However, this month’s article is not about technology, it is about business. About being a woman in business and how technology contributes to our growth and success.

Over the last year and half I started to approach my business differently. I really started to focus on how to work smarter, not harder. I’ve tried to take the advice of Tim Sanders and be a “Love Cat” by opening my rolodex to people I meet. I have also taken the time to read and even push through topics I have never wanted to understand, because I realized the success of my business depends on it. I know I’m not alone- we all must do this to grow, to be more successful, and to reach the next plateau.

I also recognized that part of being productive and growing is finding the right support system, hiring the right employees and recognizing that we as entrepreneurs cannot do it all alone.

My question is: Do we avoid what we don’t understand or fear, and tell ourselves it’s OK because were not supposed to do it all?

* As a business owner, I don’t do my own taxes but I take the time to understand what the accountant is doing.
* As an entrepreneur, I didn’t put in my own phone system but I took the time to understand and scrutinize what I was buying.
* As a business owner, I didn’t start my own bank but I pay attention to the fees they charge and understand why.

On April 28, 2004 a research report on women’s entrepreneurship was released, revealing that there are 10.6 million privately-held American firms that are owned 50% or more by women, generating $2.46 trillion in sales and employing 19.1 million people nationwide. (Source: Biennial Update on Women-Owned Businesses Documents Substantial Economic Impact)

There is no shortage of women business owners and the numbers are only increasing. So when I attended a conference about the growth of small businesses with technology, in a room full of 200 people, why did I count only 8 women? Is it because women business owners don’t use technology? I know that’s not true. When I asked one of the conference organizers from Ziff Davis about the low attendance by women he said “women mostly shy away from technology”.

This concerns me a great deal. Being aware of what is available for our businesses is one of the vital components of our growth and success. How can we women stay competitive if we don’t take the time to understand technology and how to use it to our advantage?

I know, I know, you’re going to say: “That’s what I pay my tech guy for.” Well, that may be true, but how do you know he is presenting you with all the options you need to be considering? How do you know his recommendations are the easiest to use and the most cost-effective? Trust. But if you don’t understand the technologies they tell you to use, or how it can be applied to your company’s specific needs, it’s no longer trust…it’s blind faith. To be effective, you need to combine their technology expertise with your detailed knowledge of your own business to be sure you are making the best choices.

I trust my accountant but that doesn’t mean I don’t listen to other suggestions for ways to save money or write off an additional expense. I ask my accountant to look into the suggestions I get from other people and, yes, I check to see if he’s doing a good job.

I recognize that technology can be confusing and I will concede that it is always changing. I can’t keep up some days and this is what I do for my business. I am not asking anyone to know everything there is to know about computer software and technology.

But I am challenging you to take the time to ask questions, to read an article or attend a seminar about technology, and to find a trusted resource who can explain how to make the technology work for your business.

Make sure companies know what we women are involved with all facets of our businesses including technology and you never know – you might find that it isn’t so scary after all.