A few months ago, Facebook wanted us to send them copies of our nudes so that they can block those images if they are later uploaded by someone else. I don't even want to know how they came up with such utter nonsense. But regardless of that, it is a perfect example of what I call digital laziness. Instead of fixing the actual, hard and sometimes messy problem we come up with an easy technological solution.

I often get approached with similar requests – well, not nudes – but similar nonsensical ideas. We want 10,000 visitors on our website! We want to sell our high touch consulting service directly from our website! We don't want to do anything and still be able to grow our business!

We can use websites, drip campaigns, newsletters and digital marketing strategies to get more and better clients. But we'll fail utterly if we don't assert the fundamental goal we're trying to achieve. Instead, we have to see the above as tools we can use to reach these goals and augment parts of our businesses.