HuffPost: We Should Still ❤ Humans – And Why It’s Critical in the Digital Age

Start with humans – not technology – and you are bound to be far more successful.
Start with humans – not technology – and you are bound to be far more successful.

A perfectly reasonable approach to creating advantage from technology used to be straightforward and linear: Start with a technology in mind and imagine the potential applications within your operations. From there, layer on top an approach to either access or use data to optimize the application. Prototype the solution and go try it out in a pilot plan and see what happens. If it has a positive ROI scale it; if not, shut it down.

That’s no longer possible. The reality is that it has already become virtually impossible to keep track of all the technologies available, never mind the almost infinite possible applications and business models. So I recommend flipping the approach around: Start with humans, not technology, and you are bound to be far more successful.

In my monthly column on Huffington Post, I explore how human behavior is the most basic building block of economic value for any organization, and support this logic with three company examples.


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