Reviews

Awakenings (1990)

We watched Awakenings (1990) tonight, and I was left with a newly found appreciation for life. This movie drives home the following point very well: you don’t know what you have till you’ve lost it.

Imagine watching your life, as you know it, become unavailable to you, which is what happens to people who suffer from neurological diseases. Imagine sitting there, trying to fight it, but knowing there really isn’t anything that can be done, while you slowly lose your coordination, balance, speech, senses, and become a catatonic mass, a vegetable, a ghost of what you once were. Through it all (and this point is debatable) you are aware of what happens around you, of what others are trying to communicate to you, but you cannot respond in any way. As one character in the movie puts it, it is “unthinkable”.

As I sat there, taking it all in, a photo of Ligia and I stood by the screen, and my eyes kept jumping to it. What we have is so precious. Much more precious than anything else out there. We not only have life, but we have love. We have so much. So much more than many others. And even if I didn’t have her, I’d still have my life and my health. These are both amazingly precious, and I always fail to realize it until either of them is in danger. Only then do I begin to see all of the things I take for granted.

I can’t put this into words properly. Every once in a while, I get a glimpse of my life from an outside perspective, and then it hits me: I’m a fortunate person. I should stop worrying about the little things. I should be happy. All the time. I have so much. The other things: gadgets, technology, computers, income — these are all insignificant without love, life and health.

Let’s face it, computers may have made our lives a little better, but they’ve also made them more miserable, busier, and more complicated. Gadgets are cool, but we don’t really need them. Technology is nice, but without human interaction and common sense, it only makes things worse. Income is nothing more than an enabler, something that lets you have a place to live and buy food and other things. When you start seeing it as something else, you’ve got problems.

What really matters is life — experiencing it to the fullest, gaining the realization of the gift that it is and being thankful for being alive. It’s so easy to get caught in the busy-ness of life that we lose our self-consciousness, that child-like sense of wonder at the things around us. I know I do that, and I shouldn’t. Every time I get caught up in pointless things, I waste precious time, which adds up. Life is so short… too short.

There was a scene in the movie which was telling for me. It was at the end. Dr. Sayer was typing an article, and the nurse, Eleanor, got ready to head home for the night, but lingered, hoping he might ask her out. He continued working, so she left, quietly. As soon as she closed the door to his office, he fidgeted nervously, knowing what he should have done. Then he jumped up, opened the window, called out to her, and ran out to invite her for coffee. But this wasn’t what struck me. After all, this was what we, as an audience, expected him to do. No, what I found interesting was the way he saved his work. He simply stopped typing, got up and left…

Think about that for a moment.

More information

Reviews

Hardware review: Drobo

➡ Updated 1/14/19: I have revised my opinion of Drobo devices. After experiencing multiple, serious data loss events on multiple Drobo models, even recent ones, I no longer consider them safe for my data.

➡ Updated 3/18/09: My review of the new Firewire Drobo is now published. You may want to have a look at that as well.

The Drobo is a new way to store your data. It works like RAID, only better. Made by Data Robotics, the Drobo is an enclosure that can use anywhere from 2 to 4 SATA hard drives of any size and brand to keep multiple copies of your files and ensure against hard drive failures.

It’s all about the data

The main advantage is that consumers are freed from the problem of having to use identical hard drives (which is how things work in RAID) and can rely on the largest and cheapest drives they can find on the market for their data storage. In a word, the Drobo turns hard drives into a commodity, a building block of your data storage that can be replaced at any time with any SATA hard drive without negatively affecting your data.

Depending on the amount of total space available on the Drobo, it can withstand the failure of one or even two of its hard drives without losing any data. (Naturally, you’ll need to have more than two hard drives in there in order for it to protect against a double hard drive failure…)

It is its capacity to withstand drive failures and use any SATA hard drives that makes it both remarkable and unique for a consumer product.

I bought a Drobo a few weeks ago, and have been using it since to store my photo library. You may recall I first tried a WD My Book World Edition II, then a WD My Book Pro Edition II to store my photos, and both failed me. The My Book Pro failed me miserably, but that’s another story. (Incidentally, I’m working with WD’s advanced tech support to see if my issues can be resolved, so I may have an update on that in the near future.)

I believe I’ve finally found my storage solution with the Drobo. It offers the data redundancy I need to keep my over 36,000 photos alive and well, and it works on both my Mac and my PC. Not only that, but I know it will grow with me as my data storage needs expand.

