Buttons cross the chasm

Like most advertising messages, the phrase “push button” is a code. At the top level, it simply means “it’s easy.” Just push a button to make something incredible happen, start your laundry, place your book order, focus your camera, and so on. But there’s a deeper code underneath.

Every technology goes through phase changes. The earliest versions require a lot of configuration and expertise in order to use them. Can you recompile your own software? Can you solder together a radio? This phase is not for the faint of heart, but it is heaven for the early adopters.

Early adopters love new technology because they can figure it out. But not everyone can. The rest of the public has to wait for a technology to evolve enough so they too can use it, but without all the twiddling. They just want to use it.

For example, blogging. Notice the top right corner of this Blogger screen shot. “Push Button Publishing.” This is a code for the mass public that they too can start a blog. It’s as easy as push button publishing.

When the phrase “push button” is applied to any technology, that means the chasm has been crossed. The phase where only early adopters use the technology is over and now the general public can start using the technology too.

But furthermore, it’s code specifically for the general public. “Push button” lets people know that it’s okay to come out now, you too can join the technology party. It’s the Manchurian Candidate queen of diamonds that digs into the public’s subconscious to alert them that you, yes even you, can use a computer, focus a camera, or start a blog.