http://perceptint.com/musings/2008/03/21/fear-my-12th-level-wizard/ digital marketing advocacy and strategy - conversations, insights, opinions and advice for marketers Sat, 04 Sep 2010 16:46:35 +0000 http://wordpress.org/?v=2.5.1 http://perceptint.com/musings/2008/03/21/fear-my-12th-level-wizard/#comment-35 Fred Wed, 02 Apr 2008 12:47:37 +0000 http://perceptint.com/musings/2008/03/21/fear-my-12th-level-wizard/#comment-35 I've seen a fair amount of "we need to do that now" in my web career. And it's usually based on the "cool" factor, not the "end result" factor. So the objective becomes to do something because it appeals to the misguided exec, not do something for the benefit of the enterprise. And, of course, do it now - but don't ask for resources at budget time to enable you to do these things. My favorite has always been "Well Google's search is so much better, why can't we do what they do?" Well, for one thing, they are a search company focused on that business with people, hardware and funding devoted to it, and we're not. I don't think Google would be real good at making electronic relays, but that never came up in conversation... I've said this hundreds of times: given enough time and money, we can do anything - but it helps to get at least one of them to make it work. I’ve seen a fair amount of “we need to do that now” in my web career. And it’s usually based on the “cool” factor, not the “end result” factor. So the objective becomes to do something because it appeals to the misguided exec, not do something for the benefit of the enterprise. And, of course, do it now - but don’t ask for resources at budget time to enable you to do these things. My favorite has always been “Well Google’s search is so much better, why can’t we do what they do?” Well, for one thing, they are a search company focused on that business with people, hardware and funding devoted to it, and we’re not. I don’t think Google would be real good at making electronic relays, but that never came up in conversation… I’ve said this hundreds of times: given enough time and money, we can do anything - but it helps to get at least one of them to make it work.

]]>