➡ Updated 1/6/08: Since writing this article, I purchased two more Drobos. An additional one to store my videos and other files, and one more for my parents.

How it works

I bought two 500 GB SATA hard drives with 32 MB buffers and installed them in my Drobo. Installation is a snap, you just need to slide them in and a locking lever snaps into place, securing them in their slots. (If you think a 32 MB buffer is overkill for a hard drive, you might want to have a look at my review of the Dell OptiPlex 745.)

The two drives give me about 464 GB of total storage. There’s a wonderful tool called the Drobolator that lets you see exactly how much storage you’ll get with your Drobo when you stick in drives of various sizes.

There is one detail I want to point out here that you may or may not be aware of, depending on how well you read through the Drobo literature. Because there’s an upper limit of 2 TB on a single USB volume, if your Drobo’s storage capacity exceeds that limit, your computer will then see two Drobo volumes.

Let me put it another way. If you use the Drobolator and you stick 4 (four) 1 TB hard drives into the Drobo, your total available storage will be 2.7 TB. This means, according to Drobo’s literature, that you will see two volumes on your computer. (This is because of that pesky 2 TB limit on USB devices.) Given that USB 3.0 specs are in the works now, and that Data Robotics has acknowledged they’re looking at the possibility of Firewire connectivity in the future, that may be a non-issue at some point, but it is something to know about now.

➡ Updated 1/17/08: Data Robotics will soon release a firmware update that will bump the upper limit up to 16 TB for a single USB volume. Those who already own the DroboShare accessory will already be able to format the Drobo volume at 16 TB. To get the details on how this works, read my comment below.

The perceived vs. actual size of the volumes can be confusing, so let me explain it a bit further. Even now, my computer sees my Drobo as having a size of 2 TB. The Drobo only has 2×500 GB drives in there, and the total size of my available storage is 464 GB. But since the Drobo’s storage can expand or decrease, and it needs to be a platform-independent device — one that does not depend on the computer for sizing information or partition tables — it has to declare its maximum size (2TB) from the start. That’s the perceived size. The actual size is indicated by the capacity meter, and if you’ve installed it on your machine, the Drobo software, which communicates with the device and displays information from it locally. In our case, if we were to put in 4×1 GB hard drives in the Drobo, we would have two actual volumes: a 2 TB volume, and a 700 MB volume. Their perceived size will be 2 TB each. If this is still confusing to you, don’t worry. Just go by the Drobo’s capacity meter to monitor how much free space you have left, and don’t worry about the perceived size.

Transfer speeds

Some people are saying that it’s slower than other storage solutions. In terms of speed, I’ve found it to be equivalent to RAID 1 drives like the My Book Pro II (which can be configured in RAID 0 or 1). I haven’t done benchmark testing, and I don’t intend to — I focus on real world use in my reviews, not lab tests — but it’s not what I’d call slow, and it’s not what I’d call fast. It’s somewhere in the middle, and it’s good enough for me. I’m willing to give a little when it comes to transfer speeds in exchange for data redundancy and safety.

➡ Updated 5/1/08: When the Drobo will get up to and a little over 70% used space, and even before the orange light will turn on in a drive bay to indicate that you need to puchase additional hard drives, the transfer speeds will start slowing down. I’ve experienced significant slowdowns in transfer speeds, to the point where copying a 1 GB file onto the Drobo takes 10 minutes or more (when it usually takes 1-2 minutes) when the used space was 80% or more, and the orange light wasn’t yet turned on. You may want to keep this mind as you plan your storage needs. As soon as I put in another drive and the used space dropped back down, the transfer speeds went back to normal.

➡ Updated 7/1/08: Data Robotics has released a firmware fix for the issue pointed out above, and it doesn’t occur any longer.

➡ Updated 7/15/08: Data Robotics has recently released the Drobo 2.0, a Firewire/USB version of the Drobo, which is much faster than the original USB-only Drobo.

How it looks

In terms of physical size, or footprint, you should know that the Drobo is significantly larger than other consumer-level storage products out there. It’s big, as you can see from both the photos and the video that accompany this review. If you’re thinking about buying it, make sure you have enough space on your desktop to accommodate it.

In the photo shown above, I’ve got a NewerTech miniStack (1st generation) sitting next to the Drobo. I’ve also got a WD Passport Drive on top of the miniStack. This is to give you an idea of how it compares to other external hard drives. The miniStack, for example, is the same size as a Mac Mini, and is actually meant to be stacked with it. I’m using it as a standalone drive, because it has both a USB and Firewire hub built in, so it’s quite versatile.

