Introduction

We live in an era of unprecedented opportunities for businesses who choose to take advantage of modern technology. Consider this hypothetical tale of two bread merchants:

The legacy bread maker humbly baked a handful of loaves each day. They sold them to neighbors and travelers passing through town, and hopefully made enough to support their family comfortably and keep their operation running. This was largely what a successful business used to look like.

A modern baker might operate the same way … or they might use marketing automation software to serve precisely targeted social media ads featuring mouthwatering bread to customers who haven’t visited the store in a month. All a prospect needs to do is hit the “Order Now!” button and AI-assisted routing software will deploy the closest delivery driver to drop off a fresh loaf, paid for with instant, secure, and contactless payment. Business has been so good, the operation is scaling up to include multiple regional storefronts with a commissary kitchen.

Both purveyors are selling bread. The key difference is that one is employing the best available technology to increase leverage, provide better service, and gain a competitive edge. They're using technology to free up time and capital that would have otherwise been wasted and plowing both of these precious resources back into the business to create value.

We live in an era of unprecedented opportunities for businesses who choose to take advantage of modern technology.