The messaging is always the same…

“Anything is possible.”

“It’s as easy as saying, Alexa, find me a job.”

“Connecting your world with the touch of a button.”

While consumer brands have used the “easy as 1, 2, 3” angle for decades, tech platforms in the last 15 years have extended that to nearly every aspect of daily life.

Their work has largely become about hiding the operating system, masking the actual work it takes to create and interact with both the physical and digital world - this is the mantra of tech giants like Apple, Facebook, and Google, and by extension the startups that dream of becoming them.