Stop “Gathering” IT Requirements

Over the years, I’ve come to the conclusion that one of the most destructive notions circulating inside technical groups involves “gathering requirements.” For decades, virtually everyone in the industry has accepted that the first phase of every IT project should be to gather requirements from business users. At least in theory, it should be the point of departure for all our efforts. (Of course, it’s also the phase of the project that’s most often skipped.) So now that our success rate for IT projects has risen to the still-dismal level of about 25%, perhaps we should question some of this time-honored wisdom.

Facilitating Decisions: A New Way To Boost Sales

For years, marketers have assumed that because they can’t figure out just how or why a consumer chooses one product over another, the decision is an emotional one. As a result, they’ve used demographics to position their product within the range of decisions that a defined group might make. The marketer’s hope – and a hope is the operative word here – is that their product is positioned effectively for when the ’emotional decision’ is ready to be made.

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