TED2006
David Pogue: Simplicity sells
David Pogue sier: "Enkelhet selger"
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New York Times spaltist David Pogue tar opp kampen med teknologiens verste interface-design forbrytere, og kommer med noen oppmuntrende eksempler på produkter som har gjort ting riktig. For å gjøre det hele forlystelig, bryter han ut i sang.
David Pogue - Technology columnist
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
Double-click the English transcript below to play the video.
00:25
(Music: "The Sound of Silence,"
Simon & Garfunkel)
Simon & Garfunkel)
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♫ Hallo telefonsvarer, min gamle venn. ♫
00:28
Hello voice mail, my old friend.
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00:30
(Laughter)
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(Latter)
♫ Jeg har ringt til teknisk support igjen. ♫
00:32
I've called for tech support again.
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♫ Jeg ignorerte min sjefs advarsel. Jeg ringte på en mandags morgen. ♫
00:36
I ignored my boss's warning.
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00:39
I called on a Monday morning.
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♫ Nå er det kveld, og middagen ble først kald, så grodde den mugg. ♫
00:43
Now it's evening, and my dinner
first grew cold, and then grew mold.
first grew cold, and then grew mold.
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♫ Jeg er fortsatt på vent. Jeg lytter til lyden av stillhet. ♫
00:49
I'm still on hold.
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00:51
I'm listening to the sounds of silence.
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♫ Jeg tror ikke du forstår. Jeg tror deres telefonlinje er ubemannet. ♫
00:57
I don't think you understand.
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01:00
I think your phone lines are unmanned.
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♫ Jeg trykte alle tall jeg ble fortalt, ♫
01:04
I punched every touch tone I was told,
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01:07
but I've still spent 18 hours on hold.
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♫ men tilbrakte fortsatt 18 timer på vent. ♫
01:10
It's not enough your software
crashed my Mac,
crashed my Mac,
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♫ Ikke nok med at programmet deres krasjet Mac'en min, ♫
01:13
and it constantly hangs and bombs --
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♫ og konstant henger seg og krasjer - det slettet minnet mitt også. Og nå lager Mac'en ♫
01:17
it erased my ROMs!
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01:19
Now the Mac makes the sounds of silence.
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♫ lyden av stillhet. ♫
♫ I drømme fantaserer jeg ♫
01:25
In my dreams I fantasize
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♫ om å lage helvete for dere. ♫
01:28
of wreaking vengeance on you guys.
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♫ La oss si at dere krasjer på motorsykkel. ♫
01:32
Say your motorcycle crashes.
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♫ Blod spruter fra sårene deres. Med deres siste styrke, ♫
01:35
Blood comes gushing from your gashes.
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01:38
With your fading strength, you call 9-1-1
and you pray for a trained MD.
and you pray for a trained MD.
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♫ ringer dere 113 og håper på en erfaren lege. Men dere får meg. ♫
01:45
But you get me.
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(Latter)
01:47
(Laughter)
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01:48
And you listen to the sounds of silence.
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♫ Og du lytter til lyden av stillhet. ♫
01:52
(Music)
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01:55
(Applause)
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(Applaus)
Takk. God kveld, og velkommen til
01:57
Thank you.
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01:59
Good evening and welcome to:
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"Finn TED foredragsholderen som brukte å være en Broadway artist"
02:00
"Spot the TED Presenter Who Used
to Be a Broadway Accompanist."
to Be a Broadway Accompanist."
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(Latter)
02:03
(Laughter)
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OK. Da jeg ble tilbudt New York Times spalten seks år siden,
02:04
When I was offered the Times
column six years ago,
column six years ago,
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var tilbudet noe slik: du vil få tilsendt de kuuleste og råeste nye dingsene.
02:08
the deal was like this:
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02:09
you'll be sent the coolest, hottest,
slickest new gadgets.
slickest new gadgets.
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Hver uke kommer de på døra til deg.
02:12
Every week, it'll arrive at your door.
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02:14
You get to try them out,
play with them, evaluate them
play with them, evaluate them
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Du kan prøve dem ut, leke med dem, evaluere dem
02:17
until the novelty wears out,
before you have to send them back,
before you have to send them back,
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helt til de ikke er så interessante lenger, hvorpå du leverer dem tilbake.
Og du får betalt for det. Du kan tenke på det om du vil.
02:20
and you'll get paid for it.
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02:21
You can think about it, if you want.
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Jeg har alltid vært en teknologi frik, og jeg elsker det.
02:24
So, I've always been a technology nut,
and I absolutely love it.
and I absolutely love it.
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Jobben derimot, kom med en liten bakside. Og det er,
02:29
The job, though, came with one
small downside, and that is,
small downside, and that is,
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at avisen tenkte å publisere e-post adressen min etter alle spaltene mine.
02:32
they intended to publish my email address
at the end of every column.
at the end of every column.
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Og det jeg har lagt merke til er, for det første får du enorme mengder e-post.
02:37
And what I've noticed is -- first of all,
you get an incredible amount of email.
you get an incredible amount of email.
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Hvis du noen gang er ensom,
02:42
If you ever are feeling lonely,
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02:44
get a New York Times column,
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få deg en New York Times spalte, for du vil få hundrevis på
02:46
because you will get hundreds
and hundreds and hundreds of emails.
and hundreds and hundreds of emails.
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hundrevis på hundrevis av e-poster. Og de e-postene jeg vanligvis får
02:49
And the email I'm getting a lot
today is about frustration.
today is about frustration.
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disse dager, er om frustrasjon.
02:52
People are feeling like things --
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Folk føler at -- OK,
02:56
Ok, I just had an alarm
come up on my screen.
come up on my screen.
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Jeg fikk nettopp opp en alarm på skjermen min. Heldigvis kan ikke dere se den.
02:58
Lucky you can't see it.
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Folk føler seg overveldet. De føler at det blir for mye teknologi, for fort.
02:59
People are feeling overwhelmed.
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03:01
They're feeling like
it's too much technology, too fast.
it's too much technology, too fast.
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Det kan godt være bra teknologi,
03:04
It may be good technology,
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03:05
but I feel like there's not enough
of a support structure.
of a support structure.
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men jeg føler at det ikke er nok støtteapparat rundt.
Det er ikke tilstrekkelig hjelp. Det er ikke tilstrekkelig omtanke
03:08
There's not enough help.
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03:10
There's not enough thought
put into the design of it
put into the design of it
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lagt inn i designet for å gjøre brukeropplevelsen enkel og lystbetont.
03:12
to make it easy and enjoyable to use.
