You pick a platform, spend a weekend setting it up, and three months later it's collecting dust because it never quite clicked. The tool gets the blame. But usually the problem was that there wasn't a clear process to put inside it in the first place.

Most people start with the tool. They compare features, watch demos, read reviews. Then they set it up, use it for two weeks, and watch it become another digital graveyard.

The problem is that we're usually operating from the inside of the bottle when we're trying to read the label. You're too close to your own business to see exactly what the gap is — so you can't name what you actually need from a tool.