The enduring value of an analogue technology

This is the digital age, and the advice to executives is clear. Managers need to have a digital mindset; the organisations they run must embrace digital transformation.

If you don’t know what ChatGPT is,

or think of author Dan Brown when you hear the word “code”, or dislike the idea of working with a cobot, enjoy your retirement. So what present should you be getting the executive in your life this festive season? Answer: anything made of paper. Even if the recipient of your gift never uses it, it can still serve as a useful reminder of where the digital world’s limitations lie.

Recent research underscores the enduring value of this ancient technology, whether in making decisions, enhancing productivity or winning over customers. Start with decision-making, and a study from Associate Professor Maferima Toure-Tillery of the Kellogg School of Management at Northwestern University and Associate Professor Lili Wang of Zhejiang University. In one part of their study, the researchers approached strangers and asked them to take a made-up survey. Half of the respondents were given a pen and paper to fill out the form; the other half were handed an iPad. At the end of the exercise, respondents were asked if they wanted to give their e-mail address to receive information on how to donate to a charity. Those who used paper were much likelier to provide their e-mail addresses.