Monday October 11, 2021
In a period where there are more applications for Tech in industry than ever before,
the enemy of good labor is not Technology but poor implementation.
Twenty years ago
someone would have laughed at you if you told them the last thing you'd like to do with a cellphone is receive a phone call.
The cellphone was an industry-breaker when it was introduced to the market. For years it competed with traditional phones, pagers, even just faxing. Email and IM's and every other single piece of commmunication brought to the market since have created a market of diversified interest and - more importantly - a complication in the way human beings communicate since.
Simplifying by adding channels.
We're in a period now where communication channels are over-saturated. For every form of messaging conceivable there are now over five, six different apps competing within that space. That creates a lot for modern business owners seeking to engage with audiences to try and integrate. The good news is it's really not necessary now to try to rely on or keep up with everything out there to be relevant, the challenge is recognizing which applications are worth your time and which are just stealing your focus.
The accessibility of fast-tech has created an environment where businesses increasingly rely on technology to handle their sales, networking, communication, even their products and means of distribution. By being the most convenient services on the market these busiensses have positioned themselves where by avoiding them you're costing your business access to resources that could overall allow your sales, networks and attention to grow faster.
Knowing that, however, is it still beneficial to keep certain elements in check? You bet.
The problem with Easy Solutions
Today, the FB business page is king. When you own a business page and sell goods form it, is there a difference to owning a real company? Is facebook growth comparable to growth of your own business, and if it isn't, what is it?
What's the value of a follower? Do they prove engagement with your business, capital or revenue share? Does popularity make a business successful?
Popularity is an element of success, to be sure. It does not a successful company make.
Good tools always rely on implementation and execution. Having a tool which sits on your shelf isn't a tool that's going to put in any work for you. You have to know how you want to use it, and then use it with intent.
Tech has succeeded because it can (and will) help your business grow, but only if you take the time to learn how it integrates.
Tech is Useful
Okay, so the goal of this exercise isn't just to dump on tech like a boomer or something. After all, I own a software company so talking about this subject probably rings as pretty counter-intuitive. We are in a time where the tools at our disposal can empower us in ways we've only dreamed of before, it's raised the bar for both individual expression and opportunity.
... If you Know What You're Doing
But, there's the rub. So many of us engage with technology, sure. But I posit there's a difference between engaging with technology and applying it. It's all down to that simple rule I go by: who controls your business?
For example, as a business owner you can have a Facebook and use it two ways. You can start a business page, you can send some DM's, you can sit and wait for communties and interested prospects to find you. Or you can apply it, you can use it as a tool for market research. You can study communities and learn about buyer demographics. You can manage your time and your input and seek to use that tech to drive engagement and track your results. The tools are there, you have to go beyond what most people do with the application (read: argue about Star Wars and lament the friends from highschool you don't talk to anymore) to find the real bones of it. It's not something that will happen if you don't make wiser decisions, and the app certainly won't do it for you.
Digital offices can be some pretty seriously distraction-rich environments. For some simple tips on integrating tech into your small business, we've got you covered: