Are you caught up in the technology of the times? All the talk of Twitter tools, Klout algorithms, Facebook Timelines, better ways to collect and analyze our clicks and downloads, scheduling and buffering and pinning gives me a headache sometimes.
Technology doesn’t drive success.
It never has and it never will. Our success comes from the human side of our business. Even when we’re surrounded by the best technology in the world – the human element drives all the decisions.
Humans buy and consume our offerings. Humans call our help desks to request support or guidance, more information or to upgrade their service. Humans make the decisions about what to buy and from whom.
Whether you use or sell technology – success is all about focusing on humans.
We are humans in business.
Our every decision is driven by our humanity. So why do we spend so much time focused on the technology? Ask yourself, does technology….
- Decide which product you buy, which vendor you trust?
- Determine which communities you join and how you interact? Or determine whose advice you follow when it comes to purchases?
- Predict the beliefs that determine your choices?
- Change the beliefs that limit our ability to see new opportunities?
It’s pretty clear when you look at it that way, now isn’t it? Technology is the enabler – Humanity is the driver.
Lead with Humanity
People buy from people they trust. People create communities with others like them. The human factor is compelling and controlling – not technology. It’s that simple.
No technology is going to magically bring success to our businesses or our lives.
- All of the hours spent focusing on which catchy social media tool to use when you blast out your new product or promotional campaign isn’t going to bring success. Focus on solving your customers’ problems, making their lives easier, improving their world – that’s how you create success.
- Forget the sizzlin’ new video with all the whizbang animation and super star spokesman. Try sitting down and chatting from your heart with your audience. Keep it simple and stay human. People listen to those who speak to them – not at them.
- Instead of spending days pouring over that Customer Relationship System looking for leads, try reaching out to the real people behind the data. Customers are human beings – not database profiles.
It may sound crazy for a gal with so much technology expertise to say that technology isn’t the fuel behind success. After all – so many believe that’s the case and so many others want us all to believe that’s the case.
Technology is a powerful enabler. Today’s technology gives us the reach and range to touch our global audiences, friends and associates in ways we could only dream of even five years ago. That’s the Wow behind technology.
But even with all that wow – there is still a simple truth.
Human factors – our audiences’ feelings, problems, needs and beliefs – power our success, in business and in life.
