"... the strategy is to focus market development efforts on the end-user community [who you want to use your system], not on the technical community. Specifically you want to enlist the support of the economic buyer, the line executive or manager in the end-user organization who has the profit-and-loss responsibility for the given function your product serves... [Psychologically] you should not expect to secure primary sponsorship from the IT professionals... [A new product and a paradigm shift] is not in the interest of the IT department. It means extra work for them, and it exposes their mission-critical systems to additional risks... [Psychologically] it would not have been in the interest of the end users who report to the economic buyer. From their point of view, the old paradigm is more familiar and secure. In the short term, with the learning curve required to come up to speed on the new one, they are actually going to be less effective. So they may resist you as well. It is only the economic buyer, who has to pay the ongoing cost of the status quo but can no longer afford to do so, who can be counted on to be unequivocally supportive of the change..."As it happens elsewhere, so is in this example, that the strategy has the psychology and economy components in a direct interplay. Towards the end of the quote it also gives the hint that it is not simply restricted to marketing strategy, but is equally found in change management as well.
Saturday, January 05, 2008
Mind, the Gap - addendum I - Psychology
In an interesting parallel with the 'Mind Gap' concept, here is a quote from the strategy by a marketing guru to the modern successful IT enterprises, advising the CEO's of the interplay between psychology and economy in making of an effective marketing strategy and selling their systems: