Most of tech is just fluff. It seems like it is everything when you work in ecommerce, because all of our tools are tech. Our stores are tech. Customer communication is tech. It's just tech all the way down...

Until it's not. Until that payout hits your bank. Until you get to celebrate the small wins with your partner and friends. Then it's real.

But let's be honest about tech. It's ephemeral. Here today, gone tomorrow. Or updated tomorrow. Or outpriced tomorrow. Or incompatible tomorrow. It's not going to stick around for long nor is it meant to.

Tech is a category of tools that works with what the current technology is able to support. And as technology advances, the category of tools evolves. And that sort of shit moves swiftly. I don't even need to point out the current catalyst for the latest overdrive in tech. It's annoying to say the least.

It's annoying because it has people thinking that the world evolves at the same rate. The tech-o-sphere pushes that narrative, and we lap it up.

But the world is people. People are the world. People are the economy. People are why we do the things we do. From work to play to health to relax, people are the reason we do any of it.

And here is the kicker... People don't evolve that fast. People change and adapt quickly to their environments, but evolve..? That takes time. A long time. Not long like a year or a decade or a millennia... much longer.

Our psychology, the thing that dictates every fucking thing we do or don't do, does not evolve to keep up with technology. And that is why everything feels so out-of-whack when we try to keep up.

We are not meant to keep up with it. We are meant to shape it.

Regardless of the underlying technological advancements, what we call "tech" is only a category of tools. Tools that we are supposed to shape, not be shaped by...

I like working in ecommerce. And I like the tools that we are able to build with new technologies. But I have to constantly remind myself that the tech I get wrapped up in won't be here by the time my kid goes off to college.

And I won't care. I probably won't even remember most of it.

So this rant is not going to land with a call-to-action or a declaration of whatever. It's just a rant.

But I guess I am writing this to remind myself, and hopefully it strikes a chord with you, that all the websites I build, and all the apps that me and my partner develop, should be built for the people who are using it today. So that they enjoy tomorrow more.

Because tomorrow is not ephemeral. It's always there. And we should strive for it to always be a thing we look forward to. In the real world. With the people we care for and love and want to spend time with.

It's Friday here. I am going to finish up so I can spend the weekend outside. With as little tech as possible. And ice-cream. I think there is some sherbet in the freezer... that'll work.