The sizzle and the steak
A battle is raging to keep systems secure as we race to realize the immense value data insights can bring. As part of this battle, technology companies have a responsibility to society that extends beyond just delivering products. In our Manifesto document, we describe how the threat to the data-driven world is increasing and detail technical directions we can follow to confront that risk. Beyond that, we explore the nature of that responsibility as guardians of the Information Revolution and discuss the Social Contract all technology providers need to rally behind.
ARM is a £23bn company with an image problem. It already designs the chips your smartphone uses to carry out its useful functions. Soon, its technology will enable your car and fridge to discuss your dietary preferences and fitness activities with your smartwatch, your delivery service, and such third parties as you have approved via a clause in the small print on page 156 of your 250-page implied-consent contract with Google. Nevertheless, you have never heard of it.
When Intel found itself in a comparable position a generation ago, it came up with the ‘Intel Inside’ campaign. The contrast between that worldbeating initiative and this clumsy, half-hearted effort couldn’t be greater.
ARM’s copywriters have attempted to follow the old marketing adage which recommends selling the sizzle rather than the steak. They’ve talked up a dull B2B document about emerging industry standards as if it were a bulletin from the frontline.
But this kind of sizzle says more about the contents of writers’ heads than it does about the product. Picking through the debris, an alert reader might identify fragments of Rousseau, Marx, and perhaps even the Ayatollah Khomeini (originator of the phrase ‘Guardians of the Revolution’).
You say the copywriter wasn’t aware of those meanings? We say no-one wants to read out-of-control text.
Our version is the first step in a ground-up rethink rather than a thoroughgoing rewrite. If ARM wants to build public recognition for its IoT work, it needs a bold strategy on the Intel model. This one’s off the top of our heads.
Our connections. Your things.