High Tech/High Touch: The More We Rely On Machines, The More We Need Humans – Forbes

Ahead: "radically human" technologies.

The late author and futurist John Naisbitt called it high tech/high touch. Meaning that the success of any technology depends on how deeply it shapes the human experience. Weve seen Naisbitts law in action with the likes of Facebook and Instagram, of course, and the law applies to enterprise technology efforts as well. The more technology-driven and data-driven organizations become, the more their success depends on the people involved.

The most technologically saturated organization in the world will stumble if it doesnt have innovators or entrepreneurs directing the technology to make lives better for customers, or workplaces better for employees. For example, there is now an abundance of cheap video technology capable of making high-quality films. But it takes inspired humans a Steven Spielberg, Spike Lee, or Ron Howard to make the films magical experiences that make a difference in the world. Likewise, it takes inspired humans to make great companies that improve the world. They master technology, and they master the business opportunities before them.

The rise of high-tech/high-touch enterprises is explored byPaul DaughertyandH. James Wilson, both with Accenture, in their forthcoming book, "Radically Human: How New Technology is Transforming Business and Shaping Our Future."

Daugherty and Wilson point to three indicators of how business and technology are converging, urging executives and managers to take an activist role in building a potentially very productive and rewarding relationship:

All companies are technology companies. Now-ubiquitous intelligent technologies are not only remaking processes, they are also opening new sources of value, underpinning new business and operating models, addressing some of the most intractable business and social challenges, and moving leaders to see technology and strategy as inseparable, they state. That exponential expansion from processes to products, algorithms to architecture, strategy to sustainability is the new reality for all organizations, no matter what business they are in.

Technology has proven to be a force for rapid innovation. The Covid crisis wakened a sleeping giant, Daugherty and Wilson opine. Enterprises everywhere pivoted quicker than they believed they could and demonstrated the adaptability, innovation, and agility that many mistakenly thought theyd already achieved. Major shifts that were predicted to materialize in years happened in months: industry convergence, localized supply chains, and mass virtualization. A great many companies now know they can change faster than they, or anyone, believed possible.

Technology success stories are human success stories. Successful business technology solutions not only push boundaries, but also take on a distinctly human character, Daugherty and Wilson state. As peoples skills, experiences, and, in some cases, humanity evolve in tune with new technologies, the technologies and their design will need to further adapt. And as they adapt, individual and collective capabilities and perspectives will further evolve. They call this convergence and adaptation radically human technology. Examples include technologies such as natural language processing, computer vision, voice recognition, and machine learning... making human interaction with them easier and more efficient," leading to natural conversation, simple touches, and abundant personalization."

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High Tech/High Touch: The More We Rely On Machines, The More We Need Humans - Forbes