Rare is the occasion when you utilize the full power of the technology tools available to grow your business.

I am talking about the advanced features—the ones that require a deeper dive into understanding and implementation.

Part of the reason is that when we implement a new technology, procedure or workflow, we typically do it from the inside out. This is because the people leading the implementation are usually experts in the technology, not in satisfying customers and growing sales.

And the people facing customers have little time to learn and implement new technologies, procedures and workflows.

What you end up with is either an organization driven (or limited) by the capabilities of its technology tools or one that organizes its technology to satisfy its customers’ experiences.

The former is like a hammer, and every new challenge is a nail. The latter is about the right tool for the job, especially when the job is to satisfy every shopping experience and maximize every sales opportunity.