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Why people still matter more than technology and hype

Raphael Sebbag

Raphael Sebbag

What Adam Schwab of DEALS Told Me About The Future of Business and Why People Still Matter in 2021

Sometimes it feels like technology has already taken over. There’s always a new strategy or automated software that’s going to “revolutionise business”. Naturally, you’re afraid to miss out, because if you don’t stay up to date with the latest technology, you’ll fall behind your competitors.

But has this focus on technology and social media hype, distracted you from what matters most? And why you started your business in the first place?

I recently attended an informal chat with Adam Schwab, Founder and CEO of AussieCommerce. AussieCommerce owns online brands such as LuxuryEscapes, Cudo, Living Social, DEALS and many more. Combined, they do well over $100m in annual turnover – Adam knows what he’s talking about!

What Adam emphasised throughout the chat, was not the latest marketing technology or some viral social media shtick, but rather ‘PEOPLE’, are still what’s most important in business.

Both internally – finding and nurturing the right talent, and Externally – ensuring you create value and truly satisfy the customer.

When you attract and nurture good people, you get good decisions, and good decisions lead to sustainable improvement. And when you deliver true value to customers, this combines to give you a healthy recipe for success.

Too often we get swept up in the hype of the tremendous benefits that can be gained from technology – the web, social media or automated technologies.

But it’s ‘PEOPLE’ that develop these tools.
It’s ‘PEOPLE’ that manage these tools
And it’s ‘PEOPLE’ that are the beneficiary of these tools.

At the end of the day, it’s the fundamental human element that truly matters.

Great marketers, entrepreneurs and business people continue to drum the same message – create and share value to your audience. Communicate with them regularly, and deliver features that improve their lives or solves a problem.

It’s not rocket science, but it’s easy to get lost and focus on the wrong things, relegating the ‘PEOPLE’ aspect lower down the list of priorities.

A little bit closer to home… Many digital marketers talk about SEO tactics, higher PPC click-through rates, marketing automation, and the latest Facebook Ads hack.

All that is nice, but in the real world, what matters most is the service/product value you are offering to the client.

The latest technology and strategies need to SERVE your customer. Your customer and your employees should always come first, not the other way around.

As 2021 roars ahead, let us take stock and re-calibrate the way we think about what we prioritise and focus on.

Let’s remember… from an internal organisational perspective and from a customer-focused perspective, it’s ‘PEOPLE’ that matter. And it’s people that we need to keep at the forefront of our decision making.

Are you keeping people at the forefront of your business decisions or do you need to refocus?

Disclaimer: if any ideas from the chat with Adam were relayed inaccurately then it is the fault of the author, if any were correct then all credit to Adam.