Against Anything New?

From time to time, I am criticized for being against new trends and technologies.

Oh boy.

This couldn't be farther from the truth.

Allow me to amplify my position.

Here's what I am in favor of:

• Constant strategic experimentation with new technology.
• Innovation consistent with the preferences of your target demographic.
• Innovation in new channels, aligned with the audience that uses new channels.
• Sales increases that come without a significant loss in profitability.
• Consistent profit increases.
• Investment of a percentage of profit in new technology.

Here's what I am not in favor of:

• Vendor hype.
• Trade journal hype.
• Research organization hype.
• Blogger hype.
• Twitter hype.
• Social Media hype.
• Mobile hype.
• Strongly worded opinions not backed up by actual customer data.
• Promoting strategies employed by individuals/artists as being able to scale enough to work at $100,000,000 brands.
• Doing something that is trendy, but doesn't pay the bills.
• Failure to embrace the future.
• Discounts.
• Promotions.
• Lies.
• Using new technology to force old solutions on customers.

So, if DirecTV is going to allow me to watch the Green Bay Packers play on my iPad when I am in Paris, then yes, I am an unabashed advocate of new technology.  You see, in this case, new technology solves a problem for me.


But if a smartphone allows me to scan a QR code to receive a 30% off promotion only if I "like" the brand on Facebook, well, that may not register very high on my tech-o-meter.  This does not solve a new problem.  This is simply a game that manipulates metrics associated with new channels to make the new channels look good.


Ok, time for your thoughts.  Am I biased against new technologies and new channels?  Does my lust for profitability blind me to a horizon filled with possibilities?  Are you for/against new technologies and methodologies?