Businesses traditionally define themselves by their core competence, with technology being at best an enabler. For example, a progressive retail business may view itself as a merchandising company that uses technology. Letâs shift our perspective for a minute. Can this business be viewed as a technology company that does merchandising? If the answer is yes, this business is almost certainly a part of an emerging new world order. In fact, much before the advent of this new order, the above viewpoint was aptly stated by UPS: âWe used to be a trucking company that used technology. We are now a technology company that uses trucks.â Now think about your business in these terms.