by Ferdi Roberts
With apologies to 1980’s pop songwriters, business owners are often blinded by the science of technology details and lose sight of what it’s actually supposed to do. In many cases, technology is still far too “visible” and that distracts people from what they need to accomplish. As a business owner, you don’t need to know how technology or an app is built. You only need to know what it can do to help you run and improve your business.
The most successful products we use are those where the technology is “invisible.” Take the iPhone as an example – apart from its obvious aesthetic appeal, one of Apple’s greatest triumphs was in making the technology behind it invisible.
When you look at technology for your business, don’t be put off by the ‘technology visibility’ that so many companies still seem to espouse. Instead focus on what it can do for you. Take the time to wade past the techno-babble a little and you will find a “benefit” proposition for most of these technology solutions. If the benefits match a challenge you have in your business, take the time to dig deeper.
On the other hand, it’s easy to be distracted by features, bells and whistles that have no relevance to your business needs. Rather, look at what you need now, and the needs you’ll have as you grow. Focus on the operational problem you need to solve, and consider who will actually use the app, especially if that employee is intimidated by technology. Will they need training? If the technology is difficult, can you afford any mistakes they might make using it incorrectly?
Ultimately, you are solving a business or operational problem. By focusing on the benefit, not the science, you’ll make a sound decision that you – and your business – can live with.