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…

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