Bridging the Gap: Why Business Leaders Struggle to See the Value of Technology
I’ve been having conversations with business owners, friends, and acquaintances, trying to refine how we talk about technology’s role in business. From casual discussions over coffee to deep dives around the campfire, I’ve been working to find the best way to bridge the gap between what technologists do and how business leaders perceive technology’s value. But even with these conversations, I’ve found that many still struggle to grasp what technology professionals actually do and how we can help their businesses thrive.
I get it. I’m not a tech salesperson, and I don’t want to be. I’m a middle-aged husband, a father, a friend, and an Army Veteran who happens to run a problem-solving company that specializes in technology. I’ve always struggled with using social media because I hate buzzwords, I despise when people take others’ ideas and pass them off as their own, and, if I’m being honest, I battle imposter syndrome. But most importantly, I’m a relationship guy. I value friendships over transactions, and that’s how I’ve always approached business.
Those who have worked with us know that we use analogies in almost every conversation—not to dumb things down, but to break through the noise and make technology relatable to business leaders who don’t live in our world. So I’m going to attempt that same strategy here.
I hope it helps.
What is Digital Transformation?
Imagine your business is a car, and you’re still using a paper map to get where you’re going. Digital transformation is like upgrading to GPS. Instead of stopping to check directions every five minutes, the GPS guides you in real-time, helping you avoid traffic, find shortcuts, and get to your destination faster.
Businesses that embrace digital transformation replace slow, manual, outdated processes with automated, efficient, and smart systems that help them move faster, smarter, and more competitively.
Instead of stacks of paper invoices → Digital payments and automated billing
Instead of manual inventory checks → AI-powered systems that track everything in real-time
Instead of guessing what customers want → Data-driven insights that predict trends
If your competitors are already using GPS and you’re still unfolding a paper map, you’re going to get left behind.
What is IT Operations?
Think about a trucking company. The trucks need fuel, regular maintenance, and reliable routes to keep deliveries on time. If you ignore oil changes, don’t check tire pressure, and never update your fleet’s GPS systems, what happens?
You start accumulating technical debt—small issues that build up over time, leading to breakdowns, delays, and expensive repairs.
That’s IT operations. It’s the ongoing management and maintenance of your technology—keeping everything running smoothly so your business doesn’t come to a screeching halt when a system crashes, a password gets lost, or a cyberattack hits.
Good IT operations mean:
- Your emails always work
- Your website doesn’t go down
- Your customer data is secure
- Your employees can access what they need, when they need it
When IT operations are reactive instead of proactive, it’s like running your fleet until the wheels fall off. By then, the repairs are costly, and the damage is already done. Addressing technical debt early prevents unnecessary downtime and keeps your business moving forward.
What is Strategic IT Leadership?
Let’s say you run a restaurant. You know how to make great food, hire good staff, and keep customers happy. But what if you wanted to expand to multiple locations? You wouldn’t just start randomly opening new restaurants—you’d bring in a business strategist to help you scale the right way.
Strategic IT leadership is the same thing—but for technology. It helps businesses:
- Choose the right tools, not just the latest trend
- Build a roadmap for growth, security, and efficiency
- Avoid wasting money on bad tech investments
Most companies don’t have a CIO (Chief Information Officer) to handle this, which means they’re making random, disconnected tech decisions instead of following a real strategy. The result? Wasted money, frustrated employees, and slow progress.
Why Does This Matter?
Because technology isn’t just IT guys fixing computers in the back room anymore. It’s the backbone of how businesses:
Find customers
Make sales
Deliver services
Stay competitive
When business leaders ignore technology until something breaks, it’s like running a business with no financial plan, no marketing strategy, and no growth vision. It doesn’t work long-term.
The companies that win are the ones that invest in technology as a business advantage—not just as an afterthought.
So, What’s the Fix?
Business leaders don’t need to become technology experts. But they do need to:
1 Stop ignoring IT until there’s a crisis.
2 Ask the right questions about how technology can help them grow.
3 Partner with experts who can guide them in plain language, not tech jargon.
That’s exactly what we do at Mach One Digital—we help businesses connect the dots between technology and business success without overcomplicating it.
If any of this sounds familiar, let’s talk. Because waiting for things to break isn’t a strategy. 🚀