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IT Talk: Technology Doesn't Matter

1 May, 2012 By: Corey Smith, Dealer Marketing Systems imageSource

Running your business in 2012 requires a bit of understanding of technology. Even the least technical jobs, such as lawn care professionals, are sporting smart phones to check email, talk to his staff and connect to his clients. The challenge is for some, however, that fast-paced technology can be a bit unnerving for some traditional business owners. In fact, just because you are in a technical field such as an office equipment dealer or supplies vendor advancing into new vertical markets, it can be a challenge mostly because it’s something new to learn...once again.

Social media, blogs, iPhones and Android, search engine optimization, flux capacitors… how do we keep it all straight?

Story Telling not Websites

Websites are more common now than ever. It’s been a little over 20 years since the first website was published.On August 6, 1991 Tim Berners-Lee, a CERN physicist created the first website. It didn’t take too long before Yahoo, Netscape, AOL and Amazon were part of the daily lexicon.

In the beginning, story telling wasn’t as important because only the innovators and early adopters could even access the Web anyway. However, now with billions of websites, competition is fierce to get your message out.

Websites are simple tools for telling stories. Your story will come in many ways. The best stories are very creative told with picture, graphics and interactivity. But, stories can also be very technical, dry and boring. The better your stories, the more people will come to learn about you.

Communication not Email

Since the first email was sent in 1971, it has changed the way business is conducted.It’s been nearly 20 years since it really became a mainstay of corporate communication. Unfortunately, email has been an escape from reality for too many business people. It’s becomes a place to hide from the challenges that face us. If we don’t want to talk with someone,we send an email. It allows us to measure our words to the point that we end up being too vague or too rude. To make matters worse, most email writing is poor, at best.

Communication is a twoway street. It takes a listening and a speaking side for communication to happen. Most business people make the mistake of thinking that communication has taken place when the other person has finished really paying attention. That isn’t the final result you want.
Email is simply a tool that helps to facilitate communication. However, it still cannot replace the personal feeling a conversation via the phone or face-to-face brings. Other technological tools, such as video conferencing, can help to facilitate communication more effectively as well.

Creativity not Computers

In 1984, Apple Computers released the Macintosh and the face of computing hasn’t been the same since. Software has enabled the average computer user accessibility to professional quality tools. Even simple tools such as a word processor or a photoediting package allow the least adept to feel like a pro.

Computers, in fact, have a tendency to stifle creativity. Leaning on clip-art, copy-and-paste and photographic filters prevent us from coming up with our own, new ideas. We tend to favor the tools that offer the least resistance to getting our job done.

The result? We generate the same drivel as we’ve done in the past.

Computers are tools. Computers provide us more availability to things that will help us be creative but we have to be careful to not limit our own minds. Sometimes a pen and paper or whiteboard can allow us to be unencumbered in our imagination and then we can take it to the computer when we are ready to put our ideas to work.

smartphoneAccessibility not Smart Phones

By 1930,land-locked telephone customers could place a call to an ocean liner in the Atlantic Ocean. Walking down the street, sitting in a coffee shop or even at church, you see people glued to their phones. In the 1990s, texting began to become anothereffective way of communicating short messages quickly.

In 1996, Nokia released the first phone that could be classified a smart phone. In 1997, the term smart phone was made official. With the release of the iPhone in 2007, the smart phone officially became a household term.

The argument for a smart phone is the ability to be accessible to anyone at anytime. However, it often results in more people playing Angry Birds and checking email in the middle of a movie instead.

Smarts phones are tools that provide greater accessibility. If you aren’t careful, the very thing that promises greater accessibility could actually prevent that very thing.

It’s About People not Social Media

Social media isn’t a new concept. Connecting online in a social setting has been around since the first public bulletin board system was born on February 16, 1978. It’s only been the last few years that social media has really exploded.

The problem is, forgetting that social media is really about the people. All online bulletin board systems, discussion forums, blog comments, status updates and tweets are about connecting people with people.

Social media is the tool. How you connect people together is the problem it solves.


These tools are not “new". They’ve been around for many years. We seem to think of them as new because they are shinier now than there were in the beginning. They have now become main stream. They have come to the point where they now mean something to a greater percentage of the population.

Don’t get hung up on the latest technology but instead, take the time to understand what the tools are meant to actually do. If you focus on storytelling, communication, creativity, accessibility and people, you’ll find greater success in everything you do.

About the Author: Corey Smith

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