A Smarter Approach to Technology in Business

The Old Way vs. The Smart Way

Remember when everyone said you had to have a fax machine to run a business?

Then it was websites.

Then, social media. Now it’s “digital transformation” – basically overhauling your entire business with technology.

But here’s the thing: just because technology exists doesn’t mean your business needs it.

What Is Digital Selectivity?

Think of it like shopping for tools. You wouldn’t buy every tool in the hardware store just because they’re available. You’d pick the ones that actually help you build what you’re trying to build.

Digital selectivity works the same way. Instead of cramming every app, website, and gadget into your business, you choose only the technology that genuinely makes your life easier or helps you serve customers better.

Real Examples That Make Sense

The Local Baker’s Smart Choice: Sarah runs a neighbourhood bakery. Instead of building a fancy app and complex online ordering system, she uses a simple WhatsApp number for custom cake orders.

Customers text her pictures of what they want. She texts back prices. Done. It costs nothing and works perfectly for her business.

The Plumber’s Practical Approach: Mike’s plumbing business tried expensive scheduling software and social media management.

What actually grew his business? A simple Google listing that shows up when people search “plumber near me” and asks happy customers to leave reviews. Everything else was just a distraction.

How to Think About Technology Choices

Before adding any new technology, ask yourself,

• Does this solve a real problem I have?
• Will this actually save me time or money?
• Do my customers want this, or do I just think it sounds modern?

The Three-Question Test

1. What’s broken? If nothing’s broken in how you currently operate, why fix it?
2. What’s the simplest solution? Usually, the easiest fix is the best fix.
3. Can I test this cheaply? Try before you buy big.

When to Say No to Technology

Sometimes the best digital strategy is knowing when to stay analogue,

• If your customers are older and prefer phone calls, don’t force them onto apps
• If you’re already busy with work, don’t add social media just because competitors have it
• If a simple pen-and-paper system works, don’t replace it with software

The Bottom Line

Your business doesn’t need to be “digital” – it needs to be useful to your customers. Sometimes technology helps with that. Sometimes it gets in the way.

The smartest business owners pick their technology like they pick their employees: carefully, based on what actually needs doing, not what everyone else is doing.

Start Small, Stay Practical

Instead of a complete “digital transformation,” try one small change. See if it actually helps. If it does, maybe try another. If it doesn’t, drop it and try something else.

Your business succeeded before smartphones existed. It can succeed now by being selective about which parts of the digital world actually serve your goals.

Technology should work for you, not the other way around.