After a few silent months away from from philosophical scribbling about market, societal and technology based change, something has caused me to reach again for my pen (“what pen I hear you say”, stay with me on this one).
In the digital age, “do nothing” delivers the worst possible outcome – “nothing”. Does this mean a relentless march forward ideally at “digital” speed is the order of the day – to a degree, yes but not without thought or calibration. Harvard’s, Clayton Christensen formulated a memorable principle in his seminar book the Innovators Dilemma in 1997, “An organization’s capabilities define its disabilities”. Put simply, an organisation should rightly be validated for the actionable elements it delivers over pomp, history or rhetoric.
Surely this is obvious stuff, but changing focus, reinventing successful products or undertaking “blank sheet of paper” style development is time consuming, challenging, provides no guarantee of success and is downright risky. With the result, many crank the handle on the “same old way”, turning the handle faster as competition, market saturation and reducing income signposts the race may be close to being run. But that isn’t the only way, “do nothing” or “do the same something” whilst safe is a sure-fire way of ensuring the only future ahead is one as “yesterday’s great”. As the digital age drives our personal and business lives forward pressing reset on everything safe and known at a speed we can barely consume (much less digest), the winners will be those who manage to maintain a level of effective competitiveness within existing markets whilst guiding existing customers and new prospects to take advantage of adjacent or original innovations that unlock reliable and previous unforeseen benefits.
I was compelled to scribble this post by a recent and potentially market defining strategic announcement from Cisco. As the campus and datacentre network infrastructure market leader by some magnitude, “do nothing” for Cisco could still have some mileage. By using superior purchasing power to develop products at market prices others may struggle to match profitably or via customer loyalty plays to retain and maximise existing advocates, Cisco could continue to maintain a slightly better version of “the good old way”. Or they could flip script with a fundamental reframe of everything known, building on existing legacy value, but enhanced for the future via insight and innovation – that’s what Cisco has done. Cisco DNA (Digital Network Architecture) and SDA (Software Defined Access) is so new in the market, the ink has barely dried but initial observations point to a technical philosophy that will redefine strategic, functional, operational and technology based customer outcomes.
The ability to deliver local and in time wide area secure network connectivity, that self-configures, is rich with relevant user or network insight, is policy drive, self-heals, is adaptive, abstracts complexity, is API open, secure by design, enhanced by automation reads like a CIO wish list to Santa. But this is just a selection of announced initial release functionality inherent within the DNA and SDA footprint from Cisco. It leaves me encouraged, inspired and enthused, not because it signals a one vendor world of customer benefits as that equally delivers the fear of “lock in”, but based on the potential for a vendor and market open platform that will bring together co existing and competing vendors integrated by APIs to deliver an autonomic secure network layer to underpin digital transformation.
Forget dilemmas, it’s time for the “innovation imperative”. As Cisco reinvents itself to guide both customers and the industry forward, the game changes for everyone. Competitors will be compelled to respond fuelled by their own innovation imperative, partners inspired to retool and reskill to service & support the new normal and lastly customers whilst initially confused will soon be engulfed by a wave of excitement that old problems may soon be eliminated by new solutions.
I’m not just a Cisco fan, I’m also seeing mind blowing innovation from the top ten networking & security industry leaders and the next ten UK, San Jose or Israel based emerging technology startups as they paint the new picture for business enabled IT. What a fantastic transformational journey we have ahead as we march towards that spiritual IT milestone date of 2020.
Who knows, as digitisation becomes the DNA of societal and business existence, a flawed something may far outweigh a perfect something. Time to get involved.
Until next time.
Chief Technologist – Computacenter UK, Networking, Security and Collaboration.