Most business owners and entrepreneurs are not paying attention to what is happening in technology and one day soon they will wake up to find a new world that they were not prepared for.
Every industry and every business will be affected by the advancements of artificial intelligence over the next few years whether they like it or not.
Thanks to Naomi, a commenter below, I learned of how McDonald’s is creating a robotic workforce in Phoenix, Arizona. Here is a point of view to consider; if you take an entry level job and expect higher pay and at the same time lower prices there is a breaking point. We can’t have both.
In the video below from CBS News in September, 2015 titled “Will artificial intelligence overtake humans in the workplace?” they talk about the danger posed to the workforce. Some highly credible technology authors and experts suggest than within the next decade nearly 70% to 80% of all jobs may be lost to automation, artificial intelligence and robots.
I encourage you, read my full article before you watch this video. Some perspective may be helpful and will give you framework to consider as you take it in.
You will have to watch a 30 second commercial before the pieces starts but it’s well worth the wait:
In another article by U.S. News and World Report they state; “The Pew Research Center recently surveyed a group of scientists and other analysts. Of these experts, 48 percent said robotic advances will have displaced a significant number of blue and white collar jobs by 2025…”
On a practical note, you may not realize it but Google is now a full blown artificial intelligent technology and Facebook is headed there as well.
You may not even be aware that Google has an Artificial Intelligent Chief. His name is John Giannandrea. Giannandrea believes that computers are actually quit dumb and incapable of understanding the complexities of our minds as stated in this article in Fortune Magazine.
Mark Zuckerberg, founder and CEO of Facebook, declared this week in the Daily Mail that “Facebook will be ‘better than humans at vision, hearing, language, and general cognition’ in a DECADE…”
What’s the Point and the Upside?
Okay, so that’s one aspect of the negative. Never mind the doomsday fears which are being talked about among leading scientists like Stephen Hawking and Elon Musk, and many, many more of which some are shared in the first video above on CBS News.
Will there be jobs lost? Yes.
Will the economy undergo a radical transformation unlike any we have ever seen before? Yes.
Will we be a workless society? I don’t believe so.
First, I think that human beings will always want interaction with other human beings. That may mean we all “serve” one another through service based businesses instead of through manufacturing. There will always be a need for a person to interact with another person.
We are social creatures and we will always be social creatures. Science has proven this over and over again that social interaction is vital to our health, mental state and well being.
Second, I think that the systems and AI that is created will complement our lives and businesses once things settle down and the reality takes hold over the science fiction. That means we can choose to be afraid of it or we can decipher where to take advantage of it.
Technology is changing society and the truth is if we are not aware of what’s happening we cannot change with it. We will be forced to react to it and that’s never a good position to be in.
In the same US World News and Report article I referenced above, they state; “the other 52 percent (of scientists) predicted innovation will create new industries.”
There you go!
That’s what I believe the likely outcome will be.
What Does it Mean on a Practical Level Both Today and Tomorrow for Existing and New Businesses?
What it means is that many people will be without jobs. However, consider that today, nearly 1/3 of the United States population has already given up on looking for work. Recent numbers put out by the Federal Government show that nearly 96 million people are not participating the Labor Work Force.
That’s why the unemployment numbers look good right now because those folks aren’t counted.
Millennials graduating college are finding it harder than ever to find good paying jobs that will support their college debt and their living needs. Many are returning home to live with Mom and Dad because the jobs they were promised if they got an education are simply not there and likely never will be.
On November 6, 2015 the New York Times came out with article that has a headline that says “Toyota Invests $1 Billion in Artificial Intelligence in U.S.”. What is going to happen to all of those jobs? White collar, blue collar or any other color for that matter?
What I believe is people are going to go back to the roots of our founding as a country and began starting businesses again.
I believe we are about to rediscover entrepreneurism as not something people do with access to venture capital but something we because it’s who we are!
How refreshing is that to consider!!!!
We’ve bought the story that we have to get an education in order to get a J.O.B. that no longer exists or will not exist in the near future.
But thousands of years of developing an economics that says if you want to eat you have to work or if you want meaning in life you have to contribute, is not going away; EVER!
What this means is each and every business owner and entrepreneur MUST start thinking very differently about their business if they are going to make the transition.
While we are going through this transition it’s those who can make the change in mindset and practical application that I’m about to share whom I believe will excel, thrive and make it.
The new middle class and wealthy will no longer be employees but instead they will be business owners and entrepreneurs.
In my previous article titled “Why Digital Marketing is Complex and How You Can Simplify It” I share how simplicity is vital to a business’s success. Simplicity is the friend of business as it is critical creating a SIMPLE message that leads to a compelling vision that is inspiring to a specific audience.
