Instant Coffee as Business Intelligence Vendor Demo Metaphor
December 17, 2013
The article Instant Coffee on CooksInfo.com relates the history and attitudes of consumers toward Instant Coffee. It is an interesting note in the article that the aroma of coffee is actually sprayed on the top of the instant coffee jars before they are sealed to capture the smell that is so vital to the coffee-drinkers experience. This might be a stretch, but isn’t there a metaphor for this spray-on odor with search and business intelligence vendors’ demos?
A commenter who claims to have worked for Nestle defends the process:
“Do we spray coffee aroma on the powder to make it smell and taste like fresh coffee? Yes. Does every instant coffee manufacturer do this? If they have a half decent product yes. (Kraft are the other big producer) Where does this aroma come from? From the coffee in the jar…
If we sold coffee that had lost all its smell it would not only smell bland but taste bland too. So we capture the aroma, literally the molecules given off when extracting the liquor and taken from the air and stored.”
So this superficial approach to capturing the smell of coffee with coffee aroma in a can is similar to the demos created by vendors for search and business intelligence. Not quite the thing itself, but a little taste to make you thirsty.
Chelsea Kerwin, December 17, 2013
Sponsored by ArnoldIT.com, developer of Augmentext
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