Were you underwhelmed by the general theme of the Queen Elizabeth II Diamond Jubilee? Or were you a devoted reader of the Financial Times? Or did you frequently update your Times website during the recent pope visit?

If so, then you know how to use the internet as a marketing medium — you put all of your efforts into one thing and then take the time to focus your efforts on that thing. You share the links to your content and build a buzz around the site so you can generate additional traffic and greater engagement.

But you didn’t learn this from other sites. Instead, it was the work of small business owners. They embraced technology in exactly the same way that many high-tech firms do.

That is how, roughly 20 years ago, the computer became a business tool. For small businesses, the Internet came to serve many of the same functions: as a one-stop shop for all of the company’s daily operations, from tracking customer orders to providing a customer support channel.

One-stop shops are essential to small businesses because to succeed in today’s hyper competitive environment, they need to provide high levels of customer service in every aspect of their operation. If they don’t do that, they simply won’t get past the initial (or possible) barriers to entry in the market.

Of course, tech giant giants like Google, Amazon and Facebook have increased the pressure on small business to embrace technology by making it easier for new players to dominate entire categories. Yet for all the disruption that these titans have caused, they have also provided indispensable back-end infrastructure for small businesses: they effectively allow small companies to create and sell their own products — you can use one search engine to order one branded product, then another to order something else.

What would happen if small businesses responded to these developments by adopting new technology? This is the topic of The Innovators, by Buzz Overcharge, because he believes that we’re entering an era of trans formative disruption as businesses and consumers move online and away from the central banks, which have traditionally regulated the banking sector.

At the same time, growing inequality is straining the social safety net. Many middle- and working-class Americans find themselves in a state of economic insecurity and economic insecurity breeds contempt. In response, Overcharge believes that we are entering a period in which politicians will start to concentrate more on those less well-off.

That would be a good thing. Yet such trends are not new. Historically, we’ve witnessed episodes of income and wealth inequality, albeit with major governmental intervention. What we need now, perhaps, is to do more than just apply new technology to existing institutions, but also embrace the forces that will be causing these shifts.

That will require more than going online. And it will mean finding ways to bring together the progressive impulse of the startup founders who aspire to make the world a better place and the venture capitalists who are smart enough to recognize the opportunity in them.

Take one example: is it possible to create an educational platform for everyone? Surely, at some point, there will be a better way to teach children and adults alike, free of cost, without having to hire physical teachers, furniture, schooling (bilingual or otherwise) or infrastructure.

Or maybe if you just used a better vocabulary, you’d have fewer impenetrable words — the same could be said for red tape or excessive levels of diversity. But you need to make sure that people are able to understand the arguments you make. To be effective, it helps to have some well-defined principles.

We can’t go back to the bad old days when stores treated customers like dogs because the “salesmen” lied and withheld information. It will also take a big shift in leadership skills, because companies will need to accept accountability more openly.

For my part, I do not believe that business leaders have got their priorities wrong. I would like to see them at least acknowledge that most of today’s problems can be solved by the use of digital tools. It’s not just Silicon Valley: countless small business leaders are talking about building a better society through the Internet. I also suspect that the future belongs to businesses that embrace new technologies, or at least that trust them implicitly.

In short, I fear for the world if we don’t change the way we think about companies and technology.

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