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DREAMS & REALITIES

Issue 18

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Dreams & Realities: A Technology Reality Check

By Lena L. West

To some degree we all are a little out of synch with fantasy versus reality when it comes to our businesses. For me, it used to be finances. Somehow I figured the receipts would just sort themselves. Needless to say, this never happened.

Many of our clients come to us confused about how their dreams meet reality in regards to technology. Below are some of the technology dreams we hear from clients along with their corresponding realities. Maybe you’ll recognize a few.

Dream: You want never to have to deal with technology again. You want to delegate it totally to your 'tech person' and never have to deal with it.

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Reality: You alone are responsible for your company's technology. That doesn't mean you can't delegate tasks. It just means you need to know at least the basics; such as with which company your domain name is registered, the name, phone number and account number of your website hosting company, if all your software is appropriately licensed, etc. If something goes awry, the powers that be will want to talk to you -- not your 'tech person'.

Dream: You want to keep up with the latest technology. If everyone’s talking about it, it must be something you need. Staying current will keep you ahead of the curve and guarantee a competitive edge.

Reality: There is such a thing as technology overload. I call it technology bling. Many businesses overcompensate. Trying to keep up with the Joneses will do just that – make your business more like theirs and less like your own. Certainly, there are certain technologies that every business should implement but, less really is more. Think about how each piece of technology – whether it’s hardware, software or a web-based service – fits with your core business objectives. Give yourself the freedom to do away with anything that’s ‘bling-like’.

Dream: Technology is a cure all. You think that more technology – in any form – is always the answer. You attempt to fix broken processes, flawed hiring practices, poor customer service, a stale brand or disjointed methodology with technology.

Reality: The best answer here is an analogy – albeit a bit crude. Technology is like deodorant – you can use it to prevent a bad, odorous situation, but you can’t use it to mask a smelly armpit.

Take some time to determine how your company’s technology dreams are taking over reality. Your business might be more ‘dream-based’ than you think.

Lena West is the CEO & Chief Strategist of xynoMedia Technology, a New York-based firm that helps high-growth businesses decode and implement internet-based technology (Web 2.0 and social media) to increase quality lead generation, improve relationships with clients and solidify thought leadership. They’ve worked with mid-sized businesses as well as large companies like MasterCard, Pitney Bowes, Philips and Hyperion. For more information, visit www.xynomedia.com.