#10: Technology companies are human communication companies.

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Almost all the companies in the business of technology are, primarily, in the business of human communication. Success of failure of a company relies not as much on the quality of its technology as on the quality of its communication at all levels.

The fundamental unit of a company is a team; the team is a social unit that relies on interaction to succeed. The team can only succeed when it moves as one — colleagues communicate to resolve misunderstandings, to share knowledge, to coach each other.

The manager's role is almost primarily to communicate — to listen, to respond, to align her team towards a shared purpose. While technical problems are easier to solve, it is the social and human problems that ultimately decide success or failure.


Related: 3, 10a

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