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Marketing innovative technology is only effective when the business advantages are understood clearly. A beneficial side effect of this understanding is the opportunity to help customer organisations understand what technologies can be best adopted and adapted to give them competitive and operational advantage.
Too often the real technology advantages are lost in the generic messages used to hype a new product or concept. The key is to develop relevant deployment models and scenarios from which you can sensibly evaluate what if any advantages are to be gained from various new technologies.
This understanding process can often best be carried out in a facilitated cross departmental workshop, or opportunity workshop, where the short and long term needs of the organisation are shared and then the various technology concepts explored, resulting in 'strawman' models that can be formally assessed and coasted
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