I recently met with a young Czech entrepreneur who had flown over to tell me about the software he was developing and how it would revolutionize our industry. He promised me it was the Trip Advisor for Meetings and Events; the bible and go to tool for unbiased venue reviews etc. There was nothing out there like it and nothing could stop him.
He was stunned when I told him this had already been done and failed.
All around our industry companies are investing football salary like figures in developing software that will be the one that will solve everything. Seduced by the slick, sexy demo, prospective client eyes light up and suddenly, without even knowing it, find themselves on a train that has already left the station. The problem is, they didn’t check the price of the ticket and the train is going nowhere. The driver/developer eventually runs out of fuel, having spent millions and the whole train crashes. The wreckage is there for all to see – just check the accounts.
The number one reason these technology businesses fail is that they ignore the fact that people buy people. Technology led companies have a rather annoying habit of prescriptively telling you what your challenges are, rather than getting to know you, understanding the nature of your particular business and developing solutions in partnership with you. Technology is the enabler not the solution. Enablers are most needed during times of change. There will always be people resistant to both the change and the technology that comes to be associated with it. Enlightened technology providers will help you get the dissenters on side. They are able to do this, because they have built a relationship with you first. And guess what, it’s the relationship that will be bought before the technology. Unless, that is, you happen to work for the government.
So, to all you geeks out there, your technology will not save the world. Stop what you’re doing now and go on an effective communications course instead.
Any comments? Email sarah@mashmedia.net