I like the design of the Drobo. I like rounded corners and glossy surfaces. Apple has spoiled me that way. The Drobo’s black, glossy ends (front and back) are really beautiful.

How it sounds

I think it’s quiet — when not accessed. Even though it has a big fan in the back, it makes barely any noise. The Drobo becomes audible when you are reading or writing to the hard drives. Because it’s a metal enclosure, the sounds generated by the seek operations are amplified slightly by it. The metal adds a melodious echo to each sound. It’s not what I would call loud, and I find it somewhat interesting. Ligia doesn’t share my opinion, but I guess you can’t please everybody. At any rate, just be aware of the fact that you will hear sounds coming from the Drobo when you’re actively using it.

➡ Updated 4/2/08: I had some noise issues with my Drobos, which were resolved nicely by Data Robotics. You can read the details at the end of my review.

➡ Updated 5/1/08: When you fill up the Drobo (all four drive bays are taken) you will notice that the fan will kick into high gear a lot more often, and even when the Drobo is barely being accessed, or not even accessed at all — only plugged into the computer’s USB port. It’s not an overheating issue, because I put my finger on all four drives, and they weren’t hot to the touch, only warm, so I think it’s a firmware issue. This has happened with two of my Drobos. It seems that if the temperature gets above 75 degrees Fahrenheit in the room, the fan will start spinning faster, and if it gets close to 80 or over it, the fan will start going nuts and will generate quite a bit of noise. For a consumer device which isn’t meant to sit in a server room (controlled temperature environment), I think this is excessive, and the fan speed needs to be adjusted in one of the next firmware releases.

Video review

I hope this video will give you a better idea of Drobo’s looks, size and functioning, as well as its sounds. I tried to make the video as useful as possible by looking at the Drobo from various angles and by comparing its size with other external drives that I own. I also pulled out one of the drives with the Drobo turned on, so you could see that that they’re hot-swappable and that it wouldn’t miss a beat. You can also watch it here, and download it as well.

If you’ve just finished watching the video, don’t worry, the hard drive status lights stopped blinking after the data check. It’s just that when you remove a drive and stick it back in, the Drobo does a thorough check to make sure all the data that should be there is there. It may even re-sync all the data across the drives. It took a few hours for that check to complete since I had over 300 GB of data. By the way, all of it (the data, that is) was accessible during the check, so yes, you can work with the Drobo immediately after you do a hard drive replacement.

A few thoughts on the design

I like the idea of the lights on the front of the drive. It’s great to have an easy-to-use capacity meter, and to indicate the health of each drive through different-colored lights next to it. What I don’t like is the blue LEDs used for the capacity meter. They’re very blue, and very strong.

Generally speaking, blue LEDs cause headaches, because the eyes can’t focus properly on them. They always seem out of focus when you look directly at them. Every time I see blue LEDs on something that’s meant for constant use I cringe. Fortunately, the Drobo isn’t meant to sit directly in front of the user, but off to the side, which is where I have it.

It would be nice if Digital Robotics would do something about the capacity meter in their next build of the Drobo. They could even leave the blue LEDs in there, but obscure the light slightly by orienting them at an angle instead of having them point straight out toward the user. I’ve found that when I look at blue LED light from an angle, it doesn’t cause the same vision problems.

I like it

Is the Drobo a keeper? I think so. I’m happy with it. Even though there are a few sticking points, it’s nothing that would have dissuaded me from buying it, even if I had known about them beforehand. As a matter of fact, I’m so satisfied with it, that I signed up for the Drobo Evangelist program. That means that between now and December 31st, if you buy a Drobo from the Digital Robotics online store and you mention my evangelist code (EVPOP), you’ll get $25 off its purchase price. In the interest of full disclosure, you’ll also help me, because I’ll get $25 for each successful sale as well. Remember, this is only until 12/31/07, unless Data Robotics extends the program — and I haven’t heard anything about that. (Updated 1/2/08). I heard from Data Robotics today: they’ve extended the evangelist program until 6/30/08. That means the discount code will work until June 30th if you decide to use it.

