I admire Senator John McCain's candor and straight talk during his Congressional career, but answering the question, "Mac or PC?" with "Neither, I'm an illiterate who has to rely on my wife." does not instill confidence. The only thing worse than a lack of expertise with technology is revealing the fact in public. McCain seemed even proud of his lack of technical expertise. McCain policy adviser Douglas Holtz-Eakin didn't help matters when he attempted to bolster the Senators work on the Commerce Committee by waving his Blackberry in front of reporters and stating "You're looking at the miracle that John McCain helped create." Instead of reinforcing the Senator's legislative record, the press turned the incident into a joke, "John McCain Invents Blackberry." I'm sure the Obama campaign had some tech flubs, but I couldn't find any. I believe it's because they understand the first rule of talking tech: The Best Technology is Invisible This rule was not written to prevent folks from speaking about issues they know nothing about. It exists because no one really cares about your technology. Anyone can buy technology, only great organizations know how to make technology work. Can you imagine hiring a consultant who hands you a business card and mentions they just launched a website? The possession of technology expertise is no longer impressive, it's expected. President-elect Obama spoke only once about technology. It happened near the end of the campaign in the middle of the night.

How to Talk Tech

Focus on Content, not Gizmos - Start by reviewing your marketing and client communications. Do you talk about the tools you use or about the solutions you deliver? Instead of announcing the launch of your new website, invite clients and prospects to view content you just published. Don't Promise, Deliver- Technology acquisition is often powered by marketing hype instead of proven results. Don't be surprised if your prospects are cynical to your new website or technology announcement. User benefits beat the coolness factor every time. Profess Interest, not Illiteracy - If you are unfamiliar with specific technology, keep you mouth shut. Senator McCain spoke volumes on June 9, 2008 when he described his process for finding a VP as, "Well, basically, it’s a Google."  Instead of revealing a competitive disadvantage, cultivate an interest in innovation with questions like, "How are you using Twitter to communicate with your associates?" Senator McCain's staff and volunteers were a big help to the campaign, but as the results of this election demonstrate, both political and business leaders can no longer delegate responsibility for understanding this powerful weapon known as Technology. How do you talk tech? Post a comment below to share how you promote your organizations use of technology.