People who don’t understand tech tend to run from it — so they end up throwing money at a problem without actually throwing money at solutions, which is the mentality of an executive who’s clueless but doesn’t want to admit it.
I recall that focusing on problems rather than on solutions — e.g. “I’m lost! I’m lost!” — is the single most natural reaction any person will have in any unfamiliar situation. For instance, tech evangelists rant on how little executives listen to their insights instead of working towards communicating their insights better.
Via Steve Rubel.