Apple’s Bold “1984” Super Bowl Ad, Had Failed Marketing Test

(p. C4) Conceived by the Chiat/Day ad agency and directed by Ridley Scott, then fresh off making the seminal science-fiction noir “Blade Runner,” the Apple commercial “1984,” which was intended to introduce the new Macintosh computer, would become one of the most acclaimed commercials ever made. It also helped to kick off — pun partially intended — the Super Bowl tradition of the big game serving as an annual showcase for gilt-edged ads from Fortune 500 companies.

. . .

FRED GOLDBERG The original idea was actually done in 1982. We presented an ad [with] a headline, which was “Why 1984 Won’t Be Like ‘1984,’” to Steve Jobs, and he didn’t think the Apple III was worthy of that claim.

. . .

HAYDEN Steve Jobs was excited but frightened by it. Steve Wozniak offered to pay to run the commercial himself.

SCULLEY Before the commercial ran, we had to take it to the board of directors. The board sees the commercial, and then there’s just dead silence in the boardroom. They turn and look at me, and [a board member] says, “You’re not really going to run that thing, are you?”

HAYDEN As the closing credits scrolled up, the chairman, Mike Markkula, put his head in his hands and kind of folded over the conference table, and then slowly straightened up and [proposed hiring a different ad agency].

SCOTT I made it. I thought it was pretty good. But I was thinking, “Really? They’re going to run this on the Super Bowl? And we don’t know what it’s for?”

GOLDBERG I had them do a theater test. We get back the results, and it’s the worst business commercial that they’ve ever tested, in terms of persuasiveness.

SCULLEY The board said, “We don’t think you should run it. Try to sell the time.”

GOLDBERG And it was Jay Chiat who told us to drag our feet, basically, when we were told to sell off the time on the Super Bowl.

HAYDEN At long last, it came down that we would run the “1984” commercial once.

For the full story, see:

Saul Austerlitz. “The Super Bowl’s Big Ad Touchdown.” The New York Times (Saturday, February 10, 2024): C4.

(Note: ellipses, and bracketed year, added. The bracketed words in comments from Goldberg, Sculley, and Hayden were in the original.)

(Note: the online version of the story was updated Feb. 5, 2024, and has the title “40 Years Ago, This Ad Changed the Super Bowl Forever.” In the print and online versions, the names of panelists were in capitalized and bold fonts.)

Apple’s bold and famous “1984” Super Bowl ad could only be understood by those who were familiar with:

Orwell, George. Nineteen Eighty-Four. New York: The New American Library, 1961 [1st published in 1949].

In Final Message, Navalny Quoted “Hope, My Earthly Compass”

(p. 26) Aleksei A. Navalny, an anticorruption activist who for more than a decade led the political opposition in President Vladimir V. Putin’s Russia while enduring arrests, assaults and a near-fatal poisoning, died on Friday [Feb. 15, 2024] in a Russian prison. He was 47.

. . .

Mr. Navalny dedicated his final post on social media to his wife on Valentine’s Day.

. . .

The song he quoted, “Hope, My Earthly Compass,” is one of the best-known hits in Russia. Its refrain is “Hope is my compass, and success is a reward for courage.”

For the full obituary, see:

Valerie Hopkins and Andrew E. Kramer. “Aleksei A. Navalny, Russian Opposition Leader, Dies at 47.” The New York Times, First Section (Sunday, February 18, 2024): 26.

(Note: ellipses, and bracketed date, added.)

(Note: the online version of the obituary was updated Feb. 18, 2024, and has the title “Aleksei Navalny, Russian Opposition Leader, Dies in Prison at 47.”)

“’The Bear’ Soars” With “The Chemistry of a Frantic Workplace” and the “Camaraderie” of “A Common Goal”

We are about halfway through the second season of “The Bear.” A lot of current shows are cliché-laden, woke, clones of each other. This one is not perfect (constant f-bombs are jarring), but the show is funny and intense and different. I like its sincere intensity. Carmy is intense about getting a job done well. He has flaws, as do the other characters, as do all classical heroes (see The Odyssey). But they keep trying, they keep showing up. In the end, the food matters. The sous chef comes to work for Carmy because she knows he is great at what he does, and can drive her toward greatness. When the sous chef at random times and places has an idea for a new dish, she pulls out her pad and writes notes. Deirdre McCloskey says we all should do that. Robert Loring Allen in Opening Doors says Schumpeter used to stop in the middle of a walk and jot notes before moving on–and his students would laugh at him. Let them laugh.

