The Business of Data vs. The Technology of Data
During a weekend where several of us lamented the clunky nature of Microsoft Word templates as we worked to get something to a client, an email (see email below) from Microsoft came over the transom and raised my hackles.
Maybe it was because I can’t figure out how, after all these years, Microsoft can’t seem to transfer templates through their email system, through the same version of software, across a PC to Mac platform and vice versa. Our team standardizes on the same version of software. All team members have one of two laptop computer models. We are all on Office 365. For the life of us, we cannot get basic templates to go from San Francisco to Maine, or Maine to Florida, and back to San Francisco, or anywhere in the world, without havoc striking. Really.
We are in the Word business. We are in the Excel business. We deal with text and data all the time, and between college-degreed professionals and three visual designers, we cannot seem to get this right. It shouldn’t be that hard. For the same reason, I have wondered why it took 49 remote controls and hundreds of buttons to turn on a television and get to a station. I’m struck by the fact that something as simple as formatting takes the type of heavy lifting it does and still doesn’t work.
If Microsoft can’t get Word right after 34 years in production, why do we think we want them anywhere near “Driving Digital Transformation with Microsoft Data Platform, Predictive Analytics, and IoT?” Yes, that was the subject line of the email, which also included “Lunch Event” in the header. Maybe a free lunch gets people to ignore the gobbledygook in marketing, which, by definition, almost guarantees there will be gobbledygook in the platform, — especially if they, or we, can’t get Word templates right.
This silly email — pasted it below in its full glory — is all about technology. Modernizing the technology, more acronyms than I can count, and, heart stop here, “the ability to turn data into intelligent actions with Cortana Intelligence.” If that doesn’t grab you, nothing will. I’m riveted.
Ok, maybe this is one of Microsoft’s integrators running amok. I don’t know, and I don’t care. C’mon people. The technology of data is so yesterday. The technology is out there. It’s now about the business of data. How is data going to help you make money, save money, mitigate risk, and improve productivity? It is not about Cortana — of that I am sure.
So please, Microsoft, before you or your solutions partners run amok with bad marketing emails, and tech speak about data, focus on outcomes and business issues please. While you are at it, please start with the business issue called keeping a template static while it crosses your email servers. That would be brilliant. In fact, it would be the AWESOME prize this silly email promises.
Anthea C. Stratigos is Co-founder & CEO of Outsell, Inc., the leading research and advisory firm focused exclusively on data, media, information, and technology. Join our exclusive global community supporting over 3,000 executives and influencing billions of dollars in deals. Advance the business of data, see around the corner, grow revenue, and build truly meaningful relationships. Contact us today to start your journey!