Four Common Tactics Companies Use to Keep You in the Dark
By Nick Stanton
As businesses, municipalities, and consumers embrace new technologies to drive efficiency and growth, it’s important to remain cautious about the motivations behind these innovations. While technology can certainly solve problems and enhance performance, it can also be used as a tool to distract from a company’s shortcomings. In some cases, service providers use technology as a “smokescreen” to mislead their customers, divert attention from product failures, or gloss over poor service. Here are four key signs that you may be falling victim to these tactics:
Tactic 1 - Shifting Attention from Accountability
One of the most common tactics used by providers is introducing new, flashy technology to divert attention from more serious underlying problems. If a company rolls out an advanced new feature but hasn’t addressed existing issues like product malfunctions or poor customer support, they may be trying to shift your focus away from their shortcomings. For example, a provider of parking enforcement technology might emphasize the introduction of a new app-based feature, but that feature may serve as a distraction from customer complaints about existing products or customer service.
The technology might appear impressive on the surface, but it’s important to ask yourself whether it truly addresses the core problems. If innovation is being used as a shiny object to obscure bigger issues, this is a red flag that the company is dodging accountability.
Tactic 2 - Overhyping Technological Solutions
A common tactic used by providers is overhyping new technological solutions, presenting them as a catch-all fix for complex problems. They may promote their technology as a one-stop solution that will address multiple challenges, but in reality, the technology is often unproven, poorly tailored to your specific needs, or over-engineered without addressing critical details. This can be especially problematic for municipalities, where public expectations for convenience and efficiency are high.
Be cautious of providers that make sweeping promises without backing them up with concrete evidence, such as detailed case studies, proven metrics, or realistic implementation timelines. It’s important to ask probing questions and not take bold claims at face value.
Overhyping solutions without demonstrating their effectiveness can not only lead to disappointment but may also result in legal issues if the technology fails to deliver on its promises.
Tactic 3 - Lack of Transparency
Transparency is essential when adopting new technologies, especially in industries where data security, compliance, and privacy are critical. Some companies, however, may not be forthcoming about how their technology works, the risks involved, or how it will truly impact consumers and end-users. When there is a lack of clear communication, important details can be hidden, leaving consumers to face potential risks or downsides down the road.
For instance, in the case of data-driven technologies like smart parking systems or automated enforcement devices, it’s important to understand how data is being collected, who owns that data, and how it is being used. If a company is vague or evasive about these issues, it may be a sign that they’re hiding something. Lack of transparency can lead to trust issues and even expose your organization to legal liabilities down the line.
Before committing to any technology, be sure to ask for full transparency on how it works, what the risks are, and how those risks will be managed. If the provider is hesitant to offer details or tries to deflect your questions, proceed with caution.
Tactic 4 - Using Tech for Publicity
Some companies may leverage technology to boost their image or attract investment, rather than genuinely addressing customer needs. This practice, often referred to as “Innovation Theater,”(1) is especially prevalent in competitive markets where appearing to be at the forefront of innovation takes priority over providing real solutions. Companies might highlight cutting-edge technologies, make exaggerated claims, or emphasize funding milestones in marketing campaigns to create media buzz, with little intention of implementing these innovations meaningfully.
These tech initiatives may never fully materialize, or if they do, they might be implemented in ways that don’t actually solve real-world problems. The focus tends to be more on attracting attention and impressing stakeholders than on adding value for customers. While technology can generate excitement, it’s important to be cautious of companies using tech more for publicity than for solving actual issues. If there’s a gap between what’s being marketed and what’s being delivered, it’s worth questioning their true intent.
Stay Vigilant: Ask Tough Questions
In an age where technology often drives decision-making, it’s crucial to remain vigilant and ask tough questions of your service providers. As technology becomes more complex, it's easy to fall into the trap of blindly trusting solutions simply because they are presented by established companies or promising cutting-edge innovation. However, technology shouldn't be adopted without scrutiny. Smokescreen tactics can mislead you, playing on your trust in long-term relationships or your excitement for the latest advancements. By actively seeking clarity and questioning the claims made by vendors, you can ensure that their solutions are truly aligned with your goals.
Failing to ask the right questions can lead to more than just disappointment; it can result in significant frustration, reputational damage, and even legal complications. Organizations that don’t fully understand the tools they implement risk compromising their operations or exposing themselves to hidden costs and compliance issues. That's why it’s essential to demand transparency and ensure you’re getting a comprehensive view of how a technology works. Only by remaining informed and critically assessing each step of the process can you protect your organization from falling into the traps of overhyped or poorly understood tech solutions.
Always demand accountability, work with a good consultant or technology representation firm (hint hint) and ensure that technological solutions are grounded in reality, and insist on transparency about how the technology works. Technology should be a tool to solve problems—not a distraction from them. By staying informed and asking the right questions, you can protect yourself and your organization from falling prey to misleading practices in an increasingly tech-driven world.
About Athena Partners Strategy Group
Leveraging a specialized network of partners, APSG is a governmental relations and technology consultancy guiding organizations in developing new business and launching solutions across parking, transportation, curb management, rideshare, law enforcement, public safety and sustainability sectors. More at athenapsg.com
About Nick Stanton
Nick has spent nearly two decades in leadership and business development roles with top-tier companies, serving government, education, and commercial sectors. His expertise spans a wide range of technology products and services, including parking solutions, parking enforcement, LPR technology, transportation, mobility, curb management, AI, sustainability (EV), and data management. Nick has built a strong reputation across multiple industries thanks to his no-nonsense, results-driven approach and his commitment to building trust by being direct and transparent.
References:
Blank, S. (2019, October 31). Why companies do “innovation theater” instead of actual innovation. Harvard Business Review. https://hbr.org/2019/10/why-companies-do-innovation-theater-instead-of-actual-innovation
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