If you want your business to thrive tomorrow, you’ve got to make calculated bets today.
That’s the reality we all face in an evolving digital landscape. Sustainable growth takes vision and execution. And right now, the smartest way to build for the future is by investing in technology that sets you up for long-term success.
Of course, that kind of investment doesn’t come cheap, and all your bets won’t be winners. These investments demand time, energy, dollars – and courage. The upfront lift is real, but so is the payoff. Whether it's app development, a new Customer Relations Management system, a website overhaul or integrating automation and AI tools into your daily workflow, the upfront lift can feel heavy. But the payoff is real, and it helps future-proof your business model.
At the Chamber, we’re dedicating resources toward our future. In November, we’re rolling out a brand-new website and a completely revamped CRM. You’ll find us at the same address – www.durangobusiness.org – but the experience will be fundamentally different.
Why the overhaul? Because the old CRM was clunky and outdated. The new system is more than just a visual upgrade. It will help us:
- Streamline business-to-business referrals so members can connect faster
- Simplify billing and payments to reduce admin time
- Push event notifications in real-time so you never miss an opportunity
- Demonstrate the value of membership through measurable engagement
In short, it’s an investment in how we serve our business community, and how we stay relevant.
For local businesses, the message is similar: Don’t wait for the right time – make the sacrifice today, so you’re ready for what tomorrow brings. If an app could create revenue or improve customer engagement, explore it. If your CRM is clunky, upgrade it. If your website feels like it’s stuck in 2012, modernize it. If AI can free up your team for higher-value work, start learning how to use it. Even something as simple as understanding social media algorithms can change the trajectory of your brand awareness.
Technology upgrades can be time-consuming and expensive, but the cost of standing still while competitors move forward is far higher.
The real value of these investments is often delayed – but that’s exactly the point. Growing a sustainable business means playing the long game. In a world obsessed with instant results, leaders need to model what it means to embrace delayed gratification. The tech you build today might not pay off tomorrow, but it will compound over time, streamlining operations, improving customer experience and moving you ahead of your competitors.
Technology isn’t a trend. It’s a tool. And like any tool, it only works if you take the time to learn how to use it. That takes curiosity, courage and a willingness to operate at 80% to 90% readiness rather than waiting for perfection.
So, here’s your nudge: Explore what’s out there. Audit your systems. Ask your team what slows them down. Try something new. Even a small change can put you on the front edge of the adoption curve.
The future won’t wait for you to find capacity or perfect timing; progress starts when you do.
Jeff Dupont is CEO of Durango Chamber of Commerce.
