Can a new technology transform a good business into a great one? Many people tend to think so. When a competitor rolls out this or that newfangled technology, it’s hard not to feel envious of their shiny new toy, and anxious about being out-done. New technologies can delight many customers and address many business problems, but technology adoption choices can never be made lightly—and should never, ever be based on the actions or mission of another business. In this paper, we discuss one prominent technology decision-making methodology that can keep your business off the competitive racetrack to nowhere, and on your individual path to success.