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.

Microsoft steals bread meant for the homeless, and other food tales of the road

When Microsoft shipped Office 98, the Redmond marketing team set up a roadshow to demo the new software at Apple offices (yes, Apple offices) around the country. I was pretty good at giving demos, so somehow I wound up getting asked to give the Office 98 demo on this tour. This was a 50-minute demo, part of a half-day program. The plan was for morning and afternoon demos in 5 cities in 5 days, which sounded pretty fun to me.

The tour schedule looked like this: Monday in Dallas, Tuesday in Atlanta, Wednesday in D.C., Thursday in New York, and Friday in Boston. There were only four of us on the tour. We would start the first demo at 9 am, finish up by 1 pm, take an hour for lunch, do another show in the afternoon with a new audience, then pack up and race to the airport to fly to the next city.

The pace was pretty intense for that week. There wasn't any time to go out for lunch, so we had to rely on whatever was brought in to the Apple offices, which varied widely. Dinner was worse: we never had time for it, because we had to rush to the airport. If we were lucky, there were still places to get something to eat at the airport. Otherwise it was vending machines and leftovers.

On Tuesday, we stayed a Doubletree Hotel in Atlanta. We got there around midnight and had Doubletree chocolate chip cookies for dinner. That was pretty good!

By Wednesday in Washington I figured out that we were never getting a decent dinner. Plus, the Apple office that day provided tasty sub sandwiches at lunch. Clever guy that I was, I stuffed an extra sandwich in my bag for dinner. I was set. When we got to the airport, late as usual, I looked in my bag to find the delicious sandwich had leaked Italian dressing on everything. That bag smelled like a deli for years afterward.

That night we flew to New York, my first time there. For some reason, Microsoft's travel department had booked us at the Waldorf-Astoria. I figured I'd never be back there again on my own dime, which so far has been true. Although we checked in very late, room service was still available. Since it was my first trip to New York, I ordered a New York steak and New York cheesecake. I probably thought that was really clever. Since I wasn't paying, I also took a $29 jar of peanuts in a Waldorf-Astoria logo jar. I still have the jar.

On Thursday, traffic and weather conspired to get us to JFK airport very late. No shops or food counters were open in our remote terminal, including a Panera bread cart that had just closed. We hadn't eaten all day and begged to buy some bread, but the Panera dude said no. I watched as he put all the leftover bread into a large plastic bag. "Can we buy that bread?" I asked. No, he said. It was going to the homeless shelter. 

He finished bagging the bread, put the bag on the cart, and left. The four of us debated what to do. We were hungry, and all the shops were closed. Once we were sure the guy was out of sight, we carefully opened the bag and grabbed eight rolls and four pastries. We closed the bag up again and left a $20 bill tucked under it. As we ate the meager dinner, I wondered what it would be like to get fired for embarrassing Microsoft by stealing bread from homeless people.

On the last leg of the trip, we arrived in Boston after midnight and got to the hotel at about 1 am. When I checked in, the desk clerk produced a box that had been shipped to me. This was the first night of Passover, and my amazing wife had packed and sent a box of Passover food goodies for me to enjoy. Needless to say, that was the best meal of the whole trip.

And on Saturday we went home.

How Microsoft got back to making great Mac software

I've blogged previously about working in the Mac group at Microsoft and how much fun that wasn't during Macworld Expo. In those strange days, Microsoft was doing tremendous work supporting the Mac, which resulted in really nice apps. These apps happened for 3 basic reasons:

First, Microsoft created Word 6 as a cross-platform product designed to look and feel the same on Windows and Mac. This was exactly what Mac users didn't want. And because it was tuned for Windows, the Mac version was impossibly slow and ponderous. While Windows users loved Word 6, Mac users absolutely loathed it, and people in Redmond noticed. This caused them to *ahem* Think Different about how they should create Mac software.

Second, the Internet happened. This created a brand new, very important kind of app, and Microsoft could use it to experiment with new ways to develop Mac software while also thinking about fixing the Word 6 problem.

Third, Microsoft got hold of not one, but an entire group of really good Mac developers and product folks. This team (Don Bradford, Shayne Bradley, Bowen Simmons, Terry Worley, Steven Lovett, and others) had recently left Apple and were now ensconced in a tiny office in Santa Clara as a remote Silicon Valley outpost of Microsoft, trying to do some good at the Evil Empire. The group called their office MS-Bay. They even had their own logo stuff like t-shirts and keychains, created by artist Sonya Paz, who doubled as our office manager.

Thanks for not hanging up on me

I joined the team in 1995 after a recruiter called me and said she was looking for Mac folks to work at Microsoft. I told her I was interested, and she thanked me for not hanging up on her, which she said most people did in response to that offer. On my first day on the job I got an email summoning me to Redmond for orientation. I mentioned that to Sonya, who casually said "Oh, don't worry, we'll take care of that for you". I soon learned that our office was succeeding at staying Mac-focused by keeping as far away from Redmond as possible.

This group created Internet Explorer for Mac, and they had free reign to make it (to use the vernacular of the time) Mac-like. Of course, there was a Windows version of IE, and the Mac one had to be similar in some respects, plus support some Microsoft technologies. But it was a native Mac app, supporting most every Mac OS technology Apple had at the time. This really helped when comparing it to Netscape, which was unashamedly cross-platform and apparently not Mac native.