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En gang skrev jeg en spalte om mine forsøk på å treffe
03:14
One time I wrote a column about my efforts
to reach Dell Technical Support,
to reach Dell Technical Support,
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Dell teknisk support. Og innen 12 timer,
03:18
and within 12 hours,
there were 700 messages
there were 700 messages
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var det 700 meldinger fra lesere på tilbakemeldingsforumet
03:22
from readers on the feedback boards
on the Times website,
on the Times website,
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på avisens nettside, fra brukere som sa: "Meg også!" eller
03:26
from users saying,
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03:28
""Me too, and here's my tale of woe."
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"Her er min mareritt-fortelling". Jeg kaller det programvare-raseri.
03:30
I call it "software rage."
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Og la meg bare si, den som klarer å finne en måte å tjene penger
03:32
And man, let me tell you,
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03:34
whoever figures out how to make money
off of this frustration will --
off of this frustration will --
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på denne frustrasjonen vil --
03:38
Oh, how did that
get up there? Just kidding.
get up there? Just kidding.
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oj, hvordan kom den opp dit? Bare tuller.
(Latter)
03:40
(Laughter)
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OK, så hvorfor aksellererer dette problemet? Og deler av problemet er,
03:42
Ok, so why is the problem accelerating?
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03:44
And part of the problem is, ironically,
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ironisk nok, fordi industrien har lagt så mye innsats
03:46
because the industry
has put so much thought
has put so much thought
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i å lage ting enklere å bruke.
03:49
into making things easier to use.
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Jeg vil vise dere hva jeg mener.
03:51
I'll show you what I mean.
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03:52
This is what the computer
interface used to look like, DOS.
interface used to look like, DOS.
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Dette er hva brukergrensesnittet brukte å se ut som, DOS.
Gjennom årene har det blitt enklere å bruke.
03:57
Over the years, it's gotten easier to use.
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Dette er det originale Mac operativ systemet.
04:00
This is the original Mac operating system.
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04:02
Reagan was President.
Madonna was still a brunette.
Madonna was still a brunette.
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Reagen var president. Madonna var fortsatt brunette.
04:05
And the entire operating system --
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Og hele operativ systemet --
04:07
this is the good part -- the entire
operating system fit in 211 k.
operating system fit in 211 k.
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dette er rosinen i pølsa -- hele operativ systemet fikk plass på 211k.
04:12
You couldn't put
the Mac OS X logo in 211 k!
the Mac OS X logo in 211 k!
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Du klarer ikke lagre Mac OS X logoen på 211k!
(Latter)
04:15
(Laughter)
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Så ironien er at ettersom disse tingene blir enklere å bruke
04:17
So the irony is, that as these
things became easier to use,
things became easier to use,
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kommer et bredere og mindre teknisk anlagt publikum i kontakt
04:21
a less technical, broader audience
was coming into contact
was coming into contact
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med slikt utstyr for første gang.
04:25
with this equipment for the first time.
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Jeg hadde en gang gleden av å få sitte hos Apple telefonstøtte en dag.
04:27
I once had the distinct privilege
of sitting in on the Apple call center
of sitting in on the Apple call center
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04:32
for a day.
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Fyren hadde dobbelt sett øretelefoner for meg til å lytte inn på samtalen.
04:33
The guy had a duplicate headset
for me to listen to.
for me to listen to.
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04:36
And the calls that --
you know how they say,
you know how they say,
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Og telefonene som -- du vet hvordan de sier:
"Din samtale kan bli tatt opp av kvalitetsmessige årsaker?"
04:40
"Your call may be recorded
for quality assurance?"
for quality assurance?"
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Å neida. Din samtale kan bli tatt opp
04:43
Uh-uh.
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04:44
Your call may be recorded
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04:45
so that they can collect
the funniest dumb user stories
the funniest dumb user stories
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slik at de kan samle de morsomste og dummeste brukeropplevelsene
og sende dem rundt på en CD.
04:48
and pass them around on a CD.
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(Latter)
04:50
(Laughter)
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Noe de gjør.
04:51
Which they do.
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04:52
(Laughter)
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(Latter)
Og jeg har en kopi.
04:54
And I have a copy.
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04:55
(Laughter)
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(Latter)
04:56
It's in your gift bag. No, no.
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Det er i velkomstbagen. Neida, neida.
Med deres stemmer på den.
04:58
With your voices on it!
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Noen av historiene er klassiske, men likevel forståelige.
05:01
So, some of the stories are just
so classic, and yet so understandable.
so classic, and yet so understandable.
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En kvinne ringte Apple for å klage
05:06
A woman called Apple to complain
that her mouse was squeaking.
that her mouse was squeaking.
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på at musen hennes knirket -- den laget knirkelyder.
05:09
Making a squeaking noise.
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Og teknikeren sa, "Vel, hva mener du med at musen knirker?"
05:10
And the technician said,
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05:12
"Well, ma'am, what do you mean
your mouse is squeaking?"
your mouse is squeaking?"
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Hun sa: "Alt jeg kan si er at den
05:14
She says, "All I can tell you
is that it squeaks louder,
is that it squeaks louder,
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knirker høyere desto raskere jeg beveger den over skjermen."
05:17
the faster I move it across the screen."
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(Latter)
05:19
(Laughter)
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Og teknikeren sier: "Frøken, du holder musen opp til skjermen?"
05:22
And the technician's like,
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05:23
"Ma'am, you've got the mouse
up against the screen?"
up against the screen?"
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05:26
She goes, "Well, the message said,
'Click here to continue.'"
'Click here to continue.'"
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Hun svarer: "Ja, beskjeden sier 'klikk her for å fortsette'."
(Latter)
05:29
(Laughter)
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05:32
Well, if you like that one --
how much time have we got?
how much time have we got?
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Hvis dere liker den, hvor mye tid har vi?
05:36
Another one, a guy called --
this is absolutely true --
this is absolutely true --
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En annen fyr ringte. Dette er helt sant!
Datamaskinen hans hadde krasjet, og han fortalte teknikeren
05:39
his computer had crashed,
and he told the technician
and he told the technician
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05:41
he couldn't restart it, no matter
how many times he typed "11."
how many times he typed "11."
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at han ikke klarte å restarte uansett hvor mange ganger han tastet 11.
Og teknikeren sa: "Hva? Hvorfor taster du 11?" Han svarte:
05:46
And the technician said,
"What? Why are you typing 11?"
"What? Why are you typing 11?"
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"Beskjeden sier: 'Feil type 11'." (Type kan også oversettes til 'tast')
05:49
He said, "The message says,
'Error Type 11.'"
