Technical innovation creates challenges for the small business entrepreneur who uses global activities in the marketplace. Information technology and the technological innovations of the World Wide Web are driving competitiveness in the marketplace with a loss of market share for the individual business owner. The purpose of this phenomenological study was to explore the lived experiences and perceptions of a purposive sample of 20 small business owners in the metropolitan Atlanta area regarding the effect of technology, technological insertion, and application for long-term sustainability. Rogers's diffusion of innovations theory served as the conceptual framework of this study. Data were gathered through face-to-face, semistructured interviews. After analyzing the interview transcripts using inductive analysis, 6 major themes emerged. The themes include the forces that drive the introduction of technology, types of technology used to reach potential and existing customers, most commonly used and implemented types of technology, the beliefs and values on the use of technology, the obstacles that inhibit the use of technology, and the competitive advantage of the use of technology for the small business entrepreneur. The implications for positive social change include the potential for growth and sustainability for the small business entrepreneur leading to stronger economies and job creation in local communities and nationally. Small business owners may use the findings to implement technology insertion strategies contributing to long-term sustainability initiatives. These findings may also inform scholars of business management and entrepreneurship regarding the effect of technology, technological insertion, and application for long-term sustainability.