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Martini – could this be the new favourite drink of the techie?

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‘Any time; any place; anywhere; that’s Martini’

Those of you old enough to remember that infamous ‘80s advert featuring Nicollette Sheridan will no doubt recall that line (among other things!)

So why am I talking about Martini (when my usual is normally a lager)?  There is a connection….

Twice in the last week I’ve heard the term, ‘Nexus of Forces’.  Coined by industry experts Gartner, this supposedly describes “the convergence and mutual reinforcement of four interdependent trends: social interaction, mobility, cloud, and information”.

Anyone else lost?

Basically, what I think the term actually means is that we can now access technology any time, any place, anywhere….. why we don’t just say that is beyond me and simply adds to my irritation with the industry’s never ending desire to create meaningless jargon (see my last post).

I’d be the first to admit that the pace of change in technology is accelerating at an alarming rate, but I’m pretty sure that doesn’t mean most businesses are hurtling towards some sort of seismic event as the ‘Nexus of Forces’ would seem to suggest…..we’re not about to call up the need for the Millennium Falcon thanks… although that would be cool.

As an industry we need to understand what will engage our customers and encourage them to think about how technology can improve their businesses without blinding them with science, paralysing them with fear or simply boring them to tears.

Not that I’m encouraging drinking or anything, but next time you dabble in a few bevvies, consider ordering a Martini….like technology, it’s any time, any place, anywhere.

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