Because they don't know what technology is for. Tech exists for one purpose: to optimize a process. That is the case for both archaic tools like hammers, shovels and Excel to also all the modern AI software and smart devices we're seeing launching everyday. So process is key. If you don't have clarity on your process, or if it is not good, than a specific tool will not solve any problem. Overlooking the process and focusing on the tools is the biggest mistake for both IT professionals and those who hire them. Every tool has it's downsides and every software is flawed. But more often than not, when you fail at a project, the problem is not on the tool or the platform you're using, but on lack of planning and proper management. - Automating your sales process is useless without having a great offer - Launching a paid traffic campaign is a waste of money if you don't know where your potential clients are and how to talk to them - A fancy landingpage will not bring you any results without a clear communication and a great CTA - Implementing a CRM won't do anything for you if you don't know how to analyse data and get feedback on your clients in order to continuously improve your process at each new one AI is changing the game, lowering the barriers for people to start their businesses and giving eveyone who dominate and keep up with the changes an unfair advantage over those who don't. But just like any technology, you won't get anything out of it without a great offer, a solid plan and a well managed process.