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Finding Transformational Success by Ignoring Labels | @CloudExpo #Agile #DigitalTransformation
Labels are attractive because they allow us to categorize what needs to be done and to claim victory when we have done it

Finding Transformational Success by Ignoring Labels
Guest post by Intellyx Principal Analyst Charles Araujo

She's smart. He's funny. They're the ambitious ones. That company is an innovator. This technology is a game-changer.

As humans, we love labels. Consciously and unconsciously, we slap them on everything - and with good reason. The average human brain must process over 34GB of information each day. There is no way to do that and maintain our sanity unless we organize all that information in some way. And sticking labels on things is how our brain copes.

As a cognitive system, it works. But only when the things that we're sticking labels on fit into the world as we know it.

When things are in a rapid state of change, however, that same labeling process becomes problematic. When we attempt to label things that do not adhere to the existing frame of reference, those labels go from helpful to dangerous.

As the great American philosopher, Will Rogers, put it: "It isn't what we don't know that gives us trouble. It's what we know that ain't so."

Technologae Labelitus
I'm probably biased, but I don't think that any industry can beat the technology sector when it comes to our love of labels, buzzwords, and acronyms. With a constant stream of disruptive technologies, new approaches to applying those technologies, and the desire to sell those technologies to willing enterprise buyers, there is a never-ending opportunity to create new labels.

Industry analysts may be the greatest offenders. The large analyst firms seem to specialize in creating new categories, slicing existing categories into ever more narrow ones and continually redefining and repurposing old labels into shiny new ones.

Theoretically, this slice-and-dice approach to labeling market categories helps IT and business executives make sense of changing markets. But make no mistake about it - analysts do it for their firms' convenience as they try to make sense of things, not because such labels accurately represent emerging markets.

In fact, the desire to put labels on everything and organize the rapidly changing technology industry during this time of constant disruption serves mostly to obfuscate rather than clarify.

At Intellyx, we don't fall into the labeling death spiral as our larger competitors do, because we spend most of our time speaking to leaders at technology vendors that are disrupting the market. The universal challenge we hear from these entrepreneurs is that their companies don't fit neatly into any of the existing boxes that the industry uses to classify them.

Almost by definition, these companies transcend and span the labels that define the world as it was, because they represent the world that will be.

The Real World, Without Labels
The problem with all of this labeling is that it draws enterprise decision makers away from their real challenges - and negatively affects how they approach the entire process of digital transformation - which is unfortunately becoming a clichéd buzzword itself.

As digital transformation has become the trend du jour, executives' focus has shifted away from the underlying business imperative. Rather than talking about the overarching business challenges, risks, and opportunities - specifically, how organizations can leverage technology and transformative processes to create competitive advantage - enterprise executives are instead reducing the conversation to the need to implement some specific technology. Fill in your label here.

It's a classic case of the tail wagging the dog. The industry slaps labels on technologies, forcing technology companies to relentlessly conform to those boxes (lest they risk being ignored).

The industry then dutifully communicates to enterprise leaders that they need this technology that they have so neatly labeled for them. Enterprise leaders play their part and start thinking in these terms because, after all, they will eventually need to justify a future purchase. They know it's safer to align those purchasing decisions to the analysts' labels, regardless of how poorly they represent the reality of emerging, disruptive technologies.

Like a spaceship slowly spinning out of orbit, this process almost imperceptibly takes enterprise organizations away from the business focus they must maintain if they are to actually transform anything.

It seems harmless to evaluate a labeled class of technologies as a group to make sure that they make a good decision. After all, that's how they have always made technology purchasing decisions. But those were different and simpler times when labels better served their purpose.

Killing Your Digital Transformation Effort by Labeling It
If you're an enterprise leader, you're stuck right smack in the middle of this mess.

Your organization must attempt to navigate the most tumultuous time of disruption since the dawn of the industrial era. Everything is changing or under threat of change: customer purchasing behavior and experience expectations, the competitive landscape, and even the definition of your products themselves.

