Technology as a Means to an End
Right?
There is a tech-enhanced elephant in the room as we begin our shift into 2021. Technology-for -technology’s sake. Our team has become so allergic to this theme that the subject deserves a post of its own.
Truly, what is the value of technology other than to ultimately expand and/or exchange knowledge either within someone of between two or more people? If it does not achieve this goal, then the developer of the tech is just either impressing themselves with how smart they are or just trying to find a way to make a buck. Of course, it takes two to tango. On the other side, the consumer of this kind of tech product or platform who is not gathering relevant knowledge of some sort has entered into the deeply “mindless activity” portal of life. We are currently swimming in this sort of thing across most all major social networks, and it is becoming quite painful.
To mend this wound, many users are detaching themselves from certain threads, devices and ubiquitous networks featuring almost exclusively banal content. They simply lack the mental bandwidth or the gastro-intestinal constitution for this sort of thing anymore. Some are frustrated millennials and others are on the 12th or 13th hole of life compelled to choose their activities and mental engagements wisely. In either case, they just do not have the time for tech-for-tech’s sake and/or content that neither teaches something valuable nor inspires meaningful action.
On that note, perhaps marketers could likewise reconsider the use of their tech tools and content to ensure they are bringing forth material that moves the business community forward in a more significant way. We in the B-to-B world are craving meaningful, purposeful, well-delivered information. Now more than ever. Just as the internet can unite, our newest technology tools such as AR and VR can bring us to together in ways we could not begin to imagine 20 years ago. Tools being the key word here.
So, here is our call to action on this subject. Please, no more technology as the end (vs. the means) just to impress either us or yourself. Life’s too short.