(p. C3) It’s jarring to watch the aggressive workaholism of “The Bear” amid the current reconsideration of work and work-life balance that’s been happening since the pandemic. Not a day passes without a new account of employees re-evaluating priorities; frustrated bosses urging staffers back to their offices; or social media phenomena like “quiet quitting” and “lazy girl jobs,” which really are rejections of wanton careerism.

. . .

At the same time, everyone’s in. No one’s “quiet quitting.” “The Bear” soars when it depicts the chemistry of a frantic workplace with camaraderie and a common goal. There is no place these characters would rather be, no people they’d rather be with. (One of the most poignant moments is when Sydney stops what she’s doing to make a harried co-worker an omelet.) They have found purpose—even Cousin Richie, who, in the season’s best episode, apprentices at a sleek Michelin three-star restaurant and discovers a talent for customer service, not to mention an upgraded taste in clothing.

“I wear suits now,” Richie says upon his return. Casual Fridays be damned!

Even a non-chef can appreciate this vibe. “The Bear” made me nostalgic for a time, before the (delightful!) arrival of family and children, when I lived alone, kept a refrigerator barren but for a jar of mustard, existed in my own self-absorbed, work-crazed head, socializing only with other self-absorbed work crazies.

For the full review, see:

Jason Gay. “What ‘The Bear’ Says About The Work-Life Revolution.” The Wall Street Journal (Saturday, July 29, 2023): C3.

(Note: ellipsis added.)

(Note: the online version of the review has the date July 28, 2023, and has the title “‘I’m a Psycho’—What ‘The Bear’ Says About the Work-Life Revolution.”)

“If You Burn Out, Relight the Fire”

(p. A11) Dr. Gladys McGarey, 103, continues to consult, give talks and podcast interviews after nearly eight decades in the medical field. She started an Instagram account that has nearly 47,000 followers.

“If you burn out, relight the fire,” says McGarey. She ran a clinic while raising six children and had to start a new one when her husband and clinic partner left her when she was 69 and married one of their colleagues.

. . .

Not everyone wants to work in their later years, says Dr. Robert Waldinger, a professor of psychiatry at Harvard Medical School.

“It’s not burnout. It’s just ‘I don’t want to do this anymore,’ ” says Waldinger, director of the Harvard Study of Adult Development, a longitudinal study on how people thrive.

As people get older, they are better at discerning what really matters, he says, and what they can let go of. The goal isn’t necessarily an 80-year career, but finding purpose in whatever we chose to do in our 80s and beyond, whether that is taking care of a grandchild, playing the piano, or joining a community theater.

For many, there is passion, purpose and love in the work.

. . .

Like others who have remained engaged in their careers in their later years, she says the secret is to find things that make life important and our “hearts sing.”

For the full commentary, see:

Clare Ansberry. “At 103, Work Still Makes Heart Sing.” The Wall Street Journal (Wednesday, Jan. 3, 2024): A11.

(Note: ellipses added.)

(Note: the online version of the commentary has the date December 29, 2023, and has the title “TURNING POINTS; How to Work—and Love It—Into Your 80s and Beyond.”)

The memoir by McGarey mentioned above is:

McGarey, Gladys. The Well-Lived Life: A 102-Year-Old Doctor’s Six Secrets to Health and Happiness at Every Age. New York: Atria Books, 2023.

“Xi Is Dampening the Energy and Optimism of the Chinese People”

(p. A1) A song called “Tomorrow Will Be Better” became a sensation in mainland China in the 1980s, when the nation was emerging from the poverty and turmoil of Mao Zedong’s rule.

Its inspirational lyrics, which exhorted listeners to “look upward for the wings in the sky,” came to represent a generation that was starting to believe in a brighter future.

Now people in China are listening to the song again—but for a very different reason. Videos of the song are circulating on WeChat and other communications apps, often with taglines expressing sadness about the end of that era.

“The 1980s are gone forever,” wrote one listener. “So long, those years of burning passion,” wrote another.

For many Chinese, especially those who came of age during the past 40 years of reform and opening, China appeared to be on an irreversible path forward toward more growth, openness and opportunity.

But now China’s leader, Xi Jinping, is restoring aspects of Mao’s rule, forcing people to confront a more uncertain future rooted in China’s past.

