We're all in the tech business

At work, we often describe a business as “tech” or “non-tech”. A tech business sells goods and services built on electronics hardware, software or closely related technologies. Facebook, Apple, Microsoft are tech businesses. At the other end of the spectrum, your local plumber is a “non-tech” business.

Over the last few years, I’ve started to feel it’s a false dichotomy, labelling a company tech or non-tech, because the lines have blurred. Uber provides a “traditional” taxi service, but via a technology platform. It doesn’t directly sell its platform, but the platform is an enabler.

Every business relies on tech to some extent these days. Whether you’re selling candles or caviar, you can reach more customer with paid online ads. You might sell using an e-comm store or use a CRM application to manage day-to-day activities such as client bookings and campaigns. The more technology proficient a business, the greater the competitive advantage. Sure, there are businesses who don’t want, or need technology as much, but they’re not the norm they once were. Word of mouth is still the most powerful marketing tool, but if you want to capitalize on the goodwill, you need to be found, easily and most probably online. An occasional email campaign, with “10% off your next purchase”, keeps you front of mind, reminding customers why they bought from you in the first place.

Tech might not be what you’re selling, but tech helps you sell. Adapting to the new environment isn’t a nice-to-have, It’s how everyone does business now. Recognize, you’re in the tech business, or at least understand, tech is your “platform” to stand on.