Saturday, June 2, 2018

Technology, storytelling, Apple, and me

There's a long tradition of storytelling and theater in technology companies. You might be surprised to hear this, because a lot of people think of tech as mostly nerds and bros doing nerdy bro things. But tech companies aren't shy about talking of changing the world, making a difference, and so on, in addition to selling widgets or serving up websites. If you think your work is important - and it might well be - then you spend time in your companies telling stories to each other and to the world.

And if you doubt the importance of storytelling by companies to their customers, may I refer you to the latest Apple keynote. This keynote hasn't actually happened yet, but I know it'll be superb theater - sure, they'll be talking about world-class innovative engineering and design, but it's presented on a stage in a master storytelling fashion, complete with drama, humor, pathos, and tension. It's no accident that Apple spent $179 million dollars on its new theater, and then named it after Steve Jobs, the greatest storyteller in tech history.

There are many ways to tell stories: in writing, in small groups, from a stage. These ways further subdivide: you tell a story differently in a blog post than you do in a tweetstorm. There are different techniques for a solo stage show than for telling a story to your friend over coffee. I've become acutely aware of these differences lately. I'm blessed and cursed with a compulsion to tell stories, as my long-suffering friends are all too aware. It's not enough for me to experience something interesting, unusual, or funny - I have to tell other people about it or it feels incomplete.

I'm a writer, so I usually share things by writing them down in my blog, or on Facebook or Twitter. But recently I thought it might be interesting to tell my stories from a stage as a solo show. I've been working on this for awhile, and very soon I'm going to get up onstage at The Marsh in San Francisco and try it out. From a stage, I have to be bigger and bolder than when I'm just "performing" for a few friends. I have to add characters, really live scenes instead of just describing them. Because I've mainly been a writer, this is new for me. It feels uncomfortable and I'm sure I'm doing a million things wrong. But I'm compelled to get up there and tell stories this way. I hope eventually it's entertaining - even if it never changes the world.

Come see me at Monday Night Marsh in San Francisco on June 11th and 25th

Thanks to Keith Rollin and Dave Mark for photo search support.

Thursday, October 15, 2015

On the “Steve Jobs” set, where 2015 was like 1984

A few weeks after visiting the "Steve Jobs" production office, I got to watch some actual filming. The Mac was introduced at Flint Center in Cupertino in 1984. In the movie, Flint Center got to play itself. The place was nicely dressed up for the occasion.
Lots of people were taking pictures of the 1984 banners with their iPhones
The crew needed 2500 people to come sit in the auditorium for hours, and they weren't sure how many would show up. But it turned out that thousands of people stood in long lines to get in, and some had to be turned away because there was no room, just like at the original event.
Thousands of extras were recruited to be the audience in Flint Center
There were actual non-actor security guards at the doors, but they let me in without an argument - much different security than an actual Apple event would have. There were actors dressed in '80s clothes and wearing fake old-fashioned Apple employee badges. I met the guy playing Mac software engineer Steve Capps, who wasn't wearing what Capps would wear.
Nerd on left, actor on right.
This movie had a code name.

I ran into Danny Boyle, the director, who I talked to on my first visit. He was very busy, but took a few minutes to chat. He remembered my story about how I was recruited by Steve at NeXT. He said he told Michael Fassbender that story as an example of how Steve never gave up and ended up getting something from me anyway.

An actor I saw backstage asked me if I was Andy Hertzfeld.

As filming began, they shot this scene from act 1 many times, with the actors trying different things each time. I was watching on a giant monitor with some of the crew.
This didn't exactly happen in real life
This was weird. It felt like I was watching actors play people I know in real life - which is exactly what was happening.

Here's a super-blurry photo taken while filming an outdoor scene of Jobs and Woz as they walked and talked, Sorkin style, outside Flint Center under the giant trees.
Jobs and Woz (Fassbender and Rogen)
Master Mac historian Tom Frikker got this wonderful souvenir.

And when I left for the day, I got this parking ticket. Which made me think: WWSJD?

I guess Steve would have ignored it

Tuesday, October 6, 2015

When the Steve Jobs movie came calling

Last January the Steve Jobs movie came to town and called me up.

I was leaving work one day when I got a phone call from a guy named Todd Marks. He said he was on the crew of a new movie about Steve Jobs. He said they're filming a scene that’s the public intro of the Mac in 1984. They heard I was there at the original event, and they wanted to talk to me about what was going on that day. Cool! I said sure, I’d come by.

