posted by: Jack Santos
I’ll take a different tack on this post, and be a little more introspective about this role I am in. It’s been about 18 months since I took on this position at Burton Group...and it’s been a tremendous amount of fun and hard work…
A couple of recent meetings with CIO friends, and a few discussions with clients and prospects, prompted me to think about what I am doing.
I am actually a very lucky guy. In a wonderful marriage with an exciting woman, 5 great kids, and a job that I look forward to waking up to every day – in fact, often get up early just to start it, and find myself still at it 9 PM at night.
Unlike being on the front lines (which I have been over 30 years), I made a conscious decision when I joined Burton Group to pick a role that was in many ways less stressful (in other ways more), that had no one to delegate to, or performance reviews to do, less real management responsibility, a bit more travel, constant exposure to new faces and networking, less corporate responsibility, but more informal responsibility for the advice I give to many – which I take very seriously. After spending the first 30 years of my career doing, I can give back and spend the next 30 advising.
Unexpectedly, my role as CIO Executive Strategist has become a nice blend of experience, geek interests, and my wife’s vocation: psychotherapy. More on that in another blog entry.
What has been fascinating to me are people’s perspectives on the role of an industry analyst, or the value of an analyst firm. I certainly had a viewpoint before joining Burton Group, which alternated from viewing analysts firms (like many vendors) as a mix of anything from shysters, to business enablers, to real partners. But the conversations I have often times start with a real challenge – or what the prospects perceives as a challenge – as to why Burton Group is necessary or provides value; or (more personally) why they should listen to me. Here are some of the more frequent objections, and my observations/responses.
1) We can use Google– why do I need you? I can find it myself.
This presumes that everything on the Internet is accurate, easily discernible, and clearly in agreement. What I find key to what I do now is experience, judgment, strong critical thinking skills, and detachment from the customers problem – all of which are important in coming up with insight and advice.
2) You guys are just ambulance chasers; I get the same content from <pick your industry trade journal>, the Wall Street Journal, the New York Times, or any variety of publications.
Unfortunately, modern media (Internet included) is very susceptible to the amplifier effect. One source says it, and the same single story gets repeated, sliced, diced, and presented as fact in a million ways. Sometimes even fundamentally changed. It’s easy to fall victim to it, and become part of this massive ponzi scheme-like effect that has only gotten worse with the advent of the Internet, and real-time Google-accessible content. Someone, with in depth technology experience and healthy skepticism, has to sort through the media – and not be afraid to call out the emperor on his lack of clothes. Unfortunately, the amplifier effect does cause an ambulance chasing type of culture – not just in IT (note the current swine flu coverage). I also am a firm believer you get out what you put in (capitalist karma); or, as the cliché says: You get what you pay for – often true for both Google searches, and media freebies.
3) I have a real network – SIM, CIO Leadership forum, CIO Executive Summit, CHIME, my local group that meets for lunch. Peer relationships are important. I just want to hear what my peers are up to. I don’t need analysts.
My personal network is critical, and it should be for every executive. It’s an opportunity to vet what I hear, get new ideas, and, when I need to, stay with
the herd. I don’t stay with the herd all the time, and even when I do, I may make changes, and vary from the herd for the details. That needs advice from people that are herd-flirters; they flirt from herd to herd, sometimes within industry, sometimes across industries. Innovation and creativity often times doesn’t come out of thin air, but from the application of different ways of doing things from different industries.
4) We are a multimillion/billion/trillion dollar company. I have as much, if not more, access to our suppliers/vendors/industry shakers. A corollary: I rely on my suppliers/vendors to provide advice and analysis of key issues and trends.
In my career, I have sat across the table (or been sitting in the next office) from many major IT industry thought leaders (Microsoft’s Gates & Ballmer,
Apple’s Jobs & Allen Kaye, IBM’s Palmisano and Gertner, Sun’s Schwartz and McNealy, Google’s Schmidt). The companies I have worked for had access, because of the enormous sums of cash we spent with a vendor. There are two rules that I’ve learned: thought leaders put their pants on one leg at a time, just like the rest of us (pants suits for the ladies ), and vendor opinions requires the most skepticism – it’s not like they don't have a conflict of interest. With millions of dollars at stake, I always felt the extra dollars for someone’s opinion that doesn’t have a dog in the fight is worth every penny.
5) You don’t know my business as well as I do. How can you advise me?
Fortunately, a company like Burton Group does have a fairly broad pedigree of analysts that may know your business as well as you do – and because of exposure can even apply lessons learned from other industries. Almost every conversation I’ve had, though, doesn’t require detailed in-house vertical business expertise, especially at the executive level; it requires detachment, common sense, critical thinking, and experience.
6) I pay my team to be as good as you; I expect from them the same knowledge and analysis that you provide, and they should do it without help.
I usually hear this as a last resort. It’s an attractive cop-out, because it displays confidence in your staff, your ability to pick people, and the amount of emphasis your organization puts on solid, well thought out, decision-making.
But the fact is your staff is there to focus on your internal clients, and lead your organization. That takes a lot of time and effort. They are there to not only provide you with insight and expertise, but your business users and your IT department as well. There is no way that they can put the time into that AND into understanding industry trends, and detailed technology strategies (independent of what your company is doing)—I know because I do that full time, for multiple companies.
If you feel that you should pay top dollar and insource that – god bless and good luck; some Fortune 100s think they can, but find out that sourcing that from the outside is not only more cost effective, it’s also more idea effective. It’s a matter of putting the right people in the role that they have the most opportunity for success, and the most impact. Your folks should be focusing on YOUR business. People like me help them do that by focusing on everyone else's business.
Having been on both sides of this equation now, that’s how I see it. How do you see it?
Comments welcome.