Am I jaded? The simple answer is “yes.” Every shiny new thing seems to be a less shiny older thing that’s been repackaged, renamed, or re-purposed. So, no, I ain’t gettin’ too excited.

Personalization? It’s been around since before Noah learned the length of a cubit. It just wasn’t automated, digitized, and distributed in multiple media. When the guy who ran the General Store in Colonial Williamsburg noticed that Mrs. Harrison preferred patterned fabrics, he’d send her a note when patterned textiles arrived in the shop. The Renaissance cabinet maker didn’t build things on spec. He built them to order, sized to fit a particular purpose or space.

Content marketing? Take some collateral (brochures, how-to guides, spec sheets, videos, sales aids, and anything else used to market and sell in place of face-to-face discussions) and make it available in print (for the past 150 years) or online (for the past 30, give or take), and tailor it for specific individuals involved in the buying process. Old process. New name.

SMART ENOUGH TO KNOW WE’RE STUPID
Artificial intelligence? It’s been standard in government for years, though it’s reached new heights in 2021 in places like the Florida governor’s mansion and the Texas legislature. 

Yet A.I. that’s related to computer analysis isn’t all that new either. In the early ’90s, A.I. was already proving itself at companies like American Express, Dun & Bradstreet, and Swiss Bank whose A.I. systems were reducing errors, increasing productivity, and providing solutions in seconds, rather than hours, days, or weeks. The difference today is that the programming technologies have caught up with the business intent and can capture knowledge and detect patterns that used to take programmers ages to accomplish.

WAS STILL IS
Podcasts? They used to call them radio. Of course, you had to tune in at a scheduled time on a specific station, and now you can listen to the audio whenever and wherever you want (if you have the right equipment: computer, tablet, smartphone). The problem is that, while radio shows needed discipline to fit the information into a limited time, podcasts (the business kind) tend to be lazy journalism. Too much chit chat, not enough focused interviewing skill that keeps the participants focused on the subject, and discussions that can ramble on for… ever.

Podcasts that offer serialized stories, whether fictional or true, are radio, too. Just digitally available on demand.

Email? Oh, deJoy of not having to rely on the Postal Service. It’s eminently adaptable — automatically and manually — saves a fortune on production and printing and postage, and can arrive anywhere outside autocracies in seconds. But, c’mon, it’s mail. It’s Pheidippides in bits and bytes (and without the threat of death for showing up with bad news).

NEARLY AS OLD AS CIVILIZATION
Video? It’s theater, speeches, product demos, pictures from a trip to Carpathia all transformed onto digitized visual media. Yes, there are things that you can do with computers and special effects that enhance things to the point of disbelief (pick any Marvel super hero movie) or real danger (vaccines will lead to a zombie apocalypse), but it hasn’t been new since Thomas Edison and the Lumières.

Media have evolved and, with their evolution, they have influenced our perceptions. As Marshall McLuhan phrased it, “the medium is the massage” that manipulates us on sensory levels. That puts the modern equivalencies of all the earlier approaches in a category of “new is different”; not necessarily “new is better.”

YOU ARE NOT ME AND THAT’S A GOOD THING
People still learn differently. Some prefer to read about things, others to hear about them, some want to see words and pictures or just pictures or maybe walkthrough demonstrations. That’s why we need so many distinct approaches. We just shouldn’t view them as brand spankin’ new. Consider them upgrades or enhancements or “new and improved” — things that, unlike Athena, did not spring fully-formed from the head of Zeus. 

These babies have been around since the dawn of civilization. They’re just learning new abilities to adapt to the times.

There are too many articles to count about diversity and inclusion. Most of them are delusional.

They talk about ensuring equal representation for women, for people of different races, for different nationalities and culture, and for LGBTQ individuals. That’s the way it should be.

Yet take a look at the images that accompany those stories. Everybody’s young. There’s no gray hair, no wrinkles, nothing that identifies the organizations as inclusive of people over 50… or even 40. The ideal seems to be female, Black, Asian, White, male, disabled, and transgender employees who are all much younger than 40.

There are even regular annual features titled “40 Under 40” (though, to be fair, Campaign Magazine has run “40 Over 40” for the past five years, but it’s an outlier… and British… while Fortune Magazine has been running its “40 Under 40” since 2009), and this year I encountered “The Queer 50” which, if I were homosexual or bi-sexual, I wouldn’t consider a flattering description. (Personally, I think it’s time for a more neutral descriptor — if there’s a need for one at all — to distinguish between people who prefer partners of the same and those who opt for people of the opposite gender; perhaps straight and curved, though I’m certain that that’s sure to raise somebody’s hackles.)

A PEEK AT PEAKING
Mathematicians tend to peak young. So do computer scientists. Yet writers get better with age, as do researchers, historians, lawyers, doctors, and accountants (even the honest ones). I’d assume that HR professionals learn more as time goes by about how to identify the right personalities for particular positions, and CEOs who’ve weathered several turnarounds are valued for their insights and guidance.

Call me jaded (or judgmental or, for all I care, Ishmael), but when a company that claims to be expert at managing retirement finances doesn’t have anyone of retirement age on the staff, it doesn’t make me trust their expertise. When ad agencies represent clients who 

• sell drugs for age-related conditions
• manage retirement communities
• offer reverse mortgages
• or provide investments that lower risk for retirees

and don’t have anyone of retirement age on their creative staff, something’s wrong. 

NO REFLECTION
When TV shows and movies have lots of kids and parents and either no grandparents in regular or recurring roles or no grandparents at all, I wonder what world that is. Maybe that’s why “Everybody Loves Raymond” endured and why “Modern Family” seems normal… mostly. 

This isn’t to suggest that “Superman” have children and resurrect his parents in a new “Superman: The Spanx Years,” but it might be funny (or a subtle examination of human fallibility and the power of imagination). At least Superman has a vulnerability, which makes him almost like a human with arthritis or irregular heartbeats. 

THE DISCOMFORT ZONE
There is sure to be some level of discomfort in shifting the calculus — from older people guiding younger ones to younger people hiring their elders. There are psychological ramifications that might range from “telling mom and dad what to do” to “feeling that they’ll think they know better” to “believing that ‘the chemistry’s not right’” and the like. Get over it. That can happen with anyone.

What can’t happen with just anyone is the perspective of experience. It’s been said (about multiple industries) that “Our most valuable assets go down in the elevator and out the door every night,” and those people take with them a degree of knowledge that’s unique — to themselves, to the company, to its clients and customers, and among their colleagues. 

Someone trained to work on modern cars who relies on computers that analyze problems and offer solutions won’t be very much help to the person who drives a classic ’56 T-bird. The person who’s mastered Photoshop masking inside out might not know what to do when the power fails and there isn’t any amberlith and X-Acto knives. The spreadsheet whiz who’s mastered the pivot table might not finish the what-ifs by the deadline if they have to do them manually when Excel won’t boot up.

Shaw said that youth is wasted on the young. So is diversity and inclusion that’s restricted by age.