As I reflect on the couple of decades I spent with this company, as well as the events that have happened since my departure, what strikes me is how performative this company's moves have been over the years . . .
We start with MindTap, which is the hollow window dressing developed to present the appearance of "courseware" to compete with the likes of Connect and Revel. Cengage held decently strong courseware tools in Aplia, SAM, CNOW, etc. But they lacked that shiny new brandable that all of the cool kids were out there selling. Enter MindTap, a clunky collection of apps, add-ons and charms that no one wanted and which frequently sputtered, broke down, and interfered with the user experience. But hey, Cengage had it's "brand" and they could now claim to be cool, too . . .
Next up was the ill-considered "Unlimited". Ooh look, a shiny new "Netflix for textbooks" that gave Hansen something to point to when trying to sell people on the idea that Cengage was a cutting-edge industry "disruptor". The market yawned. And then Cengagers realized that Unlimited was only serving to cannibalize their own revenue base . . .
New office spaces! Look kids! We've evolved into an EdTech company! You can tell because we've hung Edison lighting above our Bay area collaboration spaces! The YouTube tours are still out there to be enjoyed. You know, those video tours being led by employees who were laid off ages ago . . .
Transparency! Friday leadership talks! Lots and lots of words devoted to, well, to convince employees that we are profitable and growing and thriving, even! That Horizon thing? Yeah, don't think about that so much . . . actually, you're not going to have much time to think about that so much, not with the increased workload we are handing to you in the wake of the layoff waves we're omitting from our transparency talks . . .
Know what's been missing from all of these initiatives and innovative moves? The very thing professors care most about - content. Exactly how many new, first edition titles has Cengage released over the last decade?
At the end of the day it has all been so very empty, hasn't it?