We love to share the good wishes and wonderful words of our president, Ingrid Kidd Goldfarb. Here is her New Year’s message from 2012.
Change for the Better
By Ingrid Kidd Goldfarb
From January 2012
Much of the country (and the world) was captivated by the death of Steve Jobs last fall. Although I had been happily using his products for a number of years, I knew little of Jobs as a man, his management style, or his attention to the smallest details of Apple products. I became enthralled reading about him and watching televised reports. I was not alone. His authorized biography Steve Jobs by Walter Isaacson became an instant best seller.
One of the many things that surprised me about Jobs was he didn’t know how to write computer code. He left that to others but he came up with the grand ideas and concepts and empowered others to create them. He was not motivated by money. He wanted to create products that would be easy to use for even the least techno-savvy consumers. (I qualify as one.) He envisioned products that were attractive to look at, pleasant to touch, and almost magical in what they can do. He didn’t rely on market research or think tanks to analyze what consumers wanted. His genius was that he intuitively knew even before we did. He believed in “point and click” technology and was obsessed with creating attractive, simple, and inexpensive products. He believed simplicity was the ultimate sophistication.
Embracing technology and learning new skills are not comfortable for many of us. I recall giving my parents a VCR and an electric typewriter thirty years ago. My father continued to write on his Royal manual typewriter and the VCR only got used when one of the kids or grandkids visited. I cling to my passion for the printed newspaper, devoting an hour each morning to the Los Angeles Times and two cups of coffee. I do, however, delight in receiving New York Times news alerts instantaneously on my iPhone and iPad. I find myself reading more news, commentary, and novels on my iPad. And since I upgraded to an iPad 2, I no longer have to find a Starbucks or Internet café while staying at a cabin in Montana that does not have high speed Internet. I can do my banking, send and receive emails, watch videos, take photos, and yes, even play some games anywhere there is cell phone service.
Trojan has come a long way from providing your insurance information on microfiche, then compact discs, to now downloading online directly to your practice management systems. We know you read differently online than you do with hard copy. Content must be more graphic and compelling and easy to navigate. Trojan is working hard to enhance and change the way we provide services to you.
Here’s to a great New Year of positive change!
Read the 2019 article here!