At both the customer-facing edge as well as within the core of your business, technology is powering each of these transformations. As a result, a barrage of new technologies is bombarding you and competing for your attention.

It is therefore tempting and understandable that you would seek the shelter of labels and categories to make this process easier, but that's the surest way to kill your transformational effort. Don't fall into this trap.

Digital transformation success requires that you transform your very culture and the way you operate. It is not about adopting, implementing, or using any particular technologies.

In fact, the unique way in which your organization seamlessly melds your culture, processes, and technology to create differentiated value for your customers is the only true measure of success.

Labeling your technology decisions - or your transformational program itself, for that matter - will focus your attention in the wrong place and only serve to limit your organizational imagination and ambition.

You must instead create an indefatigable focus on creating sustainable competitive value by reimagining everything. Technology will be a key part of that process, but you will only find the technology path forward by ignoring the labels and making technology decisions only in the context of delivering transformative business value.

The Intellyx Take
At Intellyx, we have been beating this drum relentlessly. We have continually discussed the fact that digital transformation is a process and not a destination. We have talked about how the transition from the industrial era to the digital era represents something altogether different. We have done it over, and over, and over.

There's a reason for this repetition: many people simply aren't getting it.

Read the industry press or attend an industry conference and you will hear triumphant tales of digital transformation gone well. In many cases, the subject of the story deserves their accolades. They have moved the ball forward and have led their organization through the early stages of the transformational journey.

But that's what you rarely hear - that their story is not complete and, in fact, has only just begun.

People tell transformational stories from this perspective because there is one more label that is more alluring than all the rest: Completed.

Labels are attractive because they allow us to categorize what needs to be done and to claim victory when we have done it. But as much as we might like it to be true, that's not the way of digital transformation. Instead, skip the labels, focus on the process, and just enjoy this once-in-a-generation journey.

Copyright © Intellyx LLC. Intellyx publishes the Agile Digital Transformation Roadmap poster, advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. As of the time of writing, none of the organizations mentioned in this article are Intellyx customers. Image credit: Intellyx.

About Jason Bloomberg

Jason Bloomberg is a leading IT industry analyst, Forbes contributor, keynote speaker, and globally recognized expert on multiple disruptive trends in enterprise technology and digital transformation. He is ranked #5 on Onalytica’s list of top Digital Transformation influencers for 2018 and #15 on Jax’s list of top DevOps influencers for 2017, the only person to appear on both lists.

As founder and president of Agile Digital Transformation analyst firm Intellyx, he advises, writes, and speaks on a diverse set of topics, including digital transformation, artificial intelligence, cloud computing, devops, big data/analytics, cybersecurity, blockchain/bitcoin/cryptocurrency, no-code/low-code platforms and tools, organizational transformation, internet of things, enterprise architecture, SD-WAN/SDX, mainframes, hybrid IT, and legacy transformation, among other topics.

Mr. Bloomberg’s articles in Forbes are often viewed by more than 100,000 readers. During his career, he has published over 1,200 articles (over 200 for Forbes alone), spoken at over 400 conferences and webinars, and he has been quoted in the press and blogosphere over 2,000 times.

Mr. Bloomberg is the author or coauthor of four books: The Agile Architecture Revolution (Wiley, 2013), Service Orient or Be Doomed! How Service Orientation Will Change Your Business (Wiley, 2006), XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996). His next book, Agile Digital Transformation, is due within the next year.

At SOA-focused industry analyst firm ZapThink from 2001 to 2013, Mr. Bloomberg created and delivered the Licensed ZapThink Architect (LZA) Service-Oriented Architecture (SOA) course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, which was acquired by Dovel Technologies in 2011.

Prior to ZapThink, Mr. Bloomberg built a diverse background in eBusiness technology management and industry analysis, including serving as a senior analyst in IDC’s eBusiness Advisory group, as well as holding eBusiness management positions at USWeb/CKS (later marchFIRST) and WaveBend Solutions (now Hitachi Consulting), and several software and web development positions.