Actually, I knew about this movie already. Aaron Sorkin wrote the screenplay. Danny Boyle was directing it. So it sounded like a big-time movie.

I went to the address they gave me in San Francisco. It was some crappy two-story building way out near pier 80.

It's bigger on the inside

Let’s just say it didn’t look like the office of a big-time Hollywood movie. But I went to the door and there was Todd. Inside, suddenly, it was movie world. Lots of LA-looking people running around. I felt like I found a secret S.H.I.E.L.D. base. Every office in the building was for a different department in the movie. Set design, wardrobe, props, visual effects, art, and more.

Todd was incredibly nice as he showed me around from office to office. It was like a maze. Every room had things taped up on the walls. Giant blown up pictures of the different events they were going to re-create. One entire wall was nothing but ancient Mac error messages. Another was photos of buildings where different Apple events happened. One wall had pictures from the Internet of random Apple employees from the '80s. I saw one picture that looked familiar, walked up to it, pointed at it and said "That's my wife".

Andy Hertzfeld, Burrell Smith, John Sculley, Barbara Knaster (arrow)

In Wardrobe, they showed me a couple of Apple shirts and asked me to “clear” them for use in the 1984 scene. There was a polo shirt with the Apple logo that I said looked right, and another shirt with “Macintosh: the power to crush the other kids” (too soon for that one, I said).

In every department they asked me questions about the original Mac intro event. Were people dressed up, or casual? How old were they? Did they bring briefcases? Did they drive, walk, bike to the event? How did the Apple employees wear their badges? What did it look like backstage? Which computers did they use to run the event? Were there tickets? Just everything. Everybody was friendly. They treated me like a VIP. I told old stories and they actually seemed interested!

As I toured around I noticed everybody had a copy of the script on their desks. Every copy had the name of the person it belonged to printed on the front. They told me it was top secret and I couldn’t look at it, so of course I really wanted to look at it. When I saw an open script I tried to read something from it (upside down), but all I could see was something about Dan Rather. I don’t know if that made it into the movie.

They wanted to re-create the original Mac intro event in great detail. But they also said "it's not a documentary". Not everything in the movie would be true to the way it really happened. They have a story to tell. But they were going to be accurate wherever possible about the visuals and the technology. That’s why they called people like me.

Pretty much everybody working on the Steve Jobs movie had iPhones and Macs.

After talking to all the different departments, Todd said the director wanted to meet me. Cool! That would be Danny Boyle, who has a pretty great resumé including a Best Director Oscar for Slumdog Millionaire. So Danny Boyle came by. I figured he’d say hi and bye. But we talked for half an hour, and he was wonderfully friendly. He enthusiastically sold me on the movie. He said it’s not a blockbuster special effects movie. It’s about the mind of Steve Jobs, and there’s redemption in the end. About how Mac was the start of computers being friendly enough for regular people. It has a great Aaron Sorkin script. The studio wanted to film in Georgia because it’s cheaper, but he fought to make it in the Bay Area where it happened. He invited me to come to the shoot in Cupertino that was happening a few weeks after. He was incredibly polite and gracious.

I expected to spend 20 minutes or so talking to the movie people. I ended up spending 2 hours. It was surreal. Think about it: I was summoned to a secret headquarters disguised as an ordinary building. Pictures from my past were printed out and blown up on walls, including a photo of my wife. People asked me about old events in great detail, and were very interested in the answers. And then at the end, I met the mastermind, and he turned out to be a nice guy.

Then I left movie world and returned to ordinary San Francisco 2015.

Thursday, February 13, 2014

How you sign your work in Silicon Valley: About Boxes, Easter eggs, and computer cases

Sometimes in Silicon Valley we make stuff. Like any makers, or really anyone who wants a bit of fame and immortality, we like to sign our stuff. There are many ways to do this.

Even in ancient, pre-Mac times, software usually had credits buried in it somewhere. With the advent of graphical user interfaces in the mid-1980s, the About Box became the standard place for credits. The About Box was easily accessible to users and was always found in the same place. This box was in the original Finder and was one of the first About Boxes many Mac users ever saw:

Through the 1980s, most companies were OK with this practice. Apple was schizophrenic, keeping some teams from announcing themselves while encouraging others to sign their work. The original Mac team literally signed the case mold, ensuring their names would appear on the inside of every Mac produced.

