A trip down memory lane with Creative Technology

One of my friends shared this on Facebook yesterday. A genial middle-aged man in a dress shirt and slacks seems to be giving a standard product demonstration of a drum keyboard, but somehow it becomes this crazy drum solo, before ending as a standard presentation again. I probably find it particularly amusing because it starts with the stereotypical boring conservative Singaporean but gives you a glimpse of the underlying lightheartedness that I like to think runs through many of my countrymen.

This “Asian equipment demonstrator” is a Singaporean (probably) who is showcasing a product from Creative Technology, a Singaporean company that in the 90s made the Sound Blaster sound cards that pretty much had a monopoly on the PC market. They also had a line of MP3 players which were very feature-rich, and hold the patent for the invention of a user interface for portable media players. I owned one and was a big fan, happily filling it with anime soundtracks and Canadian pop-rock-punk. The media players, like everything else, died as the iPod ascended, something I watched with sadness while realizing that technical superiority was not enough: you had to make people feel good about your product.

I’m suddenly realizing this is probably the true origin of my interest in product design and usability. I actually got asked something similar the other day – which stumped me, I mean, I’m just…it’s interesting? I’ve always liked it? I’ve always been an artist something something something? Eventually I dashed off something lame about getting frustrated having to use US-centric resources as a non-US person. (“Enter your five-digit zipcode to view this information” – god! I still get riled up.)

When I was eight-ish I read Creative cofounder Sim Wong Hoo’s autobiography, which described No U-turn Syndrome and a lot of other stuff I didn’t fully understand. I am only now suddenly remembering that he had a chapter about taking computing exams in school and leaving answers dramatically unfinished to impress the grader with his integrity at stopping precisely when “pens down” was announced by the proctor. I know I definitely copied that behavior during later exams.

It’s funny I remember the book so vividly. It had spiral binding, “hyperlinks” by means of page number, and an awfully designed cover.