The Revenge of Analog - David Sax
Rating: 3/5
80/20 summary:
Mr. Sax gives four reasons why people choose analog: pleasure, profit, health, and connection. Pleasure refers to the tactile nature of analog objects. Profit refers to the growth in revenues in certain analog areas. Health refers to the negative impacts of digital that are not associated with analog objects. Finally, connection refers to the bonds formed through real-time interaction in physical spaces. Sax argues that increasing numbers of people are drawn to analog, we are living in a post-digital economy, and human input will regain its value.
In part one, The Revenge of Analog Things the author makes case studies of vinyl records, paper, film, and board games. Sax relates that vinyl record sales have grown since 2010 to compose at least 10% of music sales in 2016. The section on paper focuses on the Moleskine brand of notebooks and asserts that many diehard techies carry a phone in one hand and a Moleskine notebook in the other. He relates the story of an Italian company, FILM Ferrania that is forecasting a huge market for film as other legacy film companies develop analog products to compete in a modern marketplace. In the last case study, he tells the story of the recent rise in board games and cafes that focus on these games.
In part two, The Revenge of Analog Ideas, Sax focuses on print, retail, work, and school. People prefer to read on paper, therefore print provides superior engagement and profit than digital. Retail stores are witnessing a revival with the return of bookstores held up as the prime example. Digital work does not provide the number of jobs required for the population; therefore, analog work is the more desirable alternative for many. Push back against some digital education initiatives demonstrates the value of analog methods. Finally, even in the digital world some people are trying to incorporate analog experiences.
One reader’s thoughts:
The author's basic premise is that humans are analog creatures living in an analog world so analog things and ideas are making a comeback in a post-digital world. I won't skip down nostalgia lane as I grew up without digital but was young enough to get on the digital train early. In result I agree generally with the author's assessment that people like analog things and a place remains for them despite digital advances. I disagree specifically with his assessment that the increases in analog things and ideas in recent years indicates a sustainable trend. This was most apparent in the author’s assessment that digital education has failed and that analog is more effective and always better. We are in the early rounds of digital education. The tools are still clumsy and raw. My analog education of sitting and listening to lectures was terrible. I don't remember most of the classes I took. Clearly, I learned something and built on it. But insisting that digital has failed because some iPad school programs didn't pan out is an aggressive generality. While I think the book captures the essence of a moment in time (2015-2020) I've read other arguments that we are still in the early phases of the digital era. We're still learning how to leverage these technologies. It took us decades to understand and master industrial era technologies. Understand that I'm arguing against this book even as I personally prove many of the author's statements. I hate looking at screens all day. My paper notebook is one of my most valued daily tools. It's also much more satisfying to use. It's not nearly as fast as my computer though. When I need to search or learn something, my paper notebook is inefficient. When I need to make a quick note, the paper notebook is awesome. It's also easier on my eyes as my eyesight has suffered in correlation with increased computer use.
I agree with the author’s reasoning behind pleasure. I personally love the tactile nature of analog objects and believe others do as well. In contrast, his reasoning behind profit carries big assumptions. I find most to criticize here of any of his four reasons for analog. Sax argues that increasing numbers of people are drawn to analog, we are living in a post-digital economy, and human input will regain its value. I think all three of these points are huge assumptions. Globally, people are digitizing every aspect of life. India, China, and Africa are moving millions of people to digital. Digital is the true growth area while analog is only growing in pockets of society. Calling 2016 post-digital is like referring to 1995 as post-internet. The internet had been around in some form for a couple of decades, but few people used it routinely let alone understood it in 1995. His third reason of health assumes that analog is the solution for the negative consequences of digital. This omits the possibility that digital could evolve to reduce or eliminate some of its own negative externalities. For example, timer features that shut off devices during quiet hours. I agree with the author’s fourth reason for analog, connection. None of my digital relationships have come anywhere close to the bonds formed in real time in physical space. The deep connections of the analog world in my experience still bring me greater satisfaction.
In part one the author makes case studies of vinyl records, paper, film, and board games. Except for paper all these things are eclectic, niche interests at best. Even during the film era, a small percentage of the population ever processed film and it's a much smaller number that processed movie film. I am one of the minority that took photography classes and can appreciate the art of film photography having packed my own film cassettes, taken pictures, processed the film, and made my own prints. The section on paper focuses on the Moleskine brand of notebooks and asserts that many diehard techies carry a phone in one hand and a Moleskine notebook in the other. I carry a notebook from another brand and have developed a balance between digital and analog in this category. This is the only case study that demonstrates practical use. The other three are hobbies. Basing such a big argument on niche hobbies feels like a stretch.
In part two Sax focuses on print, retail, work, and school. Part two is much less prone to nostalgia as it focuses on how analog is evolving within these areas. This part of the book may be a good place to inspire business ideas for the near term. If experiences hold more value in a digital world, then developing experiences with a balance of analog and digital could be profitable. Part two of this book might inspire you in that regard. My suggestion would be to save your time by reading a summary and listening to a few short interviews to get the concepts. This book is more pleasure read than source of business advice or inspiration.
