I’ve not been AT&T’s biggest fan over the last few months. IMO, they’ve been greedy, uncaring and they are guilty of not putting their customers first. But I’ll give them this, they have insight and they understand the potential of technology. And it appears that they have for a long time. Check out their “You Will” campaign from 1993:

I recall feeling very inspired by this campaign when it first aired. Part of it was the music in the background and a savvy ad agency. Mostly, it was the fact that technology was moving at a dizzying rate and the possibilities were absolutely endless. This is a company who appeared to be at the forefront, and would be able to deliver on services that would my make life easier and better.

They still have an opportunity to lead the charge with new technology to enhance personal and professional communication. So why don’t they inspire me anymore? Is it because I’ve seen all that technology can do? Far from it. Is it because there are more competitors out there who can deliver more efficiently? Close, but no.

It’s because AT&T is greedy, uncaring and don’t put their customers first. And that means that it doesn’t matter what they can promise or deliver. That makes me not WANT them to succeed. I want the smaller companies to find their niche and chip away at their armor. I want consumers to find ways to make it easier to vote with their feet and go to another supplier. And I want other innovators to get to new technologies first so that AT&T remembers why they have an opportunity to develop new technologies…their customers.

The lesson here? When you don't put customers first, you become less "likable." And that means those accomplishments are worth much less.

Hat tip, Ted.