Visualization of Value or is what you see what you get?

January 25, 2007

Visualization of Value or is what you see what you get?

I look at more enterprise computing platforms that anyone should and still stay sane. But, I get really frustrated by the type of marketing hype that talks about how the next generation of some sort of platform is designed to bridge the gap between business and IT. Bla bla bla. While it is nice to think that this is indeed possible (I do believe it is). However, the only way that anyone will be able to create such a platform is to create a visualization of value. What the hell do I mean by this? It is pretty simple. You can’t understand and appreciate something unless you can see the value. Of course if you are a real techie you can delve into architecture and a bunch of code and appreciate its finesse. However, if you are a business person who cares about the quality of delivered goods and the number of customers who return products and whether your accounting records meet good business practice, you could care less about some code.

So vendors, if you are listening I have a suggestion. Why not create an interface to your technically sophisticated products that demonstrates to business customers what they get out of their investments? For example, dashboards are often sold to customers who want to have a way to track financial results or customer interactions. In my humble opinion, it would make sense for these dashboard interfaces to be the packaging of software products. Think of how much time it would save if the business customer could immediately see the value of the software without the poor sales person trying to explain what some sophisticated software does under the covers. If software companies deliver their software with a user environment that appeals to the needs of business, they will buy it because it actually solves problems and it actually visualizes the value of the software. What a concept.

Judith Hurwitz ,
About Judith Hurwitz

Judith Hurwitz is an author, speaker and business technology consultant with decades of experience.

One Comment
  1. Users tend to accept very quickly the value of what they get , but become relentless or frustrated on what they would like have and do not get.
    Businesses need users to develop a positive attitude towards comprehending and supporting application software investments, theirs and the one of their IT/process improvement organization.
    A visualization of value would not only have to make palatable the continued improved business performance, but also be able to relate to the underlying time and cost investments.
    At the corportare level this would go a long way towards making easier IT/Business trade-offs decisions which are better supported by users and responsible managers.
    The visualization score card should then be one which provides a return on IT by relating business process improvment to the overall organizational effort to get there.
    An enterprise which has implemented a BPM and a PM software layer in its architecture with a common BA should ideally be able to get there.
    Is it a dream, what would be the return and what does it mean for the software vendors?

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