Xi’s predecessors, beginning with Deng Xiaoping, embraced market forces, growth and limited freedoms. Xi, by contrast, is placing national security over the economy, tightening government control, and putting the Communist Party—and himself—at the center of Chinese society.

A Dec. 16 [2023] article published by the party’s influential journal, Qiushi, elevated Xi to the same historical status as Mao, calling Xi “the People’s leader”—a title previously reserved for China’s Great Helmsman.

Gone is the booming China that inspired many young people and entrepreneurs to take risks and bet on the future. Home prices are falling, youth unemployment is at a record high, private investment is shrinking, the financial system is drowning in debt and deflation is setting in.

. . .

(p. A9) “Xi is dampening the energy and optimism of the Chinese people,” said Susan Shirk, a former senior diplomat during the Clinton administration and author of a recent book, “Overreach: How China Derailed Its Peaceful Rise.”

“In a system so dominated by one leader,” Shirk said, “everyone feels powerless to effect positive change.”

. . .

In Shenzhen, Deng’s reform policies helped transform the former fishing village in the shadow of neighboring Hong Kong into a cosmopolitan city of 13 million, home to globally competitive tech companies such as Tencent.

“Time is money, efficiency is life” was the slogan that guided the city’s early development.

Today, Shenzhen has a new slogan: “Follow the party, start your business”—with the party coming first.

Communist Party direction doesn’t seem to be brightening the city’s future. More than a quarter of Shenzhen’s office space sits empty after Xi started a campaign in 2020 to rein in risk-taking at private firms. The regulatory crackdown wiped out more than $1 trillion in market value from publicly-listed tech firms and triggered layoffs and business retrenchment.

. . .

Faced with growing economic headwinds and challenges to order, Xi is doubling down on Mao-style control, embracing a Mao-era tool as a way to ensure national security.

The practice, called the “Fengqiao experience,” is named after a town in eastern China that gained national fame in the early 1960s when Mao praised the way its officials mobilized people to identify and punish so-called enemies of the proletariat—capitalists, traditionalists and the like.

People were encouraged to report on one another, with husbands informing on wives and children on their parents, leading to some of the most brutal aspects of the Cultural Revolution. After that tumultuous period, the “Fengqiao experience” faded into history.

Xi is trying to revive aspects of it to mobilize people to fix problems at the local level before they lead to widespread social unrest.

. . .

John Ling, an e-commerce entrepreneur in Shanghai in his late 40s, recalls a far more liberal environment in the early 2000s. Lured back home by China’s seemingly limitless opportunities after studying in the U.S., he started a business trading goods online.

Back then, “I did feel like you could realize your American dream in China, as long as you worked hard,” Ling recalled.

Year by year he felt greater government interference. As more capital poured into e-commerce, he said, Beijing grew concerned that the sector was diverting resources away from more strategic areas such as semiconductors, an industry in which China still heavily relies on Western firms.

Ling said it became so difficult to raise fresh funding for e-commerce that he decided to shut his venture earlier this year. “It’s all about hard-tech these days,” he said, referring to sectors now favored by the government. “But can you sustain the entire economy with just hard-tech?”

“It feels like nothing is possible” nowadays, he said.

For the full commentary, see:

Lingling Wei. “China Is Looking to Move Ahead, But Xi Revives Mao-Era Playbook.” The Wall Street Journal (Friday, Dec. 29, 2023): A1 & A9.

(Note: ellipses and bracketed year added.)

(Note: the online version of the commentary was updated December 28, 2023, and has the title “China Wants to Move Ahead, but Xi Jinping Is Looking to the Past.” The fourth and eighth paragraphs quoted above appear in the online, but not the print, version of the commentary. In other sections where the online version is more detailed than the print version, the passages quoted above follow the online version.)

The book by Shirk mentioned above is:

Shirk, Susan L. Overreach: How China Derailed Its Peaceful Rise. New York: Oxford University Press, 2023.

In Managing Workers Firms Should “Experiment with New Forms of Freedom”

(p. C1) In a classic 1958 lecture, the philosopher Isaiah Berlin distinguished between two types of freedom. Negative liberty is freedom from obstacles and interference by others. Positive liberty is freedom to control your own destiny and shape your own life. If we want to maximize net freedom in the future of work, we need to expand both positive and negative liberty.

