Stop building tech your clients won't use

Your client's tech sophistication matters more than your brilliant solutions.

I recently witnessed an agency owner's revelation after meeting with a longstanding client—a successful lawyer in her 60s. Despite being in business for years, she still:

• Used a dictaphone instead of digital recording

• Had her assistant manually type up notes

• Refused to use calendar apps because "it was a disaster"

Here's what this means for your agency:

1. Match solutions to capabilities. The most powerful software in the world is worthless if your client can't or won't use it. Sometimes a simple spreadsheet is more effective than a complex CRM for certain clients.

2. Consider the human element. One client told my agency owner friend, "No one's as good as my girl on the phone." Technology couldn't replace the human touch her business relied on.

3. Test with real users. The agency owner realized he needed to "make it so stupidly simple that clients are going to use it" instead of building complex systems.

When evaluating a potential client, assess not just their budget but their operational readiness. A client with a smaller budget but the right infrastructure might be more profitable than a bigger client who can't implement your solutions.

Stop trying to drag clients into the 21st century. Meet them where they are.

CQ