'Error Type 11.'"
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05:52
(Laughter)
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(Latter)
Så vi må bare innrømme at litt av feilen ligger hos brukerne.
05:57
So, we must admit
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06:00
that some of the blame falls squarely
at the feet of the users.
at the feet of the users.
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Men hvorfor aksellererer teknologi-overbelastningskrisen
06:05
But why is the technical overload crisis,
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06:07
the complexity crisis, accelerating now?
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og kompleksitetskrisen nå? I maskinvare verden,
06:10
In the hardware world, it's because
we the consumers want
we the consumers want
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er det fordi forbrukerne vil ha alt mindre, mindre, mindre.
06:13
everything to be smaller,
smaller, smaller.
smaller, smaller.
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Så dingsene blir mindre og mindre
06:15
So the gadgets are getting
tinier and tinier,
tinier and tinier,
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men fingrene våre holder seg hovedsaklig like store.
06:18
but our fingers are essentially
staying the same size.
staying the same size.
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Så det blir mer og mer en utfordring.
06:20
So it gets to be more and more
of a challenge.
of a challenge.
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06:22
Software is subject
to another primal force:
to another primal force:
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Programvare er offer for en annen drivkraft også:
forventningene om å hele tiden gi ut nye versjoner.
06:24
the mandate to release
more and more versions.
more and more versions.
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06:27
When you buy a piece of software,
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Når du kjøper programvare, er det ikke som å kjøpe en vase
06:29
it's not like buying a vase
or a candy bar, where you own it.
or a candy bar, where you own it.
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eller godteri, hvor man eier det.
Det er mer som å bli med i en klubb hvor man betaler kontigent årlig.
06:32
It's more like joining a club,
where you pay dues every year,
where you pay dues every year,
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Og hvert år sier de:
06:35
and every year, they say,
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06:36
"We've added more features,
and we'll sell it to you for $99."
and we'll sell it to you for $99."
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"Vi har lagt til flere tjenester, som du kan kjøpe for bare 99 dollar"
06:40
I know one guy who's spent $4,000
just on Photoshop over the years.
just on Photoshop over the years.
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Jeg vet om en kar som brukte 4000 dollar bare på Photoshop de siste årene.
06:45
And software companies make
35 percent of their revenue
35 percent of their revenue
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Og 35 % av alt programvareselskaper tjener
kommer fra slike oppdateringer av programvaren.
06:48
from just these software upgrades.
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Jeg kaller det Programvare Oppgraderings Paradokset --
06:50
I call it the Software Upgrade Paradox --
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som er at ved å forbedre et program nok ganger,
06:53
which is that if you improve
a piece of software enough times,
a piece of software enough times,
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vil man til slutt ødelegge det.
06:57
you eventually ruin it.
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06:58
I mean, Microsoft Word was last
just a word processor in, you know,
just a word processor in, you know,
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Jeg mener, Microsoft Word var opprinnelig bare et tekstbehandlingsprogram,
under Eisenhower administrasjonen.
07:02
the Eisenhower administration.
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07:04
(Laughter)
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(Latter)
07:05
But what's the alternative?
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Men hva er alternativet? Microsoft gjorde faktisk et eksperiment. De sa:
07:06
Microsoft actually did this experiment.
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07:09
They said, "Well, wait a minute.
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"Vent litt, alle klager på at vi har lagt til så mange nye verktøy.
07:10
Everyone complains that
we're adding so many features.
we're adding so many features.
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La oss lage et tekstbehandlingsprogram som gjør kun det.
07:13
Let's create a word processor
that's just a word processor:
that's just a word processor:
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Enkelt, rent, som ikke lager nettsider eller er en database."
07:15
Simple, pure; does not do web pages,
is not a database."
is not a database."
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Og den kom ut, og het Microsoft Write.
07:19
And it came out,
and it was called Microsoft Write.
and it was called Microsoft Write.
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07:22
And none of you are nodding
in acknowledgment, because it died.
in acknowledgment, because it died.
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Og ingen av dere nikker bekreftende, for den døde.
07:25
It tanked. No one ever bought it.
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Den mislyktes. Ingen kjøpte den.
07:27
I call this the Sport Utility Principle.
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Jeg kaller dette Tilleggsutstyr Prinsippet. Folk liker å omgi seg selv
07:30
People like to surround themselves
with unnecessary power, right?
with unnecessary power, right?
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med unødvendig kraft, ikke sant?
07:34
They don't need the database
and the website, but they're like,
and the website, but they're like,
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De trenger ikke databasen eller nettsiden, men de tenker:
"Vel, jeg kan jo alltids oppgradere, for man vet jo aldri, kanskje jeg får bruk for det en dag!"
07:37
"Well, I'll upgrade, because, I might,
you know, I might need that someday."
you know, I might need that someday."
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07:41
So the problem is: as you add more
features, where are they going to go?
features, where are they going to go?
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Så problemet er, etterhvert som man legger til flere verktøy, hvor skal de gjøre av seg?
Hvor skal man gjøre av dem? Man har bare et visst antall design verktøy.
07:45
Where are you going to stick them?
You only have so many design tools.
You only have so many design tools.
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07:49
You can do buttons, you can do
sliders, pop-up menus, sub-menus.
sliders, pop-up menus, sub-menus.
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Man kan lage knapper, rullegardiner, pop-up menyer, undermenyer.
07:53
But if you're not careful
about how you choose,
about how you choose,
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Men om man ikke er forsiktig med hva man velger, ender man opp med dette.
07:56
you wind up with this.
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07:57
(Laughter)
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(Latter)
07:59
This is an un-retouched --
this is not a joke --
this is not a joke --
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Dette er en uredigert -- dette er ikke tull -- uredigert bilde av Microsoft Word,
08:02
un-retouched photo of Microsoft Word,
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08:04
the copy that you have,
with all the toolbars open.
with all the toolbars open.
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et program dere alle har, med alle verktøylinjene åpne.
08:07
You've obviously never
opened all the toolbars,
opened all the toolbars,
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Dere har åpenbart aldri åpnet alle verktøylinjene,
men alt du har å skrive på er dette bittelille vinduet her nede.
08:10
but all you have to type in
is this little, teeny window down here.
is this little, teeny window down here.
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08:15
(Laughter)
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(Latter)
Og vi har kommet til tidsalderen hvor vi har grensesnitt matriser, hvor det er
08:18
And we've arrived at the age
of interface matrices,
of interface matrices,
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08:21
where there are so many
features and options,
features and options,
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så mange verktøy og muligheter, man er nødt til å ha to dimensjoner.