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CloudEXPO Stories
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like "How is my application doing" but no idea how to get a proper answer.
DXWorldEXPO LLC announced today that Big Data Federation to Exhibit at the 22nd International CloudEXPO, colocated with DevOpsSUMMIT and DXWorldEXPO, November 12-13, 2018 in New York City. Big Data Federation, Inc. develops and applies artificial intelligence to predict financial and economic events that matter. The company uncovers patterns and precise drivers of performance and outcomes with the aid of machine-learning algorithms, big data, and fundamental analysis. Their products are deployed by some of the world's largest financial institutions. The company develops and applies innovative machine-learning technologies to big data to predict financial, economic, and world events. The team is a group of passionate technologists, mathematicians, data scientists and programmers in Silicon Valley with over 100 patents to their names. Big Data Federation was incorporated in 2015 and is ...
All in Mobile is a place where we continually maximize their impact by fostering understanding, empathy, insights, creativity and joy. They believe that a truly useful and desirable mobile app doesn't need the brightest idea or the most advanced technology. A great product begins with understanding people. It's easy to think that customers will love your app, but can you justify it? They make sure your final app is something that users truly want and need. The only way to do this is by researching target group and involving users in the designing process.
Whenever a new technology hits the high points of hype, everyone starts talking about it like it will solve all their business problems. Blockchain is one of those technologies. According to Gartner's latest report on the hype cycle of emerging technologies, blockchain has just passed the peak of their hype cycle curve. If you read the news articles about it, one would think it has taken over the technology world. No disruptive technology is without its challenges and potential impediments that frequently get lost in the hype. The panel will discuss their perspective on what they see as they key challenges and/or impediments to adoption, and how they see those issues could be resolved or mitigated.
CloudEXPO New York 2018, colocated with DevOpsSUMMIT and DXWorldEXPO New York 2018 will be held November 12-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI and Machine Learning to one location.

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Big Data Expo Silicon Valley All-Star Speakers Include

