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The 11 Steps Established Vendors Go Through when Something New Comes Along

by Jeffrey Mann  |  July 14, 2015  |  4 Comments

As an analyst, I often see new Big Things coming by. Things like cloud, big data, mobility, even going back to client-server. The reaction of established vendors to these Big Things is pretty predictable, even depressingly so. Here is what it looks like, where X = whatever is new.

  1. X will never work
  2. No one really wants X.
  3. No one really needs X.
  4. X might be promising but it is 10-20 years away.
  5. X is an option for those who need it.
  6. X is an option for those who want it.
  7. X is important to us.
  8. X is critical to our strategy.
  9. Our X is better than everyone else’s.
  10. We have always had X.
  11. We invented X.

So try substituting whatever new thing you are following for X and see where your vendor falls in this cycle. Watch out for signs that they are about to go to the next stage.

Category: being-an-analyst  cloud  humor  mobile  trends-predictions  vendors  

Jeffrey Mann
Research VP
20 years with Gartner and META Group
30 years IT industry

Jeffrey Mann is a Research VP at Gartner, covering cloud office, collaboration and social software.


Thoughts on The 11 Steps Established Vendors Go Through when Something New Comes Along


  1. Jeffrey Mann says:

    #12 We have patented X.

  2. Andrew says:

    This gets my vote for blog of the year. Another variant to we invented X is….

    We were doing X before it was called X (before it was cool).

  3. Doug Hadden says:

    “X is nothing new”

  4. Jeffrey Mann says:

    “Ours is the only true X on the market”



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