3VERB Dives into the Next Decade
I reflect on this now because this very moment — TODAY — feels so similar to the challenges and wide-open opportunities presented first in the early ’80s, then again in the late ’90s with the advent of the internet. In 1982, of course, consumers embraced “personal computing” as we collectively ditched the humming IBM Selectric typewriters and replaced them with Apple desktops, then Dell laptops. By 1999, we had entered the age of “connected computing,” wherein Berners-Lee’s World Wide Web allowed us to bypass stamps with a fancy “e-mail” system, trade equities in an instant, and shop from boutique stores around the world. Going forward from 2023, though, we’re sure to encounter another, artificial-intelligence-fueled, fundamental technology shift in what I’ve started calling “extrapolated” computing: The inline-computer interaction that will finish your sentence, suggest distinct healthcare or wellness direction, and take the mystery out of how micro-interactions with consumers this week might affect your inventory projections in six months (given the additional complications of the macro-economic conditions, of course!).
This next “extrapolated computing” phase will arm knowledge-workers with the tools — I use this word purposefully — of the same revelatory efficiency provided by, for example, the lithium-battery-powered cordless drill in the building and construction industries a few decades ago. Plainly, AI-based “power tools” for critical thinking will provide huge advantages to those who understand and embrace the technology while, undoubtedly, leaving behind those who insist on the tradition of running an extension cord.
So what does all this mean for 3VERB and our clients?
First, we’ll work actively to scout and vet the latest technologies, AI or otherwise, that matter to your business and set the stage for greater brand visibility and eCommerce efficacy. As I’ve likely mentioned, I’m half-way through an 8-week MIT executive course on designing and building AI products. It’s enlightening and exciting. It’s my intention to follow that course in the new year with a similar, complementary course to better understand how those same product development ideas snap into and support operational business processes.
Second, and maybe more importantly, please know that — regardless of the technology landscape or tools du jour — the core ideals and constructs that differentiate 3VERB remain the same. I’m as committed as ever to engendering the collegial and cooperative creative process, building sustainable brand value and sales through integrated cross-platform campaigns, and insisting on clarity in each step from the line-level code I first learned as a kid to your big picture strategy for tomorrow.
Jon is the founder of 3VERB.