Many have come to expect the internet to be available everywhere, much like electricity and running water, but the reality is that millions of Americans – between 21 million and 162 million depending upon who reports it – still lack access to regular broadband.

For most people, the internet has become a “necessity” rather than a luxury, especially during COVID. Schools have converted to online learning, putting those without connection at a disadvantage. The U.S. Census went to an online format for reporting, and even the Census training for those doing the follow-up counting was delivered through the internet. Those who have access rely on it for commerce, financial transactions, personal interaction and just about everything else.

It’s easy for those in offices with high-speed connections to put materials online and expect clients to conduct business with them remotely. But remember that nearly one-quarter of rural homes are still lacking stable connections and a portion of your client base may be unable to reach you if you rely exclusively on the internet for them to do so.

Go back to the mantra from John Naisbitt’s 1982 book Megatrends and provide high tech and high touch. Not one or the other.

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