It’s hard to be a player in “the Technology” space these days. Technology has slowly become a part of every facet of modern life. A decade ago:
- TVs weren’t smart
- Every smartphone release was a material step forward
- Blackberry was still trying to make a comeback
- Netflix still made money from DVDs
- Uber wasn’t a thing yet (founded in 2009)
In 2011, it was possible to still look at technology as a solution unto itself. A decade on and effective technology has blended into general processes. Any good tech or software must have the ability to blend into the background and just work. Process must come first for good solutions.
Yet, it’s incredibly common to come across articles and sales pitches that lead with a phrase along the lines of “Our Technology will empower…” Every time I read this, I cringe. We have enough history behind us to know that any given piece of tech, on its own, does not change the world. The groundbreaking pieces of tech have been those the simplify life and bring many, many capabilities together into one place (aka simplifying existing human processes in a seamless way; see iPhone). Standalone, single-purpose technologies often run into a mighty wall that prevents adoption.
There’s a reason the phrases “as a Service” and “Platform” have risen to prominence. Companies have realized that their hardware and software are most effective when they provide some clear service to customers. Very few people or companies are going to purchase a piece of software or bring in new hardware without the ability to integrate it within their existing operations. And with that reality, the Technology is not doing anything on its own.