Let’s review

The good points:

Data redundancy ensures availability, even if up to 2 hard drives fail
Virtually unlimited data storage (but remember the 2 TB limit for each volume when connected through USB 2.0)
Independence from hard drive size and manufacturer: as long as it’s SATA, it’s fine
Size can expand as your storage needs grow
Great design
Ease of use

The sticking points (nothing bad, just some things you need to consider):

Price is hefty: total cost is significant when you count in the enclosure and the individual hard drives
You may or may not like the sounds it makes when data gets accessed on the drives: make sure you listen to my video carefully to see what I mean (if yours is making too much noise, you may need to get it replaced)
Blue LED lights used for capacity meter are too intense and may cause headaches if you look directly at them
Transfer speeds may not be fast enough for you

Buy a Drobo

If you’re interested in buying one, here’s where you can find one:

Drobo Store (mention code EVPOP to get $25 off)
Amazon
B&H Photo

Updates

➡ Updated 1/6/08: Since I now own three Drobos, I can tell you that my first impressions about the noise were wrong. It seems my first Drobo is unusually loud. My other two Drobos are very quiet. I can barely hear them, even when writing or reading to the hard drives actively and for prolonged periods of time. I’ll need to contact Drobo Support to see if I can get my first Drobo replaced.

➡ Updated 1/7/08: I called Drobo today to ask them why one of my Drobos is making more noise than the other two. I described the situation to them, and told them I’m using the exact same drives inside each Drobo (2x500GB Seagate SATA drives with 32MB cache). Their initial response was to blame the hard drives. I doubt they’re at fault, but it’s possible, since it’s the hard drive churning noises that are louder in this particular Drobo of mine. So what I’m going to do later today, since I have the luxury of having more than one Drobo at home, is I’m going to take out the two hard drives from the louder Drobo and stick them in one of my two quiet Drobos. We’ll see what happens next. If the hard drives are at fault, then the quiet Drobo will start being loud. If not, then there’s a problem with my original Drobo. I told them all this, and asked for a case number. I indicated that I’ll be looking for a replacement if it turns out that the Drobo is at fault, not the hard drives. I’ll keep this review updated with my findings.

➡ Updated 1/7/08: Okay, spoke with Drobo again about the noise, and it turns out that the hard drives are at fault. I did just what I described above. I wouldn’t have thought it, but these two drives that I’ve got in the original Drobo are louder than the four I use in the other two Drobos, even though they’re the exact same size, brand and model. I’m going to return them and order new ones, and I believe the noise will go away. This is definitely something to keep in mind if you’re having noise issues with your Drobo. Don’t assume it’s to blame. If you can, check the hard drives first. Remember to do it properly though. You have to turn OFF the Drobo and unplug it BEFORE removing the hard drives, or you’ll lose your data. Read this clarification, and if you’re still not sure, don’t take risks, call Drobo Support and have them stay on the line with you while you swap out the hard drives.

➡ Updated 1/9/08: I still have noise issues with that original Drobo even after swapping out the hard drives. At this point, I’m not sure what to think. Could it be that Adobe Lightroom, the application I use to process my photos, places such a high I/O load on the Drobo that the hard drives will churn heavily no matter what, or could it be that this particular Drobo of mine is not phonically isolated as well as my other two? Not sure. I ordered hard drives of a different brand, to see if those will be quieter. I’m going to try those out for a day or two to see what happens. Then I’m also going to switch Drobos, and use one of my quiet Drobos for a day or two with the new hard drives and with the old hard drives, and then I’ll be able to get a better idea of what’s going on. Perhaps it’s just Lightroom causing this. Perhaps it’s the Drobo. Perhaps it’s the hard drives. But one thing’s for sure, while I was on the phone with Drobo Support, I didn’t use Lightroom heavily enough in order to compare the noise levels.

➡ Updated 2/6/08: I sent two of the original Seagate 500 GB drives back, and purchased two Western Digital 500 GB drives. The difference between them, specs-wise, is that the Seagate drives have 32 MB caches, and the WD drives have 16 MB caches. But it turns out that there’s a problem with the Seagate drives where their caches default to 8 MB if the latest firmware upgrade isn’t applied. And there is NO way to apply a firmware update to the drives while they’re in the Drobo. Doesn’t work, I tried it. At any rate, the two WD drives are quieter than the Seagate drives, although they run hotter. At least noise-wise, things are alright now, and the Drobo’s cooling system seems to handle the extra heat just fine.

