'Productivity' isn't a feature — so stop trying to sell it

Productivity is a highly subjective thing, but it keeps getting sold like a thing you can hold.

Tech companies love the word "productivity." It gives warm fuzzies to people in charge of things who believe it's a measurable thing that means more money, either through faster delivery of something or fewer human hours spent in the creation and delivery of that something. As a result a lot of tech companies try to sell productivity as a feature, and over the last couple of years few tech companies have been as obnoxious about selling this imaginary feature as mobile companies.

The truth is, productivity is not a feature to be tacked on and sold, nor is it a universal thing that everyone immediately has by using a specific piece of hardware or app.

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