As technology progressed, About Boxes got fancier. One version of MultiFinder for Mac got out the door with this epic About Box:

Click the images for big-enough-to-read versions
I was Apple's Developer Support Manager when this About Box shipped, and I got an email complaining about it. Specifically, the writer didn't like that the About Box included a reference to Jim "The" Lord (Jim Lord was a real person on the team) and also objected to the line Thanks to Satan for C Language brace style. You can't please everyone.

The folks who made the Macintosh SE managed to hide photos of themselves in ROM.

Soon the Secret About Box (which is a particular form of Easter egg) was well-established. The Secret About Box technique was useful for 2 reasons:

1. It lent an air of mystery to About Boxes because you had to know how to invoke them.
2. Teams could semi-plausibly hide About Boxes from management because they weren't obviously visible.

One of the best-known Secret About Boxes shipped with System 7.5.3. After following the secret instructions, which involved typing the phrase Secret About Box and dropping it in a certain place, you got a cool picture of a fake flag waving over Apple's real campus.

Windows XP had a credits screen that was Internet-based. (I forget exactly how it worked and can't Bing the answer. Maybe one of my old Microsoft pals remembers?) Because many Windows customers, especially governments, don't like hidden surprises in their software, Microsoft fully disclosed how to find this About Box and what it contained. Not much adventure in that approach.

Some software, like Hypercard 2.0 and BBEdit, puts the user's own name into their About Boxes. That's very nice of them.

About Boxes and the inside of a computer case are not the only places to sign your work. Sometimes companies publish books about how awesome they are, like Apple and Microsoft have done. In those books they sometimes like to do crazy things like list every employee they ever had, in teeny tiny type (much enlarged here):
From Inside Out: Microsoft In Our Own Words
From So Far: The First 10 Years of a Vision (Apple)
This is how a guy who mainly wrote documentation and helped developers got some fun credit. And yes, this is reminiscent of Apple listing employee names on posters for the Mac's 30th anniversary.

There are zillions of examples of great About Boxes. If you have any favorites, please bring them up in the comments.

Tuesday, January 28, 2014

Apple put up posters with the name of every employee ever

If you were online in tech circles last week, you couldn't miss the fact that last Friday was the 30th anniversary of the Mac. News sites and bloggers posted zillions of stories about the anniversary, and there was a big event at Flint Center, the site of the original announcement.

More surprising was that Apple itself celebrated the birthday. Apple is not noted for looking back. But this time, there was an extensive public website. And on campus, Apple had a party for employees, complete with t-shirts for all.

But it wasn't just a party. Apple created a set of 10 large posters containing the names of every employee who has ever worked for the company. On really really tall posters. With really really tiny names - something like 16,000 names per poster. The posters look like this:

Click this image to make it bigger (but not nearly actual size)

The text under the 30 reads:

A promise to everyone, kept by every one of us. On January 24, 1984, we made a promise to take the power of technology from the few and put it in the hands of many. This series of ten posters recognizes all those who have helped turn that promise into reality. In other words, every single person who has ever worked at Apple.

The names are in order of employee number. Combining that with the tiny type and the gray-on-white text, it's really hard to find a particular name. But Apple employees are smart and have come up with some clever hacks to narrow down where to look.

The first poster is the most interesting to me because it covers the time I worked there. Actually, because it contains 16,000 names, it probably covers the first 15 years or so of Apple. There are 10 posters total, which suggests how fast Apple has grown since then.

The posters are not in a public place, which means you can't see them unless you know someone who works there and you pay them a visit. I did that and spent some time staring at poster #1. After a while I found my name.

There you go.

Thursday, January 23, 2014

How the “lost” Mac intro video was found (and got my name stuck to it)

In 2004 Andy Hertzfeld was building, his amazing now-famous website devoted to first-person stories of the earliest days of the Mac. Andy was writing one of the key stories of the saga, the one about the day of the Mac's public unveiling. I mentioned to Andy that I had a video of the intro, and he was welcome to watch it to spur his memory of the great day. So Andy came over, we watched the video, he took notes, and wrote his story. In the comments Andy was kind enough to thank me for showing him the video.

Andy's telling of one of the most important moments in computing history was riveting. Right away, people were interested in seeing the video. I recorded the video over the air in 1984 from a public TV station that rebroadcast the event. Then it sat on a shelf for awhile - OK, for 20 years - until it apparently became something rare.

