September 5, 2008
the “digital nomads” thing heats up for hugh macleod
[“Edges 5″. Part of “The Edges” Series. Click on image to enlarge etc.]
Reading this piece about Dell’s new mini-computer, halfway through the PR schpiel I YET AGAIN came across them using the term, “Digital Nomad”.
With a starting weight of 2.28 lbs.[i], digital nomads will value the Inspiron Mini’s durable design, with sealed keyboard and reliable solid state drive (SSD) memory storage. A bright 8.9‑inch glossy LED display (1024x600) presents most web pages with no left-right scrolling, and the keypads are large and easy to navigate.
About the same time that I first started seeing this term being used a lot from them, their Digital Nomads blog appeared on the scene. So I guessed something was up. I figured the blog is not just some crazy side project from some renegade Dell employees, this fits in to a much larger corporate strategy. Like I said in a recent blog post:
The Digital Nomads blog is what I call “indirect marketing”. People aren’t supposed to read it and go, “My, what a lovely blog. I think I’ll go out and buy me a couple of brand new Dell laptops”. This is more of an “Alignment” play. In other words, by “aligning” themselves more with the digital-nomad crowd, they hope it’ll help them in time to create products that are more compelling and relevant to them. If you were in the computer business, you’d want to have the same alignment. “The Porous Membrane” etc. The good news is, Alignment plays can be extremely effective. The bad news is, they take FOREVER to gather momentum.
So the last time I was in Round Rock visiting their bright & shiny offices, I asked around. My hunch seems to have been proved correct. This is the alignment they’re going after. I was also delightfully surprised to learn that they have no intention of trademarking, or attempting to trademark the phrase, “Digital Nomad”. They want to be aligned with it; they don’t want to “own” it. A small distinction, but a noteworthy one. To try to own it would rob the idea of all its meaning and power.
Yeah, I know, “Digital Nomad” is not the only term one can use to describe a web-enabled worker. There are others. There are also differences of opinion as to what “Digital Nomad” actually means. Are we talking mere tele-commuters, or is there some even bigger sociological trend going on? Depends who you ask. I’ve been a blogger and a digital nomad long enough to know how blurry the edges get sometimes. Rather than worry about THE definitive semantics, frankly, I’d rather worry about how to use this brave new world in order to make money, more quickly and easily than the generation before me.
In conclusion: Dell wants to align itself with the “Digital Nomad” crowd. Groovy. If I were them I’d do the same.
OK, fine. So now the next question is, what needs to happen to make all this more likely? Do they carry on doing what they’ve always done, or is there some FUNDAMENTAL change in their culture going to be required? And if so, how costly and painful will that be for their people, their customers and their shareholders? I’m not saying they’re necessarily doing anything wrong so far, I’m just curious, that’s all. Change is the only constant etc.
[ON A MORE PERSONAL NOTE:] Over the last few weeks I’ve been having a grand ol’ time getting to know the company better. So far it’s been an interesting experience. I’ve met some really smart, passionate people. The only problem for me initially has been, they’re a big company; it’s hard for somebody new on the scene to know where to look to find the interesting stories going on. Design? Tech? Marketing? Operations? Finance? Who’s making the secret sauce?
But then again, I’ve been a digital nomad for most of the last decade. So suddenly, with their Digital-Nomad-Alignment schtick, I see a glaringly obvious fit between my interests and theirs. Problem solved. Easy. Rock on.
Much like cloud computing, I’ll give it another six months before we hear about Dell’s attempt to trademark the term “Digital Nomad”
There was already an abandoned attempt by someone else several years ago: http://tess2.uspto.gov/bin/showfield?f=doc&state=pif88l.2.3
Yes, Sean, they could feasibly change their minds, especially if their legal counsel advises them to do so [They do have legal obligations to their shareholders, after all]. Who knows? Watch this space.
But I do know a lot of thought went into their current decision.
Hugh, two things for you — one where Dell have just wandered into the “uncanny valley” with e-mail marketing http://www.nevillehobson.com/2008/09/04/an-unwelcome-email-marketing-tactic/
and also where I’m up to with my one man social media empire bag (it’s much lighter than it used to be). The road I’m taking is making use of the computing power in my phone rather than going for a more portable and mobile-enabled computer. Again, it’s a blurry line which will no doubt vanish over time.
http://perfectpath.wordpress.com/2008/09/04/social-media-empire-lite/
Hey Lloyd, thanks for the links.
Link One: Oops. Poor ol’ Dell. Fairly minor in the grand scheme of things, but always good to be vigilant etc.
The good news is; as far as I can tell, they DO seem to be a company that’s willing to learn from their mistakes, far more so than a lot of companies I’ve worked for.
Link Two: I LOVED that piece. Well done.
Very interesting. Smart move on their part I think. It’s always possible someone will want to “own” the term.
