Most of us grew up in prehistoric times when ice cream was delivered by a man
in a wagon. Frigidaire was the generic name for electric and gas
“ice boxes” because it was the only one. There was no color television.
Think of it...no COLOR television! Phone calls were made by calling an
operator. Most public transportation cost a nickel. So did a Coke.
Underage smart-alec kids could buy “loosies,” single cigarettes at
a penny apiece. What there was of an upper middle class could
buy a new car for few thousands only . That was big bucks then. That was the
time when the voice was the critical communication tool. Radio
was the mass-communication medium. The political candidate
boomed his message from the rear observation car of the train.
Then, without warning, the industrial revolution evolved into the
technological revolution.
Today, everyone around us seems to be carrying a personal
palm-sized telephone. The laptop computer is almost a required
piece of carry-on luggage. The beeper makes civilized conversation
nearly impossible. It seems that nothing is out of technological
reach.
But somehow, there has never been anything to replace the
handshake, the hug, and the “hello.” Face-to-face communication
is still, and is likely always to be, irreplaceable. Whether it’s one on-
one or one with a group, the personal touch is a powerhouse.
The keyboard will never be a complete substitute for the human
face, body, and voice. Yes, the machine can take us into new
adventures, but if it ever actually replaces our interpersonal relationships,
we will have become machines ourselves. Robots. Mechanical
replicas of human beings.
The child in school won’t become a better person because
there’s a computer at every desk in the classroom. Loving, caring,
giving, sharing parents, teachers, and administrators will always
produce a better-quality next generation. A mouse will never replace
a mom. Not even a Disney mouse.
There was a time when I believed that teleconferencing would
put airlines and hotels out of business. I’d have bet money on it. I
wasn’t thinking straight. In fact, not even the horrendous September
11, 2001 disaster could stop people from wanting to “work the
crowd” at meetings, conventions, seminars, and retreats. I’m more
convinced than ever that it’s even more important that we do some
essential things together. In the same room. At the same time.
Networking in the form of personal contact will never go out of
style.
Many companies that decided to save money by selling to old
customers via phone, fax, and modem soon realized that their
sales and bottom lines were getting killed by the competitor who
kept the sales force in the field calling on the client. Whether it
takes place in the office, over a meal, on the golf course, or at a
gathering, “hands On” is the final arbiter in a lot of situations. And
don’t forget, candidates for public office are still pounding the
pavement, knocking on doors, and pressing the flesh. No question
about it: Television commercials are still considered the key to
getting elected, but the candidates have never stopped going doorto-
door, to the factory gate, the bus or subway stop, the diner,
and every place else people congregate.
Don’t get me wrong. I’m not bad-mouthing technology. It’s
certainly taking the world by storm, and it has only just begun.
As the early pioneers of the automobile couldn’t conceive of
jet travel in the air, we’re ignorant of what’s ahead 20 years from
now. Ideas that took thousands of years to become reality are
achievable in seconds.
The danger is that, as we become more sophisticated at the
keyboard, we’re becoming almost helpless communicating by
mouth.
I’m not unaware of the success of shop-at-home programs,
interactive television, and those jobs that eliminate the chore of
commuting and allow people to work out of their own homes. But
pretty soon all of us feel a need to make contact with another real
live adult human being. Companionship is an idea that will never
go out of style.
