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The "Business Stuff" Behind the Innovation

May 3, 2011 11:00:00 AM

Great ideas sell, even without the fortification of brand or tangibility. If an idea’s well-built, well-defined, and in-demand, sales are almost guaranteed with a little marketing.

At SXSW in March we saw lots of great ideas – ideas that practically sold themselves. We spoke with some start-up app companies that had over 100,000 downloads in their first month. Another was growing so fast they were figuring out how to hire 50 people in their third month of operations. In these dream scenarios, it’s hard to imagine what more you need to succeed. With a 1500% growth rate, what’s to worry about?

But even lottery winners must face reality at some point. In this case, every business is still a business. No matter what you’re selling, you’ve got books. Records. Processes. If you’re going to succeed, you’ve got to have that stuff organized. The more dynamic and exciting your product is, the more sales you’ll make short-term. The more efficient and consistent you are, the more money you’ll make long-term. While developing efficiency and consistency is generally not as fun as product development and demos, it’s what fortifies the innovation you’re selling.

That’s the bigger picture of what we do. On the surface it looks like IT development strategy integration reliability blah blah blah, but really, it's enabling great ideas to stick around long-term. And that's not to strip those words of their meanings. Strategy, for example, determines the direction and scope of every business process that goes in and out the door. Integration determines if two of the systems you work with daily will actually talk to one another. And if things aren't reliable then you might as well go home and make toast, because your operations are metaphorical toast. We make great ideas into outstanding businesses. That’s what counts!

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