How to Break Free from Tech-Driven Fads
AI is everywhere. It may feel tempting, or even urgent for organizations and brands to “get on it” now. But remember, today it’s AI….
A year ago it was NFTs. Before that everyone needed an app. And remember, there was a time where every organization thought they would go out of business without a social presence on Facebook or Instagram?
In truth, the pace of tech is sprinting faster than we can catch up, and it may be expensive to invest in nascent technology without a clear use. Which is not to say we shouldn’t hold the latest tech close. AI is clearly a disruptive force that is here to stay. Instead, we need to shift the spotlight from technology as the answer to technology as a toolkit.
What that means:
Consider a problem from the human and business perspective first
Get smart on all the relevant technologies and how they may be used in your context
Generate ideas big and small, with and without the use of technology
Prioritize ideas considering implementation timelines, investment and potential returns
Here are a few real examples of where this happened beautifully.
Last year a large apparel company hired me to investigate NFT’s use to support athletes. But the client was a brilliant partner who was open to any idea or tech that best addressed our challenge. After careful examination of the issue, the consumers, and the relevant tech, our top ideas instead drew on block chain social tokens, metaverse, computer vision, motion technology, AR projection and digital marketplaces. Importantly, the ideas had varying levels of complexity and investment for the company, which meant some could be developed soon.
On another occasion, I worked with a client who wanted to teach Gen Z basic financial education. At the start of the project, we all assumed the output would likely include celebrity-endorsed content in an app. But with open minds, several months later, we arrived at a completely different solution –a digital game with real-life learnings and rewards.
In a nutshell, it's not about being anti-tech; it's about being pro-results. Let's embrace a future where technology enhances our solutions, not dictates them.