The Bill Gates crisis

One particular crisis occurred when an edict came down from Bill Gates himself. The new version of IE for Windows included an animated Windows logo in the upper-right corner (remember when browsers had those?). We were told the Mac version had to have the same thing. A Windows logo. In a Mac browser. I think we actually shipped a version like that before convincing those who needed convincing what an Insanely Bad Idea it was, and we changed it a more sensible animated letter E.

The team worked hard to make Internet Explorer into really great Mac software, and eventually in those pre-Safari days it became the default browser on the Mac as part of the historic Apple - Microsoft deal of 1997. MS-Bay continued for awhile more until it merged with the Mac Office team in Redmond that was creating Office 98. Little did anyone know that before too much longer, office software would become a lot less important.

Steve Jobs demonstrates a superpower at a party

In 1997, Apple was beleaguered and struggling. But Steve Jobs was back, and there was hope that things might change. Part of that hope came from arch-rival Microsoft, which had shockingly invested in Apple and was working on a sparkling new version of Microsoft Office that would give the Mac an instant shot of renewed credibility. I was working on the team that built Internet Explorer for Mac, which was closely related to the Mac Office team, and I knew that our new Mac software was pretty cool.

Microsoft called the new version Office 97, because there was already a Windows version by that name. But then Steve Jobs convinced Microsoft to change the Mac version name to Office 98 so it could be shinier and newer than what Windows had.

Microsoft rolled out Office 98 at Macworld Expo in January 1998. To celebrate, we held a massive party at the San Francisco Gift Center. The place was overflowing with people. Food and drinks were being served. There was loud music. And up on a balcony that overhung the party, people from Microsoft were trying to talk to the crowd about Office 98. Nobody was listening. The music stopped, but people kept partying, because it was a party. The speakers tried desperately to get everyone to quiet down and listen to them, but it wasn't working.

And then, suddenly, Steve Jobs arrived at the party with a small entourage. Steve walked out on the balcony to join the Microsoft folks who were running the show. Party-goers seemed to notice Steve's arrival, but it was a small distraction at best. The noise continued. Then something remarkable happened. Steve faced the crowd and held up his index fingers to his mouth. He said "shh". Turning his head side to side to reach the whole crowd, he said "shh" again. That was it. The room fell silent. Steve Jobs had turned off a party.

Steve spoke for a few minutes about how awesome Office 98 was and how it could only be done on the Mac. And then he was gone, and the party started up again.

Working for Microsoft at Macworld Expo was no picnic

Believe it or not, there was a time when Microsoft dominated and everybody else hated them (only half of which is true now). The Internet in its role as Great Disruptor helped turn that all around, starting in the late 1990s. As Netscape, Apple, and other companies were using the Internet to move forward, Microsoft was working on how it could own the Internet like it owned personal computing.

In the middle of all that, I ended up working on Mac stuff at Microsoft with a ragtag band of Apple refugees deep in the heart of Silicon Valley. These folks built Internet Explorer for Macintosh. It was hand-crafted for Mac OS, by experienced Mac developers, and supported virtually every important native Mac technology, unlike Netscape, which looked and worked a lot like its Windows version and was (I assume) the product of a cross-platform development strategy. Oh, the irony.

What amazing packaging we had back then.
N.B. "Designed for the Mac".
(Photo courtesy of +Louis Gray)

My job was to write docs and do technical evangelism. In 1996, the Macworld Expo keynote consisted of Apple über-Evangelist +Guy Kawasaki showcasing some great Mac apps. Guy loved Internet Explorer because it was a wonderful Mac app, which really twisted his brain in knots, but he gave us a slot in the keynote. So I got to do a five-minute demo of Mac IE in front of thousands of Mac fans. Although I tried to be ingratiating and self-deprecating, and I worked hard to establish that I was a Mac nerd just like them, nobody was buying what I was selling. After Guy introduced me and the boos died down, I did my little demo, then finished up with the pièce de résistance: a t-shirt with the IE logo and the words

Internet Explorer for Macintosh

Guy says it's OK to try it

Guy laughed. Nobody else did. The keynote moved along.

Although I'd been to almost every Macworld Expo, I never really noticed the Microsoft presence before. Now I was about to find out what that was like (spoiler alert: it's not awesome). Our booth was essentially empty all the time. People used it as a shortcut to avoid the busy aisles around the jam-packed Apple and Adobe booths. As they walked through they sometimes muttered darkly about Microsoft, or chuckled at how empty the booth was. One guy who actually stopped in the booth looked at the stack of IE CDs (yes, as depicted above, companies really used to give out software on CD, even web browsers; downloads at 56K took a long time) and started picking up a few copies. I walked over and said he must have tried and liked IE, because he was taking copies for his friends. He grinned and replied no, he would never use our goddamn software, but he liked to put the CDs in his microwave and watch them crackle. I just nodded and backed away.

On the last day of the expo, I did an interview with KCBS radio in San Francisco. They asked the important question: what in the world was Microsoft doing at Macworld? As I explained that we were a Mac-loving bunch who had created and were giving away a really good web browser for free,  I heard laughter behind me and the reporter cryptically said that the Apple – Microsoft "rivalry" appeared to still be going strong. It turns out that during the interview, people behind me were making all sorts of fun gestures including rabbit ears, throat-slits, and middle fingers. 

Those were the days.