MATTHIEU
Octoblu

MAHADEV
Cisco

MCCARTHY
Bsquare

FELICIANO
AMDG

PAUL
VenueNext

SMITH
Eviot

BEAMER
goTraverse

GETTENS
goTraverse

CHAMBLISS
ReadyTalk

HERBERTS
Cityzen Data

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WILLIAM-
SON

Cloud
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SCHMARZO
EMC

WOOD
VeloCloud

WALLGREN
Electric Cloud

VARAN-
NATH

GE

SRIDHARA-
BALAN

Pulzze

METRIC
Linux

MONTES
Iced

ARIOLA
Parasoft

HOLT
Daitan

CUNNING-
HAM

ReadyTalk

BEDRO-
SIAN

Cypress

NAMIE
Cisco

NAKA-
GAWA

Transparent
Cloud

SHIBATA
Transparent
Cloud

BOYD
Neo4j

WARD
DWE

MILLER
Covisint

EVAVOLD
Covisint

MEINER
Oracle

MEEHAN
Esri

WITECK
Citrix

LIANG
Rancher Labs

BUTLER
Tego

ROWE
IBM Cloud

SKILLERN
Intel

SMITH
Numerex
Big Data Expo New York All-Star Speakers Include

CLELAND
HGST

VASILIOU
Catchpoint

WALLGREN
Electric Cloud

HINCH-
CLIFFE

7Summits

DE SOUZA
Cisco

RANDALL
Gartner

ARMSTRONG
AppNeta

SMALLTREE
Cazena

MCCARTHY
Bsquare

DELOACH
Infobright

QUINT
Ontegrity

MALAUCHLAN
Buddy Platform

PALIOTTA
Vector

MITRA
Cognizant

KOCHER
Grey Heron

PAPDO
POULOS

Cloud9

HARLAN
Two Bulls

GOLO
SHUBIN

Bit6

PROIETTI
Location
Smart

MARTIN
nfrastructure

MOULINE
Everbridge

MARSH
Blue Pillar

PARKS
SecureRF

PEROTTI
Plantronics

HOFFMAN
EastBanc

WATSON
Trendalyze

BENSONOFF
Unigma

SHAN
CTS

MATTELA
Redpine

GILLEN
Spark
Coginition

SOLT
Netvibes

BERNARDO
GE Digital

ROMANSKY
TrustPoint

BEAMER
GoTransverse

LESTER
LogMeIn

PONO
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Google

SINGH
Sencha

CALKINS
Amadeus

KLEIN
Rachio

HOASIN
Aeris

SARKARIA
PHEMI

SPROULE
Metavine

SNELL
Intel

LEVINE
CytexOne

ALLEN
Freewave

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Falconstor

HYEDT
Seamless

Big Data Expo Silicon Valley All-Star Speakers Include

SCHULZ
Luxoft

TAMBURINI
Autodesk

MCCARTHY
Bsquare

THURAI
SaneIoT

TURNER
Cloudian

ENDO
Intrepid

NAKAGAWA
Transparent

SHIBATA
Transparent

LEVANT-LEVI
testRTC

VARAN NATH
GE

COOPER
M2Mi

SENAY
Teletax

SKEEN
Vitria

KOCHER
Grey Heron

GREENE
PubNub

MAGUIRE
HP

MATTHIEU
Octoblu

STEINER-JOVIC
AweSense

LYNN
AgilData

HEDGES
Cloudata

DUFOUR
Webroot

ROBERTS
Platform

JONES
Deep

PFEIFFER
NICTA

NIELSEN
Redis

PAOLALANTORIO
DataArchon

KAHN
Solgenia

LOPEZ
Kurento

KIM
MapR

BROMHEAD
Instaclustr

LEVINE
CytexOne

BONIFAZI
Solgenia

GORBACHEV
Intelligent
Systems

THYKATTIL
Navisite

TRELOAR
Bebaio

SIVARAMA-
KRISHNAN

Red Hat
Cloud Expo New York All-Star Speakers Included

DE SOUZA
Cisco

POTTER
SafeLogic

ROBINSON
CompTIA

WARUSA
-WITHANA

WSO2 Inc

MEINER
Oracle

CHOU
Microsoft

HARRISON
Tufin

BRUNOZZI
VMware

KIM
MapR

KANE
Dyn

SICULAR
Basho

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Cloudian

KUMAR
Liaison

ADAMIAK
Liaison

KHAN
Solgenia

BONIFAZI
Solgenia

SUSSMAN
Coalfire

ISAACSON
RMS

LYNN
CodeFutures

HEABERLIN
Windstream

RAMA
MURTHY

Virtusa

BOSTOCK
IndependenceIT

DE MENO
CommVault

GRILLI
Adobe

WILLIAMS
Rancher Labs

CRISWELL
Alert Logic

COTY
Alert Logic

JACOBS
SingleHop

MARAVEI
Cisco

JACKSON
Softlayer

SINGH
IBM

HAZARD
Softlayer

GALLO
Softlayer

TAMASKAR
GENBAND

SUBRA
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Emcien

LEVESQUE
Windstream

IVANOV
StorPool

BLOOMBERG
Intellyx

BUDHANI
Soha

HATHAWAY
IBM Watson

TOLL
ProfitBricks

LANDRY
Microsoft

BEARFIELD
Blue Box

HERITAGE
Akana

PILUSO
SIASMSP

HOLT
IBM Cloudant

SHAN
CTS

PICCININNI
EMC

BRON-
GERSMA

Modulus

PAIGE
CenturyLink

SABHIKHI
Cognitive Scale

MILLS
Green House Data

KATZEN
CenturyLink

SLOPER
CenturyLink

SRINIVAS
EMC

TALREJA
Cisco

GORBACHEV
Systems Services Inc.

