“Do you know what the definition of insane is? Yes. It’s the inability to relate to another human being. It’s the inability to love.” Richard Yates, Revolutionary Road
I've been on the front lines of the consumption of personal computing and enterprise software for 30 years now. Has life improved with the ubiquity of the digital lifestyle? In many ways - yes. We are often more effective, efficient and sophisticated. We are more informed about the world we live in. What was the cost?Perhaps forgetting the unique value of being a human being. A history lesson that often repeats itself: When a pendulum swings fast, it often slides right by the point of a healthy balance.
We need to fight hard everyday for the human difference. There are lots of people in the world, but so few human beings. Let's take that a step further and say that there are so many companies in the world, but so few that treat us like human beings. If I call your company and I go into voice options, my head and heart hurts. As an example, I use Squarespace for my web site since their friendly support gets back to me in often less than an hour. Although they use technology as a tool, they emphasize being human when helping me.
Could it be this simple? Is it possible to choose companies based on how human they are? I understand the value of digital, I've contributed to it at every stage, but I want to walk on the cool grass and be human. Let the machines be the machines, human beings have so much more to offer than machines. If you don't believe me, remember who invented (and keeps improving) the machines.
Your company can make my life better. It can help me feel more human and motivate me to talk about your company in a way that distinguishes you. Can you sign up for that expectation or does that get in the way of your worshipped efficiency? Because once you choose to worship efficiency over being human - as a customer, that's my signal to choose someone else.