Why Technology Fails to Deliver Expected Value (And What to Do About It)
When organisations invest in new technology, there’s often a sense of excitement — and high expectations. Leaders anticipate streamlined processes, empowered teams, and delighted customers. Yet, these initiatives are often under-deliverable, falling short of the expected transformation. So, what’s going on here?
The Value Gap: Why Technology Often Falls Short
In my experience, when technology underperforms, it’s rarely because of the tool itself. More often, it’s about how the technology is implemented and the expectations placed on it. This value gap forms when technology isn’t closely tied to business goals or when companies overlook the cultural and behavioural shifts that need to accompany it. However, this gap can be avoided with a few critical adjustments in approach.
Misalignment with Business Objectives
One of the biggest reasons tech initiatives fail is a lack of alignment with the organisation’s objectives. I’ve seen companies adopt technology with a vague idea of “boosting productivity” or “improving customer service” without fully considering how the tool serves a specific, measurable business goal. When this happens, teams lose focus because there’s no clear marker for success. Technology initiatives work best when anchored to specific, shared objectives that teams can rally around and measure against.
Lack of User-Centred Design and Engagement
I can’t emphasise enough how often user needs are overlooked in tech projects. We tend to assume that a new tool will naturally improve workflows, but adoption will lag if the people using it don’t find it helpful or intuitive. It’s that simple! The most successful tech projects I’ve seen start with deep user involvement — interviews, testing, and inviting their input on specific features. It’s worth the effort because people are far more likely to adopt technology that feels made for them.
Shortcomings in Change Management
Let’s be honest — change management often gets pushed to the bottom of the priority list in tech projects. Many leaders assume the technology will sell itself. However, tech changes disrupt routines, and people need support to understand how it fits into their daily work. I’ve seen projects stall simply because people lacked the necessary training or context. A well-structured change management approach — such as clear communication, hands-on workshops, and continuous access to support resources — can make all the difference in helping employees embrace new tools.
Insufficient Measurement and Feedback Loops
Far too many companies launch technology with high expectations but little follow-through on measurement. It’s like setting out on a trip with no map or destination in mind. Setting up metrics and feedback loops right from the start creates a clear picture of the technology’s impact and highlights areas for improvement. It’s not about perfection from day one but about making adjustments based on honest feedback.
Practical Steps to Increase Tech Initiative Impact
To ensure technology delivers on its promise, leaders need to think of it as more than just a tool rollout. In my experience, successful initiatives are ones that treat tech as part of a broader strategy, combining alignment, user engagement, and feedback. Here are a few steps to get there:
Align with Clear Business Goals
Start every tech project by defining what success looks like. This goes beyond buzzwords and gets specific. For instance, if you’re investing in automation, target an outcome like “reduce processing time by 30%.” This clear objective becomes a rallying point that keeps teams focused and helps everyone understand how the tool contributes to larger goals.
Integrate User-Centred Design
Engage end users from day one. This isn’t about token feedback but about genuinely listening to their needs and building around them. When users feel like a tech solution has been designed with their challenges in mind, they’re far more likely to adopt it. I’ve seen this pay off repeatedly: involving users leads to a smoother rollout and a tool that truly fits into their workflow.
Strengthen Change Management
Don’t skimp on change management. Provide not just a training session but an entire support structure. Think of it as a gradual adoption curve, with ongoing workshops, clear channels for questions, and maybe even champions within teams who can offer guidance. The more support people have, the more likely they are to adopt the new technology.
Establish Metrics and Feedback Loops
Set measurable success criteria and schedule regular feedback sessions. For example, measure usage rates, productivity boosts, or user satisfaction. The point is to stay adaptable — based on real feedback, you can make early adjustments and increase the project’s chances of long-term success.
Quick Takeaway
Technology alone won’t deliver transformative value. The organisations that succeed are those that approach tech initiatives as part of a balanced strategy that includes people, processes, and a purpose aligned with business goals. By prioritising user needs, investing in change management, and staying open to feedback, companies can close the value gap and achieve the desired results. After all, technology is only as powerful as the strategy and people behind it.