COLLISON
Apcera

PRABHU
OpenCrowd

LYNN
CodeFutures

SWARTZ
Ericsson

MOSHENKO
CoreOS

BERMINGHAM
SIOS

WILLIS
Stateless Networks

MURPHY
Gridstore

KHABE
Vicom

NIKOLOV
GetClouder

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Windstream

DALRYMPLE
EnterpriseDB

MAZZUCCO
TierPoint

RIVERA
WHOA.com

HERITAGE
Akana

SEYMOUR
6fusion

GIANNETTO
Author

CARTER
IBM

ROGERS
Virtustream
Cloud Expo Silicon Valley All-Star Speakers

TESAR
Microsoft

MICKOS
HP

BHARGAVA
Intel

RILEY
Riverbed

DEVINE
IBM

ISAACSON
CodeFutures

LYNN
HP

HINKLE
Citrix

KHAN
Solgenia

SINGH
Bigdata

BEACH
SendGrid

BOSTOCK
IndependenceIT

DE SOUZA
Cisco

PATTATHIL
Harbinger

O'BRIEN
Aria Systems

BONIFAZI
Solgenia

BIANCO
Solgenia

PROCTOR
NuoDB

DUGGAL
EnterpriseWeb

TEGETHOFF
Appcore

BRUNOZZI
VMware

HICKENS
Parasoft

KLEBANOV
Cisco

PETERS
Esri

GOLDBERG
Vormetric

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Dimension

ROSENDAHL
Quantum

LOOMIS
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BRUNO
StackIQ

HANNON
SoftLayer

JACKSON
SoftLayer

HOCH
Virtustream

KAPADIA
Seagate

PAQUIN
OnLive

TSAI
Innodisk

BARRALL
Connected Data

SHIAH
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SEGIL
Verizon

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COWIE
Dyn

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TimeWarner

LEIDUCK
SAP

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HP

WAGSTAFF
BSQUARE

POLLACK
AOL

KAMARAJU
Vormetric

BARRY
Catbird

MENDEN-
HALL

SUPERNAP

SHAN
KEANE

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BARNUM
Voxox

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CALDERON
Advanced Systems

AGARWAL
SOA Software

LEE
Quantum

OBEROI
Concurrent, Inc.

HATEM
Verizon

GALEY
Autodesk

CAUTHRON
NIMBOXX

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GORDON
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Verizon

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OrionVM

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Transparent Cloud Computing

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GE

GOKCEN
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STOICA
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Pivotal Software


Testimonials
This week I had the pleasure of delivering the opening keynote at Cloud Expo New York. It was amazing to be back in the great city of New York with thousands of cloud enthusiasts eager to learn about the next step on their journey to embracing a cloud-first worldl."
@SteveMar_Msft
General Manager of Window Azure
 
How does Cloud Expo do it every year? Another INCREDIBLE show - our heads are spinning - so fun and informative."
@SOASoftwareInc
 
Thank you @ThingsExpo for such a great event. All of the people we met over the past three days makes us confident IoT has a bright future."
Yasser Khan
CEO of @Cnnct2me
 
One of the best conferences we have attended in a while. Great job, Cloud Expo team! Keep it going."

@Peak_Ten


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Digital Transformation Blogs
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to bus...
DXWorldEXPO LLC announced today that Big Data Federation to Exhibit at the 22nd International CloudEXPO, colocated with DevOpsSUMMIT and DXWorldEXPO, November 12-13, 2018 in New York City. Big Data Federation, Inc. develops and applies artificial intelligence to predict financial and economic events that matter. The company uncovers patterns and precise drivers of performance and outcomes with the aid of machine-learning algorithms, big data, and fundamental analysis. Their products are deployed by some of the world's largest financial institutions. The company develops and applies innovative ...
All in Mobile is a place where we continually maximize their impact by fostering understanding, empathy, insights, creativity and joy. They believe that a truly useful and desirable mobile app doesn't need the brightest idea or the most advanced technology. A great product begins with understanding people. It's easy to think that customers will love your app, but can you justify it? They make sure your final app is something that users truly want and need. The only way to do this is by researching target group and involving users in the designing process.