Isn’t Technology Supposed To Make Life Easier?

Over the course of human history, man has used tools. We were gifted by our Creator with opposable thumbs and a brain complex enough to understand that a small rock could be used as a tool. Perhaps, we used a rock to eat the first oyster. (I can only imagine early man looking at it and saying “Uggg, looks delicious.”)

Basic technological achievements such as tools, fire, and agriculture took hundreds of thousands of years to develop and use effectively. Then came irrigation, building boats, and making iron. These tech advances took thousands of years. Most of the major tech advances have taken place in the last 200 years; engines, electricity, airplanes, rockets, and computers.

Today, tech advances at an exponential rate, but in the rush to improve, we rarely ask, “Will this actually improve things?” 

I was given a Dash Rapid Egg Cooker last year. The giver thought I needed to eat more eggs. The concept is you put some water and eggs into a tray, then click a button, and in 7-8 minutes you get hard-boiled eggs. The device costs $18.99, and I don’t see the point. The old way involved a pan, two eggs, and water, and took 7-8 minutes. How does this new technology save me time or make my life easier? Short answer; it doesn’t.

A few years ago I bought into the idea that “there’s an app for that,” and I downloaded everything. And today I’ve downloaded AppCleaner, an app that gets rid of all of your unwanted and unused apps. The first app deleted was ParkAlbany, an app I used one time while visiting that town to see my beloved VCU Rams lose in the first round of the NCAA Tournament. Instead of walking up and dropping four quarters into a parking meter in 10 seconds, I had to fill out four screens of info, my 16-digit credit card info, and the simple act of paying for parking took me 10 minutes.

Don’t get me wrong, these tech triumphs might be useful for others. I’m sure lots of people need an egg cooker. Others may not carry quarters around for parking and that’s OK too. The point is that tech innovations, just like your product or service, have to be marketed to the right people. I am definitely not the target for an egg cooker and even Amazon’s robots have the sense not to suggest I buy another one. 

The important thing about marketing is getting the right product in front of the right person at the right time. At Madison+Main, we understand this, convey it to our clients, and then put it into practice.

That being said, it’s important to always ask yourself, “Does my product or service make life better or easier for our customers?” Many of the so-called technological advances I’ve discovered recently seem to benefit companies more than people. And in that spirit, I’m compiling a list to share next week and I always love hearing your opinions. What’s a technology that you find useless, annoying, or just plain dumb? Send it to me and I’ll put it on the list.