This is the text of the keynote address at the Global Humanitarian Technology Conference, 23 October 2012, in Seattle, Washington, USA. The keynote postulates that 'to think that technology can solve the world's major social challenges is a myth', and questions if we know what 'technology' means and challenges our views on 'major social challenges'. The address positions itself from a rural African perspective. Via definitions of different perspectives and traditions, it provides examples of challenges, studies, and experiences from rural Zambia. This culminates in antonyms of traditions and academics, and indications of view points and answers. Special attention is given to the term 'humanitarian' and 'social innovation'. The key note finishes with suggestions for progress.