Corporate Heresies, Technology Rants, Personal Observations
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Sunday, June 05, 2005 Send in the anthropologists !! There's a soapbox I climb aboard from time to time: the idea that there's simply *got* to be an advantage in helping companies determine what their _real_ day-to-day business needs are *and* matching those needs to appropriate tools and technologies. Big Vendors -- be they in hardware, software, or professional services, all say this is exactly what they already do. Having been on the trigger side of some of these, my recollection is that targeted companies are presented with different variants of a sales theme -- but what ends up being sold is remarkably similar across different company sizes and industries. There are ways around this charade. One is doing something very simple: if you want to sell products and services to a specific company, you assign someone (or someone-s) to spend time within that target company. You ask them to watch and listen what people actually do on a day to day basis. And what you learn from these on-site observers helps you -- the vendor -- create products and services that are truely useful. You bring in people trained to do this sort of thing. You bring in social anthropologists. A recent Fortune magazine article points to how companies are refining their wares to small-and-medium business, using anthropologists. posted by Tom | 6:55 PM |
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