Hi folks,
as SAPPHIRE NOW Madrid has come to its official close with the keynote of Vishal Sikka, talking about "HANA, the logical platform", thought I'd write a few words to summarize what I personally learned (or got remined of) about our cloud story telling over the past 3 days.
Content only becomes relevant through context
Here is what I mean specifically:
Businesss have only one thing in common: they all need to be different
In a high-intensity, compressed format like SAPPHIRE, you typically try to make your presentations all encompassing and high-level enough to fit all of the above use cases. And when you talk to influencers including press, analysts, bloggers and user group leads like I typically do, will be confronted with questions across the whole spectrum dozens of times per day. By creating the "all-singing, all-dancing" slide deck, we create a high risk of not doing justice to any one specific audience in enough detail. Or, on the converse, risk by overwhelming the audience by providing too much detail in some areas. This is an inherently tricky problem for product marketing, and can really only be solved by engaging in a conversation, starting with a question, as opposed to one-way communication.
I think have made great strides in shortening the presentations, focusing on interactive micro-forums, hands-on demo stations and all kinds of ways to enable conversations. And while things are already much better, simpler, more visual and more interactive, I think we (and I fully include myself) still have ways to go to improve the story-telling aspect of talking about Cloud even more. Maybe the ultimate goal should be that we don't even have a Cloud Campus at the next SAPPHIRE, but try to ensure Cloud has become an integral part of every other campus? Maybe we should strive to tell the cloud story in the context of industry, in the context of roles, and in the context of business type, to make sure people understand that ...
Cloud is not an option, but simply the next step on how IT is done.
Note: Remember, this is just my point of view.
I'd be interested to hearing from you about this idea, and how you think we can be more effective in getting across how our cloud portfolio can really transform the way people do business, no matter if they are working in large or small company, or if you are making technology, or simply wanting to enjoy the consumption of great services.
CHHO, Madrid, 15.11. 2012
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