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A Vision Statement for Vision Statements

by Craig Roth  |  May 8, 2019  |  Comments Off on A Vision Statement for Vision Statements

One of the things I really enjoy about my job is dealing with vendors and service providers that are pushing the boundaries of how employees work. Sure, they have to invent products that provide better ways of collaborating, sharing information, discerning insights, and remaining productive while mobile.

But success depends on more than whatever the latest product can do. It requires a vision of what work could be like if a barrier was removed or a capability was enhanced.

The competition in these cases isn’t just to create a better product or have the most features. Those are entry stakes. The real competition is for the best executable idea of what that barrier or capability is. That’s the vision I’m looking for when I speak to emerging vendors in the digital workplace or digital transformation market.

Vision is more important in markets that are evolving quickly and towards an endpoint that hasn’t yet solidified. Accordingly, a compelling vision is critical for markets such as artificial intelligence, virtual personal assistants, collaborative work management, team sharing and collaboration, and non-standard collaborative content creation. A defining charactistic of these markets is that recognized pain points and inefficiencies are addressed, but there is no market consensus on the “correct” answer yet. Instead, buyers are looking to these vendors and service providers to offer a vision for how these challenges can be met.

Since these markets are evolving quickly, buyers are often entering into a relationship with a vendor – one in which they will journey together toward a common goal. The current shipping product has to be a solid, tangible vehicle, but isn’t expected to be the destination. On the contrary, if the deliverable is described as being the end of the road, many buyers will walk away. Evidence of compelling curiosity to discover what lies around the next bend in that road and the ability to move forward is required to acquire customers as partners in the journey.

So I suppose that is my vision statement for “digital workplace vision statements”:

To define a future of work using a unique key that unlocks the highest aspirations of the workforce.

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Category: organization  product-marketingstrategy  

Craig Roth
Research VP, Tech and Service Providers
7 years at Gartner
28 years IT industry

Craig Roth is a Research Vice President focused on cloud office suites, collaboration tools, content management, and how they are being impacted by digital workplace and digital business trends...Read Full Bio

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