I have often heard a version of, “I just need [XYZ tech tool], and [insert business goal] will come true!” Unfortunately, this sentiment is often more of a pipe dream than a reality.

Illusion of the "Magic Tech"

I’ve encountered countless requests for technology solutions that promise to revolutionize a business overnight. While I appreciate the power of effective tech and marketing/sales, it's crucial to recognize that many tech companies' messages can lead us astray with grand promises.

In my experience, these promises are usually made with good intent and often have a grain of truth but are not the whole story. Heck, I've made "tech promises" with all good intent throughout my career, but I've also learned from those experiences to ensure the context is right...

Here’s the truth: No single technology can solve all your business challenges. While certain technologies can enhance specific aspects—like order processing, customer marketing, lead generation, or whatever—any one tool will fail to address the broader context of your business needs. This is especially true when the human involved (you) fails to name what role each technology plays in your bigger picture.

Cautionary Tales

Consider my first-hand experience building hundreds of websites for clients. I've had clients invest in creating what they believed was the perfect website to drive their business forward. Initially, they will be thrilled with the outcome. I delivered on our agreed-upon outcomes. However, in some cases (limited, but more than a few), I've later seen businesses struggling to maximize their web presence despite the strong start.

How did this happen? It wasn't from the website's implementation since it met all the planned criteria. Still, it could have stemmed from a lack of comprehensive planning connected to and beyond the "promise" they thought this tech represented. Too often in the tech space, the purchaser can be focused solely on the "magic" the tech "promises" without considering the related factors or prerequisites. Specifically, in the case of a website, there may need to be an inbound marketing strategy, a robust follow-up plan for leads and sales, or other connected considerations created before or after a website is launched.

Of course, this "Magic Tech Tool Myth" applies to any technology, not just websites. Plus, the "Myth" can fool anyone; you (and I) have been in similar situations when making technology decisions for business and/or personal use.

Holistic Solution

Nowadays, I ensure that any bespoke project I do (website or otherwise) includes a thorough discussion of these critical business considerations. I advocate for a holistic view of technology that encompasses all aspects of your operations. This approach maximizes efficiency, sets my engagements up for short-/mid- term success, and sets clients up for their actual long-term outcomes. Even if you never work with me, you should use this approach to your business tech!

Reflecting on Your Tech Strategy

So, I ask you:

• Are you thinking about the big picture regarding your technology?
• How do these cautionary tales resonate with your experiences?
• How can you procure technology in the future while avoiding the "Myth"?

I'd happily work with you this New Year to ensure that your tech investments align with your overall business goals and strategies—now and in the future. Pop me an email, and I'll always reply.

Your tech buddy,

—Joshua

Disclaimer: I use AI to help write emails like these. I review & edit all AI-assisted work I publish.