{"id":5957,"date":"2026-01-20T09:57:16","date_gmt":"2026-01-20T13:57:16","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=5957"},"modified":"2026-01-30T12:03:53","modified_gmt":"2026-01-30T16:03:53","slug":"use-of-technology-in-business","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/use-of-technology-in-business\/","title":{"rendered":"Use of Technology in Business\u2014Why New Isn\u2019t Always Better"},"content":{"rendered":"\n<p>Should the role of technology in business be large or minimal? Good-to-great companies engage with groundbreaking technologies in a very specific way: Rather than bet the house on the technology itself, they think deeply about how <a href=\"https:\/\/www.shortform.com\/blog\/the-use-of-technology\/\">the use of technology<\/a> in business can serve the company\u2019s <a href=\"https:\/\/www.shortform.com\/blog\/hedgehog-concept\/\">Hedgehog Concept<\/a>. <\/p>\n\n\n\n<p>We&#8217;ll cover the surprising statistics that say that the best businesses don&#8217;t list technology as a key factor in their success. Learn the best role of technology in business, from Jim Collins&#8217;s <em><a href=\"https:\/\/www.shortform.com\/blog\/key-takeaways-from-good-to-great\/\">Good to Great<\/a>.<\/em><\/p>\n\n\n\n<!--more-->\n\n\n\n<p><em>Originally Published: December 28, 2019<br>Last Updated: January 20, 2026<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-t-op-line-takeaways-role-of-technology-in-business\">T<strong>op-Line Takeaways<\/strong>: Role of Technology in Business<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Good<\/strong>&#8211;<strong>to-great companies don\u2019t use technology to <em>create<\/em> growth but to <em>accelerate <\/em>it<\/strong>. Their breakthroughs are born of the yeoman\u2019s work of developing a Hedgehog Concept, not diving headlong into the latest fad technology.<br><br><\/li>\n\n\n\n<li>Mediocre companies fear being left behind, driving them to adopt new technology as a reflex without methodical thought. But research suggests the use of technology in business is usually not the root cause of rise or decline &#8211; it\u2019s merely an accelerant on what the company is already doing.<br><br><\/li>\n\n\n\n<li>A good rule of thumb is \u201ccrawl, walk, run\u201d\u2014slow down and think about how the use of technology in business can help you realize your Hedgehog Concept, then move carefully toward a strategy. Once the strategy is in place and chugging along, however, don\u2019t be afraid to step on the gas.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-using-technology-tactically\"><strong>Using Technology Tactically<\/strong><\/h2>\n\n\n\n<p>The sixth principle behind good-to-great companies is that they engage with groundbreaking technologies in a very specific way. Rather than betting the house on the technology itself, they think deeply about how the technology can serve the company\u2019s Hedgehog Concept. In other words, good-to-great companies <strong>don\u2019t use technology to <em>create<\/em> growth but to <em>accelerate <\/em>it<\/strong>. In contrast, other companies fear being left behind, so they adopt new technology as a reflex without methodical thought.<\/p>\n\n\n\n<p>(Shortform note: This principle is even more relevant in the age of artificial intelligence (AI). Many companies are rushing to adopt it, but research shows that <a href=\"https:\/\/www.forbes.com\/sites\/andreahill\/2025\/08\/21\/why-95-of-ai-pilots-fail-and-what-business-leaders-should-do-instead\/\" target=\"_blank\" rel=\"noreferrer noopener\">95% of AI projects don\u2019t deliver real results<\/a>. The problem isn\u2019t the technology itself\u2014it\u2019s how it\u2019s used. Affirming Collins\u2019s ideas, experts say that AI only works when it\u2019s woven into everyday workflows, when different departments are on the same page, and when the <a href=\"https:\/\/www.shortform.com\/blog\/building-a-positive-workplace-culture\/\">company culture<\/a> supports it. The companies that succeed are those that understand the real problem before picking a tool to use. AI\u2014and other new technologies\u2014can boost what\u2019s already working, but if a company hasn\u2019t laid the groundwork to properly use the tool, AI only amplifies dysfunction.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to Achieve It&nbsp;<\/h3>\n\n\n\n<p>Collins says that when evaluating a new technology, the key question to ask is: Does this technology impact my Hedgehog Concept? If it doesn\u2019t, you can safely ignore it and\/or adopt it just enough to keep pace. If it does support your Hedgehog Concept, you must figure out how you can lead<em> <\/em>in the <em>application<\/em> of that technology.<\/p>\n\n\n\n<p>(Shortform note: Collins advises you to evaluate how technology will impact your Hedgehog Concept, but it can be difficult to get a full picture because new technology <a href=\"https:\/\/jimsmith.host.dartmouth.edu\/wp-content\/uploads\/2022\/04\/Uncertainty_Information_Acquisition_and_Technology_Adoption.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">comes with many unknowns<\/a>\u2014mainly whether its benefits will outweigh the costs. Experts thus advise <a href=\"https:\/\/www.shortform.com\/blog\/how-to-gather-information-2\/\">gathering information<\/a> and experimenting incrementally, so you can learn about a technology\u2019s value before fully committing while also staying flexible enough to adjust your approach as uncertainty resolves. Collins and Hansen recommend a similar approach in <a href=\"https:\/\/www.shortform.com\/app\/book\/great-by-choice\" rel=\"nofollow\"><em>Great by Choice<\/em><\/a>: Fire \u201cbullets\u201d before \u201ccannonballs\u201d\u2014conduct experiments that don\u2019t cost much and that have minimal consequences, then only pursue the projects that show the greatest potential.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Should the role of technology in business be large or minimal? Good-to-great companies engage with groundbreaking technologies in a very specific way: Rather than bet the house on the technology itself, they think deeply about how the use of technology in business can serve the company\u2019s Hedgehog Concept. We&#8217;ll cover the surprising statistics that say that the best businesses don&#8217;t list technology as a key factor in their success. Learn the best role of technology in business, from Jim Collins&#8217;s Good to Great.<\/p>\n","protected":false},"author":14,"featured_media":5967,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45],"tags":[67],"class_list":["post-5957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-good-to-great","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Use of Technology in Business\u2014Why New Isn\u2019t Always Better - Shortform Books<\/title>\n<meta name=\"description\" content=\"The best businesses don&#039;t list technology as a key factor in their success. Learn what the best use of technology in business is.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/use-of-technology-in-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Use of Technology in Business\u2014Why New Isn\u2019t Always Better\" \/>\n<meta property=\"og:description\" content=\"The best businesses don&#039;t list technology as a key factor in their success. 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