What a piece of rubbish. What a complete disappointment. It’s not just that it looks and feels and sounds and smells incredibly cheap and tacky, it’s that it looks like a badly designed 8-track player from the ’70s. It looks like the past and not the future. (Have you placed it next to an iPad? You’ll throw up a little. It’s embarrassing.)
I know you’re going to say ‘well, it’s not important what it looks like because all that matters is what it does.’ I’ve got news for you. What it looks like says what it does. And what this box says is welcome to Retardoville.
Even the name is shocking. Network Termination Unit is as inspiring as, well, it’s not even a little bit inspiring. It’s a dead-end.
I know you’re all engineers in there and think aesthetics don’t matter. I know you’re still stuck in features and benefits land. But you’re the chief executive and it’s your job to lead people with a dream. Not a power point presentation, not a bunch of bullet points, not stupid graphs.
Also don’t try to wiggle out of it by saying that you’re just providing infrastructure and you like to fly under the radar. I’m not saying it’s your job to sell the NBN. It’s your job to make everyone want to buy it.
What you need to be presenting is the story. The story of Australia’s future. The story of our future.
You can start with the box. Whether you like it or not, it’s the current embodiment of the NBN. It needs an upgrade. Fast.
Seriously, when Tony Abbott holds the current box up for a photo opp you can kiss the NBN goodbye. All he needs to do is ask ‘why are we spending $36 billion on this?’ Pretty much every Australian will agree with him because you haven’t provided a better story.
We have tremendous industrial designers in Australia. I’m not going to rattle off a list of internationally recognised names because if you want to embody the future, you’d look further than that.
You’d launch an open design competition with a focus on recent Australian design graduates to create the box that will create our future.
Something that would take pride of place in our homes. Something we’d want to show off. Not hide in our attics.
Something every Australian can get behind.