MAINSTREET CHAMPIONS PT. 6
Its February 1st, 2015 and the biggest sports events in America is playing out in Glendale, Arizona at the University of Phoenix Stadium. The New England Patriots face off against the defending champions, the Seattle Seahawks, in Super Bowl 49. The Seahawks entered the game as favorites, with a shot at making history as the first team in franchise history to win back-to-back Super Bowls.
With 26 seconds left in the game, its second and goal at New England’s 1-yard line, New England is up 28-24 and the Seahawks have the chance clinch the game with a touchdown. However, to everyone’s surprise, Pete Carroll calls a pass play, putting the ball in Russel Wilson’s hands who throws a slant pass to Ricardo Lockette but the ball is intercepted by Malcolm Butler. In what many pundits consider to be the most controversial call in super bowl history, Seattle looses the game. Coach Pete Carroll’s call left everyone puzzled – why didn’t he just run the ball. In the 2014 season, teams ran the ball 74% of the time when at the one-yard line with a success rate of about 54%. Therefore, by all logic, the safer and more straightforward decision would have been to run the ball. However, in most people’s eyes Pete used a sledgehammer to kill a fly and ended up costing his team a championship.
So, what does Pete Carroll’s decision in Super Bowl 49 have to do with AI and small businesses? As small businesses explore AI today, it’s easy to get fancy—choosing complex agentic tools that promise full autonomy and decision-making on your behalf. But while fully autonomous agents sound exciting, most business tasks today don’t need that level of complexity. In fact, the majority of tasks can be handled through simpler, AI-powered workflow tools that are still smart, efficient, and reliable. Hence, one key lesson small business owners can learn from Pete Carroll is that most times the simplest answer is often the correct answer. In most cases, business owners should opt for a straightforward, low risk and low complexity tool and only increase complexity gradually as these tools get better and the technology matures. Below I outline a simple and practical mental model small business owners can use when selecting the right tool to implement AI in their organization.
Selecting a Tool Type
In previous posts, we introduced a practical framework for prioritizing AI opportunities and building a clear implementation roadmap. We also outlined how to define the automation scope for each opportunity—categorizing them into task, process, or full operational automation.
This step is critical to selecting the right tool. Business owners should use a two-step approach:
Identify the appropriate tool type based on the automation category.
Evaluate tools within that category using a SIMPLE checklist framework to determine the best fit.
Before we dive into the checklist, here’s a quick guide to help match each automation category with the right tool type:
1. Task Automation
Task automation targets simple, repetitive actions that are time-consuming, error-prone, or frustrating such as scheduling meetings, generating invoices, or replying to basic customer queries.
Recommended tool type:
SaaS tools with built-in automation
Task automation platforms (e.g., Zapier)
2. Process Automation
Process automation covers multi-step workflows across different functions such as customer onboarding, invoice processing, or inventory management. The recommended tool type for this category is a no-code/low-code workflow platforms that connect multiple systems
3. Full Operational Automation
This level integrates entire business systems such as CRM, ERP, or supply chain platforms into a cohesive, AI-powered operating layer. The recommended tool type for this category is an advanced no-code/low-code workflow platforms with support for complex logic and dynamic workflows.
Keep it SIMPLE: Practical AI Tool Evaluation Checklist
Now that you've matched your automation scope to the right tool type, the next step is choosing the right solution within that category. Businesses should use this SIMPLE checklist framework to evaluate AI tools that are practical, efficient, and built for real business impact.
S – Show Me the Steps
Transparency and usability are key. If it’s a workflow automation tool, it should offer pre-built templates and the ability to connect multiple systems without writing code. You should always have visibility into how the tool operates—what goes in, what comes out, and what happens in between.
I – Implementation Timeline
Speed matters for small businesses. Look for tools that can be implemented in days—not weeks, with structured onboarding, minimal friction, and a clear path from sign-up to value. Long setups and complex integrations are red flags.
M – Measurable Outcomes
If you can’t measure the impact, it’s not worth implementing. The tool should clearly demonstrate ROI through metrics like time saved, fewer errors, or improved revenue. Look for built-in dashboards or reporting to make tracking simple.
P – Proven Track Record
Choose tools with a track record of success in businesses like yours—by size, industry, or need. Prioritize vendors who offer case studies, testimonials, or live references. A mature product with real-world results is always better than a shiny new experiment.
L – Low Technical Debt
Avoid tools that require heavy maintenance or technical support. The right tool should be easy enough for non-technical staff to use, with clear documentation, strong customer support, and a well-explained data flow that shows how inputs turn into outcomes. The less hand-holding required, the better.
E – Economic Value
Pricing should be simple, transparent, and tied to value. Avoid tools with confusing tiers, hidden costs, or per-seat pricing models that charge before you see results. The best tools let you pay as you go and scale as you grow—so you’re always paying for actual value, not just access.
When it comes to tool selection, it is important to keep it simple. Starting simple not only gets the job done but helps businesses avoid tools that over promise and under deliver in real-world use. As these technologies mature, complexity can be layered in gradually when it truly adds value. As we close out our series on Mainstreet Champions, we will explore ways small businesses should be measuring impact in the age of AI.
THIS WEEK ON MAINSTREET
📰Mainstreet Minute:
Verizon has entered the AI arena with the launch of Verizon Business Assistant, a generative AI-powered text messaging solution tailored for small businesses. This innovative tool automates responses to common customer inquiries, providing 24/7 support and allowing business owners to focus on higher-value tasks. Over time, the assistant learns from interactions, enhancing its accuracy and efficiency. The service is available for $35 per month per line.
📌Quick Win Tip:
Framer is the fastest way to design and publish beautiful, responsive websites—without writing code. It seamlessly integrates with tools like Figma and offers built-in SEO, hosting, and animations to eliminate development bottlenecks. Let Framer handle the technical complexity so you can focus on creating, launching, and growing your brand. Get a quick win this week by building your next landing page with Framer.