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A reprint from SAI Business Insider on Steve's final words ....WOW
The New York Times ran Steve Jobs' sister's eulogy this morning.
It's a beautiful recollection of the 27 years Mona Simpson knew her biological brother, and it paints Jobs as an endless romantic, a creative genius, and a loving person.
Simpson ends the eulogy by recalling Jobs' final moments.
"Steve’s final words, hours earlier, were monosyllables, repeated three times," she says.
"Before embarking, he’d looked at his sister Patty, then for a long time at his children, then at his life’s partner, Laurene, and then over their shoulders past them.
"Steve’s final words were:
"OH WOW. OH WOW. OH WOW."
An article in this Sunday's NY Times focused attention on Disney's secretive research facility in Austin. The research is tracking eye movements as ads of varying size are positioned on mock sites.
Purpose of the studies, whose findings are to be released in a report, promise advertisers a better return on ad investments by setting new rule standards for creative ad units.
The new wizardry combines eye contact with heart rate monitors, temperature reading and facial expressions.
As this facility and others across the country spend millions attempting to decipher a code on cognitive resonance (as intellectual activity intensified by the act of research itself), it is highly likely that findings will be less than optimal.
If successful, the results will be creative automation. Google, looking to automate the entire advertising process has yet to achieve that lofty and mind-deadening goal.... turning advertising away from the creative process, pushing it to a science, driven by algorithms.
An interesting exercise? Yes. A replacement for the creative mind? No
Meet your new Creative Director
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