08:23
you have to do two dimensions, you know:
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En vertikal og en horisontal. Dere klager på at
08:25
a vertical and a horizontal.
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08:27
You guys all complain
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08:28
about how Microsoft Word
is always bulleting your lists
is always bulleting your lists
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Microsoft Word alltid lager punktlister og linker automatisk.
08:31
and underlining your links automatically.
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Av-knappen er der inne et sted.
08:33
The off switch is in there somewhere.
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Jeg sier det, den er der!
08:36
I'm telling you -- it's there.
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Deler av kunsten å lage et enkelt og godt brukergrensesnitt,
08:38
Part of the art of designing
a simple, good interface,
a simple, good interface,
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08:41
is knowing when to use
which one of these features.
which one of these features.
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er å vite når man skal bruke en av disse verktøyene.
Her er avloggingsboksen for Windows 2000.
08:44
So, here is the log-off
dialogue box for Windows 2000.
dialogue box for Windows 2000.
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Det er bare fire alternativer,
08:48
There are only four choices,
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så hvorfor er de i en rullegardin meny?
08:50
so why are they in a pop-up menu?
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Resten av skjermen er ikke akkurat så full av andre komponenter
08:53
It's not like the rest of the screen
is so full of other components
is so full of other components
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at man trenger å kollapse valgene.
08:57
that you need to collapse the choices.
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08:59
They could have put them all out in view.
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De kunne hatt alle valgene synlige.
09:01
Here's Apple's take
on the exact same dialogue box.
on the exact same dialogue box.
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Her er Apple's versjon av den samme dialogboksen.
09:04
(Applause)
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(Applaus)
Takk -- ja, jeg designet dialogboksen. Neida.
09:06
Thank you -- yes, I designed
the dialogue box. No, no.
the dialogue box. No, no.
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09:09
Already, we can see
that Apple and Microsoft
that Apple and Microsoft
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Allerede kan vi se at Apple og Microsoft
har meget divergerende tilnærming til programvaredesign.
09:12
have a severely divergent
approach to software design.
approach to software design.
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Microsofts tilnærming til enkelhet bruker å være:
09:16
Microsoft's approach
to simplicity tends to be:
to simplicity tends to be:
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la oss fragmentere, la oss bare ta ting steg for steg.
09:19
let's break it down;
let's just make it more steps.
let's just make it more steps.
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09:22
There are these "wizards" everywhere.
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Det er hjelpere overalt.
09:24
And you know, there's a new version
of Windows coming out this fall.
of Windows coming out this fall.
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Du vet, det er en ny versjon av Windows som kommer denne høsten.
Om de fortsetter i dette tempoet er det ingen måte å forutsi
09:28
If they continue at this pace,
there's absolutely no telling
there's absolutely no telling
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hvor de kommer til å ende opp.
09:31
where they might wind up.
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09:33
[Welcome to the Type a Word Wizard]
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(Applaus)
09:35
(Laughter)
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09:36
(Applause)
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Velkommen til Skriv-Et-Ord-Hjelperen. OK, jeg er med. La oss klikke "neste" for å fortsette.
09:40
"Welcome to the Type a Word Wizard."
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09:41
Ok, I'll bite.
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09:43
Let's click "Next" to continue.
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09:45
(Laughter)
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(Applaus)
09:48
(Applause)
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Fra rullegardin menyen, velg den første bokstaven du ønsker å skrive. OK.
09:49
From the drop-down menu, choose
the first letter you want to type. Ok.
the first letter you want to type. Ok.
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(Latter)
09:53
(Laughter)
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09:55
So there is a limit
that we don't want to cross.
that we don't want to cross.
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Så det er en grense vi ikke ønsker å krysse. Så hva er svaret?
09:58
So what is the answer?
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Hvordan pakker man alle verktøyene inn på en enkel og intelligent måte?
09:59
How do you pack in all these features
in a simple, intelligent way?
in a simple, intelligent way?
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10:03
I believe in consistency, when possible,
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Jeg er tilhenger av konsekvent bruk såfremt dette er mulig,
paralleller til virkeligheten, søppel folder når mulig, beskrivelser av det meste.
10:06
real-world equivalents,
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10:07
trash can folder, when possible,
label things, mostly.
label things, mostly.
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Men jeg ber designere om å bryte
10:10
But I beg of the designers here
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10:13
to break all those rules
if they violate the biggest rule of all,
if they violate the biggest rule of all,
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alle disse reglene om dere bryter den viktigste regelen av alle,
10:16
which is intelligence.
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som er intelligent design. Hva mener jeg med det?
10:17
Now what do I mean by that?
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Jeg skal gi dere et par eksempler hvor intelligent design gjør noe
10:19
I'm going to give you some examples
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10:20
where intelligence makes something
not consistent, but it's better.
not consistent, but it's better.
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inkonsekvent, men bedre.
Om man skal kjøpe noe på nettet, må man legge inn adressen sin
10:24
If you are buying something on the web,
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10:26
you're supposed to put in your address,
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og velge hvilket land man kommer fra.
10:28
and you're supposed to choose
what country you're from, ok?
what country you're from, ok?
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Det er 200 land i verden. Vi liker å tenke på internett som en global landsby.
10:31
There are 200 countries in the world.
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10:33
We like to think of the Internet
as a global village.
as a global village.
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Beklager, det er ikke det ennå.
10:35
I'm sorry; it's not one yet.
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Det er stort sett USA, Europa og Japan.
10:37
It's mainly like, the United States,
Europe, and Japan.
Europe, and Japan.
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Så hvorfor er USA nede blant "U'ene"?
10:39
So why is "United States" in the "U"s?
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(Latter)
10:42
(Laughter)
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10:43
You have to scroll, like,
seven screensful to get to it.
seven screensful to get to it.
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Du må bla nedover noe sånt som syv hele sider for å komme dit.
10:46
Now, it would be inconsistent
to put "United States" first,
to put "United States" first,
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Det ville være inkonsekvent å ha USA øverst,
10:49
but it would be intelligent.
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men det ville vært intelligent. Denne har jeg vært inne på før,
10:51
This one's been touched on before,
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men hvorfor i all verden slår man av en PC ved å trykke
10:53
but why in God's name do you
shut down a Windows PC
shut down a Windows PC
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10:57
by clicking a button called "Start?"
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på en knapp som heter "Start"?
11:00
(Laughter)
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(Latter)
Her er en annen godbit: du har en printer.
11:04
Here's another pet one of mine:
you have a printer.
you have a printer.