The debate about whether work should be in-person, remote-first or hybrid is too narrow. Yes, people want the freedom to decide where they work. But they also want the freedom to decide who they work with, what they work on and when they work. Real flexibility is having autonomy to choose your people, your purpose and your priorities.

. . .

(p. C2) We need boundaries to protect individual focus time too.

. . .

One effective strategy seems to be blocking quiet time in the mornings as a window for deep work, and then coming together after lunch. When virtual meetings are held in the afternoon, people are less likely to multitask—probably in part because they’ve been able to make progress on their own tasks.

. . .

Flexible work is here to stay, but companies that resist it may not be. One of the biggest mistakes I saw companies make before Covid was failing to experiment with new forms of freedom.

For the full commentary, see:

Adam Grant. “The Real Meaning of Freedom at Work.” The Wall Street Journal (Saturday, Oct. 9, 2021 [sic]): C1-C2.

(Note: ellipses added.)

(Note: the online version of the commentary was updated October 8, 2021 [sic], and has the same title as the print version.)

Super Agers “Have a Purpose”

I have personally benefitted from Vernon Smith’s longevity, since he graciously wrote two drafts of a positive blurb for my Openness to Creative Destruction book.

(p. A5) Vernon L. Smith, 97, is a very busy man.

The economist at Chapman University just finished writing a book about Adam Smith and works about eight hours a day, seven days a week in his home office in Colorado Springs, Colo. He enjoys chatting with friends on Facebook and attending concerts with his daughter.

“I still have a lot of stuff to do. I want to keep at it,” said Smith, who won the Nobel Prize in economics in 2002.

. . .

(p. A10) Researchers studying “super agers,” people over 80 who have mental faculties of people decades younger, said strong social relationships are important for keeping brains sharp.

The same is true for people who live beyond 100, said Stacy Andersen, a behavioral neuroscientist at Boston University and co-director of the New England Centenarian Study.

“They have a purpose. They have things they want to go out and do every day,” Andersen said.

Smith says his work and his family keep him motivated and driven.

“I want to go to at least 106,” he said.

For the full story, see:

Dominique Mosbergen. “Several Factors Help Ward Off Mental Decline.” The Wall Street Journal (Friday, Feb. 16, 2024): A5.

(Note: ellipsis and bracketed year added.)

(Note: the online version of the story was updated Feb. 15, 2024, and has the title “How to Stay Mentally Sharp Into Your 80s and Beyond.” The last sentence quoted above appears in the online, but not in the print, version of the article.)

My book mentioned above is:

Diamond, Arthur M., Jr. Openness to Creative Destruction: Sustaining Innovative Dynamism. New York: Oxford University Press, 2019.

“Linguistic Diversity Is Precious” Because Languages Are “Natural Experiments” in “Ways of Seeing, Understanding, and Living”

(p. A13) Linguistic variety is “often seen as a problem, the curse of Babel,” but for a linguist, New York City is a riotous collection of living specimens—a “greenhouse, not a graveyard.”  . . .  Mr. Perlin, who has a doctorate in linguistics, helps run the Endangered Language Alliance, which works to document such minority tongues.  . . .

The heart of “Language City” is portraits of individual New York-based speakers. Mr. Perlin writes about their work as well as his, capturing the grind of immigrant life with empathy, balance and wit.  (. . .)  “If the country was rich we would never leave,” says Husniya, a Wakhi speaker from bleak post-Soviet Tajikistan. But she savors the city’s entrepreneurial energy: “New York opened my eyes. It shapes you to be a human being, not dividing based on religion, face, or race, or anything.”

. . .

Wonderfully rich, “Language City” is in part an introduction to the diverse ways different languages work. Seke and other “evidential” languages, for example, have different grammatical forms to indicate how the speaker knows what she’s asserting—whether from observation or inference, hearsay or hunch. Other languages syntactically “tag the speaker’s surprise at unexpected information” or have a special temporal marking “just for things happening today.”

. . .

Yet linguistic diversity is precious, Mr. Perlin stresses, and should be celebrated, not just tolerated.  . . .  . . ., languages “represent thousands of natural experiments” that encode wildly different “ways of seeing, understanding, and living.” Constructed by generations of collective effort, they are invisible cathedrals bigger and more democratic than any building.

