In #ecommerce, if your growth isn't hitting your expectations - particularly in DTC -- many people start with technology.

"If I just installed the right apps, my growth would skyrocket."

Behind this belief is usually a myth that contains a few missteps right out of the gate: - My brand has a well-defined target audience. - My well-defined audience knows who I am. - My audience also knows what I stand for. - I have a clear plan to consistently communicate that mission to that audience. - That mission has an obvious tie-in to my product line. And that tie-in is also obvious to my audience. - That mission and product-tie in and clear communication plan also has a clear "why not?" to other well-known replacements that your audience may already be comfortable with.

Generally if you start and end with technology, it often has no grounding. You are looking for more sizzle, haven't even cooked the meat yet.

However, if you can use technology to stitch together the right experience for the right product for your audience, then you are already halfway there.