On one end of the spectrum we look at how emerging technologies are changing Enterprise Architecture (EA), and try to discern when technologies will break out into rapid growth, to help our clients maintain a competitive advantage, and on the other end of the spectrum we work with small business leaders who focus 95% of their energy on the core of their products and services, and often want nothing to do with technology. It is an interesting place to stand. We see and hear a myriad of companies trying hard to drag people into the technology world. The assumption is to compete, a small business owner needs to become an expert in social networking platforms, build their own website, and keep up with the latest digital marketing trends. It is a digital world, a mobile world, but Main Street is still about selling a quality product to your neighbor. It is true that understanding how customers search for products, and decide to buy, can help you grow your business, but is the cost worth it?
Everyone has heard of the 80/20 rule. In small business technology this rule is golden. You can get 80% of the benefit by checking off a few key things when it comes to your digital presence, but getting the last 20% is a hard climb for many business owners, and may not be worth it. You should start by asking yourself how much time you want to spend on managing technology. If you are tech savvy, and enjoy using computers, you may get other benefits from the time spent managing the digital side of your business. If you don’t like computers, type with two fingers, and only grudgingly upgraded to a smart phone, you probably will never spend the time necessary to hone your digital marketing. Don’t fight it. The NetBizScore strategy is based on finding your sweet spot, ensuring you don’t get left behind in the digital age, without distracting you from your core business.
