We all love technology. That's why we're in this industry. We have an unspoken belief that technology will save the world from all of its problems. We excel at creating technologies and packaging them into boxes or Web sites, but we often fail to put them together in ways that our customers can easily use and appreciate. Sometimes we respond with awe at things we know were hard to implement or difficult to build, without regard for the purpose they might serve. Over the years I've noticed that our love for technology doesn't always lead us in the right direction. In this column I'll try to describe the kind of thinking that's missing.