123 - How to Make Better Tech Decisions (Without Overspending)

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 If choosing the right tech feels harder than it should, you’re not alone.
 The real challenge isn’t the tools — it’s knowing what actually matters. 

I’ve known Christopher Johnson for years, so I was delighted when he agreed to be part of the Mini Marketing Marathon. In this session, he breaks down how to make smarter, calmer tech decisions using a simple framework that helps you avoid shiny-object syndrome and focus on what actually supports your goals.

Top Takeaways

🔹 Tech overwhelm usually starts with the wrong question  Most people ask “What does this tool do?” instead of “What do I need this to do?” Starting with purpose changes everything.

🔹 Purpose comes before features  If a tool does one or two things you need well, you’re not under-using it — even if it has 50 other features you never touch.

🔹 Use what you already have  The best tool is often the one already in your hands. Phones and basic software are far more powerful than most people realize.

🔹 Choose tech based on where your people are  You don’t need to be everywhere. You need to be where your audience already spends time.

🔹 Make tech fit your process, not the other way around  You don’t have to use every setting, option, or workflow. Simpler almost always wins.

🔹 Value matters more than price  If a tool gets used and supports your goals, it’s worth the investment. If it doesn’t, return it — unused tech creates mental clutter.

🔹 Test before you commit  Pilot tools whenever possible. Real-world use tells you more than reviews ever will.

🔹 Go deeper with fewer tools  Mastery beats accumulation. Fewer tools, used well, reduce stress and build confidence.

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For additional insights, connect with Annette Richmond and Black Dog Marketing Strategies on social media.
Substack: https://substack.com/@annetterichmond
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