Silicon Cowboys

Greetings again from the darkness. After countless projects spotlighting Steve Jobs and Apple, it's about time the tech-nerdy Texas entrepreneurs behind Compaq get their moment on the silver screen. Filmmaker Jason Cohen turns his camera on Rod Canion, Bill Murto, and Jim Harris … none who have the persona or magnetism of Mr. Jobs … and tells the story of how they took on Goliath IBM at a time when most wouldn't dare.

Taking us back to 1981, the 3 friends (and Texas Instruments co-workers) quit their jobs to start a new company – only they have no real plan on what that company should be or even what industry it should be in. There is a re-enactment of a conceptual drawing of a mobile computer on a diner's paper placemat … a drawing that helped them secure a big investment from Ben Rosen at a time when Venture Capitalism was non-existent for technology companies (yep, 35 years ago).

Those early days of a slow developing Silicon Valley featured more hobbyists and non-commercial efforts than anything going on these days. Mobile computing was not really even a product category when Compaq stuck a handle on their case … the visuals of businessmen toting them through airports is comical. This was truly the beginnings of the home computer era, and even the tech start-up. The film serves as a historical perspective of the times, while also documenting how Compaq fits into the evolution of the personal computer.

It's pretty easy to draw comparisons to the great and powerful IBM ignoring the "little guys" to the 1970's when GM and Ford overlooked Honda and Toyota. It's always easy to chuckle at the arrogance of big corporations, and when Compaq computers were more compatible with IBM software than IBM computers were, it's a real head-scratcher. The dawn of "clones" were more than a thorn in the side of Big Blue (IBM), and eventually it got worse for them. Head-to-head advertising campaigns of IBM's Charlie Chaplin vs. Compaq's John Cleese further emphasized the contrast between those out of touch with those who clearly understood the market.

Normally a movie that spends much of its time interviewing such down to earth guys as Canion, Murto and Harris, would feel like it's dragging, but the historical significance is such that contemporary comparisons to Dell, Google, Apple and Facebook keep it briskly on track. Though the electronic background music seems out of place, many viewers will enjoy watching a true story where the nerds win!

Really good documentary, notionally about Compaq, but also about managing companies through growth, changing corporate cultures, and the development of the PC industry generally.

Really good research before they filmed. LOTS of footage of the facilities, company gatherings, the factory, ads, and more. And interviewed simply everyone.

Then edited together very well. Hardly any infographics, no voiceover, told very seamlessly by the voices of the interviewees.

I never thought I would like a documentary about a business, but here I am. Not only a history of Compaq but of the history of the PC industry.

Silicon Cowboys was very well-received at its world premiere at Austin's SXSW Film Festival. Whereas the narrative of the era is usually the competition between Apple and IBM, this film based on a book by Compaq's founder, refocuses the narrative on the competition between IBM and the PC clones led by Compaq. The film's David vs. Goliath narrative arc is absorbing and entertaining. It presents a highly entertaining history that avoids getting lost in technical detail that would overwhelm and confuse non-tech geeks. They focus on intriguing accessible concepts such as the Compaq's introduction of the concept of first portable PC – weighing at 28 pounds - as the predecessor to the modern laptop and eventually the tablet and the smartphone. The filmmakers were able to dig up tons of entertaining archival footage and conduct extensive interviews with most of the major players in the 1980s clone wars. The editing and the music are fabulous. The period music and look evokes the nostalgia for the 1980s. Highly recommended for those who want to try to understand a technological revolution that they may have lived through, but didn't fully understand at the time.

I started this in the hope that it might provide some interesting technical stories. But no, it's all human interest : "how did you feel?" "what was your motivation?" "what was it like to grow so fast?"

Fine, I guess, if that's your thing. But don't expect to learn anything actually technical. There's nothing here that hasn't been discussed to death in a thousand stories of the 80s.