I am a child from the Age of Irony that period of time defined by cynicism, emotional detachment, and black comedy. My generation–Gen-X–has experienced one economic upheaval after another, first within the dot.com boom and bust of the 90s and then the crash of the housing market in the late 2000s. As a result, many people from the Age of Irony have little faith with the big corporate entities that often promise, but no longer entice, with the big perks of employment, the safety net of retirement, and the mission tempting us to believe that tomorrow will be better than today. Greed, in fact, seems to be the only propellant that keep businesses churning.

Usually, I’m immune to marketing schemes that try to convince me otherwise; I’m far too analytical, self-aware, and far too cynical to fall for techniques that try to get me through the emotional solar plexus..

I’m a Gen-Xer and too smart for that.

It was the logic within this irony that caused me to react positively to a recent video from IBM that celebrates the 100th anniversary of the company’s founding. In a series of interviews, people ranging from age 100 going backwards summarize the growth of the company from its humble beginnings as the Tabulating Machine Company (1911) to its technological rise and accomplishments over the next 100 years.

The complete video, lasting 13 minutes, is set up like you would expect a good marketing piece to be–just the right amount of pacing, music, and brand names flashing across the screen. I take it another step further though and believe that the video is more than just an extended commercial product. The quote that really grabbed me paraphrases the first IBM president T.J. Watson, Sr.:

“All the problems of the world could be settled easily if people were only willing to THINK.”

That’s everything a good, simple, logical message should be. Think first, act later. If we can do this, we could potentially eliminate racial barriers, could create new technology, soar to new heights, and would serve as the guiding force for making the world a better, smarter place.

All institutions, be it corporate, government, or educational, need to stress this one simple message in their dealings. If we want to improve the world, we need to think about it, turn it over with ourselves and then with others, and then take action.

I’m not saying this is the end-all be-all cure to the problems of the world. But I do believe its a good first step which, judging by the news we read each day, seems to have been largely forgotten. Without thought followed by action, we remain stuck and helpless in our situations, but we can change this and remotivate ourselves..

I urge readers to watch this video. Although IBM is a corporate entity, the message it sends is a good one that even I, stemming from the Age of Irony and emotional detachment, cannot logically deny.