We were talking to my son, Max, about how he and his friend are geeks. But Max got defensive and said that he was a geek and was proud of it, and certainly his friend wasn’t.

That is great news. The biggest risk to the long term future of the IT industry is a lack of kids thinking that it is cool. A lack of IT talent is a global issue, according to recruitment group Hays Information Technology. How can’t be technology be cool? The iPhone, iPad, Kinect, Facebook, Skype, YouTube, the internet…

In fact, technology is at the heart of all of our lives. It has dramatically changed the way that we work, play, live, laugh and love.

But being involved in technology has huge negative connotations. Very few women get into IT, whilst there is absolutely no reason why they would be disadvantaged compared with men. That is over 50% of potential the workforce. And the other 50% are ambivolent.

How do we change this image? Being selfish, I will continue to set up and run technology companies, and I need a talented resources. But maybe there is a change as The Discovery Channel’s recent article Wide Angle: Cool Tech Jobs; Discovery Tech talks to technologists who love their jobs, shows. And Max’s reaction.