Tag: trust

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Trick or treat and vendor fun games

In the spirit of Halloween and zombies season, a couple of thoughts come to mind about vendor tricks and treats. This is an industry trends and perspectives post, part of an ongoing series looking at various technology and fun topics.

The first trick or treat game pertains to the blame game; you know either when something breaks, or at the other extreme, before you have even made a decision to buy something. The trick or treat game for decision-making goes something like this.

StorageIO industry trends cloud, virtualization and big data

Vendor “A” says products succeed with their solution while failure results with a solution from “B” when doing “X”. Otoh, vendor “B” claims that “X” will fail when using a solution from vendor “A”. In fact, you can pick what you want to substitute for “X”, perhaps VDI, PCIe, Big Data, Little Data, Backup, Archive, Analytics, Private Cloud, Public Cloud, Hybrid Cloud, eDiscovery you name it.

This is not complicated math or big data problem requiring a high-performance computing (HPC) platform. A HPC Zetta-Flop processing ability using 512 bit addressing of 9.9 (e.g. 1 nine) PettaBytes of battery-backed DRAM and an IO capability of 9.99999 (e.g. 5 9’s) trillion 8 bit IOPS to do table pivots or runge kutta numerical analysis, map reduce, SAS or another modeling with optional iProduct or Android interface are not needed.

image of StorageIO big data HPC cloud storageimage of StorageIO big data HPC cloud storage
StorageIO images of touring Texas Advanced Computing (e.g. HPC) Center

Can you solve this equation? Hint it does not need a PhD or any other advanced degree. Another hint, if you have ever been at any side of the technology product and services decision-making table, regardless of the costume you wore, you should know the answer.

Of course the question of would “X” fail regardless of who or what “A” or “B” let alone a “C”, “D” or “F”? In other words, it is not the solution, technology, vendor or provider, rather the problem or perhaps even lack thereof that is the issue. Or is it a case where there is a solution from “A”, “B” or any others that is looking for a problem, and if it is the wrong problem, there can be a wrong solution thus failure?

StorageIO industry trends cloud, virtualization and big data

Another trick or treat game is vendors public relations (PR) or analyst relations (AR) people to ask for one thing and delivery or ask another. For example, some vendor, service provider, their marketing AR and PR people or surrogates make contact wanting to tell of various success and failure story. Of course, this is usually their success and somebody else’s failure, or their victory over something or someone who sometimes can be interesting. Of course, there are also the treats to get you to listen to the above, such as tempt you with a project if you meet with their subject, which may be a trick of a disappearing treat (e.g. magic, poof it is gone after the discussion).

There are another AR and PR trick and treat where they offer on behalf of their representative organization or client to a perspective or exclusive insight on their competitor. Of course, the treat from their perspective is that they will generously expose all that is wrong with what a competitor is saying about their own (e.g. the competitors) product.

StorageIO industry trends cloud, virtualization and big data

Let me get this straight, I am not supposed to believe what somebody says about his or her own product, however, supposed to believe what a competitor says is wrong with the competition’s product, and what is right with his or her own product.

Hmm, ok, so let me get this straight, a competitor say “A” wants to tell me what somebody say from “B” has told me is wrong and I should schedule a visit with a truth squad member from “A” to get the record set straight about “B”?

Does that mean then that I go to “B” for a rebuttal, as well as an update about “A” from “B”, assuming that what “A” has told me is also false about themselves, and perhaps about “B” or any other?

Too be fair, depending on your level of trust and confidence in either a vendor, their personal or surrogates, you might tend to believe more from them vs. others, or at least until you been tricked after given treats. There may be some that have been tricked, or they tried applying to many treats to present a story that behind the costume might be a bit scary.

StorageIO industry trends cloud, virtualization and big data

Having been through enough of these, and I candidly believe that sometimes “A” or “B” or any other party actually do believe that they have more or better info about their competitor and that they can convince somebody about what their competitor is doing better than the competitor can. I also believe that there are people out there who will go to “A” or “B” and believe what they are told by based on their preference, bias or interests.

When I hear from vendors, VARs, solution or service providers and others, it’s interesting hearing point, counterpoint and so forth, however if time is limited, I’am more interested in hearing from such as “A” about them, what they are doing, where success, where challenges, where going and if applicable, under NDA go into more detail.

