Idealog #21 :: Idealog :: the magazine and website of New Zealand creative business, ideas and innovation

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Living your brand with Michael Campbell, Phil Keoghan and Wellington’s Cuban connection: Idealog #21, on sale from Monday, May 4 at good stores everywhere.

Interact

8 Contributors

Laura Westphal, Phillip Simpson, Chris Tobias and G Venn

12 Revisited

16 Agenda

Now

18 The pundit

Ten-year-old blogger Tanielu Tele’a and his fellow Pt England Primary colleagues achieve celebrity outside the classroom

20 A shot in the dark (or light)

James Madelin left investment banking to become a photographer—and found that he’s an inventor, too.

21 Surfing in Texas

Web design company Fracture gets interactive at South by Southwest, much to the delight of Kiwi architects Jasmax

23 We have the technology

Meet the Kiwi helping Barack Obama with his alternative fuels plans—and take a peek at hydrogen heaven

26 The Unlocker

Author Cory Doctorow is a merciless critic of the mega-corporations that seek to control creative content—and he’s happy to give his own work away for free

Features

Who would have thought that infrastructure was the most interesting part of the Internet? Welcome to cloud computing, where big pipes and big iron create a second—no, third—generation of Internet entrepreneurs. Matt Cooney asks: could New Zealand become the Land of the Long Net Cloud? Plus cloud concepts and Me 2.0

46 Why the wheels fell off

Mountain Buggy looked like a model company for New Zealand’s design-led future, yet in January it reported debts of $22 million and the receiver was called in. What happened to one of our brightest export prospects? Mike Booker discovers why the wheels fell off. Plus a tale of two buggies.

52 One-man brand

Kiwi golfer Michael Campbell has nurtured hopes of morphing into a global sports brand ever since he beat Tiger to win the 2005 US Open. It hasn’t happened yet. Andy Kenworthy spoke to Cambo about what could be the toughest challenge of his career. Plus Amazing Race host Phil Keoghan talks about his Enzed brand endeavours.

60 The Cuban connection

Some people will go a long way for a decent coffee. The quest has taken Geoff Marsland and Tim Rose around the world, mingling with Cuban spies, tagged as terrorists and welcomed by Havana’s Communist elite. Lauren Bartlett meets the proprietors of Wellington’s Havana Coffee Works

66 The rise of the smartocracy

Of all the differences between people, one factor has a greater bearing on income than any other: intelligence. And IQ scores show that each generation is getting smarter. Jamie Cullinane examines the rise of the smartocracy