by Nathan Whittacre
In an era dominated by rapid technological advancements, the need for small businesses to adapt and thrive in a complex digital world has never been more pressing. One of the major themes to my book, The CEO’s Digital Survival Guide, stems from witnessing firsthand the stark contrast in success between businesses that embrace technology and digital security, and those that resist its integration into their businesses.
The Three Categories of Business Owners
In my extensive experience of over 28 years working with various companies, I’ve observed that business owners typically fall into three categories when it comes to technology adoption:
- those who ‘get it and want it’
- those who ‘don’t get it but want it’
- those who ‘don’t get it and don’t want to hear about it’
Unsurprisingly, those in the first category tend to be the most successful. They recognize technology’s transformative power and actively seek ways to implement cutting-edge systems for the benefit of their businesses.
On the flip side, a significant challenge lies in addressing the third category—those resistant to technology. These businesses often operate with outdated equipment, lax security measures, and a workforce grappling with frustration. It’s a scenario I encounter frequently, usually prompted by a crisis such as a system crash or a malicious cyber-attack.
The Disconnect: Why Some Resist Technological Integration
The perplexing question that has lingered in my mind for years is, “Why Fight Innovation?” In the face of constant news about cyber-attacks affecting companies of all sizes, some business owners still avoid addressing their technological vulnerabilities. The root of this issue often stems from the perception that technology is overly complex, laden with confusing acronyms and ‘geek speak.’ This complexity, combined with a fear-driven approach, has inadvertently discouraged many from actively engaging with technology. These business owners hope to fly under the radar from the threats that loom over their companies. These threats come from many places: their employees, their competitors, and hackers. While most tech people focus on the threats from hackers, I believe the biggest threat is being put out of business by employees being unproductive or leaving the company, or competitors taking advantage of technology and surpassing others in the marketplace.
I live in the Las Vegas area, which has been dominated by taxi companies for transportation to and from the casinos for as long as I remember. Most people would just use a taxi service upon arrival. Casinos had special access for these companies and received kickbacks from the companies for priority access. It seemed like a perfect relationship that lasted for over 50 years. It was often frustrating for consumers because of the monopoly of the taxi companies and the high fares that they often charged. Then a small cell-phone app came along that changed everything. Uber and Lyft now dominate transportation to and from the airport and casinos. The consumer knows exactly what they are going to pay, how long it will take to get the service and who they will ride with. The industry has completely changed, and the taxi companies will never fully recover from the lost revenue.
My Goal to Simplify the Approach
As a technology industry, I believe that we must recognize our role in the resistance by acknowledging that we’ve made technology seem daunting. It’s time to shift our approach. Instead of using fear tactics, we need to simplify the narrative and make technology more accessible. Much like a personal trainer guiding someone toward a healthier lifestyle, the focus should be on educating and inspiring, rather than intimidating.
I wrote the book “The CEO’s Digital Survival Guide” to break the mold. Rather than overwhelming readers with technical jargon, the book aims to teach, inspire, and provide practical tools for implementing change within a company. The emphasis is not solely on the technology itself but on how it can enhance business operations, leading to overall improvement and success.
Changing the culture: A Journey, not a destination
Embracing a digital transformation is undoubtedly a journey—one that might seem daunting at first. It’s natural for small business owners to feel overwhelmed, especially when their core competency lies in their industry rather than technology. However, the journey is navigable, and success is achievable with the right guidance.
Whether you choose to embark on this journey independently, with the help of a technology guide, or by seeking professional assistance, the goal remains the same: to grow your company, safeguard it from threats, and effortlessly achieve your personal goals. At Stimulus Technologies, we specialize in assisting business owners and executives in navigating this journey, ensuring that technology becomes a tool for growth rather than a source of intimidation.
The digital revolution is not just about technology—it’s about making your business better and, in turn, improving your life and the lives of those who work with you. I invite you to join me on this journey to reassess your company’s technology culture. Together, we can cultivate a culture where technology is not a hurdle but a driving force toward success in the new digital economy.
Interested in finding out where your business stacks up? You can talk to a specialist a personalize technology assessment of your company by visiting www.StimulusTech.com/cyber.