Techno"crats" Need
Attitude Adjustment to Survive New Net
by Diane W. Collins
President, MARKETINGWEB.COM
dcollins@marketingweb.com
Archive
Techno"crat": An
individual belonging to the otherwise highly inventive and
progressive computer industry, who sees himself as part of
a self-named aristocracy holding disdain for all commoners.
Not to be confused with "techie," " nerd," or
other enjoyable sorts. Characteristics include the inability
to communicate outside the group or think outside the box.
Marketingweb Dictionary
of Terms, Vol. 1, Entry 1 |
We've all worked with them. They're scattered throughout all levels
of the industry. We've seen how they can slow the progress of projects
to a crawl by shifting the focus from cooperation to non-communicative
acronyms delivered with a healthy dose of self-importance. Arrogance
is unbecoming any professional but when it starts affecting the
bottom line the coach needs to call time out, bring the player
to the sidelines and redirect his thinking.
Here's the point. The 1999 "New Net", as described
by IDC Research, will be one in which "the masses" get
connected. Internet demographics are changing and more "small
business newbies" are going to be online than ever before.
Small Business Newbie: member
of a group highly interested in integrating e-commerce into
their overall marketing plan by developing an Internet presence.
Currently represents $445 billion in annual sales to the
IT market.
Marketingweb Dictionary of Terms,Vol.
1, Entry 2 |
When a small business owner calls his
Internet Service Provider (ISP) to discuss his commercial web
site he doesn't want to talk to a techno"crat" who delivers techno"ese" with
attitude.
Techno"ese": the
techno"crat" language
largely spoken in acronyms and required to be delivered with
disdain when spoken to those outside the group.
Marketingweb Dictionary of Terms,
Vol. 1, Entry 3 |
Then there's the account executive working
for a consulting firm. In an attempt to impress a prospective
client the executive displays his membership in the Society of
Techno"crats" confusing
and insulting the intelligence of his client. Result: Executive
doesn't get contract. Consultancy loses business.
What about the Chief Information Officer (CIO) who fails to communicate
with the Chief Executive Officer (CEO) and Board of Directors?
The CIO flaunts alphabet soup at board meetings instead of clearly
communicated plans with realistic return on investment (ROI) projections.
Result: The progress of that company's online presence is stinted,
giving their competition time to get online first and capture the
market. The CIO's company ends up playing catch-up-ball. Anything
that unduly slows progress affects the bottom line.
One program that has impressed me with its attitude of communication
and service toward small business is the Mitsubishi Electric/ MEB
Powerline partnership in the United Kingdom announced November
2, 1998. The program they have instituted to move small business
online and preserve competition in the Internet marketplace is
admirable. MEB Powerline's business customers receive six months
of Internet access free of charge or obligation. In addition, they
get a 50% discount on Internet training offered by Mitsubishi Electric
- Internet Services Division. Non-technical support staff
walk users through the Internet connection process. (The support
program has a "no techies policy.") They get it!
Small business and the so-called "masses" are the "New
Net. " They won't put up with arrogance
or professional jargon. The only one allowed the luxury of an attitude
in business is the customer. In this case, small business is the
customer and its disposition is "Don't waste my time!" The "New
Net" is looking to Internet professionals for clearly communicated,
straight-forward answers. If you won't supply those answers...it'll
find someone who will. Now that most definitely affects the bottom
line.
January 17, 1999
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