Just like the field of medicine it is not very



easy for someone to be an expert in many things

when it comes to technology. In medicine you have

the dentist, chiropractor, ear-nose-throat

specialist, pediatrician, nutritionist,

gynecologist, oncologist, specialized surgeon and

many other fields that are unique. All these

fields require specialized training and

experience.

Technology is as varied in specialization as

medicine is. It covers so much ground from fixing

a computer to managing e-commerce. It is common

for service providers to cross into many

technology fields without knowing what they are

getting into. Let's talk about the players.

The computer guy: This is the person who knows a

little about pretty much "everything" about

technology. Since he/she knows little more than

you do it is easier to believe they have a

solution for everything. In most cases the

computer guy does not know when to seek advice

from someone who is truly an expert at what they

do.

The computer shop: These guys start with putting

desktop computers together and selling them as

white boxes or just fixing a few computers that

had problems. Then they will get into networking

computers. After that comes the dangerous

territory of website design, branding, search

engine optimization, designing web applications

and programming.

Advertising company: Branding, creativity and

promotion of a business is the bread and butter

of an ad agency. Working with printed material,

website design and multimedia productions is a

natural extension. Then they step into everything

from search engine optimizations to customized

programming.

The opportunist: For this person technology is

the next business opportunity and they have tried

many other failed businesses. The opportunist has

a solution for every technology you have. They

only see the successes a technology has had. They

believe this is the thing to do. What they don't

realize is technology is like any other business

because the road to riches is not an easy one.

The good technology provider never claims to have

the solutions for every challenge without

carefully examining the situation. The business

friendly technology service provider specializes

in one area and knows when to delegate and seek

help.