➡ Updated 2/6/08: You’d think now that I’ve got the noise issues straightened out, things have quieted down, but they haven’t. I’ve got noise issues with one of my other Drobos, and this time it’s related to the fan for sure. I’ve swapped out the drives, and I’ve swapped the Drobos, and I’ve pushed on various drive bay flaps and listened carefully, and it’s the fan. Trust me, I spent about a month ferreting out this particular noise issue. I arranged for an RMA, which arrived today, only to disappoint me thoroughly.

Guess what? I received a heavily used Drobo from Data Robotics in return for my brand new Drobo (thanks for nothing!), even after I’d asked them kindly over the phone not to send me a used one or a damaged one. To make things worse, there’s serious dust in the crevices of this Drobo. The drive bays themselves are lined with dust that sticks to my finger when I touch it. One of the blue LED capacity indicators doesn’t light up (it’s broken), and as if that’s not enough, one of the ejection springs for the drive bays doesn’t work. When I wanted to take out a drive, it wouldn’t push it out. I had to point the Drobo’s mouth downward and shake it. To top it all off, it makes the same fan noise as my own Drobo.

But wait, there’s more! The firmware versions are different! While this replacement Drobo was able to read all of my data from the drives, when I turned it off (disgusted by all its problems) and removed the drives, intending to put them back in my own Drobo, I found out I couldn’t! That’s right, because the firmware versions are different, my original Drobo now can’t read any of my precious data. I’m stuck. My Mac wanted to initialize the Drobo, which would have meant erasing all of my data. I think at this point I’m stuck transferring all of my data to external USB drives and reformatting my Drobo, only to stick all of the data back onto it afterwards.

Understandably enough, I’m upset and disappointed with Data Robotics. To send me a heavily used Drobo with existing problems, and then to also put my data in danger when they’re supposed to make my data safer, is simply not acceptable. I notified them by phone and email, and will give them a chance to make things right. I’ll keep you updated of what happens.

➡ Updated 2/7/08: Drobo’s Tier-3 Support replied to my emails. They were courteous, apologized for the experience, and promised to make it right. I believe they’ll try to ship out a new drive to me in replacement in a few days. Until then, they emailed me the latest version of the firmware (which is not yet available to the public) and showed me how to upgrade my Drobos manually. I upgraded the firmware on all of my Drobos, successfully, and now my original Drobo can read my drives without any problems. I didn’t lose any data after all. I’m very glad things have worked out!

Reviews

Camera review: Canon Rebel XTi DSLR

Released on August 24, 2006, the Rebel XTi is Canon’s newest entry-level prosumer DSLR. It’s an update on the popular Rebel XT, and it’s different from it as follows:

Slightly thinner body, heavier (2.56in vs. 2.63in and 510g vs. 485g)
Newer, re-designed sensor with higher resolution (10 megapixels vs. 8.2 megapixels)
Sensor cleaning technology (dust shaken off the sensor with ultrasonic waves)
Bigger display (2.5in vs. 1.8in)

I only listed the significant differences above. You’re welcome to compare the detailed specs if you’d like, right on Canon’s website. Go to the More Information section at the end of this post and use the links listed there to get the full specs.

In my reviews of other DSLRs, like the Canon 30D, the Olympus E-510, or the Olympus E-500, I criticized the Rebel XTi’s small grip, and I still think I’m right. It’s much too small to be held comfortably in a man’s hand, and that’s unfortunate, because the camera is great in every other aspect.

In spite of the camera’s small grip, I was pleasantly surprised by the quality of the photos it produced, and I wanted to share my findings with you. I avoided reviewing it until now on purpose — as I said, I was displeased with its body design — but after using it, I’m happy to say I would recommend it.

I made a video review of the XTi, which should help you get a better idea of the its dimensions. I discussed the camera at length in the video, and also did a side-by-side comparison between it and my Canon 5D. You can watch it below, or scroll past it to read the rest of my review. You can also watch it here, or download it if you like.

I should also mention I goofed in the video. I talked about the XTi having the DIGIC III processor, but it turns out it still has the DIGIC II processor. What I said about the differences between it and the 5D and 30D with respect to exposure value settings is still correct, so don’t disregard that. You may or may not be aware that when you do not adjust the EV settings on a 5D or 30D, and you shoot outside in bright light, the processor will overexpose the shot. The quick fix is to dial down the EV by 1/3rd, and that usually does the trick. But that’s not right. Shots shouldn’t be overexposed, and I’m glad to see the XTi doesn’t suffer from that bug. It exposes shots beautifully, and you’ll see what I mean when you look at my sample photographs below.