StorageIO industry trends cloud, virtualization and big data

Customer success stories are good, however again, if interested in what works, what kind of works, or what does not work, chances are when looking for G2 vs. GQ, a non-scripted customer conversation or perspective of the good, the bad and the ugly is preferred, even if under NDA. Again, if time is limited which it usually is, focus on what is being done with your solution, where it is going and if compelled send follow-up material that can of course include MUD and FUD about others if that is your preference.

Then there is when during a 30 minute briefing, the vendor or solution provider is still talking about trends, customer pain points, what competitors are doing at 21 minutes into the call with no sign of an announcement, update or news in site

Lets not forget about the trick where the vendor marketing or PR person reaches out and says that the CEO, CMO, CTO or some other CxO or Chief Jailable Officer (CJO) wants to talk with you. Part of the trick is when the CxO actually makes it to the briefing and is not ready, does not know why the call is occurring, or, thinks that a request for an audience has been made with them for an interview or something else.

StorageIO industry trends cloud, virtualization and big data

A treat is when 3 to 4 minutes into a briefing, the vendor or solution provider has already framed up what and why they are doing something. This means getting to what they are announcing or planning on doing and getting into a conversation to discuss what they are doing and making good follow-up content and resources available.

StorageIO industry trends cloud, virtualization and big data

Sometimes a treat is when a briefer goes on autopilot nailing their script for 29 of a 30 minute session then use the last-minute to ask if there are any questions. The reason autopilot briefings can be a treat is when they are going over what is in the slide deck, webex, or press release thus affording an opportunity to get caught up on other things while talk at you. Hmm, perhaps need to consider playing some tricks in reward for those kind of treats? ;)

StorageIO industry trends cloud, virtualization and big data

Do not be scared, not everybody is out to trick you with treats, and not all treats have tricks attached to them. Be prepared, figure out who is playing tricks with treats, and who has treats without tricks.

Oh, and as a former IT customer, vendor and analyst, one of my favorites is contact information of my dogs to vendors who require registration on their websites for basic things such as data sheets. Another is supplying contact information of competing vendors sales reps to vendors who also require registration for basic data sheets or what should otherwise be generally available information as opposed to more premium treats. Of course there are many more fun tricks, however lets leave those alone for now.

Note: Zombie voting rules apply which means vote early, vote often, and of course vote for those who cannot include those that are dead (real or virtual).

Where To Learn More

View additiona related material via the following links.

Additional learning experiences along with common questions (and answers), as well as tips can be found in Software Defined Data Infrastructure Essentials book.

Software Defined Data Infrastructure Essentials Book SDDC

What This All Means

Watch out for tricks and treats, have a safe and fun Zombie (aka Halloween) season. See you while out and about this fall and don’t forget to take part in the ongoing zombie technology poll. Oh, and be safe with trick or treat and vendor fun games

Ok, nuff said, for now.

Gs

Greg Schulz – Microsoft MVP Cloud and Data Center Management, VMware vExpert 2010-2018. Author of Software Defined Data Infrastructure Essentials (CRC Press), as well as Cloud and Virtual Data Storage Networking (CRC Press), The Green and Virtual Data Center (CRC Press), Resilient Storage Networks (Elsevier) and twitter @storageio. Courteous comments are welcome for consideration. First published on https://storageioblog.com any reproduction in whole, in part, with changes to content, without source attribution under title or without permission is forbidden.

All Comments, (C) and (TM) belong to their owners/posters, Other content (C) Copyright 2006-2024 Server StorageIO and UnlimitedIO. All Rights Reserved. StorageIO is a registered Trade Mark (TM) of Server StorageIO.

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EMCworld 2012: Trust and marketing, can they coexist?

Storage I/O Industry Trends and Perspectives

Recently while at EMCworld in Las Vegas (Thanks btw to EMC who covered coach airfare and 3 nights hotel) I had the opportunity along with group of other industry analysts and advisors to have a series of small group meeting sessions with key EMC leadership.

