The part that bothers me…is that when I put this wrapper around technology and present it to marketers, they’re all over it. When you present it to most technologists…they think it’s marketing and stop listening. The wrapper makes the technology so foreign to them they look at you with blank stares and say, “I have no idea what you’re talking about.” THAT’S the problem…it’s exactly the theme of Ray Lane’s message.

I worry about the IT’ers (who in my book aren’tn really good technologists if they’re not seeing this), who are going to suddenly realize in the next few years that because they don’t really understand what it takes to really ‘inform’ anyone of anything (they just work in the ‘T’ department), that IT will dissolve into the model ‘T’ they’ve been working under (ala. technical operations) and the real ‘thinking’ will be moved into the hands of the employees, and they’ll simply directly seek outsourced coding support, because outsourced resources will work harder for them, and they’ll listen.