New technology vs. good ol' thinkin'

I was sitting in a theater last night and observed that it reminded me of the tooling industry.

“Okay, I’ll bite,” responded my companion.

“That announcement they just ran.”

“I’m listening.”

Plastic molds used to be made by machinists. Artisans, really. They were quite expensive because of the time and care involved. Then, the industry migrated to CNC machining. Instant molds, to some extent, but they were often flawed. The artisans began to disappear as molders embraced the computer driven metal cutting. Those who remained could name their price and hours. You could have a mold cut faster and cheaper, but just try to get it tweaked into working correctly. New technology is a wonderful thing. But, only if you apply it to supplement the art, not supplant it.

The same is true with marketing and public relations. Today, you can get your message out in a heartbeat through a multitude of channels. But, where did the thinking go?

The theater is part of a complex supported by a tax levy. In other words, it’s funded by taxpayers. The show was preceded by a high tech presentation about the theater. In that, there was an announcement that the recent renovation included all new seating, which was made in Spain. A collective groan arose from the audience.

There may be good reason for importing the furnishings. But, do you really want to trumpet that in a depressed economy? Is it prudent to boast that taxpayer dollars are being spent to employ those abroad while people are out of work at home? Nice presentation, but I’m not sure the message was a good decision.

Last week, I was invited to a rally for a political candidate. He used an effective multimedia approach for recruiting attendees. One of the principal planks in his campaign platform is job growth in Ohio. The rally was being held at a Kentucky venue, which was broadcast as widely as the invitations. Again,
I’m sure there was some reason for that. But, it does raise the question about his perceptions of ways to augment Ohio business.

New technology is a good thing if it’s employed to amplify good thinking, not replace it.