March 2015
| Business World
269
“Most people are actually scared of technol-
ogy,” Williams said. “The dot-com genera-
tion feels more comfortable with it. My gen-
eration, we didn’t grow up with cell phones.
Our clientele in terms of technology – the
30s and 40s seem to be very comfortable
with it. The older demographic – 50s and
60s, tend to be a little scared of it.”
“As an integrated design firm our whole ob-
jective is we’re here to make your life easier,
not harder,” Williams continued. “My mot-
to is: someone should be able to pick up an
iPad or go to a touch screen or any control
user interface and whether you’re eight years
or 80 years old, you should be able to use it
with no instruction whatsoever. If we can ac-
complish that, then I’ve done my job.”
SLEEK AND SIMPLE
For Williams, it’s not just enough to make
something work. An advocate for the un-
complicated, it’s about embracing the beau-
ty, simplicity and innovation of seeing the
technology come to life and banishing the
preconceived notions of his clients.
“Guys like myself, or integration firms across
the country, tend to make these things way
more difficult than they have to be,” Wil-
liams explained. “We’re techie guys. We like
hardware and we like boxes and we like all
these techno gadgets. The average consumer
doesn’t give a damn. “They just want the sys-