Aw, shucks. You don’t really think it’s a schtick, do you? I mean, that’s the kiss of death. Hopefully it can find deeper roots and inform values decisions. Here’s hoping.
Just hearing the term “digital nomad”, it’s something I can relate to.
I work freelance now, a life my happier than I ever was tied to my desk. Some weeks I’m working at somebody elses desk, other weeks from coffee shops, and occassionally from my well provisioned office at home.
My entire workflow revolves around my Macbook and my phone. Like the nomad, I carry my livlihood on my back and live from one moment to the next (well, contract to contract). It’s a great life, an occassionaly lonely one (but not without friends), and one that generates alot of self-reflection.
So yes, “digial nomad”. Like the term. I identify with it.
Yeah, I should have pointed out that in that post on Neville’s blog about Dell, a guy from the social media team left a comment almost immediately apologising. They’re learning fast (and in a quiet non-flashy way too)
I think it’s important too to recognise that this is a case of crossing a line that nobody knew was there until they crossed it
Thanks for the props (and the flow — dude, you still got it!) — in the comments, john dodds asked how much it cost , I totted it up to £57.49 inc VAT
I think Dell’s simply trying to tap in to the huge success of Asus’s eee PC, aka netbook. Last I read, I think they’ve moved over 2,000,000 of them, even Best Buy carries them now. Dell is finally seeing that sweet spot and the blog is one good way to expand that crowd.
The netbook niche fits a need travelers have needed for a long time. I’ve been lugging around way too many gadgets along with a big laptop for way too long, and now the web 2.0 apps are mature enough that a netbook is all I need on the road, and the big laptop is now essentially a desktop. I’ve gone from a massive backpack to a much smaller attache/camera bag, it kind of has a Kerouac-esque feel to it after lugging around a full-size laptop the past 10 years, a new sense of freedom.
I don’t have the traveling “digital nomad” lifestyle of Ester Dyson, but it’s a good feeling to be equipped for it.
Why don’t you copyright digital nomad?
here in bangalore dell is cool because i can choose my configuration. at the lenova store, or the hp store, i cannot. the second thing, design, the xps is cool.
but dated, and not on sale like in the usa.
i never dealt with dell before, they had a bad rep.
changed my mind. and yet they want to sell their factories. ok. they come, they go.
make big paintings, quit writing this marketing crap. anybody can do that. nobody can make the paintings you will make.
enjoy, gregory lent
are my eyes getting too weak or there’s a small TM at the bottom of the page “© 2008 Digital Nomad™ powered by Dell”?
The other side of this is of how deep Dell goes to promote this culture internally as part of their alignment? Could this go as deep as Abercrombie and Fitch, who build a campus out in the woods, where you bike to the office and sit around the fire pit in an alternative environment, or REI that reinforces their brand and culture all the way to the administrative staff?
I wanted to send you a tweet about this, but couldn’t find you there. I think I’ve figured something out from one of your genius comments at Les Blogs 2005:
Real people don’t scale, but people do.
As in: people, just as everything, are both real and imaginary. Which is a combination known from algebra to scale quite nicely.
I hope you are not suggesting you coined the term “digital nomad” .. it’s been around for quite a while.
I always thought of you as a “Wandering Widgeter”…
Hey Dragos, I checked on that. One of their online minions inadvertently stuck the TM symbol in there… it’s coming out.
Ummmm.… Jon Husband, the fact that you may even think that, I find baffling.
Thanks for the kind words, Everybody…
I interpreted .. someone upthread asked “why don’t you copyright the term ?”
Apologies etc. …
What needs to happen to make all this more likely?
Dell is like Andy Warhol. Andy couldn’t break into the art establishment. He set up shop and let the world — and more than just the art world — begin to revolve around him. If Dell tries to take control and move the nomads in its considered direction, the company will alienate its nomad– supporters. The next step for the Internet will be characterized by relationships, but not typical power relationships like we have had for centuries. So, given that the best person to give orders is he or she who can take them, Dell should step back and be humble.
Yeah, but it’s only a Dell. Now if it was a real computer for creatives, like say an Apple, maybe it’d have some weight. Instead it’s just the Walmart of computers in another desperate attempt to be relevant, which it isn’t, except for some of the most cheaply made craptastic pieces of hardware only n00bs and fools would fall for (hence they’re huge with the corporate drone crowd).
Marcus, judging from your rather ungracious and uninformed remark, I’m guessing you wouldn’t be able to recognize a real “creative”, even if he jumped on your lap and peed on you.
Looking forward to your book Hugh -
in a format I can place on a shelf
and run to for inspiration.
*Good Ideas have Lonely Childhoods.*
Terrific line,
bonnie
Hugh, great post. I’d love to hear more thoughts on “alignment.” I have seen many people here in Milwaukee chugging up hills on their fixed-gear bicycles who, despite looking absolutely miserable, are still happy because they are aligned with the coolness — despite being utterly impractical for 75% of the folks who ride them.