News from Vegas: BT is no BS

If you sit through any Forrester presentation--and here in Las Vegas, for the IT Forum, you can hear lots of them--you'll hear something about the transition from information technology (IT) to business technology (BT). No longer can technology vendors "fire and forget" technology, under the assumption that their clients will figure out the business case for it. Immediate, tangible benefit is increasingly important in product design and product marketing.

IT Forum is a good opportunity to further measure this trend. When you spend a few days shoulder-to-shoulder with clients, vendors, and fellow analysts, you get a lot of pings on the BT sonar. For example:

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At IT Forum this week

I'm attending the Forrester IT Forum through the end of the week. If I get time to post, expect something IT Forum-related.

The topic may be, "Will I get out of this gargantuan Las Vegas hotel for even a few minutes?" Or will I emerge, like a sun-blinded mole, at the end of the week?

Forward into the past

This "steampunk" laptop was just too cool not to share. Where can I get one?

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Writing for your audience

What does that last post about the Forrester writing style have to do with product management? Quite a lot, actually.

One of the toughest challenges I've seen for product managers is writing for your audiences. Let's expand on that last sentence:

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Writing with a capital W

I've taken a brief leave from blogging to focus on getting the next research document done. (Plus, I took a few days off.) I didn't feel that I could afford the luxury of blogging until, with God as my witness, I finished the next draft.

Writing in the Forrester style is a lot different than writing a blog. In fact, they're almost completely different animals.

Learning a new style can be tough...
Every new analyst at Forrester has to learn how to fit his or her thoughts into a framework designed for a specific purpose: make the document easy to read, at whatever level of attention the reader wants to give it. It's a foreign concept for people who learned, way back in our school days, a more linear writing technique.

Take this blog post, for example. I'm going from point A to point B, which connects to point C. You have to follow the chain of argument, if you want to understand why the author has reached a particular conclusion, foreshadowed in the introduction, and proclaimed with confidence at the end.

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