I love my calculator. I know I could use my phone. Yet there is something tactile about punching numbers into my Texas Instruments TI-1795+.
So it was no surprise to me, as we begin to enter the new year, that not everyone has the latest wearable tech or the latest phone. Bank of America conducted a study this year and found that nearly 50% of people are still using CDs. And 40% of the cool people are still using calculators. Or 36% are still using landline phones.
If you’ve made the switch from one technology to another, like I have with the landline phone, we all must remember that the “Curse of Knowledge” is hard to overcome. The curse is that it is difficult for informed people to think about problems from the perspective of uniformed people. In others words, you have no idea what people outside your organization are really thinking and feeling about what you know to be true. It’s why, for many nonprofits, you hear: “I know who you are, I just don’t know what you do.”
We are all slow to adapt to something. Make sure your marketing is moving with the entire audience, and not just the convenient media for you.