Strategy or Oblivion

by Gene Fliman, Practice Director at MCLI Technologies. 2025 Edition.

TV and radio are dead. The world’s most widely used operating system answers to a voice assistant named after a video game character. And the CEO of Domino’s says he runs a tech company that happens to make pizza — while 2,300+ independent pizzerias shut their doors every year.

So what does that mean for you?

If you still think you’re in the business of making pizza, pastries, jewelry, flower arrangements, or knitted hats — you’re already being outmaneuvered by someone who isn’t.

You’re Not in the Business You Think You’re In

Domino’s doesn’t win because it makes better pizza.
It wins because when a customer thinks “pizza,” they tap three buttons and get their order in 18 minutes with zero friction.

In contrast, the local shop — even with a better pie — might not show up on the first page of search results. No mobile app. No retargeting. No automated coupons. No triggered upsells.

They’re operating like it’s 2005.

The Best Product Doesn’t Win Anymore

The idea that quality wins in the long run is outdated. It’s not the best-tasting burger, car, or bracelet that wins — it’s the one that’s:

• Easiest to access

• Consistently available

• Reinforced through targeted visibility

McDonald’s didn’t invent burgers.
Ray Kroc just made “I’m hungry” easier to solve.

Ford didn’t invent the car.
He just made it affordable, repeatable, and fast to produce.

In 2025, discovery and convenience beat craftsmanship — unless craftsmanship is paired with strategy and systems.

Your Competitors Aren’t Thinking Bigger — They’re Thinking Smarter

Domino’s spent the last 20 years investing in:

• Real-time order tracking

• Location-aware marketing

• Machine learning for delivery optimization

• AI-powered customer support

• Hyper-personalized push notifications

Meanwhile, your local shop may still rely on foot traffic, flyers, or a static website last updated in 2018.

Discovery = Survival

In 2025, your customers don’t search like they used to.
They say, “Hey Siri,” “Okay Google,” or scroll TikTok until something catches their eye. If you don’t show up contextually, strategically, and often, you’re invisible.

You’re not competing on product.
You’re competing on:

• Search relevance

• Delivery speed

• Mobile experience

• Trust signals

• Conversion optimization

And you can’t do any of that without digital strategy.

Less Art. More Science. Measurable Returns.

Online marketing isn’t a gamble anymore.

• SEO has been demystified and documented

• Paid ads are trackable, testable, and geo-targetable

• Content can be personalized by device, time of day, and behavior

• AI tools can write, design, and A/B test faster than any intern

You don’t need a Madison Avenue agency.
You need a strategic brain, a few smart tools, and a willingness to shift from hustle to structure.

The PageRank Arms Race Is Over. Strategy Won.

SEO used to be a dark art. Now it’s a discipline.
Google’s RankBrain and its successors are powered by AI and machine learning — rewarding:

• Valuable, readable content

• Well-structured websites

• Real engagement from real users

• Smart backlink strategies

• Local intent optimization

The barrier to entry is no longer technical — it’s mental.

If you’re still asking how much it costs to be #1 on Google, you’re asking the wrong question.
The real question is:

What value will showing up at the exact moment someone is ready to buy bring you? And how much longer can you afford to miss it?

Leveling the Playing Field Starts with Allocating Budget

There are over 2 billion active mobile devices connected at any given moment — sending trillions of intent signals per year.

Those are chances to intercept the thought:

“I’m hungry.”
“I need a gift.”
“Who does landscaping near me?”
“Where should I go tonight?”

Every one of those is a chance to win.
If you’re too busy running ops to capture attention at the point of intent, you’re not building a business — you’re buying time before decline.

Conclusion: Strategy Isn’t Optional

If you're a small business owner still building flyers, cold-calling leads, or stuck in day-to-day ops without a digital strategy — you’re not being scrappy.
You’re burning daylight.

It’s not about doing more. It’s about doing the right things, on purpose, with repeatability.

If you don’t invest in how customers find you, trust you, and buy from you — someone else will.

Strategy isn’t a luxury.
It’s the cost of staying in business.

References

1. Domino’s as a Tech Company:
   Taylor, K. (2018). Domino’s CEO says it’s a tech company that sells pizza. Business Insider. Link

2. Domino’s Market Share & Digital Transformation:
   Lucas, A. (2021). Domino’s sees digital strategy fuel record sales during pandemic. CNBC. Link

3. Small Business Contribution to U.S. Economy:
   U.S. Small Business Administration, Office of Advocacy. (2024). 2024 Small Business Profile. Link

4. Global SMB Impact:
   World Bank. (2023). Small and Medium Enterprises (SMEs) Finance Overview. Link

5. Digital Advertising Growth:
   Statista. (2025). Digital advertising spending worldwide 2020–2025. Link

6. SEO & RankBrain:
   Sullivan, D. (2015). FAQ: All About the Google RankBrain Algorithm. Search Engine Land. Link

7. Digital Transformation Failures:
   WWT. (2025). The $23 Trillion Question: Why 84% of Digital Transformations Still Fail. Link