What happens when you cross a great business with great technology?

Sometimes, unfortunately not a lot. Technology is not always additive – it can, in a lot of places, take away from the heart of your business. Often we miss the point with tech and think it will work on its own in the background, to make our businesses more worthwhile & more profitable.

You can’t automate your way into a decent business.

That trusty hammer in your toolbox in the garage – always ready when you need it, yet you only use it for certain tasks. As the saying goes, if your only tool is a hammer, you’ll only see nails. And, if you’re doing a big job, you’re going to need and use a multitude of tools, and of course, know how to use them.

Today, it appears as websites, Facebook ads, SEO, etc etc, and my ‘favorite’ of them all – funnels.

It would seem that the market is full of ‘snake-oil’ funnels… I’m sure some will work of course, but there is little thought in terms of what they need to do next to engage and connect with the audience. It’s one of those ‘pet rock’ moments, as they are really selling the idea of the funnel, that most businesses don’t know how to connect properly.

Technology is no different, and as I’ve said before, it’s not a savior, either. This, however, is not what most businesses believe, and are in fact deluded by – not just the big massive companies like Google, Apple, etc, but rather the smaller companies that are trying valiantly, and in a lot of cases unsuccessfully, to use this technology.

We’re sold on the belief that the technology will make a better business – it won’t. It’s an enabler – it doesn’t replace the work that’s needed.

Those businesses that focus just on the technology of it all, in the hopes that things will change, will be met with failure; those that understand that technology is a just tool in the business toolbox will see their investment returned.

The future won’t take prisoners – it’s up to what we do now. Whether you create the technology, embody it for your customers, or are a user of it, it’s critical to understand exactly how to use it, and how to connect it with your (human) audience. In business, this is where our understanding of who is using it and how is critical to success. Miss these parts and the technology can become “evil”. It’s up to the leaders, the entrepreneurs, the businesses to ensure that they bridge this gap between the human side and the digital side.

It’s so important to integrate the technology into the business – not the other way around.

Here’s a quick strategy of putting some of these pieces together:

Written by: Doyle Buehler

Doyle Buehler, MBA, is a best-selling author, global entrepreneur, international speaker & digital business thought leader, specializing in strategic digital branding, digital business transformation and marketing. He has mentored, coached, trained & inspired many in the areas of startups, digital leadership, digital innovation, disruption, transformation, social media marketing, online marketing, and entrepreneurship.

His latest book on digital business transformation, #Breakthrough – Unleash Your Remarkable Brand Value, Influence & Authority, is available at all online retailers, or from www.breakthrough.digital