|
Folks,
The question has been broadened out from a "30 second pitch"
to a desire for an entire suite of ontology-promoting messages -- but even more
than that, for a full "product marketing treatment".
The product marketing treatment requires, as several
correspondents have noted, an understanding of the problem/pain - feature -
benefit -advantage value chain. And the product itself is not a "product"
per se, but a new technology. Clayton Christensen's work may be familiar
to some; his insights on the sociology and taxonomy of selling new technology
are interesting, especially about how entrenched interests militate against
change.
All this said, it's still worth coming up with the Elevator
Pitch.
My own earlier contribution as a 30 second pitch is based the
following "memes":
MEMES FOR ONTOLOGY PITCHING
-
A TECHNOLOGY -- The subject of the "pitch" is the "technology of
ontology". ("Ontology, what?.")
-
VERY DIFFERENT -- Ontological technology is very different from any
other technology. ("It's not infrastructure!")
-
A COMMON
LANGUAGE -- Ontological technology is about defining a common language that
people and machines can use. ("So you say...")
-
ABOUT WORK -- Ontological technology is used to boost human
capabilities to perform intellectual work. ("Won't dig the garden
then?")
-
AT THE CORE -- The intellectual work that will benefit from the use
of ontological technology will be work at the core of the enterprise.
("Boffins in the boardroom?")
-
ABOUT COMMUNICATION -- The result of an ontological engineering
project is the construction of ontologically-based specialized business
languages. ("Belitz for business eh?")
-
THE LANGUAGE OF THE ENTERPRISE -- The specialized
ontologically-engineered business language will be the common human/machine
language used for core enterprise functions. ("You're not ambitious are
you!")
-
A GENETIC CODE -- This ontologically engineered business language
is in essence the genetic code of what defines the enterprise. ("Not done
before, yes...")
-
DEFENSIBLE -- The ontologically engineered business language
becomes a chief asset of the enterprise and is defensible. ("Defensible
is good!")
-
RED IN TOOTH AND CLAW -- Insofar far as enterprises are now
explicitly constructing their own ontologically defined genetic codes, they
are taking control of their own evolution. ("We do like to be in
control.")
-
INESCAPABLE -- Successful enterprises will be the enterprises that
make their business languages explicit and then use them effectively. ("Daleks
don't speak 'ontology' I hope?")
-
OR NOT -- Over the next generation, failure to embark on the
ontological engineering journey will eventually lead to organizational
failure. ("Resistance is futile...")mi
Forgive me for taking the liberty of sharing a bit of the
above! I find the current developments in ontological research and the
increasing use of ontological technologies in the community to be most
fascinating. I originally attended FOIS '01 in Maine almost 10 years
ago. The question of how to "evangelize" for game-changing technologies
and products, especially around ontologies, is a project worth
doing.
John
First, make a case to the senior most executive that your solving a
problem, meeting a challenge, exploiting an opportunity that matters to him/her
and the organization.
Second, explain what capability, user experience, performance or life cycle
economics that the ontology-driven solution provides that couldn't be delivered
otherwise, or cost-effectively, or sustainably.
Third, contrast the ontology-centric approach to alternative approach(es)
to highlight ways it is superior.
Fourth, run the numbers.
On Jan 28, 2011, at 9:00 AM, Anders Tell wrote:
Mills Davis
Managing Director
Project10X
202-667-6400
202-255-6655 cel
skype: millsdavis
1-800-713-8049 fax
|