In the case of launching the new Edge, instead of understanding its customers and their potential feelings, Microsoft seemed to ignore them. When it comes to browsers, could it be that Internet Explorer and the original Edge were about as excellent as an inverted shot glass is in keeping out the rain?īut, most of all, could it possibly be that Microsoft went about this latest action in a coldly Techworld way? Which is strange, given that the company has made enormously positive efforts in recent times to make its brand more likable. Or could it have something to do with Apple's software – and the way it's introduced - often being more user-thoughtful? While Microsoft's software has often been foisted upon innocent humans with all the finesse of a jackbooted ballet dancer. Why is it, indeed, that Apple users don't seem to complain when Safari appears - albeit discreetly and tastefully - on their gadgets?Īre they more socially compliant? Are they in the thrall of a strange cult? Are they of higher intelligence, understanding the nuances of software development right down to the occasional use of stimulants? Knowing simply isn't the same as feeling, as having at least some instinctive empathy with your customers. Or, as one reader put it: "Techs in general think they know stuff." The reader felt this was a dangerous posture, as real human beings aren't so sure that the stuff techs (think they) know can be translated into helpful, understandable communication and action. "But look, I've got no idea how to use this thing and it's annoying me," said real human beings, as they bought iPhones. "But look, this one can do more things," said the tech insiders. That's why so many inside Techworld Central could never understand that the phones with the most "features" weren't the phones that sold best. Don't bother listening to anyone who isn't inside the Tech Tent.
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