Me vs. We: My Relationship With Technology

By Jonne Kuyt

I want to start by asking you a question. You see, sometimes I have a hard time distinguishing between the great…and the nearly-great stuff. In a world saturated by content, I want to know if you ever feel like it’s just all too much. Too many words and diagrams. Too many abstract solutions, absolute ideas. Too much…bullshit.

Sometimes, I feel that way. There are just so many white papers and hacks and promises of the “5 Things You Need To Do RIGHT NOW To Become Incredibly Successful.” I want to turn the tables around; instead of promising you anything, I want to help you think about what I believe are some of the most prevalent topics in the world of design and tech. So no more white papers or quick fixes. Either you’ll like this, or you won’t. Either way, it’s fine by me. (Whether you do or don’t, let’s have a coffee and hash it out.)

Insights from Zurich at TypoTalk’s Brand Day…

When working with clients in the fields of health and mass mobility and developing cognitive services for them, I’ve learned a lot about what’s possible (and what’s not) when it comes to the strengths and limitations of technology. What stands out when it comes to developing and redefining relationships between people, products, and services? Here are some of the key insights I shared in Zurich.

Current tech brand relationships are: one-way, opportunistic, reactive, transactional, and evoke a sense of dehumanization.

Would you still send me 10 emails a week? Would you stand behind your consumer, taking responsibility during the good times, but also the bad? If your conversion rate is initially at just 5%, it may seem ludicrous to even consider this. After all, what would it deliver?

Honestly? My first impression is that it would deliver massive untapped potential and value.

If you were a brand, there’s a high chance you wouldn’t “date yourself” past the first few encounters.

Technology provides exciting opportunities we’ve only begun to venture into. So why do we find ourselves stuck in the same rut, repeating the same ineffective actions and procedures over and over? That’s why to help combat staying in this stasis, we’ve developed the Rethink Your Thinking methodology here at Edenspiekermann — to avoid getting stuck with that terrible date.

Can you activate the relationship life cycle thinking through product development and service design? Yes.

  1. During my presentation in Zurich, we looked into two projects we’ve been involved in: Mercedes and Faraday Future. I demonstrated how it’s possible to transform the relationships between cars and humans, and what the consequences are for the brand as consumers switch from owning a car to having access to them.
  2. The second case was a project we’ve been working on for Novartis Alcon, showcasing how subscription-based services are changing relationships, as well as getting insights into the role brands now play. Finally, we looked at how technology changes long-term interactions with customers.
  3. The last project I walked the Brand Day audience through was a revolutionary insurance proposition I’m especially proud of. We completely terminated traditional marketing by moving it to the place it belongs: the personal space. It was too ambitious for this ensurer but there is a number of other interested in the idea.

I’m an optimist.

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