Simplicity and messaging is at the heart of every business yet is the most ignored aspect of business today in my opinion.
How has it gotten so complex over the last five years that we have lost our way and are about to be eaten alive by what is coming and how do we change it now?
Over the last few hundred years we have learned to think in a mass marketing mindset that is disruptive to the audience.
Newspaper ads that gave only a little space for a business to talk to everyone in hopes of reaching a few.
Radio ads that had mass appeal and opportunity starting in the 1920’s to talk to millions in hope of reaching a few hundred or a thousand customers.
TV ads in the 1940’s became dominate by the 1980’s with the same intent and purpose.
By the 1990’s it was direct mail…
In the last fifteen years we’ve seen an explosion digitally via email, websites and then social media. We’ve seen the rise of the mobile smartphone and tablets that can connect us and do things unimaginable only 24 months ago.
In the modern times we find ourselves we have tools that give us direct access for less than ever before to audiences who are able, willing and ready to buy.
Yet, instead of talking to and with them we end up talking broadly to everyone and in turn we reach no one.
The internet is changing everything and AI is now behind it.
Remember I shared earlier that Google and Facebook are becoming forms of AI. They generate so much information in one day that it is mind numbing and they are putting that information to use.
Here is what they are learning about you and your customers:
- They are learning that you don’t have the communication skills to talk your audience’s language and meet their needs, wants and desires.
- They are learning that customers don’t want to be sold but they do want to buy.
- They are learning that you are only interested in yourself and not your customers.
- They are learning that your customers want an experience that shows you understand them.
Here are a few videos from a recent IBM study that get to this very issue and I hope you’ll watch and pay very close attention to what they have to say:
That’s the whole point folks! People are telling the AI all about what they want. Search engines and social media are learning how to match what people want with content and services that give them what they want.
The Key to Overcoming AI
Don’t try… don’t manipulate… this isn’t the old Google that relies on long-tail-keywords anymore. The algorithm is learning and growing and can already tell intent of search.
Did you know that the predominate problems businesses are facing have nothing to do with technology?
According to the 2015 B2B Web Usability Reportthe #1 reason 50% of people leave a website immediately is because of a lack of message.
I shared a few videos above from a recent IBM study that said nearly 80% of people believe business don’t understand them as individuals.
That’s what consumers of any business or industry ultimately want and that is a part of the competency building process.
These issues have nothing to do directly with technology. Yet, technology already is evaluating your businesses ability to directly and specifically communicate with your audience through your website, blog, videos, podcasts, social media posts, email, etc…
Here is what you must do in my opinion starting relating to your consumers today:
- Discover the problems you are passionate about solving. This is what makes you different from any competitor and attracts people to your business. It does not depend on what you do or the industry you are in.
- Learn the tangible values that people experience through your business and how they feel about the experience.
- Learn the “specific” solve the problems you solve, needs you meet or desires you fulfill in each individual tangible value.
- Learn who you “specifically” solve each problem for, meet each need or fulfill each desire.
- How your product or service is a solution, meets the needs or fulfills the desires.
You must learn to communicate by solving one problem, or meeting one need, or fulfilling one desire for one person in each individual piece of content.
You have to make the content about your audience. It’s the old principle of no one cares how much you know until they know you much you care… you demonstrate you care by being relevant and meaningful.
The future will no longer be about mass marketing. The future is rapidly becoming today. Can you communicate in a way that gives people a reason to engage with you, network with you, refer people to you or buy from you?
AI will continue to learn and grow and our ability to be transparent and open and solve peoples specific problems, meet specific needs or fulfill a specific desire is key.
Technology can and will only do so much in my opinion, no matter how advanced it gets. Yet, it will change our lives forever and either make us better for it or worse off.
There are risks but there are also major rewards.
If we are aware of what’s happening around us we can take advantage of those changes in a positive way that benefit both us and those around us; including our prospects and customers.
New businesses will come, the economy will change and those who can learn, adapt and change with it are the ones will reap the rewards.
Are you up for the challenge?
If so, I would love to talk with you and learn about your business, message (or maybe lack of message) and offer you some ideas of you can prepare for the coming future. There is no obligation or commitment. Simply click here or on the image below to schedule a one hour consultation with me.
Latest posts by Don Purdum (see all)
- Value Proposition: How to Create One That Inspires Sales - June 23, 2016
- Influencer: 6 Ways You Can Become an Influential Industry Expert - June 22, 2016
- Target Marketing: Discover the Keys to Hidden Markets That Are Costing You Money - June 21, 2016