Jay Parkhill April 7th, 2008
Exactly when people started saying “enterprise” instead of “large business” is pretty good material for light banter. I don’t know the answer, though I have discovered an almost perfect inverse correlation between a company’s use of the word enterprise to describe itself and my ability to understand what the company does: if they say “enterprise” I am basically guaranteed to have no idea what the company’s product does.
The conversations that start joking about enterprises usually segue directly into wondering why the same businesses talk about “solutions”. Their websites have sections entitled “Products” and “Solutions”. One might think that these could be the same section- aren’t the products supposed to be the solutions? It doesn’t work that way, though.
I think the reason I never understand what the companies do is that they never state the “Problem”. They assume that visitors hit their site already knowing what they are looking for. If most visitors are not like me, then they are probably right. I always find myself wishing for a frame of reference, though.
That’s why I was so happy when someone pointed me to Timebridge. It makes a product that connects calendars across application platforms. I don’t use Outlook or Google Calendar, the two products it work with currently, so I haven’t tried it out. When I saw the site, though, I found something really great:
No Solutions. There is the product and there is “The Mess”. Thanks, Timebridge, for telling me why I might be interested in your product.
Bonus points for having live demos of the product in place of management headshots on the Management Team page. That’s a smart way to make the product real.Tags: marketing