I was musing recently about things I’ve read or otherwise consumed that have stuck with me over the years, things that I keep finding myself coming back to as I work through various ideas about technology innovation and adoption. I thought I would share some long-time favorites–mostly because I think they’re inherently interesting, but also because it might provide some context for other things I write on this blog. Links are provided for the curious. Continue reading
I’ve been using the phrase “SDN consumability” here and there of late, assuming that there was nothing particularly revolutionary in the idea. The response, however, is typically a cocked head, an interested look, and a question: “What do you mean by that?”
So here’s what I mean by that:
In order for SDN to see mainstream adoption, SDN solutions need to be/have
- Simple to operate – easy to deploy, low-to-moderate learning curve
- Safe and reliable – tech is stable, nothing blows up, no one gets fired
- No blue-sky requirements, limited DIY – tech and process migration support available
The match that lit this was a comment Ethan Banks made in his latest anti-Klout post:
If you’re in marketing, you need a better way to discover who the influencers are. My recommendation is to engage in the communities you want to market to. Make friends with those people. Find out who matters. It’s more work, but you’ll end up with something much more nuanced and real than a Klout score. You’ll have a relationship with a human being who knows other human beings. That’s where social is *really* at. Community – it’s not just a word.
I read that, set it to stewing on a back burner of my mind, and went back to editing whitepapers. But only for so long. Continue reading
The Geek Whisperers were kind enough to invite me to join their podcast a couple of weeks back to talk about vendor-hosted communities as part of the marketing & sales mix. They just posted the results today. We wound up talking more than I expected about “the B word” (Branding). I suppose I shouldn’t have been surprised by this, since the whole point of the blog post that kicked off the G-W connection was that certs and these types of communities are built to foster brand loyalty.
Nonetheless, I found this sort of funny since the Branding department tends to be the bane of every product marketer’s existence. They make us spell out things like “Cisco Unified Computing System” or “VMware vCenter Operations Manager” in everything we write even though it makes for really awkward sentences and nobody in the real world ever refers to the products that way anyway. This is a very typical case where official Corporate Branding actually gets in the way of a product acquiring and building on an organic identity within its user base. If your users fondly refer to your product–officially known, let’s say, as the Fortuna Unified Zazzle Zapper 3627–as “FUZZ3k”…go with it sometimes.. Continue reading