This is a smart blog post

I was thinking about the word ‘smart’ the other day – as I drank from a bottle with ‘smartwater’ written all over it. The trendy label claimed the container was a plant bottle (meaning it was ‘up to 30% made from plants’) and the water was ‘vapour distilled with added electrolytes’ whatever that means.

In fact, I was drinking tap water – nothing particularly smart about that except it’s a fraction of the price, but the bottle’s a good size (850 mls) and fairly robust so I’m hanging on to it – no single-use plastic (however smart it is) for me if I can help it.

It wasn’t until sometime later I saw on the label – in very small print – the name ‘Coca Cola’. So this looks like some smart branding on their part (to appeal to people like me?)

I wondered what had happened to the ‘SmartWater’ of yesteryear – a theft deterrent liquid that was painted onto equipment that was then only visible under ultraviolet light. The idea was that you could paint your postcode onto your bike frame (for example). If your bike was stolen and recovered by someone with an ultraviolet light, it could be returned to its owner. I wonder whether it’s still in use….

Perhaps I should have mentioned that I was not being particularly smart while drinking the water; I was driving along a smart motorway (no – I wasn’t in a Smart car) on my way to Worcester. For those who don’t know – a smart motorway (formerly managed motorway) is… a section of motorway in Great Britain that uses active traffic management (ATM) techniques to increase capacity by use of variable speed limits and hard shoulder running at busy times. So now you know, and at least I wasn’t using my smart phone while drinking water and driving…

Which brings me to ‘smart working’. It was the subject of a blog post 18 months ago examining the logic behind ‘agile working’ ‘flexible working’ and all variations in between. I was suggesting that the concept is dressing up the idea of ‘getting more for less from employees’ to make it look new, dynamic and… well… smart.

So, what have I concluded about the use of the word ‘smart’? I may be an old cynic (I’m certainly an old pedant) but I see it in the same light as the word ‘exciting’ – it’s made to make something look or sound sexier and more interesting and desirable than it is; as if we ourselves become smarter by using the product – drink, phone, crime deterrent, motorway, or way of working.

Talking of a final ‘smart’ – Billy Smart – now he really was bright. Born one of 23 children he worked on fairgrounds until, with his brothers, he created what was the world’s largest travelling circus under canvas in the 1960s. Later, after a failed attempt to buy Blackpool Tower, he came up with the safari park idea and Windsor Safari Park went on to attract 2.5 million visitors a year.

On so-called smart working… https://enterpriseessentials.wordpress.com/2018/04/02/is-agile-working-the-answer

2 thoughts on “This is a smart blog post

  1. peter durrant

    Chris. ‘Smart’ and brilliant stuff. Did you see yesterday’s piece in the Guardian on linquistics and post-Brexit language. Peter. >

    Reply

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