The Future Of Paper?

#IdeasNoted from Moleskine

Moleskine was a sponsor at the recent TED conference (TED stands for Technology, Entertainment and Design). I can't say I went (a shame as it was in Vancouver and that beats a trade fair at the NEC in Birmingham), but it does all sound very geeky and techie. What is interesting is that Moleskine - a company very much reliant on paper products (I read somewhere recently that over 90% of their revenue comes from paper products) is so keen to position itself at the heart of a technology-based conference.

They took a typically Moleskine-approach to this and posted a suitably engaging video to highlight their take on it. They also posed a series of daily questions about ideas, creativity and the future of paper. The questions posed were:

  1. In the future, will we think faster or slower?
  2. How can note-taking be more fun?
  3. How do you deal with ideas coming to you at an inconvenient time?
  4. Are e-mail and texts a new form of literature?
  5. How can commuting be turned into a creative opportunity?

Using the hashtag #IdeasNoted they collected responses and gave away daily prizes. The merging of digital and paper seems a logical progression and one that embraces the role paper has and will have in our daily lives, and particularly for creative work. What was also interesting about their sponsorship is that it seems less of an attempt to be the notebook of choice at conferences and more about driving their digital strategy, accepting that paper-products alone isn't enough in the future. The Evernote notebook has been around for a while now (and I would dare to suggest that the Leuchtturm Link books are a better product), but the latest round of Moleskine developments has seen them launch a far more interesting tie-up with Adobe Creative Cloud, scanning uploading your creative notebook work into vector files on your CC account to use in Photoshop and Illustrator.

Frown if you want to, but progress happens and it is surely far better to adopt a hybrid solution that encourages paper as part of a creative process that seamlessly works through digital?

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