A touch of humanity is always necessary

Luis Almeida
Posted 1/8/18

Eight out of 10 small businesses fail within the first 18 months in America. Who can deny that the odds of building and running a successful small business are totally against us? How can anybody …

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A touch of humanity is always necessary


Eight out of 10 small businesses fail within the first 18 months in America. Who can deny that the odds of building and running a successful small business are totally against us?

How can anybody create real change with these kinds of odds? It is very tough, I must add. Well, let me offer you a potential answer for this dilemma. It won’t be exactly what you are expecting to hear, but I hope you are taking notes.

Are you ready? Here we go: In order for contemporary entrepreneurs to make things happen, they have to use technology combined with humanity.

Yes, you heard that right. You need to reinvent your craft by using both technology and human skills in order to survive these days, long term. Depending on people's circumstances, they may be better off running a store on a truck, promoting their business through social bookmarking or hiring talented freelancers working on commission. I don’t know. Only by trial and error, we shall find out the answer. But, one thing is certain. Our solution must involve technomoderation!

What I do know is that you will need to be different. Technology will be a part of people's operations whether they like it or not. Also, thei ability to act like a fine human being exercising good judgment with others, building influential connections through meaningful conversations, and many times getting involved in local affairs with passion and enthusiasm as a means to build goodwill with your fellow citizens will be important.   

You need to be a river of innovation flowing toward an ocean of opportunities in real life! You can’t afford to be a dinosaur of ideas in a world driven by artificial intelligence.

Stop! Don’t even start. I am not saying that people need to be using their smartphones all the time or that life should be about being on the tablet constantly. What I am saying is the future of business is to be created by us all, combining elements of technology and humanity with a touch of moderation. 

Wow, I am poetic today! Do you like it? It reminds me of when I was a teenager, when I used to write poems for a fee for friends. Hey, entrepreneurship is nothing new to me! Anyway,  back to technomoderation.

Listen to this middle-age, foreign-born, Brazilian-American citizen who loves to shop locally here in Cleveland, Tennessee.

This idea that technology in itself will solve all of our problems is overrated. What we all need to do today is to use social media wisely along with strong elements of public relations.

As I said before, people will need technology in order to design and develop products and services. In fact, responsible social media work will be a necessity to advance people’s most intricate dreams along with tangible artifacts. There is just no way that entrepreneurs today can scale anything these days without a strong, integrated, media-based method for positioning their brand driven by a strong message delivered by a human being. 

Real differentiation in the market and client gain is now dependent on technology with a touch of human ingenuity. Remember: Maximization of human resources should definitely be a part of your business strategy, innovators of Southeast Tennessee. Don’t give up on the human element if you want to build a successful business in 2018, and beyond. 

Let me leave you today with this: What used to work in 1975 doesn’t work today, for the most part.

Department stores are closing their doors everywhere. Car dealerships now give $10,000 in rebates! Where are the librarians? People need to understand their local market and what they need locally, not globally.

Use technology to help you build your brand, but don’t ignore the fact that people, not technology, tell a resonating story to your audience. Your remarkable ability to communicate will be the differentiator.

What I am saying is this: Your humanity, as well as technology, are the ingredients for success in 2018.

There is no alternative. 


(About the writer: Dr. Luis C. Almeida is an associate professor of communication at Lee University and a TEDx speaker. He is the author of the book “Becoming a Brand: The Rise of Technomoderation,” and a devoted Christian. He can be reached via his website at 


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