For the full review see:

Timothy Farrington. “BOOKSHELF; The Words On the Street.” The Wall Street Journal (Friday, Feb. 23, 2024): A13.

(Note: ellipses added.)

(Note: the online version of the review has the date February 22, 2024, and has the title “BOOKSHELF; ‘Language City’ Review: The Words on the Street.”)

The book under review is:

Perlin, Ross. Language City: The Fight to Preserve Endangered Mother Tongues in New York. Washington, D.C.: Atlantic Monthly Press, 2024.

When Elmo Asked Followers How They Were Doing, They Responded from the “Pits of Despair”

(p. 9) On Monday [Jan. 29, 2024] the X account for Elmo, the fuzzy red monster from “Sesame Street,” posed a softball question to its 457,000 followers: “Elmo is just checking in! How is everybody doing?”

In thousands of responses, social media users let Elmo know that no, actually, they were not doing too hot.

“Elmo I’m depressed and broke,” one wrote. Others told Elmo that they had been laid off, that they were anxious about the 2024 election, or that their dog had rolled around in goose feces.

“Elmo each day the abyss we stare into grows a unique horror,” read a response posted by Hanif Abdurraqib, a poet, essayist and contributor to The New York Times. “One that was previously unfathomable in nature. Our inevitable doom which once accelerated in years, or months, now accelerates in hours, even minutes.”

The response continued: “However I did have a good grapefruit earlier, thank you for asking.”

According to X’s metrics, Elmo’s question was seen more than 140 million times. Samantha Maltin, the executive vice president, chief marketing and brand officer of Sesame Workshop, the nonprofit organization behind “Sesame Street,” said that Elmo might not have been prepared for all the emotional fatigue shared in response.

. . .

This was not Elmo’s first brush with an internet dog pile: In 2022, his rant about a pet rock named Rocco also went viral on social media, leading many users to respond by venting their own feelings of frustration.

Why does Elmo keep getting dragged into the pits of despair?

For the full story, see:

Callie Holtermann. “The Day Elmo Asked An Innocent Question.” The New York Times, SundayStyles Section (Sunday, February 4, 2024): 9.

(Note: ellipsis, and bracketed date, added.)

(Note: the online version of the story has the date Jan. 30, 2024, and has the title “Elmo Asked an Innocuous Question.”)

Zuckerberg Praises Musk for Not Being Too Shy to Reduce Staff at X

(p. R3) At the beginning of the year, many were quick with predictions of X’s demise, in part because of the dramatic staff cuts made by Musk.

. . .

Perhaps the biggest impact of Musk’s staff reductions was provoking a broader conversation about staffing needs and overall productivity throughout Silicon Valley.

Even rival Mark Zuckerberg praised Musk for removing layers of management. “I also think that it was probably good for the industry that he made those changes because my sense is that there were a lot of other people who thought that those were good changes but who may have been a little shy about doing them,” the Facebook co-founder said.

For the full commentary, see:

Tim Higgins. “Elon Musk as Technoking? More Like DramaKing.” The Wall Street Journal (Monday, Dec. 18, 2023): R3.

(Note: ellipsis added.)

(Note: the online version of the commentary has the date December 16, 2023, and has the title “In the Year of a DramaKing: Elon Musk.”)

“A Plausible Case for Hounds in Heaven”

(p. A17) My mini bernedoodle, Sugaree, meets me at the door when she hears me on the front porch steps. She jumps in anticipation—all four legs catching air—until I enter the hallway. It’s a love that doesn’t diminish.

This is my welcome every weeknight when I come home from work. I haven’t split the atom, ended world hunger or even brought her a new chew toy, yet I am honored like Pompey the Great in his third Roman triumph.

. . .

British writer C.S. Lewis . . . in “The Problem of Pain,” . . . made a plausible case for hounds in heaven. Lewis thought sufficient selfhood might exist in dogs and other domesticated animals that their immortality is subsumed within their master’s heavenly destiny.

. . .

God surely has use for a creature that teaches us so much about love.

For the full commentary, see:

Mike Kerrigan. “Our Dog, Who Art in Heaven.” The Wall Street Journal (Thursday, Jan. 4, 2024): A17.

(Note: ellipses added.)

(Note: the online version of the commentary has the date January 3, 2024, and has the same title as the print version.)

The C.S. Lewis book mentioned above is:

Lewis, C. S. The Problem of Pain. San Francisco, CA: Harper One, 2001.