Vendor Product Recommendations - Whatchya Really Really Want?
Blogger: Diana Kelley
Back when I was working for a Big 4 consulting company, I was assigned to a project that included an analysis of which PKI solution was right for one of our clients. This was in 1997 when there was a lot of buzz and confusion around PKI but not a lot of deep understanding regarding what it could and could not do for organizations. The plan was for me to complete the requirements portion of the engagement, select a product, and then the company I worked for would, if all went well, sell a follow-on engagement to implement the PKI. Straight forward, right?
The problem was that as I completed the requirements gathering process something unexpected was uncovered. Based on the needs of the organization, a PKI was not the right solution. Not that one PKI was less right than another - once the requirements and legacy constraints were considered, it was clear that PKI was not the right solution at that time. So I documented my findings and presented them to the customer. Though it meant the company I worked for did not get that portion of the follow-on work, it also meant the customer did not spend millions on a solution that would not meet their needs.
Many analysts are asked a variation on the PKI question I got. Boiled down it's essentially, "We want a product solution, which 3 or 4 vendors should we shortlist?"
On the surface this seems like a simple, logical request. It’s not. The reason it's extremely complicated is that there's an underlying implication that some requirements gathering have been completed, analysis of technical and process options have been completed, and priorities and "must haves" for the solution have been determined. Very often, however this is not the case. It wasn't the case when I set off to pick a PKI solution for that customer.
As an example, let's take a product selection almost all of us has made at some point - purchasing a car.
If you asked someone the question, "I want a car, which 3 or 4 models should I shortlist?" imagine the wide variety of responses you could receive. Some answers, well-researched, solid answers, could well be given in good faith but be absolutely wrong for the person asking the question. One of the reasons for this is that proper requirements gathering is a tricky business.
I purchased two very different cars in the last 10 years. A Mazda Miata, two-seater convertible and a Toyota RAV4 SUV. Both great cars, and I was (am) very happy with both choices. But the requirements that led me to select the RAV4 were very different than those that led to the Miata.
Some of my requirements were stable:
- Good gas mileage
- High reliability
- Responsive handling
- Only two seats required (what can I say, I'm anti-social when it comes to having people in my car)
Some changed:
- Very small for ease of use in an urban environment v. big enough to haul around two shelter-shepherd mixes and weekly loads of cruft to the transfer station
- Front wheel drive for city driving v. four wheel drive for wintry, rural roads
Obviously, there were more requirements involved, but the point here is that the stable requirements would have short listed both the Miata and the RAV4 (not sure about newer models, but older RAVs had removable back seats, so I have a two-seater RAV and the dogs have more space in back). The ones that changed were the ones that would have led to very different recommendations.
You probably know people that purchased cars because they came in a certain color, or imply status, or have higher safety ratings. Knowing your requirements and the trade-offs, if any, involved with selecting for one over another are the key to getting the right solution.
Back to the world of IT - "What are the top 3-4 web filtering solutions?" Based on what requirements? If it's pure market share, well that's an easy one to ascertain. But will it lead to selection of the best product for your organization? Flipping to cars again, the most popular car colors for 2006 were white/silver - that wouldn't work for my personal car requirements, but if I wanted to drive the most popular car color, then white/silver would be right.
Selecting the right web filtering solution, actually, deciding if implementing is the right choice at all, will, for most organizations entail a lot more than knowing what everyone else is buying. Requirements that would impact the decision for most large organizations include, ease of use of UI, ability to support a mobile/remote workforce, configurability based on roles/groups, ability to integrate the solution with a user directory store, etc. Recommendations are only as useful as the requirements they're based on.
So at this point, if you're still reading, you may be thinking, "Thanks for stating the obvious, freaky dog person!" But if what I just wrote is so obvious, then why are so many of us looking for a shortlist of the top 3-4 vendors in a product space? We all know how to get market share numbers, so we're looking for more than that. I think we're all busy and we'd like to look to analysts to do the research and the work and come up with a quick answer. But I also think there are no easy answers. Analysts can't make critical requirements decisions, and therefore product selection decisions, for external organizations in a vacuum. But we can do the research that normalizes the discussion, takes the marketing hype out and puts the technology specifics and the security and risk trade-offs back in. We can empower your organization with the unbiased information necessary to make the decisions.
To me, that's a lot more compelling and useful than having someone arbitrarily say, there are 3-4 solutions, pick one.
The alternative is ending up with a multi-million dollar PKI solution that doesn't solve the problem it was meant to. Or driving around in a white/silver Toyota Camry when the right car for you may be a dark green, two-seater, RAV4 with a couple of shepherd mutts hanging out the windows.