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11:07
Most of the time, you want to print
one copy of your document,
one copy of your document,
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Som regel, ønsker man å printe én kopi av dokumentet,
11:11
in page order, on that printer.
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i normal rekkefølge, på denne printeren.
Så hvorfor i Herrens navn kommer dette opp hver gang man vil printe?
11:13
So why in God's name do you see
this every time you print?
this every time you print?
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11:18
It's like a 747 shuttle cockpit.
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Det er som en 747 jumbojet cockpit.
(Latter)
11:21
(Laughter)
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11:22
And one of the buttons at the bottom,
you'll notice, is not "Print."
you'll notice, is not "Print."
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Og legg merke til at ingen av knappene nederst heter "Print".
(Latter)
11:26
(Laughter)
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11:30
(Applause)
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(Applaus)
Nå, jeg sier ikke at Apple er den det eneste selskapet som har omfavnet
11:34
Now, I'm not saying that Apple
is the only company who has embraced
is the only company who has embraced
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prinsippet om enkelhet.
11:38
the cult of simplicity.
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11:40
Palm is also, especially in the old days,
wonderful about this.
wonderful about this.
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Palm er også, spesielt før, meget gode til dette.
11:43
I actually got to speak to Palm
when they were flying high in the '90s,
when they were flying high in the '90s,
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Jeg hadde faktisk et foredrag for Palm da de var på topp i 90-årene,
og etter foredraget møtte jeg en av de ansatte.
11:47
and after the talk,
I met one of the employees.
I met one of the employees.
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Han sa, "Bra foredrag." Og jeg svarte: "Takk. Hva jobber du med?"
11:49
He says, "Nice talk." And I said,
"Thank you. What do you do here?"
"Thank you. What do you do here?"
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Han sa: "Jeg er en klikk-teller."
11:52
He said, "I'm a tap counter."
I'm like, "You're a what?"
I'm like, "You're a what?"
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Jeg stusset: "Du er hva?" Han svarte: "Vel, Jeff Hawkins, sjefen, sier:
11:55
He goes, "Well Jeff Hawkins,
the CEO, says,
the CEO, says,
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'Om noen oppgaver på Palm Pilot bruker mer enn tre klikk med pennen,
11:57
'If any task on the Palm Pilot
takes more than three taps of the stylus,
takes more than three taps of the stylus,
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så er det for mye, og det må omgjøres.' Så jeg er en klikk-teller."
12:01
it's too long,
and it has to be redesigned.'
and it has to be redesigned.'
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12:04
So I'm the tap counter."
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Så jeg vil vise dere et eksempel på et selskap som ikke har
12:06
So, I'm going to show you an example
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12:08
of a company that does not
have a tap counter.
have a tap counter.
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en klikk-teller.
12:10
(Laughter)
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Dette er Microsoft Word, OK. Når du vil lage et nytt blankt dokument i Word
12:11
This is Microsoft Word.
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12:13
Ok, when you want to create
a new blank document in Word --
a new blank document in Word --
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-- det kan skje!
12:17
it could happen.
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(Latter)
12:18
(Laughter)
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Du går opp til Fil menyen og velger "Ny".
12:24
You go up to the "File" menu
and you choose "New."
and you choose "New."
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12:27
Now, what happens when you choose "New?"
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Så, hva skjer når man velger "Ny"? Får man du et nytt blankt dokument?
12:29
Do you get a new blank document?
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Det gjør du ikke.
12:31
You do not.
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På motsatt side av skjermen kommer det opp en oppgavelinje, og et sted
12:33
On the opposite side of the monitor,
a task bar appears,
a task bar appears,
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12:37
and somewhere in those links --
by the way, not at the top --
by the way, not at the top --
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iblant de linkene -- ikke øverst --iblant de linkene
12:41
somewhere in those links is a button
that makes you a new document.
that makes you a new document.
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er knappen som lager et nytt dokument til deg.
OK, så det er et selskap som ikke teller klikk.
12:46
Ok, so that is a company
not counting taps.
not counting taps.
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Men seriøst, jeg vil ikke bare stå her og ha det moro på Microsoft sin bekostning.
12:49
You know, I don't want to just stand
here and make fun of Microsoft ...
here and make fun of Microsoft ...
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Publikum: Fortsett.
David Pogue: Jo, det vil jeg.
12:53
Yes, I do.
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(Latter)
12:54
(Laughter)
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12:55
(Applause)
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(Applaus)
Bill Gates sangen!
12:59
The Bill Gates song!
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13:00
(Piano music)
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♫ Jeg har alltid vært en nerd og jeg skrev det første DOS. ♫
13:02
I've been a geek forever
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13:05
and I wrote the very first DOS.
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♫ Jeg slo sammen min programvare og IBM, ♫
13:09
I put my software and IBM together;
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13:13
I got profit and they got the loss.
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♫ jeg fikk profitt og de tapte. ♫
13:16
(Laughter)
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(Latter)
♫ Jeg skrev koden som drifter hele verden. ♫
13:19
I write the code
that makes the whole world run.
that makes the whole world run.
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♫ Jeg får lisenspenger fra alle mann. ♫
13:24
I'm getting royalties from everyone.
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♫ Noen ganger er det søppel, men media er helt nedsnødde. ♫
13:28
Sometimes it's garbage,
but the press is snowed.
but the press is snowed.
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♫ Du kjøper esken, jeg selger koden. ♫
13:33
You buy the box; I'll sell the code.
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♫ Alle programvare selskaper gjør Microsofts forskning og utvikling. ♫
13:38
Every software company
is doing Microsoft's R&D.
is doing Microsoft's R&D.
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13:43
You can't keep a good idea
down these days.
down these days.
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♫ Du kan ikke holde på en god idé disse dager. ♫
♫ Selv Windows er en etterligning. Vi er løst basert på Mac. ♫
13:47
Even Windows is a hack.
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13:50
We're kind of based loosely on the Mac.
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13:52
So it's big, so it's slow.
You've got nowhere to go.
You've got nowhere to go.
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♫ Så den er stor, så den er treg. Du har ikke noen andre valg. Jeg gjør ikke dette for heder, ♫
13:55
I'm not doing this for praise.
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♫ jeg skrev koden som passer hele verden i dag. ♫
13:58
I write the code
that fits the world today.
that fits the world today.
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♫ Middelmådig på alle måter. ♫
14:03
Big mediocrity in every way.
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♫ Vi har begynt på planet dominans modus. ♫
14:07
We've entered planet domination mode.
