As Published In August 2004

Don't Just Do Something
By Margaret Terry Lindquist

We in the technology industry often become so immersed in the latest cool technologies and the benefits—and perils—of implementing those technologies, we forget that most of the world simply doesn't care all that much. For the most part, technology is a topic that falls somewhere on the scale of significance between making that dentist appointment and getting the ergonomics guy out to check your desk. And it lags way behind the question of how you can help your business run better, make your customers better revenue generators, and keep your career on track.

But technology is integral to every modern business, in the same way that your financial health is critical to your life outside the office. Knowing what technologies can affect your business now—and what opportunities lie ahead—gives you the information you need to intelligently plan your IT spending, rather than letting it be determined by what's cool, what's fun to play with, and what crisis needs a quick—and expensive—fix. Our feature in this issue, "The Field Guide to Technology," on page 21, explains the technology areas we think will be critical business enablers—now and in the future. It highlights customers that are making the most of new technology, and it includes viewpoints from high-level executives and various analysts who have their eyes on the practical value of IT and how any company can benefit.

It's a big feature, full of statistics and definitions and anecdotes, so don't try to digest it all at once. Flip through, stop at the terms and sections that interest you, and get the information you need to assess the potential value and fit of a particular area of technology. After all, in the end, if a technology choice doesn't solve your business problems, and if it doesn't make your company more efficient and more profitable, it's not going to make sense for you—regardless how cool, fun, or powerful it happens to be.