by Ben Perreira
I follow almost eight hundred people/ organizations on Twitter, many of whom are in the digital media business. I read several articles a day on the state of the business, new technologies, where current leaders are going, who is going to pull ahead, etc. It’s easy to get lost in the hype of technology as world changer and be-all-end-all.
The technology is a vehicle. A phenomenal and powerful vehicle, but one that requires context. Michael Porter knew this in 2001 when the bubble was about to burst. People have to know how to use the tools. They need to immediately see how they will impact their days, which are becoming increasingly pulled in different directions by ways to “save them time.” At the same time, management looks after the bottom line. As internet technology evolves and develops nuance, it is up to users, buyers, managers, entrepreneurs, consumers and investors to optimize how tools fit into our daily lives, not the other way around.