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14:11
You'll have no choice; you'll buy my code.
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♫ Du har ikke noe valg, du kjøper min kode. ♫
14:17
I am Bill Gates and I write the code.
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♫ Jeg er Bill Gates og jeg skriver koden. ♫
14:24
(Applause)
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(Applaus)
14:32
But actually, I believe
there are really two Microsofts.
there are really two Microsofts.
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Men faktisk, så mener jeg det egentlig er to Microsoft'er.
14:35
There's the old one, responsible
for Windows and Office.
for Windows and Office.
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Det er den gamle, ansvarlig for Windows og Office.
14:38
They're dying to throw the whole thing
out and start fresh, but they can't.
out and start fresh, but they can't.
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De ønsker bare å kaste alt ut vinduet og begynne på nytt,
men de kan ikke. De er fanget på grunn av alle tilleggene
14:42
They're locked in, because so many add-ons
and other company stuff
and other company stuff
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og alt annet som er låst i rammeverket fra 1982.
14:46
locks into the old 1982 chassis.
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Men det er også et nytt Microsoft som virkelig lager
14:49
But there's also a new Microsoft,
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14:50
that's really doing good,
simple interface designs.
simple interface designs.
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god og enkel design grensesnitt.
Jeg likte Media Senter PC'n. Jeg likte Microsoft SPOT klokken.
14:54
I liked the Media Center PC.
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14:55
I liked the Microsoft SPOT Watch.
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Den trådløse klokken var en kommersiell fiasko,
14:57
The Wireless Watch
flopped miserably in the market,
flopped miserably in the market,
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men det var ikke fordi den ikke var enkelt og vakkert designet.
15:00
but it wasn't because it wasn't
simply and beautifully designed.
simply and beautifully designed.
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La meg si det på denne måten: ville du betalt
15:03
But let's put it this way:
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10 dollar i måneden for å få ei klokke som måtte lades hver natt,
15:04
would you pay $10 a month to have a watch
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15:07
that has to be recharged
every night like your cell phone,
every night like your cell phone,
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som mobiltelefonen, og som stoppet å fungere om du forlot postnummeret ditt?
15:10
and stops working
when you leave your area code?
when you leave your area code?
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15:13
(Laughter)
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(Latter)
Tegn i tiden kan tyde på at kompleksitetskrisen bare blir verre.
15:15
So, the signs might indicate
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15:18
that the complexity crunch
is only going to get worse.
is only going to get worse.
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Er det noe håp? Skjermene blir bare mindre.
15:21
So is there any hope?
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15:22
The screens are getting smaller,
people are illuminating,
people are illuminating,
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Folk gløder, putter brukermanualer i boksene.
15:25
putting manuals in the boxes,
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Tingen kommer ut i en jevnt økende tempo.
15:27
things are coming out at a faster pace.
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15:29
It's funny -- when Steve Jobs
came back to Apple in 1997,
came back to Apple in 1997,
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Det er litt moro - da Steve Jobs kom tilbake til Apple i 1997,
etter 12 år borte, på MacWorld Expo.
15:33
after 12 years away,
it was the MacWorld Expo --
it was the MacWorld Expo --
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Han kom på scenen med sort høyhalset og olabukser, og
15:36
he came to the stage
in that black turtleneck and jeans,
in that black turtleneck and jeans,
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han gjorde noe slik. Publikum ble ville, men
15:39
and he sort of did this.
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15:40
The crowd went wild,
but I had just seen --
but I had just seen --
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15:42
I'm like, where have I seen this before?
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jeg tenkte, hvor har jeg sett dette før? Jeg hadde akkurat sett filmen "Evita" --
15:44
I had just seen the movie "Evita" --
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15:46
(Laughter)
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(Latter)
15:49
with Madonna,
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-- med Madonna, og jeg tenkte, vet du hva, jeg må lage en om Steve Jobs.
15:50
and I'm like, you know what?
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15:52
I've got to do one about Steve Jobs.
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15:55
(Music)
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♫ Det blir ikke lett. Du vil tro jeg er rar. ♫
15:56
It won't be easy.
You'll think I'm strange.
You'll think I'm strange.
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15:59
(Laughter)
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♫ Når jeg prøver å forklare hvorfor jeg er tilbake ♫
16:01
When I try to explain why I'm back,
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♫ etter å ha fortalt pressen at Apples framtid er mørk. ♫
16:03
after telling the press
Apple's future is black.
Apple's future is black.
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♫ Du vil ikke tro meg. ♫
16:06
You won't believe me.
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♫ Alt du ser er en tenåring som startet i en garasje ♫
16:09
All that you see is a kid in his teens
who started out in a garage
who started out in a garage
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16:13
with only a buddy named Woz.
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♫ med en kompis som kalles Woz. ♫
16:16
(Laughter)
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(Latter)
Prøv å rim med garasje selv!
16:18
You try rhyming with garage!
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(Latter)
16:20
(Laughter)
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16:22
Don't cry for me, Cupertino.
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♫ Ikke gråt for meg, Cupertino. ♫
(Latter)
16:25
(Laughter)
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♫ Sannheten er at jeg aldri forlot deg. ♫
16:26
The truth is, I never left you.
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(Latter)
16:29
I know the ropes now,
know what the tricks are.
know what the tricks are.
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♫ Jeg kan spillet nå, jeg vet om alle triksene. ♫
♫ Jeg ble styrtrik over hos Pixar. ♫
16:33
I made a fortune over at Pixar.
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16:36
(Laughter)
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(Latter)
♫ Ikke gråt for meg, Cupertino. Jeg har fortsatt driv og visjoner. ♫
16:37
Don't cry for me, Cupertino.
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16:40
I've still got the drive and vision.
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♫ Jeg går fortsatt i sandaler i all slags vær. Det er bare at nå ♫
16:44
I still wear sandals in any weather.
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16:47
It's just that these days,
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16:49
they're Gucci leather.
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♫ er de Gucci skinn. ♫
16:51
(Laughter)
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(Latter)
16:53
(Applause)
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(Applaus)
17:01
Thank you.
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17:02
So Steve Jobs had always believed
in simplicity and elegance and beauty.
in simplicity and elegance and beauty.
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Takk. Så Steve Jobs har alltid trodd på enkelhet
og eleganse og skjønnhet. Og sannheten er,
17:07
And the truth is,
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1897
at i årevis var jeg litt deprimert. For amerikanere satte åpenbart ikke pris på det,
17:09
for years I was a little depressed,
356
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2128
17:11
because Americans
obviously did not value it,
obviously did not value it,
357
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2273
17:13
because the Mac had
three percent market share,
three percent market share,
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2277
for Mac hadde bare tre prosent markedsandel,
mens Windows hadde 95 prosent markedsandel.
