Don’t Yell «Cloud» in a Crowded Market

I was at MIT the other day listening to the CEO of a small technology company discussing his company’s security product when a member of the audience asked him about «cloud governance» and I saw the CEO’s head explode.

No, it didn’t actually explode, but it was a near thing. His eyes rolled up; his cheeks flushed; he exhaled slowly, paused, and finally said, «Yeah, it’s good for that too.»

Well, what else could he say? Could he say what he was clearly thinking? That the term «cloud» has been used to describe so many things both new and (in techno time) ancient that today it barely means anything at all?

Could he say that the term was popularized by an unholy alliance of analysts that always need something new to talk about (and sell) and technology editors who always need something new to write about (and sell)?


Submitted by Dave Rosenbaum

I was at MIT the other day listening to the CEO of a small technology company discussing his company’s security product when a member of the audience asked him about «cloud governance» and I saw the CEO’s head explode.

No, it didn’t actually explode, but it was a near thing. His eyes rolled up; his cheeks flushed; he exhaled slowly, paused, and finally said, «Yeah, it’s good for that too.»

Well, what else could he say? Could he say what he was clearly thinking? That the term «cloud» has been used to describe so many things both new and (in techno time) ancient that today it barely means anything at all?

Could he say that the term was popularized by an unholy alliance of analysts that always need something new to talk about (and sell) and technology editors who always need something new to write about (and sell)?

Not without risking alienating those analysts and editors, he couldn’t.

Could he say that around the turn of the century there were businesses called application service providers (ASPs) that offered to host your business apps on their servers (or maintain them on yours), providing those applications «on demand,» as if IT was a «utility» and you paid for what you used instead of building and maintaining and above all paying for an IT department that was a cost, not a profit center?

No, he couldn’t say that because so many ASPs failed and many of the businesses that trusted them failed along with them, giving the name ASP a bad odor that persists to this day.

Could he say that the cloud (a term that contains its vagueness in its very name) is a form of infrastructure provision and still requires that a business trust a third party with the applications that power its oh-so-precious business processes?

No, the CEO couldn’t say any of those things (although I’m sure he was thinking them) because the hype machine has so thoroughly blanketed the business world with the term «cloud» that protesting its use (or uselessness) marks one as a pariah or someone who just . . . doesn’t . . . get it.

On the other hand, if you Google «cloud,» or any varient thereof, you can scroll through page after page until your head explodes.

So, the question becomes why, as someone attempting to demonstrate thought leadership, as someone commissioning a White Paper, why would you want to mix in with that roiling crowd. In other words, Why scream «Cloud!» in such a crowded market?

No one will hear you.

If, on the other hand, you have some new take on, say, how to run an operation when a business has outsourced its apps and/or infrastructure (i.e., it’s in the cloud), or how to make sure an operation runs smoothly, cost-effectively, and is secure (i.e., cloud governance), why not try to avoid using the term «cloud»? Declining to add your voice to the flock crowing «Cloud! Cloud! Cloud!» might help you stand out. It might actually help differentiate what you have to say from all those other voices.

And isn’t that the aim of thought leadership marketing?

Think about it.

http://www.bloomgroup.com/blogs/dave-rosenbaum/dont-yell-cloud-crowded-market

What I Do…

Dave RosenbaumAlong with thought leadership, I also offer professional proposal writing services for business and other non-fiction books, writing coaching for executives, and general editing for articles designed for general interest, business, and peer-reviewed academic journals.

In my blog, I offer tips and advice on getting published, plus ways in which professionals can improve their written communication skills.

You can read my bio here.

Autor: Gabriel Catalano - human being | (#IN).perfección®

Lo importante es el camino que recorremos, las metas son apenas el resultado de ese recorrido. Llegar generalmente significa volver a empezar!

GENTE COSMO

LIFESTYLE - by Esther Herrero

Being Your Brand

Branding and Strategy for Business and Life

Cruces, Sol y La Imaginación

Cuando la imaginación y la creatividad suman infinito

tranquicomix

fanzine bejarano de historietas hecho en los 80

A Stairway To Fashion

imagination is the key

Vinod833's Blog

This WordPress.com site is the bee's knees

Apasionada de las Redes Sociales

Compartir conocimientos 2.0 y Marketing Online

Zona de Promesas

Blog de Tecnología en Español - Internet - Redes Sociales - Entrepreneurship - Innovación

Top Master | Blog

LOS PROGRAMAS DE MBA Y POSTGRADO MAS INFLUYENTES DE TODO EL MUNDO

La realidad alterna

Poesías, relatos, diario de sueños

Unencumbered by Facts

Taking unsubstantiation to new levels

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions

TEA PTLS NACHO

AUTISMO.TEA..PTLS

Comunicación & Marketing

De Lilian Lanzieri

Xtratexia

Dirección estratégica para la vida

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site

BLOGTEC

Noticias de Tecnologia.

T a l e n t o  en  E x p a n s i ó n

Gestión de personas y transformación digital para las organizaciones líderes de la Era del Conocimiento

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Ideas para la clase

Experiencias creativas en la clase de español.

Little Grey Box

Travel Well

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea Growth Hacking

Expertos en estrategia y auditoria de marketing

The Coaching Alliance

El camino hacia el éxito

Erick Lovera

Mi Pasión en un Blog

Estampas de México.

“Un fotógrafo tiene que ser auténtico y en su obra, debe expresar emociones, provocar reacciones y despertar pasiones.” ~ Javier García-Moreno E.

Natalia Gómez del Pozuelo

Escritora y formadora en comunicación

aloyn

Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción

Mashamour

Ensalada de Manjares

be.blog

be. Intelligent Multimedia Education

~~Mente en Gravedad~~

************************************************************************************************************

The Xtyle

Fashion Blog - Un Blog de Moda y Tendencias by Bárbara Sanz Esteban

aníbal goicochea

Tecnologías de la Información y Estrategia

A Waterfall of Sound

"Poetry is when an emotion has found its thought and the thought has found words." Robert Frost

Health & Family

A healthy balance of the mind, body and spirit

Style & Design

Fashion Trends and News

U.S.

News, Headlines, Stories, Video from Around the Nation

A %d blogueros les gusta esto: