I just concluded a conversation during which I realized why my success has grown so significantly over the last two or three years. In a nut shell, while ColorMetrix products can be used to solve technical problems that is not what Jim Raffel does. I solve business problems.
Solving technical problems is a race to the bottom
My company, ColorMetrix, still makes and sells a world class cloud based verified color solution. And you know what? Many of my “competitors” in the space where we used to generate 90% of our revenue now give away (or include) verified color solutions in their products. If that does not define “race to the bottom” I do not know what does. It’s darn near impossible to compete with free.
If, however, you add supply chain color strategy, based on over 20 years experience in supplying verified color solutions, now you can compete. You need to solve business problems with your technology products. See how that’s different than solving a technical problem? Solving technical problem is relatively easy compared to solving business problems that reduce costs and/or generate revenue.
It starts with your technology but ends with your business skills
Your technology can and will get you in the door. The problem is the level of entry that you will make into an organization. You’ll be dealing with engineers and product managers. Not bad people but people who are already working on existing business ideas.
How about writing and speaking about solving business problems with your technology? Now, you have a shot at entering an organization at the director or higher level. Not only that, you’ll be part of the team that plans new product or service before development even start. Your technology could become an integral part of a solution with a five or ten year life cycle.
Your current technology offering may not have what it takes to make this transition. Or, your business skills may need brushing up. Dig deep and look for the unique value proposition you and your technology can offer. When you find that value proposition you will only be competing with yourself.
Some solid advice there Jim. It’s kind of like the business version of “build a better mousetrap and the world will beat a path to your door.” When answers and solutions are your contributions businesses will see you for the value you represent.
Jeff,
Agree with everything except the world beating a path to your door. Self-promotion is key to getting the word out. The only way people know I know what I know is to tell them what I know 😉
Jim
Wow Jim, this really hits home for me. For many years I managed a group of very technically skilled programmers and this is the number one issue that I struggled with. I found it very challenging to drive home the point that all the fancy whiz bang technology, while “cool”, didn’t matter one bit unless it solved our customer’s or end users problems. It reminds of the old adage — when you go to the hardware store to buy a drill bit what are you buying? Most techs would answer a “drill-bit dummy”, but in fact what you’re really buying is a hole — make sure you understand the problem that you’re solving.
*nods* Yes, and I for example do not sell color verification. I sell the right color every time.