17:16
Windows had 95 percent market share --
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Folk trodde ikke det var verdt prisen.
17:17
people did not think it was worth
putting a price on it.
putting a price on it.
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2877
17:20
So I was a little depressed.
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1791
Så jeg var litt deprimert, men så hørte jeg foredraget til Al Gore, og innså
17:22
And then I heard Al Gore's talk,
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1557
at jeg ikke engang er i nærheten av å være deprimert.
17:24
and I realized I didn't know
the meaning of depressed.
the meaning of depressed.
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2539
(Latter)
17:26
(Laughter)
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1017
Men det viser seg at jeg tok feil, ikke sant? For iPod'en kom ut,
17:27
But it turns out I was wrong, right?
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1737
17:29
Because the iPod came out,
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1733
og den gikk på tvers av all konvensjonell visdom.
17:31
and it violated every bit
of common wisdom.
of common wisdom.
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2618
Andre produkter kostet mindre. Andre produkter hadde flere funksjoner.
17:33
Other products cost less;
other products had more features,
other products had more features,
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1029160
2976
De hadde båndopptagere og FM sendere.
17:36
they had voice recorders
and FM transmitters.
and FM transmitters.
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2737
17:39
The other products were backed
by Microsoft, with an open standard,
by Microsoft, with an open standard,
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1034921
3222
De andre produktene var støttet av Microsoft og hadde en åpen standard,
ikke Apples lukkede standard.
17:42
not Apple's propriety standard.
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1714
17:44
But the iPod won --
this is the one they wanted.
this is the one they wanted.
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Men iPod'en vant! Dette er den folk ville ha.
Beskjeden er: enkelhet selger.
17:47
The lesson was: simplicity sells.
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2263
17:49
And there are signs that the industry
is getting the message.
is getting the message.
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2874
Og det er tegn som tyder på at industrien har skjønt tegninga.
Det er et lite selskap som har gjort det bra med enkelhet og eleganse.
17:52
This is a little company that's done
very well with simplicity and elegance.
very well with simplicity and elegance.
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3591
Sonos -- de har fremgang.
17:56
The Sonos thing -- it's catching on.
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1051301
1739
Jeg har et par eksempler. Fysisk, en liten kuul,
17:57
I've got just a couple examples.
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1053064
1698
17:59
Physically, a really cool,
elegant thinking coming along lately.
elegant thinking coming along lately.
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3676
elegant tanke kom nylig.
18:03
When you have a digital camera,
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1058486
1953
Når du har et digitalt kamera, hvordan får du overført bildene til datamaskinen?
18:05
how do you get the pictures
back to your computer?
back to your computer?
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1060463
3243
Vel, enten så tar du med deg en USB kabel, eller så kjøper du en kortleser som du tar med deg omkring.
18:08
Well, you either haul around a USB cable,
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1063730
2342
18:10
or you buy a card reader
and haul that around.
and haul that around.
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2156
Uansett er det mye styr. Dette er hva jeg gjør. Jeg tar ut
18:13
Either one, you're going to lose.
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1068276
1587
18:14
What I do is, I take out the memory card,
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1069887
2459
minnekortet, bretter det i to, og da kommer det fram en USB kontakt.
18:17
and I fold it in half,
revealing USB contacts.
revealing USB contacts.
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1072370
5345
18:22
I just stick it in the computer,
offload the pictures,
offload the pictures,
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1077739
2658
Jeg bare putter den i datamaskinen, laster opp bildene og setter den tilbake
18:25
put it right back in the camera.
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1539
i kameraet. Jeg trenger aldri bekymre meg for å miste noe.
18:26
I never have to lose anything.
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1081984
1800
18:28
Here's another example.
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1083808
1537
Her er et annet eksempel. Chris, du er kilden til all energi.
18:30
Chris, you're the source of all power.
Will you be my power plug?
Will you be my power plug?
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1085369
3070
Kan du være kontakten min?
Chris Anderson: Jepp.
18:33
Chris Anderson: Oh yeah.
DP: Hold that and don't let go.
DP: Hold that and don't let go.
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1088463
2740
David Pogue: Hold denne og ikke slipp. Dere har kanskje sett denne:
dette er Apples nye bærbare datamaskin. Dette er strømkontakten. Den kobles til slik.
18:36
You might've seen this,
this is Apple's new laptop.
this is Apple's new laptop.
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2421
18:38
This the power cord.
It hooks on like this.
It hooks on like this.
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1093672
2024
Og jeg er sikker på at alle dere har gjort dette en eller annen gang,
18:40
And I'm sure every one of you has done
this at some point in your lives,
this at some point in your lives,
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1095720
3397
eller en av barna deres. Du går omkring, og
18:43
or one of your children.
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1099141
1175
18:45
You walk along -- and I'm
about to pull this onto the floor.
about to pull this onto the floor.
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1100340
2825
jeg holder på å trekke den i gulvet. Jeg bryr meg ikke. Det er en lånt maskin.
18:47
I don't care. It's a loaner.
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1103189
1336
Se nå. Heisann! Den er magnetisk. Den trekker ikke den bærbare datamaskinen i gulvet.
18:49
Here we go. Whoa!
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1104549
1183
18:50
It's magnetic -- it doesn't pull
the laptop onto the floor.
the laptop onto the floor.
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1105756
3069
18:53
(Applause)
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1108849
4127
(Applaus)
18:57
In my very last example --
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1113000
1969
I mitt siste eksempel -- jeg gjør mye av mitt arbeid
18:59
I do a lot of my work
using speech recognition software.
using speech recognition software.
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1114993
3976
ved hjelp av stemme-gjenkjenningsprogramvare, og dere må være litt stille
19:03
And I'll just --
you have to be kind of quiet
you have to be kind of quiet
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1118993
2230
for programvaren er nervøs. OK.
19:06
because the software is nervous.
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1121247
1603
Stemme-gjenkjenningsprogramvare er en genial måte å svare hurtig på e-poster. Punktum.
19:08
Speech recognition
software is really great
software is really great
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1123524
2080
19:10
for doing emails very quickly; period.
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2530
For eksempel, jeg mottar hundrevis hver dag. Punktum.
19:12
Like, I get hundreds of them
a day; period.
a day; period.
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1128182
2639
19:15
And it's not just what I dictate
that it writes down; period.
that it writes down; period.
