28 Jan 2026 · 1 min
Jim James offers practical advice for choosing martech tools: define your problem and success in one sentence first, skip feature checklists, and spend 30 minutes testing the tool hands-on to see if it actually fits.
Yes, I would love to give some technology advice which will start with please don't look into a technology first try to understand what you're trying to solve and that's a very common mistake where people say okay I like this tool, it's almost feature gadget driven and I would like to give a very simple tip, a hint how you start looking for the right tools. If you know what you want, formulate in one sentence, let's say a goal or a definition of success. So you go in 30 minutes and then you stop it. Even if you're halfway, you're in a flow stop it and then look at your goal and see if you achieved it. If you can't do it in 30 minutes it's probably or not intuitive or not doing the job for you. It's basically again a non technology advice but that's how you always can look at technology. They have to do something for you.
How can this be easy? The mindset approach approach to change how you build your business.