Point of view: What tech really means

This article discusses the perception of technology today as a race for the new, examining the risks of doing so and suggesting ways to think differently, and more usefully, about innovation.

Point of view: What tech really means

Gareth KayChapter SF

I'm writing this column during the annual marketing world decampment to CES. More headlines, as usual, about whether new technology X or Y will change the game for marketers; more nascent platforms trying their hardest to get a slice of the easy money they see brands offering. Every year, it reminds me of the fundamental misunderstanding we have of what technology actually means.

We have a habit of equating technology with the shiny new thing – the new platform, site or piece of code that becomes the talk of...

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