Esta es la foto que inspiró la brillante idea que inspiró tanto a Apple como a Amazon

Esta es una historia sobre una foto de 54 años que jugó un papel pequeño pero fascinante en la historia de Apple y Apple Amazonas. Si te gusta, te gustará mucho mi libro electrónico gratuito. Mi mejorEstoy celebrando 10 años escribiendo con algunas de mis otras columnas favoritas (Descarga aquí).

No es que ninguna empresa existiría sin esta foto, pero me impresionó cuando me di cuenta de cómo se convirtió en parte de una cadena de inspiración para las personas que crearon ambas.

La historia va así. En el verano de 1966 (cuando Steve Jobs tenía 11 años y Jeff Bezos 2), un hombre llamado Stewart Brand, un graduado de Stanford, ex soldado y autodescrito “ artista holgazán“- ir a una misión.

La carrera espacial tenía casi una década y Brand se había dado cuenta de que la NASA aún no había publicado una foto de toda la Tierra desde el espacio. Lanzó una campaña pública e hizo autostop por todo el país promocionándola.

Efectivamente, en 1968 la NASA publicó la primera “foto de toda la tierra” de un satélite llamado ATS-3. (Estoy agregando la foto al final de este artículo).

Brand se inspiró para poner la nueva foto de la NASA en la portada de una nueva revista idiosincrásica que fundó. El catálogo de toda la tierra.

Expliquemos los trabajos El catálogo de toda la tierra. Esto surge de su legendario discurso a los graduados de la Universidad de Stanford en 2005:

“Cuando era joven había una publicación increíble llamada El catálogo de toda la tierra, esa fue una de las Biblias de mi generación. Fue creado por un colega llamado Stewart Brand no muy lejos de aquí en Menlo Park y cobró vida con su toque poético.

Era como Google en rústica 35 años antes de que Google llegara al mercado: era idealista y estaba lleno de herramientas ingeniosas y grandes ideas. “

Solo marca impresa 1000 copias de esta primera edición, pero ediciones posteriores con más de 2 millones de copias.

Bien, ahora saltemos a 1994 cuando Jeff Bezos hizo las maletas y se fue a Seattle para iniciar Amazon, contratando a su primer empleado junto con el propio Bezos y su entonces esposa MacKenzie Scott.

¿El nombre del primer empleado? Shel Kaphan, a quien Bezos luego se refirió como “la persona más importante en la historia de Amazon.com”.

¿Y cuál fue el primer trabajo de Kaphan en 1968? Trabaja para Brand como una de las primeras personas involucradas El catálogo de toda la tierra.

Como Brad Stone describió en La tienda de todo::

“Kaphan (ahora despojado de sus largos mechones y barba, calvo y de cuarenta y pocos años) se inspiró en lo que vio como el potencial de Amazon para usar la web para lograr la visión de El catálogo de toda la tierra y hacer que la información y las herramientas estén disponibles en todo el mundo. “

Bezos también se inspiró en la misma perspectiva espacial que tenía Brand. Y Kaphan le presentó a Brand, una relación que resultó en que Brand se convirtiera en miembro fundador del Reloj del largo ahora de $ 42 millones de Bezos para mantener el tiempo durante 10,000 años.

“Idealmente, [the clock] Haría pensar en el tiempo lo que hicieron las fotografías de la tierra desde el espacio para pensar en el medio ambi ente. Estos símbolos cambian la forma de pensar de la gente. “

Creo que es justo decir que la foto de toda la tierra de 1967 probablemente haya sido reemplazada por esta en nuestra cultura. Earthrise Foto tomada en 1968 de la tripulación del Apolo 7 (ver arriba), y el Mármol azul Foto tomada en 1972 por la tripulación del Apolo 17.

Pero fue la foto anterior la que inspiró a Brand, y fue Brand quien creó el catálogo y lo puso en la portada, y la combinación todavía aparece en las historias fundacionales de dos de las empresas más grandes del mundo 40 y 50 años después.

“Nadie se sintió más influenciado o inspirado por Brand que el fundador de Apple”, escribió. Carole Cadwalladr. “Y aunque muchos se refieren a Jobs como uno de los agentes de cambio más creativos de finales del siglo XX, Jobs le dio el crédito a Brand”.

Nuevamente, no estoy sugiriendo que sin la foto o el catálogo, ni Apple ni Amazon existirían. Pero tal vez serían un poco diferentes.