Even though the overall design of the camera is similar to that of the larger DSLRs that Canon makes, certain differences are there, and they are caused both by the price and size of the camera. For example, being used to the 5D, I missed the small at-a-glance display on top of the camera. On the 5D, it lets me know what my settings are without having to consult the LCD screen. I also missed the large settings dial next to the LCD that’s a staple on every other Canon prosumer and pro DSLR. I love that dial/wheel, and I miss it on every non-Canon camera I use.

The exposure value adjustment button, along with the drive settings button, are located next to the display instead of the top of the camera. There is no jog controller for the focus point selection, either. But you can’t have everything. The Rebel XTi is an entry-level DSLR, so you can’t have features that are normally found on the more expensive DSLRs. Plus, its body size makes it impossible to have the same button arrangement.

Despite my gripes, I liked the size of the body, and I liked the feel of the buttons. They had a soft, glossy surface that made it a joy to press them. The small body of the camera makes it possible to hold it very comfortably in the palm of your hand, and that’s a huge plus, because you can stabilize shots a lot better that way.

I really liked the quality of the photos from the XTi. I shot in RAW format, and I was very pleasantly surprised to see how well exposed the photos were, and how accurate the color reproduction was. I’ll show you some photos very shortly where I made no adjustments in post-processing other than adding meta-data, and I think you, too, will find it hard to believe that those were RAW shots straight from the camera.

I can tell you this: the RAW files made by the XTi have better exposure and color, right out of the camera, than the RAW files made by my 5D. It’s a shocker, yes, but it’s true. I suppose that’s to be expected. The 5D uses technology developed in 2005, while the XTi uses technology developed in 2006. But still, I had to see it with my own eyes to believe it, and being a 5D owner who’s shot tens of thousands of photos with the 5D, this was a hard pill to swallow. Having said this, would I give up my 5D for a Rebel XTi? I’m tempted, but no. 🙂

On to the photos. These are two that I took in early afternoon light, which was bright and unforgiving. I shot in RAW and developed the photos in Lightroom. I had to do very little exposure adjustment. Can you believe how well the XTi exposed the photos and reproduced the colors? Can you believe the dynamic range of the sensor? I didn’t expect this from the XTi.

Here’s another photo that shows off the dynamic range of the camera. I shot this with the wonderful 18-55mm kit lens. If you’re confused by my characterization of that lens, watch the XTi’s video review, and I think you’ll understand.

Here’s a macro shot I took with the same 18-55mm kit lens. I was pleasantly surprised with the low noise at 800 ISO.

I said it before, and I’ll say it again. I love the colors that I get out of this camera! Have a look at these two photos to see what I mean.

I thought I’d put in a dog photo for good measure. This happy pooch posed for me in downtown Alexandria this past summer. I used Keith McCammon‘s XTi for the shot.

What else can I say? If I’ve missed anything, let me know in the comments. The Canon Rebel XTi is a great prosumer DSLR. You won’t have to try very hard to get wonderful photos with it, and its affordable price will help make your decision a little easier.

Buy the XTi

Thoughts

It’s about expectations

Many of us have heard this before, but it bears repeating. Customer or user satisfaction depends, in large part, upon the expectations you set, as a service or product provider. Promise something you can’t or don’t deliver, and satisfaction goes right down the drain, no matter what you did right.

A great friend of mine put this another way: under-promise, and over-deliver. It’s plain, simple, and it should be the golden rule that companies use when they think about their products and services. I don’t mean you should set your sights on mediocrity, or that you should settle for the lowest common denominator. But you should ALWAYS make sure you promise only what you can absolutely deliver, and if you do anything above and beyond the call of duty, it’s icing on the cake, and it makes the customer ecstatic in a viral sort of way.

Have you heard of Micro Center? Neither did I, till a couple of weeks ago. Their website is certainly underwhelming — at least it is at this point in time, but I have a feeling that’ll change. I got a flyer in the mail from them, inviting me to the store for a free gift. I went in and was blown away. Their store has the coolest and best floor layout I’ve ever seen! It’s clean, well-lit, beautiful, stocked to the gills with cool technology, and everyone is friendly! Did they promise any of that in their flyer? No, they just promised the free gift and mentioned the new store. They delivered on the free gift just fine, and their store atmosphere was the icing on the cake that left me ecstatic.

