The limits of Technology in Dialogue

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Key insights

  1. Technology is important, but people – and relationships – are key
  2. Other businesses and organisations have similar problems adapting to this technological boom. Why not seek them out? 

Technology is something that has given us the ability to for example, build relationships and communicate with people in other locations.

Whilst technology, new ideas and concepts are important to challenge old thinking, to make us do things differently, it isn’t the way to solve all the challenges of dialogue between clubs and fans, and human interaction should never be neglected.

Football clubs are essentially people-centred organisations, and our experience is that keeping you need to keep that at the forefront of what you do.

Other organisations have similar challenges to football clubs – particularly in an era of such huge technological change – and it’s worth casting around for other examples.

Tricia Wang describes herself as a ‘global tech ethnographer’, and is someone who whilst embracing technology, advises companies on how to ensure you get the human insight too. In fact, she says about herself: “For a brief while, I thought technology could be the answer to almost everything, but then my work proved me wrong. I really believed that building the right technological solution could enable us to the right decisions.” Her experience is that whilst Big Data is an amazing resource, you need ‘Thick Data’ – human insights from real people – to make it work most effectively: emotional, human experience and insight. Her experience advising Nokia, who ignored her advice to pivot to smartphones, is a case in point.

If you get a spare moment, watch this Ted Talk she did, called ‘The Human Insights Missing from Big Data’ (16 mins): https://goo.gl/eMYmCX

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