[Blog] Technical

When I discuss technical questions with colleagues from my industries (advertising & market communication, IT services), it feels like a trip. A journey to a destination that is concrete and yet unassailable. Or can you smell, taste and touch a website?

That’s always what it’s about, but only in the second step. First of all, the infrastructure has to be right, that means you have to be able to reach the site at all. To then find your way there and – by the way – really enjoy it: the freestyle.

So you talk about where the page is now, how the database was set up or which host is home to it. At the same time, consideration is given to whether there are better, more efficient or more appropriate options to improve the status of the customer (weight of the website in terms of data and traffic). All of this depending on a budget that is mostly unknown to the customer himself, so that still has to be negotiated.

Unfortunately, this is where the outsider usually gets lost.

It is important to decide the correct foundation for the road to be built. Later you can of course rebuild everything, set it up again, transfer it, etc. But why not decide right away and be sure. The language choice of the supervisor must be based on the importance of the measure. A difficult sentence. It is easier to make a meaningful recommendation based on the possibilities. This must be transparent and understandable.

This is called taking by the hand.

Warranty and liability obligations are given by law anyway, so this path points towards a more efficient and trust-controlled basis than frightening the customer or making them pay for their understandable ignorance. Here, however, I mean really bad advice, where the consulting company may act unqualified.

Anyways, everyone learns from it. The customer and the company. Most of the time, “this industry” only knows cutthroat or similar jargon.

At the beginning, the location (starting point) is important and what information is actually available about it (in contrast to assumptions that usually accompany the path from now on). Which route is chosen at which time of day is now decisive for the travel time.

I usually choose the sustainable way. So without traffic fines, with the greatest possible clarity. Nevertheless, the technical language remains. Just as a lawyer works “appropriately” with clichés and phrases to explain a situation, my colleagues also work with vocabulary that has implications.

If these are not made tangible in your context and remain without traceability, all that remains is trust in the consultant and his credibility itself. Fast money is common in my industry, but in my opinion it is always preferable to good money. The customer notices very well whether something is working. If there is a lack of confidence in the technical competence, there is no reason to maintain the relationship.

So, technology or not. It’s always about people.

Scroll to Top