Automate the task, not the relationship

One of the biggest challenges with the constant barrage of new technologies is making sure we look past the novelty of the new to find meaningful use. This is particularly the case when it comes to automated marketing and communication.

It makes sense to automate low value repetitive tasks that no one enjoys doing. But we need to be very careful that we don’t allow technology to take over the personal and the meaningful. Don’t ever confuse a blog post sent out to your 3,000 followers as a relationship building exercise. That’s just information sharing, real relationship building is far more intimate than this.

Our ability to create meaningful relationships is also incredibly limited. Research suggests that we struggle to maintain more than 150 meaningful relationships which forces us to choose who we want to have each of those relationships with. But these limitations are core to us seeing value in the relationships we have. If we could automate relationships and have as many as we wanted, they’d just become worth less.

These are basic forces of supply and demand at play and this is why we ultimately value the things in life that can’t be mass produced. So embrace technology, embrace automation, but also be very careful you don’t accidentally take something that is meaningful and valuable and just make it cheap.

This blog has been lifted from an interview I did…

Three indicators your current approach to technology isn’t working

‘We operate in a conservative industry and suddenly it became really fast paced. We knew we needed to use technology to drive efficiencies and be competitive but we didn’t know where to start. We didn’t know what to do.’

The above quote comes from one of my clients. We were having a conversation recently and this is how he responded when I asked him why he joined the Digital Champions Club. I’m not sure he realised it at the time but in just a couple of short sentences he identified three excellent indicators of whether an organisation’s current digital transformation approach is serving them.

In fact, if any one of these things is true for you, it’s probably time to step back and make sure your approach is keeping you on track.

Things are getting faster, faster than you are

This particular client runs an accounting and business advisory practice. Accounting is not one of those industries that you’d generally describe as dynamic. Yet over the last few years, a combination of cloud and mobile technology, outsourcing and, more recently, A.I. has started to dramatically change the way the industry operates. If you’d describe your industry as generally conservative and yet you’re finding that things around you are starting to move faster than you are, it’s probably a sign you’re not keeping up with technological changes.

Your margins are being squeezed and you’re facing more competition

Two of the biggest benefits that organisations achieve from successful technology projects are improvements in quality and increased efficiency. Both of these have the potential to dramatically shift an organisation’s value proposition. In addition, the shift of work away from individual premises and onto the cloud is removing geography as a barrier to competition.

You don’t know which technology project to do next

Often not knowing what to do next is not because you can’t identify opportunities but rather because you have more opportunity than you can possibly manage and you may also lack the internal expertise to manage the projects well. This is particularly the case for small and medium sized organisations who don’t have the scale to justify a full time Chief Digital Officer or other technology innovation type role. Instead, often relying on a more traditional IT function whose primary focus is to ‘keep the lights on’ and lacks the expertise in innovation and change management to identify, prioritise and implement new technology solutions.

I have four events coming up where I will be talking through my game plan for successful digital projects. If you’d like to find out more check out the links below.

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Next week I will be presenting two events in Perth. If you’re available on either the 9th of April for 5:30pm or 11th or April from 7:30am you might like to come along and find out about my Game Plan for Successful Digital Projects.

  • Use the promo code ISUBSCRIBE to get half price tickets

I’ll be one of the keynote speakers at the Getting Sh!t Done Club on the 11th June in Canberra and again on the 13 June in Melbourne. Tickets won’t be released until after Easter but if you’d like to be one of the first to know, send us a message and we’ll keep you up to date.