The Times They Are a Changin’

The Times They Are a Changin’

If there is one constant in the technology industry, it is that there will always be change. From the evolving threats in schools, airports and healthcare facilities, to the increased sophistication of cyberattacks, there is always the desire (and the need) to get ahead of the curve and be proactive in protecting our people, business assets, facilities, intellectual property and communities.

But what does that mean for a communications agency like ours? For one, as the times change, so does our industry knowledge. For example, with the recent surge in legal medical and recreational cannabis across the U.S. and the world, more and more cannabis facilities are experiencing the need to leverage mission-critical security technology to protect their assets. This has led to our team exploring content in cannabis publications, researching the needs of organizations in this industry and learning more about how this market segment is relying heavily on technology solutions to not only protect their product, but also help them meet demanding regulations.

Growing our expertise means that we take tours of cannabis farms and inspect camera counts, speaking with owners to learn more about how their world is improved by the products our clients provide. (And let’s be honest — it also means having to explain to our family members why our computer search history is riddled with the word “cannabis.”)

The ever-changing landscape also means that as technologies become smarter, so do we. Our vocabularies expand to include muster reporting, hyperconverged infrastructure and remote undogging. We set up meetings with subject matter experts to learn more about facial recognition software, and how even though it is being challenged by lawmakers, its deployment in one healthcare facility helped protect a hospital employee whose ex-husband would harass her every time he was released from prison.

The information we gain from our client conversations, industry research and social media strategy sessions changes us and becomes a part of our daily lives. Suddenly we are hyperaware of all of the access control technology and video surveillance solutions (or lack thereof) at our children’s schools. We now pay extra attention as we are shuffled through security checkpoint lines in airports. And we are aware that next week, next month, or maybe even next year, it will all change and we will be ready to evolve and continue the process of growing our expertise to better support our clients.

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