I participated in a Facebook conversation this morning. The challenge was what to do with a collection of 12 years worth of business cards. The respondents provided helpful answers including scanning the cards or delegating the task to a virtual assistant. All helpful uses of technology. No one addressed the challenge of what to do going forward. A strategy to prevent a sequel 12 years from now wasn't discussed. Sometimes, "Could we use technology to...?" is the wrong question. When it comes to leveraging the power of technology to create business success a better question starts with, "Should we...?" Which technology to use is an important question. In fact, it's a great second question. A better first question is, "What are we trying to accomplish?" Followed closely by, " Who is this for and what do they need?" The tech landscape is littered with great technology in search of a reason for being. Here are a few of my favorites.

Could You or Should You?

Hootsuite

You could use it to schedule future social updates. As soon as you do you've turned a conversation into a broadcast. "Posted by Hootsuite" identifies your brand as "hard of listening." I use Hootsuite to promote social listening, it's best feature by far.

QR Codes

You could use it to connect printed offers with a web-based landing page. Sounds great until you consider all the overhead. Not just on the production side, but the user has to have additional software. It has limited value. Great concept, lousy execution.

Re-marketing

Stalking me online does not build a relationship, it destroys it. Marketing that follows me everywhere online annoys me. Please stop.

Google Glass

States ban texting or using cellphones while driving because it's distracting. Focusing on the people you are with should be at least as important as paying attention while driving your car. Someday the people you are with today won't be here. Will the photo or video you captured be enough to replace the memory you missed? Don't wait until your state bans the use of your technology. Put the technology away, be present, right now.

Insight

People buy from people they trust. Sometimes, technology is not the answer, it's not even the right first question. Use your technology to build bridges, not walls.