Write about what you know, they say. All due respect, that’s lousy advice, far too easily misinterpreted as “write about what you already know.” No doubt you find your own knowledge valuable, your own experiences compelling, the plot twists of your own past gripping; so do we all, but the storehouse of a single life seldom equips us adequately for the task of writing.
Tech pundits are fond of using the term “inflection points” to describe those rare moments when new technology wipes the board clean, opening up new threats and opportunities. But one might argue that in the past few years what used to be called out as an inflection point might now just be called “Monday.”
IBM is one of the oldest technology companies in the world, with a raft of innovations to its credit, including mainframe computing, computer-programming languages, and AI-powered tools. But ask an ordinary person under the age of 40 what exactly IBM does (or did), and the responses will be vague at best.
A few years ago, advertisements for a software service named Monday.com seemed to be suddenly everywhere online. This ubiquity didn’t come cheap. An S.E.C. filing revealed that the product’s developers had spent close to a hundred and thirty million dollars on advertising in 2020 alone, which amounted to roughly eighty per cent of the company’s annual revenue.
I recall having breakfast at a hotel in Brussels in 2017 and sitting across from Douglas Coupland, the author of Generation X: Tales for an Accelerated Culture, the 1991 book that gave my generation a sort of name that was really only a placeholder for a name. I wanted to tell him how much I resented him for this, but I couldn’t muster the courage to be disagreeable.
A half-formed thought feels worse than an empty head—the tip-of-the-tongue sensation, the inkling of a there there without the foggiest notion of how to get, well, there. Especially dire is when the “what” that we wish to articulate feels half-formed itself, something observable yet emergent, for which the masses have yet to find language.