What Business Are You In?


One simple question:

What Business Are You In?

You see, whilst we regularly say that IT doesn’t matter to get you to think more about the priorities of your clients and your staff, we firmly believe that IT does matter to the extent that IT is increasingly core to many businesses.

It’s what enables Amazon to suggest what you might also be interested in or how Twitter can plug-in to complimentary applications. In both companies, it’s not just the logistical set-up of their warehouse or their branding that brings them their competitive advantage but also their sophisticated use of using technology to manage information. That’s IT.

Your best angle for your business and as a technology professional is to know how and why your technology enables your clients to fulfil their business priorities. You can only do this by building a relationship with them that goes beyond the purchase order and invoice exchange.

Once you know this, practice refining it into a simple sentence (or two) so that when you’re caught in an elevator or at a networking event and somebody asks ‘what do you do?’ you can tell them with confidence and hook their interest.

After all, at a cocktail party saying “I’m in IT” these days is almost as interesting as saying “I’m in marketing“.

Susanne Dansey is the Managing Director of Purple Cow Ideas Management – an organisation that helps technology organisations redesign their business models to help them build better relationships with their customers. You can follow the team on Twitter and join the conversation on Facebook.

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