EMC world

These sessions included time with Chairman of the Board of Directors and Chief Executive Officer Joe Tucci, Chairmen of VCE Michael Capellas (who is also on the Cisco Board of Directors), President and Chief Operating Officer, EMC Information Infrastructure and Cloud Services Howard Elias, President and Chief Operating Officer, EMC Information Infrastructure Products Pat Gelsinger, and Executive Vice President and Chief Marketing Officer (CMO) Jeremy Burton.

Joe Tucci is always fun to listen and engage with in small groups and conveys a cordial confidence when you meet face to face. Howard Elias who is now heading up the services business talked about walking the talk with services, public and private cloud including what EMC is doing internally. Michael Capellas had some good insight into what he is doing with VCE, along with his role on the Cisco BOD. Pat Gelsinger had some interesting points however seemed a bit more reserved than in earlier sessions. Jeremy Burton who is normally associated with the effective marketing company or everything movie campaigns at EMC did not use any backdrops, visual aids, theatrics or Vegas style entertainment during his session.

Of the above-mentioned executives, the one that impressed me the most, and talking with other analysts/advisors had similar perspectives was Jeremy Burton. I have seen and heard him talk before in live and virtual venues along with what he is doing to focus EMC messaging and themes.

A common comment and theme in talking with other analysts and advisors was that in five minutes, Jeremy did more to advance, clarify, articulate and explain who EMC is, what they are doing now and for the future.

Image courtesy of EMC.com

Trust was one of the themes of the EMCworld event as it pertains to collaborating with vendors and service providers as well as consultants, advisors and others. Trust is also important for going to the cloud on a public or private basis. It is easy to talk about trust however, it is also something that is earned and is important to keep up and protect. Normally given some of the stigma associated with marketing and or sales, trust too often becomes a punch line or term tossed around with skepticism, cynicism or empty promises. The reason I bring trust up in this discussion was that in Jeremy’s interaction with those in the room, whether others realized it or not, he was working on planting the seeds and establishing the basis for trust.

Does that mean there is automatic trust now in anything that EMC or their marketing organization says or more so than what heard from other organizations? Perhaps some will automatically take what is heard and go with that as gospel however, they may be doing that already. For others who are skeptical by default and do their homework, analysis, research and other related tasks, they may be more likely to give the benefit of the doubt vs. automatically questioning everything looking for multiple confirmations and added fact checking.

As for me, I generally take what any vendor or their pundits say with a grain of salt giving benefit of doubt where applicable unless trust has been previously impacted. In the case of EMC, I generally take what they say with a grain of salt. However, a level of trust and confidence can make validating what they say sometimes easier than with others. This is in part due to knowing where to go internally for details and information including NDA based material and the good job their analyst relations team and other group do on building and keep up relationships.

Does this mean I like EMC more or less than other vendors? It means there is a level of trust, communication, relationship, contact, interaction and access to resources with EMC that might be more or less than with other vendors.  Disclosure EMC along with some companies they have acquired have been past clients.

Now back to Jeremy.

What impressed me the most was while other executives were engaging to different degrees, when I asked Jeremy how he and EMC balances entertainment (videos and movies, theatrics), education (expanding knowledge of EMC solutions, technology advancement) and being engaging (not just sales calls, social media, golfing or other in person activities) to drive business economics his response included all three of those aspects.

Storage I/O Industry Trends and Perspectives

Ok, I know, some of you should be saying that is the job and role of a marketing person to be an effective communicator which I would agree, however why don’t more marketers do a more effective job of what they do?

In other words, Jeremy educated by sharing what and why they are doing certain things, Jeremy engaged with the entire audience while answering my question however not singular responding to me, he also entertained with some of his answers while also keeping them to the point, not rambling on. Afterwards I had a few minutes to talk one on one with Jeremy without the handlers or others and I can say it was refreshing and as is too of the case with marketers, there is trust.

That does not mean I will take anything verbatim or follow the scripts or other things the truth squads want preached or handed out from EMC, Jeremy or any other vendor for that matter.

I can say that in the few minutes up close and in a smaller setting, EMC has a secret weapon who can do more to build and convey trust and that is Jeremy Burton, hope I am not wrong ;).

Ok, nuff said for now

Cheers Gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

twitter @storageio

All Comments, (C) and (TM) belong to their owners/posters, Other content (C) Copyright 2006-2012 StorageIO and UnlimitedIO All Rights Reserved