We have all seen them, I have probably even been one of them myself in the past. You know who I am talking about. Be it in the gym, on the running track, ski slopes, sports field – there is always “that guy”. He is sporting the latest hi tech, microfabric, eazi breathe, go faster, jump higher, last longer sports kit – probably with a myriad of GoPro’s attached (definitely guilty as charged) to record his latest sporting prowess. He has been sold the dream of achieving next level awesomeness (and possibly attractiveness) ; yet probably only uses 10%-20% of the actual potential the technology can provide and does not get the best out of it. He then blames the gear for poor performance. The technology does what you tell it, or not, to do. To get the best out of it, you first need to understand what you are trying to achieve and why; then look at what behaviour changes need to happen in order to achieve this, then understand what technology, latest breathable, wearable, whatever-able gear will help you do this – and it may well be the sports kit you already have….
Everything in the b2b world is about disruption this, transformation that, 4th Industrial Revolution, the Robots are going to end us all; and technology. Technology is going to be the saviour of all your business problems. Buy this tool and your lead generation and close rates will go through the roof. Use social tools and hey presto you are social selling right out of the gate. Buy this cloud based collaboration platform – abracadabra, all your employees will be working together like never before.
The problem is, this is never the case. CRM systems anyone? How often do you hear that the CRM is so bad, it doesn’t work, no one really uses it. Much like our hero with all of his hi-tech sports kit, if he does not understand how to get the best out of it and in what context it needs to be used, of course it will not work to the best of its potential.
This is the same of any technology solution that an organisation implements, they are typically lead the by the promise what the technology can achieve, rather than how are they going to achieve it – which may not actually need the technology solution in question, or in the very least the version you already have in place.
When you ask the how, you then need to ask what needs to change, and I am willing to bet that nigh on 100% of the time it is process, people & behaviours -all of which absolutely will be supported by technology in some shape or form. Yet how often is the technology thrust upon the organisation – use this and it will change your life! Yet it doesn’t, the technology gets blamed through no fault of its own, money gets wasted and everyone reverts back to type.
So, next time you are considering a new technology solution, where the promise is a whole new way of working – just take a step back and think about what would need to change in order for this to work; if it is your people and process then give me a call and we can discuss how. You may find you already have the solution in your organisation – you just don’t know it. Yet.
Is my GoPro on?
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We are a Social Media Agency. We do three things: Social Media Strategy,Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.