settle for the 45!olor 'ro!hre2 for
we' sites !ho!k5a5'lo!k with e1e !and1 't la!king an1 s'stan!e.
65. We3re also the workers who "ake 1or !o"panies go. We want to talk to !sto"ers
dire!tl1 in or own voi!es2 not in platitdes written into a s!ript.
66. )s "arkets2 as workers2 'oth of s are si!k to death of getting or infor"ation '1
re"ote !ontrol. Wh1 do we need fa!eless annal reports and third5hand "arket
resear!h stdies to introd!e s to ea!h otherJ
6&. )s "arkets2 as workers2 we wonder wh1 1o3re not listening. Yo see" to 'e speaking
a different langage.
6%. 6he inflated self5i"portant 8argon 1o sling arondUin the press2 at 1or !onferen!es
Uwhat3s that got to do with sJ
6$. @a1'e 1o3re i"pressing 1or investors. @a1'e 1o3re i"pressing Wall Street. Yo3re
not i"pressing s.
&#. /f 1o don3t i"press s2 1or investors are going to take a 'ath. Fon3t the1 nderstand
thisJ /f the1 did2 the1 woldn3t let 1o talk that wa1.
&1. Yor tired notions of Athe "arketA "ake or e1es gla0e over. We don3t re!ogni0e
orselves in 1or pro8e!tionsUperhaps 'e!ase we know we3re alread1 elsewhere.
&2. We like this new "arketpla!e "!h 'etter. /n fa!t2 we are !reating it.
&3. Yo3re invited2 't it3s or world. 6ake 1or shoes off at the door. /f 1o want to 'arter
with s2 get down off that !a"el7
&4. We are i""ne to advertising. (st forget it.
&5. /f 1o want s to talk to 1o2 tell s so"ething. @ake it so"ething interesting for a
!hange.
&6. We3ve got so"e ideas for 1o too: so"e new tools we need2 so"e 'etter servi!e. Stff
we3d 'e willing to pa1 for. -ot a "inteJ
&&. Yo3re too 's1 Adoing 'sinessA to answer or e"ailJ 4h gosh2 sorr12 gee2 we3ll
!o"e 'a!k later. @a1'e.
&%. Yo want s to pa1J We want 1o to pa1 attention.
&$. We want 1o to drop 1or trip2 !o"e ot of 1or neroti! self5involve"ent2 8oin the
part1.
%#. Fon3t worr12 1o !an still "ake "one1. 6hat is2 as long as it3s not the onl1 thing on
1or "ind.
%1. >ave 1o noti!ed that2 in itself2 "one1 is kind of one5di"ensional and 'oringJ What
else !an we talk a'otJ
%2. Yor prod!t 'roke. Wh1J We3d like to ask the g1 who "ade it. Yor !orporate
strateg1 "akes no sense. We3d like to have a !hat with 1or ?*4. What do 1o "ean
she3s not inJ
%3. We want 1o to take 5# "illion of s as seriosl1 as 1o take one reporter fro" #he
Wall Street Journal.
%4. We know so"e people fro" 1or !o"pan1. 6he13re prett1 !ool online. Fo 1o have
an1 "ore like that 1o3re hidingJ ?an the1 !o"e ot and pla1J
%5. When we have =estions we trn to ea!h other for answers. /f 1o didn3t have s!h a
tight rein on A1or peopleA "a1'e the13d 'e a"ong the people we3d trn to.
%6. When we3re not 's1 'eing 1or Atarget "arket2A "an1 of s are 1or people. We3d
rather 'e talking to friends online than wat!hing the !lo!k. 6hat wold get 1or na"e
arond 'etter than 1or entire "illion dollar we' site. <t 1o tell s speaking to the
"arket is @arketing3s 8o'.
%&. We3d like it if 1o got what3s going on here. 6hat3d 'e real ni!e. <t it wold 'e a 'ig
"istake to think we3re holding or 'reath.
1&2
%%. We have 'etter things to do than worr1 a'ot whether 1o3ll !hange in ti"e to get or
'siness. <siness is onl1 a part of or lives. /t see"s to 'e all of 1ors. 6hink a'ot
it: who needs who"J
%$. We have real power and we know it. /f 1o don3t =ite see the light2 so"e other otfit
will !o"e along that3s "ore attentive2 "ore interesting2 "ore fn to pla1 with.
$#. *ven at its worst2 or newfond !onversation is "ore interesting than "ost trade
shows2 "ore entertaining than an1 6K sit!o"2 and !ertainl1 "ore tre5to5life than the
!orporate we' sites we3ve 'een seeing.
$1. 4r allegian!e is to orselvesUor friends2 or new allies and a!=aintan!es2 even
or sparring partners. ?o"panies that have no part in this world2 also have no ftre.
$2. ?o"panies are spending 'illions of dollars on Y2R. Wh1 !an3t the1 hear this "arket
ti"e'o"' ti!kingJ 6he stakes are even higher.
$3. We3re 'oth inside !o"panies and otside the". 6he 'ondaries that separate or
!onversations look like the <erlin Wall toda12 't the13re reall1 8st an anno1an!e. We
know the13re !o"ing down. We3re going to work fro" 'oth sides to take the" down.
$4. 6o traditional !orporations2 networked !onversations "a1 appear !onfsed2 "a1
sond !onfsing. <t we are organi0ing faster than the1 are. We have 'etter tools2
"ore new ideas2 no rles to slow s down.
$5. We are waking p and linking to ea!h other. We are wat!hing. <t we are not waiting.
1&3