Business Dudes Need to Stop Talking Like This
Recently, I stumbled upon an amazing document—a near-perfect historical record of business bullshittery. It’s an article published on the website of the consulting firm McKinsey & Company about “building the next big experiences” in the metaverse. Its author, Brian Solis, is introduced as the “global innovation evangelist” at Salesforce. Now, I don’t know what a global innovation evangelist does, but a literal interpretation of such a job would suggest a primary component is to just get really excited about new technology. In this case, Solis is pondering the question “How will the metaverse drive value?”
As somebody who sees more hype than value in the current discourse around the metaverse, I was curious. Unfortunately, Solis doesn’t ever begin to define what he or his fellow innovation evangelists mean when they say “value.” In fact, he doesn’t really define . Instead, he starts by asserting that we are in the “early days” of the metaverse (which anyone who has spent meaningful time in metaverse projects like, say, will tell you is patently false). We’re to be gleaned from all this vague metaverse excitement! From the article, he writes:
