My business intelligence (BI) and analytics software salesman friend said something interesting to me the other day over lunch. He said, “I don't sell software, I sell gym memberships. When someone joins a gym they are not really buying the membership. They are buying the dream of improved health and a better physique. Their intention is to work out every day and fulfill that dream, despite the fact that few people ever actually follow up. Selling BI software is the same way. I'm not selling the software; I’m selling the dream of improved insight and competitive advantage.”
Has it ever dawned on you that you think you are headed in the right direction only to discover that you are using the wrong measure to inform your decisions? It feels a bit like navigating a truck using the fuel gage instead of the GPS. This was a lesson that I observed again this past week while presenting at the McLeod Software Users’ Conference in Scottsdale,...