And guess what? They have an in-store pickup option as well. I ordered a few CF cards from their site today, and went to pick them up in the evening. But do you know what they did? They didn’t promise a 20-minute turnaround. They actually put some thought into it. Their staff is new, their store is new, their systems are probably new or re-designed, and they knew they couldn’t deliver on something like that. They said the order would be ready for pickup in a couple of days. Was I disappointed? No. I got the price I wanted on the products I wanted, and as long as they were going to make good on their promise, I didn’t care. But I thought I’d test the waters anyway, and Ligia and I got in our car and drove to the store tonight.

When we got there, the same cheery atmosphere awaited us. The people were courteous and smiled, just like the last time we visited. We went to the customer service counter, where the representative looked up our order and explained that it wasn’t ready yet. No problem, I’d expected that. I asked if I could pick up the items from the store shelves and come back to the counter. She said yes. I browsed through the store, found what I needed, brought the stuff back to the customer service counter, and the representative fulfilled the order. She fiddled a bit with the computer system since it was new, but she was courteous and helpful, and I didn’t mind waiting an extra couple of minutes. In the end, I walked out with my order fulfilled, and the kicker was this: the price was the same as on their website.

It’s about setting the right expectations, plain and simple. Do what works for you, and more importantly, do what you know you can do! Under-promise, over-deliver, and you’ll have happy customers. Even if you go just a bit beyond what you promised, it makes a huge difference!

Thoughts

A look at culture and technology through sound effects

I was listening to the radio one morning, and realized the sound effects they were using to advertise a website were the clicks of a keyboard likely made in the 80’s — you know, long key travel, spring-loaded action, hard clicks. But it worked.

More importantly, it is the only sound that can approximate a keyboard well, and transmit that action to an audience. Think about where keyboards are going today though. Apple is putting out keyboards that barely make any sounds — for example, see the new slim iMac keyboard, or the MacBook or MacBook Pro keyboards. Other hardware manufacturers are following suit, each advertising softer keys, more muffled sounds, etc. How do you record that? It can’t translate well over radio as a sound effect.

Remember how they used to advertise accessing the internet just a few short years ago? Through the sounds of modems. Tell me, could anyone afford to advertise internet access like that any more? No, they’d get laughed out of business, because most everyone is using high-speed access now. But is there a sound that can represent an Internet connection now? How do you represent it or record it?

What about the sound effects for phone calls? They were the simple, old-fashioned ring, right? Everyone knew what it was, and there was no confusion. Not any more. Although people still recognize the old phone ring, children growing up nowadays have so many choices when it comes to ringtones, that soon enough, the old phone ring will no longer be a recognizable sound effect for phone calls.

In some of the older movies or radio commercials, beeps, flashing lights and loud sounds were used as sound effects for computers. The starts and stops of tape reels were well known as well. What about the sounds of the punch cards, rolling through the machines and getting processed? Those are all things of the past. The only sounds computer hardware makes nowadays is the drone-like noise of the hard drives and cooling fans. It may be the representation of an efficient computing machine, but it’s pretty boring as a sound effect. Desktops or laptops (the newer ones anyway) make no sounds at all. We prize them based on how little sound they make, and rightly so, but we’ve lost the sound effects.

Remember the sound of switching TV channels? There was the manual, hard click of the round knob on the TV set (not many of you know about those anymore). If you were using a remote on older televisions, there was a sound pop, followed by a short period of static and the sound of the new channel that accompanied each channel switch. On newer televisions, that’s no longer the case. There’s no pop, click or jarring sound transition during channel switches. It’s all handled smoothly, and on some, the sound is gradually brought up to listening volume so as not to disturb you. But how do you represent a channel switch in a radio ad? You can’t, not anymore, not unless you use a decades-old sound effect.

The point of all these examples is to illustrate how technology is outpacing culture. I wanted to look at this through sound effects, but there are many ways in which it can be done. Just think of social networking sites, their invasion of privacy, and the new expectations of online behavior if you want to look at another aspect of this same issue.

One thing’s for sure — our culture has some catching up to do. While I love technology and embrace it (for the most part), we have to recognize that we’re in uncharted territory nowadays, in many, many areas of technology, particularly at its intersection with people and general culture. The rules aren’t even getting written, because no one is sure just how to grasp the situation. We each understand but a little portion of what’s going on — and that’s both scary and exciting, depending on your point of view.

Raoul Pop

One man's life

Tag Archives: technology