Personalmente, lo pensaré mientras alcanzamos el próximo hito en nuestro viaje para explorar el sistema solar y más allá: el helicóptero de la NASA de $ 85 millones. Ingenio se está preparando para su primer vuelo a Marte esta semana, por ejemplo, y la agencia espacial acaba de obtener algunas fotos fascinantes de “dunas azules“en la superficie de Marte.

¿Quién sabe qué creaciones podrían inspirar estas imágenes y hechos?

No olvide el libro electrónico gratuito, Todo lo mejor de mí: 12 de mis columnas favoritas después de escribir 2000 de ellas durante más de 10 años.. La foto ATS-3 (de la NASA, dominio público) está a continuación.

    Imagen en línea

Las opiniones expresadas aquí por los columnistas de Heaven32 son las suyas propias, no las de Heaven32.

This is a story about a 54-year-old photo that played a small but intriguing part in the history of both Apple and  Amazon. If you like it, you'll really like my free ebook, All My Best, celebrating 10 years of writing, with some of my other favorite columns (download here).

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It's not that neither company would exist without this photograph, but I was struck when I realized how it became a link in a chain of inspiration for the people who created both of them. 

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The story goes like this. In the summer of 1966 (when Steve Jobs was 11 and Jeff Bezos was 2), a man named Stewart Brand -- a Stanford graduate, ex-soldier, and self-described " loafing artist" -- set off on a quest. 

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The Space Race was nearly a decade old, and Brand had seized on the realization that NASA had yet to release a photograph of the whole Earth taken from space. He started a public campaign, and hitchhiked across the country promoting it.

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Sure enough, in 1968, NASA did release the first such "whole Earth photo," from a satellite called ATS-3. (I'm including the photo at the end of this article.) 

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Brand was the inspired to put the new NASA photo on the cover of an idiosyncratic new magazine he started, called The Whole Earth Catalog

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Let's let Jobs explain The Whole Earth Catalog. This is from his iconic speech to the graduates of Stanford University in 2005:

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"When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. 

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...

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It was sort of like Google in paperback form, 35 years before Google came along: It was idealistic, and overflowing with neat tools and great notions."

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Brand only printed 1,000 copies of that first issue, but later issues took off, with more than 2 million copies. 

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OK, now let's jump to 1994, when Jeff Bezos packed up and headed to Seattle to start Amazon, and hired his very first employee, besides Bezos himself and his then-wife, MacKenzie Scott.

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That first employee's name? Shel Kaphan, whom Bezos later called "the most important person ever in the history of Amazon.com."

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And what had been Kaphan's very first job back in 1968? Working for Brand as one of the first people involved with The Whole Earth Catalog.

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As Brad Stone described in The Everything Store:

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"Kaphan (by now shorn of his long locks and beard, balding, and in his early forties) was inspired by what he saw as Amazon's potential to use the Web to fulfill the vision of The Whole Earth Catalog and make information and tools available around the world."

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Bezos was also inspired by the same kind of space-oriented view that Brand had. And, Kaphan introduced him to Brand, a relationship that led to Brand being a founding board member for Bezos's thematically similar $42 million "Clock of the Long Now," designed to keep time for 10,000 years. 

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As Brand explained:

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"Ideally, [the clock] would do for thinking about time what the photographs of Earth from space have done for thinking about the environment. Such icons reframe the way people think."

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I think it's fair to say that the 1967 whole Earth photo has probably now been supplanted in our culture by the Earthrise photo, taken in 1968 by the crew of Apollo 7 (shown above), and the Blue Marble photo, taken in 1972 by the crew of Apollo 17.

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But it was the earlier photo that inspired Brand, and it was Brand who created the catalog and put it on the cover, and the combination was still coming up in the founding stories of two of the world's biggest companies, 40 and 50 years later. 

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"No one was more influenced, or inspired by, Brand, than the founder of Apple," wrote Carole Cadwalladr. "And while many credit Jobs with being one of the most creative agents of change in the late 20th century, Jobs credited Brand."

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Again, I'm not suggesting th at without the photo, or the catalog, neither Apple nor Amazon would exist. But perhaps they'd be just a little bit different. 

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Personally, I'll be thinking about that as we reach for the next milestones in our quest to explore the solar system and beyond: NASA's $85 million helicopter Ingenuity is preparing for its first flight on Mars this week, for example, and the space agency just released some fascinating photos of "blue dunes" on the Martian surface.

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Who knows what creations those images and deeds might inspire? 

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Don't forget the free ebook, All My Best: 12 of My Favorite Columns, AHeaven32er 10+ Years of Writing 2,000 of Them. Also, the ATS-3 photo (from NASA, in the public domain) is below.

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