Technology Is Great — But Don't Forget This Important Detail

Like you, I followed the news of Apple's latest product announcement with some interest. Whether they're revealing a brand new product or making updates to existing models, this is a company that has changed the way we think about product launches and, more fundamentally, how we communicate.

So it was with great interest that I read the Fortune article on Angela Ahrendts, Apple's SVP of retail and online. Ahrendts was the CEO of Burberry, a global luxury brand that she managed to turn around and put at the forefront of digital media. One would expect her to be focused on the design aspect of Apple products — particularly the ever-advancing capabilities of these super-devices.

But here's the quote that really caught my eye:

The more technologically advanced our society becomes, the more we need to go back to the basic fundamentals of human communication.

How refreshing to hear someone — especially someone in the tech field — talk about the power of connecting with others through the basics of communication. When I was at Ford, my team was focused on creating value and humanizing the company; the technology we used to do that was secondary.

Humans are social creatures and have always been storytellers — from the days before the written (or perhaps even spoken) word, when our ancestors drew on the walls of caves. If we can remember what motivates people and how we tap into their emotions, we can unlock one of the great secrets of the successful modern marketer.

Yes, we'll always want to play with the latest gadget or experiment on the hottest new communications platform. But let's not forget what unites us: the power of authenticity, which gives us the potential to earn more attention and in turn begets trust. Focus on that first and foremost, and it won't matter what technological advances are around the corner.

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