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1130845
3291
Og det er ikke slik at den bare skriver ned hva jeg dikterer. Punktum.
Jeg kan også bruke et verktøy som kalles stemme makroer. Punktum.
19:18
I also use this feature
called voice macros; period.
called voice macros; period.
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1134160
3190
Korriger "fraråde". Ikke helt.
19:23
Correct "dissuade."
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1138920
1182
19:28
Not "just."
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1143999
1154
OK, dette er ikke en ideell situasjon,
19:32
Ok, this is not an ideal situation,
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1147248
1682
19:33
because it's getting the echo
from the hall and stuff.
from the hall and stuff.
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1148954
2539
fordi den får masse ekko fra rommet og sånt.
Men poenget er, jeg kan svare folk
19:36
The point is, I can respond to people
very quickly by saying a short word,
very quickly by saying a short word,
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1151517
4236
veldig raskt ved å si et kort ord som får programmet til å skrive
19:40
and having it write out
a much longer thing.
a much longer thing.
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1155777
2072
et mye lengre svar. Så hvis noen sender meg et hyggelig brev, sier jeg:
19:42
So if somebody
sends me a fan letter, I'll say,
sends me a fan letter, I'll say,
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2366
"Takk for det"
19:45
"Thanks for that."
417
1160263
1157
19:46
[Thank you so much
for taking the time to write ...]
for taking the time to write ...]
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2507
(Latter)
19:48
(Laughter)
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1001
19:49
(Applause)
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1165000
2976
(Applaus)
19:52
And conversely, if somebody
sends me hate mail --
sends me hate mail --
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4438
Og tilsvarende, om noen sender meg hatpost -- som skjer daglig --
19:57
which happens daily --
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1172462
2302
19:59
I say, "Piss off."
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1174788
2052
sier jeg: "drit og dra"
(Latter)
20:04
(Laughter)
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1317
20:05
[I admire your frankness ...]
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1180849
2472
20:08
(Laughter)
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1631
20:09
(Applause)
427
1185000
5353
(Applaus)
Så det er min lille hemmelighet. Ikke si det til noen.
20:15
So that's my dirty little secret.
Don't tell anyone.
Don't tell anyone.
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1190377
2599
20:17
(Laughter)
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1193000
1115
(Latter)
Så poenget er, dette er en meget interessant historie.
20:18
So the point is --
this is a really interesting story.
this is a really interesting story.
430
1194139
2837
20:21
This is version eight of this software,
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1197000
1878
Dette er versjon åtte av programmet, og vet du hva slags nye funksjonaliteter de la til i versjon åtte?
20:23
and do you know what they put
in version eight?
in version eight?
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1198902
2198
Ingen nye funksjoner. Det har aldri før skjedd med programvare!
20:25
No new features. It's never
happened before in software!
happened before in software!
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1201124
3062
Selskapet la ikke til noen nye funksjoner. De bare sa:
20:29
The company put no new features.
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1204210
1731
20:30
They just said, "We'll make
this software work right." Right?
this software work right." Right?
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1205965
3615
"Vi skal sørge for at programmet fungerer skikkelig." Akkurat.
Fordi folk hadde kjøpt programmet i årevis, prøvd det --
20:34
Because for years, people had bought
this software, tried it out --
this software, tried it out --
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1209604
3216
og fått bare 95% nøyaktighet, noe som betyr at hvert 20.ord er feil --
20:37
95 percent accuracy was all they got,
437
1212844
1801
20:39
which means one in 20 words is wrong --
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1214669
1896
så de putter det i skuffen. Og selskapet var lei av det,
20:41
and they'd put it in their drawer.
439
1216589
1627
20:43
And the company got sick of that,
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1218240
1580
så de sa: "Denne versjonen har ingen nyheter, men
20:44
so they said, "This version,
we're not going to do anything,
we're not going to do anything,
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1219844
2836
vi skal sørge for at den er skikkelig nøyaktig."
20:47
but make sure it's darned accurate."
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1222704
1733
Så det er hva de gjorde. Kulturen med å sørge for at ting fungerer skikkelig har startet å spre om seg.
20:49
And so that's what they did.
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1224461
1349
20:50
This cult of doing things right
is starting to spread.
is starting to spread.
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1225834
2588
Så mitt siste råd til alle dere som er forbrukere av denne teknologien:
20:53
So, my final advice for those of you
who are consumers of this technology:
who are consumers of this technology:
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3496
husk, hvis det ikke fungerer er det ikke nødvendigvis dere, OK?
20:56
remember, if it doesn't work,
it's not necessarily you, ok?
it's not necessarily you, ok?
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4010
21:00
It could be the design
of the thing you're using.
of the thing you're using.
447
1236000
2334
Det kan være designet på produktet du bruker.
Vær oppmerksom på god og dårlig design.
21:03
Be aware in life
of good design and bad design.
of good design and bad design.
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1238358
2788
Og om du er en av de som produserer slike ting, enkelhet er vanskelig.
21:05
And if you're among the people
who create this stuff:
who create this stuff:
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2867
21:08
Easy is hard.
450
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1319
Forhåndstest detaljene for kundene dine. Tell klikk.
21:10
Pre-sweat the details for your audience.
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2334
21:12
Count the taps.
452
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1214
21:13
Remember, the hard part
is not deciding what features to add,
is not deciding what features to add,
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2943
Husk, den vanskelige delen er ikke å velge nye funksjonaliteter --
21:16
it's deciding what to leave out.
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det er å velge hva man skal utelate.
21:18
And best of all, your motivation is:
simplicity sells.
simplicity sells.
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Og best av alt, deres motivasjon er: enkelhet selger.
Chris Anderson: Bravo
21:22
CA: Bravo. DP: Thank you very much.
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David Pogue: Tusen takk.
Chris Anderson: Hør, hør!
21:24
CA: Hear, hear!
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(Applaus)
21:25
(Applause)
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ABOUT THE SPEAKER
David Pogue - Technology columnistDavid Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books.
Why you should listen
Which cell phone to choose? What software to buy? Are camera-binoculars a necessity or novelty? As release cycles shorten and ever-shrinking gadgets hit the market with dizzying speed, it's harder and harder to know what's worth the investment. A tireless explorer of everyday technology, David Pogue investigates all the options so we don't have to.
After happily weathering installation nightmares, customer service hiccups, and an overwhelming crush of backups, upgrades and downloads, Pogue reports back with his recommendations via his many columns, TV appearances and how-to books. And he does it all with relatable insight, humor and an unsinkable sense of pun, er, fun. All that, and he sings, too.
David Pogue | Speaker | TED.com