0 Comments |  John Russell |  PRINT | 

Technology inflation is here: How creativity is caught in the breeze of the cloud

Friday, 26 April 2013 | By John Russell

Sir Ken Robinson talks about the idea of academic inflation much like the process of economic inflation.


I agree with him 100% here – if you don’t know what I am talking about and have been living under a rock for the past six years, I suggest you watch the following video:



Now that you’re on track with my train of thought and you’ve had a bit of a laugh, I want to explain why I think cloud technology is also in a state of inflation.


After my recent research and general discussions with a creative colleague of mine, Ben Seydel, I have realised quite quickly that cloud technology is indeed inflating. So much so that good ideas are failing simply because someone else got to the next floor by taking the lift rather than the stairs.


If you still don’t know what I’m talking about, have a look into Found. This amazing app has recently been acquired by YouSendIt. It is one really impressive piece of software used by millions that allows you to connect to all of your cloud storage centres and sync them into one beautiful interface.


“It’s very evident that we’re moving to a more ‘cloud-nostic’ world. Our industry has placed a huge burden on users to manage their cloud data – effectively isolating it across a growing number of proprietary platforms,” said YouSendIt CEO Brad Garlinghouse.


“Found enables YouSendIt to realize an exciting vision, where users can access and manage the information they’re looking for, no matter where it's stored.”


The ‘cloud-nostic’ future


Found is just one example of technology inflation.


Other examples include Marketo and PromoJam (dedicated social media tools) that, let’s face it, wouldn’t be around if not for Mark Zuckerberg (he really started this social media boom with Facebook in my opinion).


Please don’t let me lead you to believe that I think this is a bad thing by any means. It creates more jobs, more cool products, a more connected community and more creativity. Technology inflation creates creativity – what a beautiful way to put it.


All of these tech-inflated products that I’ve been discussing have one thing in common – they are all cloud-based. Now if you have an internet connection and a web browser you’re good to go – if you don’t believe me ask yourself why Google has released the Chromebook.


The Chromebook is simply a fast loading computer with a browser. Google has obviously seen their future through a crystal globe and to be honest, I really don’t blame them. Nearly everything that I do on my computer I do through a web browser. I have even recently moved to Office 365 (sorry Google – not discounting you but I just like the Microsoft suite).


The next web


There’s a website called The Next Web and literally all it’s about is what’s next on the internet. It’s essentially a news site for the internet.


Technically, they should be predicting what I am about to, regarding the web/tech/cloud inflation that we are currently seeing. I think the next big thing on the web will fall somewhere between what Windows tried to do, pulling all of your information together, and how Facebook sorts “what you really want to see”.


A stream of friends, colleagues, news, emails, texts, and anything you can imagine – simply manipulated in the most effective way for the end user. At the moment there is too much information – automatically sorting and sifting everything cloud, from the important to the unimportant is where I believe the next amazing piece of future tech will lay.


Remember, though, I had the idea first.


If you would like to discuss the above I can be contacted at

If you would like to transform your business’ current online profile take CloudBaseMedia’s 100 Day Challenge today. No risk, endless gains!