We are living in an era where the frenzy of technological consumption has become an insidious norm. Every day, an uninterrupted stream of advertisements, flashy announcements, and social injunctions pushes us to crave the latest smartphone, the newest software, or the gadget that promises to revolutionize our daily lives. Too often, we give in to this impulse to buy — driven by the fear of missing out on innovation, trapped in the spiral of planned obsolescence.
And yet, behind these dazzling showcases lies a bitter reality: our relationship with technology is now dominated by immediacy over understanding. We have gradually delegated our thinking to marketing algorithms, forgetting that tools do not create success — it is the way we understand and use them that builds true value.
Companies, too, have fallen into this relentless race. Innovative solutions abound, trends shift at a dizzying pace. But how many organizations truly measure the impact of the tools they adopt? Too often, purchasing technology becomes a symbol of modernity, an illusory display of competitiveness. Behind these appearances, operational realities collide with a lack of ownership, training, and alignment with real needs.
The true power of technology does not lie in its acquisition, but in how it is put at the service of a vision, a strategy, and an ambition.
This headlong rush has led many organizations down the path of technological survival, while a few better-equipped corporations have learned to transform these tools into genuine strategic levers. The gap is widening: on one side, those who master, innovate, and set the pace; on the other, those who endure, forever chasing innovation without ever truly embracing it.
It is time to take back control — to abandon impulsive buying in favor of curiosity, study, and deeper understanding. To relearn how to ask essential questions:
What is this technology really for? What problems does it solve for my organization? Are we truly ready to adopt it, by supporting and empowering our teams?
We must move from possession to mastery — replacing the urge to buy with the pleasure of understanding. Because the true power of technology does not lie in its acquisition, but in the way it serves a vision, a strategy, and an ambition.
Let us restore technology to its rightful place: a tool at our service, not an end in itself.
Florent Youzan