This week I met with a potential client who is struggling to carve out a strong market share, and their website isn’t helping things any. The problem is that they have their own in-house development team who they feel should be able to create a new web presence for their company.

Unfortunately they are getting hung-up on technology. They are more concerned about the platform than they are about delivering their company’s primary message. It’s like debating what fire hose to use when the building is on fire.

Companies need to see the urgency that is ingrained in the ’social media’ age. It’s not about planning, planning and more planning. It’s about finding your best ideas and then showing the world in a unique and interesting way.

You don’t have an excuse to not be joining the conversation already happening in your industry. If you don’t speak up, your customers will make up their minds about you anyway.

Don’t get hung-up on technology. Your competition isn’t beating you because the have some super-secret weapon. They’re beating you because they’ve done it – and you’re still planning.