Qi3 – Quality, Insight, Integrity & Innovation - UNITING TECHNOLOGY & MARKETING

The Truth, the Whole Truth and Nothing but the Truth

By Amir Mirza

In many countries witnesses giving testimony are made to swear that they will give the truth, the whole truth and nothing but the truth. Usually, there are legal penalties if the witness is found to be at odds with their oath.

Sometimes in business too there are times when to make an important decision you also need the truth and nothing but the truth. Within companies technologies get developed that look promising with many envisaged uses or applications. But how do you know if there is real customer demand and not just “technology push” from the engineering department? The technology may solve one problem, but is it the entire solution the customer is looking for? Is the technology truly novel?

Academic institutions can sometimes fall into the same trap. Industrial advisors to the institution are often encouraging and supportive of new technologies. But that doesn’t mean there is a market for the technology, or that competing solutions might prevail regardless.

In order to get straight answers, you really need an independent organisation that does not have a bias or preconception about a technology, its merits or the people who developed it. The organisation also needs to go wherever the market evidence leads. In order to be able to tell the company or institution that it has a “tiger by the tale” or that the new technology is just not disruptive enough to excite the market into action. That’s the only way to get the truth, the whole truth and nothing but the truth.

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