{"id":21,"date":"2005-07-20T08:52:00","date_gmt":"2005-07-20T15:52:00","guid":{"rendered":"http:\/\/paulgillin.com\/2005\/07\/marketing-myopia.html"},"modified":"2005-07-20T08:52:00","modified_gmt":"2005-07-20T15:52:00","slug":"marketing-myopia","status":"publish","type":"post","link":"https:\/\/gillin.com\/blog\/2005\/07\/marketing-myopia\/","title":{"rendered":"Marketing myopia"},"content":{"rendered":"<div class=\"post-body\">\n<p>Tech marketers talk constantly about the need to reach &#8220;C-level&#8221; executives. But that is such a simplistic view of technology adoption. Sure, the CIO is important, but real technology change almost always begins lower in the organization. CIOs are some of the most risk-averse people on the planet. So why are marketers going to CIOs to try to effect change in the organization?<\/p>\n<p>I put together an off-the-top-of-my-head list of disruptive  technologies that have been introduced in the last 20 years <span style=\"font-style: italic;\">without <\/span>the involvement of IT management. It&#8217;s  long and I&#8217;m sure I&#8217;ve missed a few.<\/p>\n<p>Disruptive technology &#8211; that which changes the way we do things &#8211; is never introduced at the top of an organization. It almost always comes in through the back door. In fact, I can think of only a couple of game-changing technologies that were driven by top IT management: routers and VoIP switches.<\/p>\n<p>Here&#8217;s my list of mainstream  technologies that were successful in spite of opposition by IT management. Tell  me what I missed.<\/p>\n<ul>\n<li>PCs <\/li>\n<li>Word processing software <\/li>\n<li>Spreadsheets <\/li>\n<li>Personal faxes <\/li>\n<li>Personal printers <\/li>\n<li>LANs <\/li>\n<li>Unix workstations (which drove Unix adoption on the server) <\/li>\n<li>GUIs <\/li>\n<li>Presentation graphics <\/li>\n<li>Cell phones <\/li>\n<li>The Internet <\/li>\n<li>PDAs <\/li>\n<li>Instant messaging <\/li>\n<li>Net conferencing <\/li>\n<li>Streaming audio\/video <\/li>\n<li>Open source\/Linux <\/li>\n<li>Peer-to-peer networks <\/li>\n<li>Wireless LANs<\/li>\n<\/ul>\n<p><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Tech marketers talk constantly about the need to reach &#8220;C-level&#8221; executives. But that is such a simplistic view of technology adoption. Sure, the CIO is important, but real technology change almost always begins lower in the organization. CIOs are some &hellip; <a href=\"https:\/\/gillin.com\/blog\/2005\/07\/marketing-myopia\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":""},"categories":[1],"tags":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pTy95-l","_links":{"self":[{"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/posts\/21"}],"collection":[{"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/comments?post=21"}],"version-history":[{"count":0,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/posts\/21\/revisions"}],"wp:attachment":[{"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/media?parent=21"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/categories?post=21"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/tags?post=21"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}