Monday, November 06, 2006

Compound Mistakes

Do you wonder if technology will ever replace you? Us?  Our profession?

The truth is there are categories, maybe, where complete automation and technological advance cuts out human intervention.  That said, I believe those categories can be easily defined and discerned.

See if you agree…

To me, mechanization, industrialization and “technologization” are all based on the lessons of early man.  Give me a lever, a wheel, a hammer!  There is an immense body of work and output I can effect and change and revolutionize— and then evolutionize— until I reach (if ever) the ultimate state of perfection.

On the other hand, not all the mechanical, industrial or technological power in the world will ever (in my opinion) impact in the slightest creative thinking—writing; art; dance; drama—or the ability to understand human insight.  Do you see where I’m going?

Our business is all about human insight.  We use all of the latest tools available.  We even develop them to help us, to feed us information, to make us more informed.  But, the latest, greatest computer-optimized behavioral algorithms know nothing more than what was input.  That is why creative thinking, deep insight and understanding, motivating and enticing executions, meaningful offers, emotional segmentation— and all of the rest of what we do (on a good day)—are not just important today; in my opinion, they will become even more critical as our clients continue to discover that the promise of plug and play CRM is hollow.

In my opinion here is the thought that nails it for us:

“In a few minutes a computer can make a mistake so great that it would have taken many men many months to equal it.”
Unknown

And there you have it.  If you don’t know who I am and why I really buy and yet you continue to contact me, bother me, push me and annoy me……need I say more?

What do you think?

Posted by David on 11/06 at 08:35 AM
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