When people asked to get the video online, I explained the problem in the comments:

After a few days I did actually hear from someone who wanted to digitize the ancient video. He was a video producer in Germany who went by the name majo. This guy had a website with a bunch of Mac stuff and other things. majo promised to digitize the video and post it for anyone to watch and copy (this was before YouTube). For some reason, despite the fact that I had never met him and he was 5000 miles away, I decided to trust him. I put the precious videotape in a mailer and shipped it off to majo in Germany.

majo struggled with the terrible quality of the video. Not only was it 20 years old, it was a low-quality home format, and the original show had not been properly lit for video recording. Still, he did a fine job and extracted the most important segment: Steve Jobs revealing the Mac.

On January 24, 2005, Majo posted the video on his site for the Mac's 21st birthday. The traffic was overwhelming. To watch, you had to download the 20MB file, and majo's site soon crashed. We were SlashDotted, kottke.orged, and etc. He begged for mirror sites, and a bunch of other people helped out. I wrote a blog post about the video. I watched the comments come in from around the world as people woke up and discovered the "lost" video (that I didn't realize had been lost). The comments show how excited people were to discover the video, and how eager they were to help by mirroring it. It was a pretty cool day.

By the end of the day I finally had time to watch majo's edit of the video. To my surprise, he had added my name near the end with this generous but hilariously pompous credit:

A more accurate credit would have been "Recorded in January 1984 and kept on a shelf in the family room by Scott Knaster". But this was OK too.


Three weeks later, as if on cue, YouTube was founded.

Soon copies of the video started making their way to YouTube. Most of them included the part with my name. After awhile there were hundreds of different copies on YouTube. Some of them have millions of views. Why are there so many copies? I don't know. Because YouTube, I guess. I gained an odd sort of fame. Many people assumed I was operating the camera that filmed the event. (I was there as an Apple employee, but in the audience.)

In the months following, majo extracted and digitized other clips from the Mac intro. I assume those have made their way to YouTube also. The full video is available, and you can watch if you have 1.5 hours.

As the Mac's 30th anniversary approached, I started to wonder whatever happened to majo, and whether he had digitized any more clips. I went to his old site, but it seemed long-dormant. After some further digging I found sad news: majo died in 2010. I never did meet him, but he's the one who really got this video out into the world. All I did was neglect to get rid of an old videotape.

Thanks, majo. And happy 30th birthday, Macintosh!

Tuesday, January 14, 2014

Before the Mac was the Lisa, Apple's first graphical user interface computer

This is probably familiar to you.

Yeah, everybody knows that. But did you know that just one year earlier, on January 19th, 1983, Apple introduced the Lisa? You might know that Lisa was Apple's first computer with a graphical user interface. It was pretty cool but cost $10,000 and was a little ahead of its time.

Steve Jobs code-named Lisa for his daughter, but nobody acknowledged that at the time. Instead, Apple told people it was an acronym for "Local Integrated System Architecture". Folks who know better decided it really meant "Let's invent some acronym".

My first-ever job at Apple was Lisa telephone tech support. It was a great job: there were so few customers, and the applications were so easy to use, that I soon learned pretty much everything there was to know about the software and had spare time to learn about how you programmed it. I could even take the computer apart and put it back together (no tools!). The highlight of this job was the day Herbie Hancock called for support. Wow!

When I worked on the Lisa hotline, I got this cool lapel pin (shown larger than life):

For awhile I worked the 3 am to 10 am shift. I was 23 years old and this sounded great! My plan was to get up at 2, go to work, then go home and stay up until I got tired, then go to sleep. After 3 days of this I was running a major sleep deficit. On the 4th day, I went home and fell asleep about noon. A few hours later, a 6.5 magnitude earthquake woke me up. Panicked, I jumped out of bed and twisted my ankle, thus becoming an earthquake casualty. My sleep was wrecked for the rest of the week and I soon gave up the graveyard shift.

Everything about the Lisa was new and different: bitmapped display, mouse, and graphical applications. These pictures are from Lisa data sheets of a few of the applications:

LisaCalc was a spreadsheet (data sheet from the collection of my garage)

Lots more detail about how LisaCalc worked

LisaCalc specs. Note the first feature: "Basic learning time, less than 30 minutes"

LisaGraph was pretty cool for visualizing your data (although nobody used that term then)

LisaWrite was my favorite. It went a long way toward WYSIWYG.

Even the floppy disks (the what?) were unusual. They were Apple's proprietary Twiggy disks, with 800K capacity:

Those were the days.