When driverless cars were first discussed everyone focused on the technology  – that then seemed fanciful and a long way from reality. Largely because of the technology focus, the main discussion centred around the ethical dilemma of programming to kill – that is, if someone stepped in front of a driverless car would it be programmed to swerve or continue? 

Developers of the technology have learned to change the narrative. By focusing on the real outcomes such as increased safety overall, lessening the environmental impacts by reducing the number of cars and lowering the cost to consumers and the economy, we now see positive stories and the ‘programming dilemma stories have largely gone away. 

In business it’s the same. It’s not the technology,  but how the technology will impact the business model that is the real story. And how the business model can help you win in the market. 

The surprise to me is how we still see so many people so caught up in the technology they can’t see outcome it can really produce. 

Btw – driverless cars are going to be here s lot quicker than you think. See the link below 

Mobileye and Delphi aim to bring self-driving cars to market as early as 2019