Think about your self working at Apple. It’s April 2022. You’re being informed by the higher-ups that you just’ve acquired to come back again to the workplace — by which I imply you’ve learn a Slack message in your laptop computer. You proceed your workday, pissed that your bosses don’t appear to know that you are able to do this job remotely.
Then any person sends you a YouTube hyperlink to a nine-minute industrial for distant work, telling the story of a gaggle of individuals who stop their firm after being compelled to return to the workplace. The commercial is by Apple, which is at the moment telling you to return to the workplace. You punch your desk so arduous that your screensaver deactivates.
It’s unusual that the businesses which have made a lot cash off distant work appear to be essentially the most allergic to its prospects. Google, which accurately helps you to run an organization in a browser, has been forcing employees again to places of work three days every week.
Meta, Apple and Google are trade leaders, but they’re main their trade backward — again to places of work the place individuals will do the identical factor they did at house.
Meta, which has misplaced billions attempting to make us stay within the pc, has additionally made individuals return to the workplace. In studying virtually each remote-work article that has been printed for a 12 months for my analysis, I’ve but to discover a single compelling argument about why workers ought to return to the workplace.
“In-person collaboration” and “serendipity” are phrases that make sense when you stay in Narnia and imagine in magical creatures. In actuality, workplace environments resemble our distant lives, solely with extra annoying conferences and the possibility to odor our co-workers’ lunch selections.
The tech trade pretends to be disruptive, however is following a path cast by older firms like Goldman Sachs. How is it that Apple and Google, the businesses that successfully gave us the flexibility to distant work at scale, sound like they’re studying from a generic New York Instances anti-remote op-ed?
