File under clueless

File under clueless: “Blog tech doesn’t live up to blog talk, according to Sapient CTO”

Via InfoWorld, I came across this pearl of wisdom from Ben Gaucherin, CTO of Sapient:

[blogs] are a fad fueled by pop culture’s desperate search for the next big thing. [They are] the digital equivalent of the pet rock.

If you’re not currently working for one of the FTSE100 or Dow 50, you may well be unaware of the existence of Sapient - they’re a high powered consultancy, dedicated to solving the technological problems of their clients with a blizzard of vague adjective-laden statements. You know the type: “We align business, customer, and technology goals to create executable road maps that improve business performance through technology.” And they’ve got the usual rollcall of high-profile clients who are busy executing the roadmaps. So far, so Dilbert.

Not being a high-powered consultancy, we tend to be more interested in what the tools can do - unfortunately we don’t get paid by the adjective. And it seems that Mr Gaucherin’s concerns stem from the ease of use of a blog:

“Unless you are willing to put in place controls over what is being said,” Gaucherin says, “these stream-of-consciousness thoughts might touch on things that they shouldn’t.” As examples, Gaucherin cites the possibility that a company could be liable for a sexual harassment suit for comments made in a blog or that a blog might reveal proprietary financial information.

All of which apply - in spades - to email, for example. And it completely misses the point that every technology has drawbacks and limitations, and completely fails to balance those with the benefits. So by the same logic taken to extremes, we presumably should be adopting executable road maps which remove email from the picture.

I suspect that part of the issue here is that tools such as blogs are just too end-user to appeal to a firm like Sapient. If you’re wrapped up in the world of “using your unique model to help clients solve their most important business and technology challenges”, then you’re probably not going to see the wood for the trees. Blogs are a small-scale tactical solution, and that just isn’t relevant if you’re attempting to justify a seven-figure consultancy fee.

The irony here is that I’m not likely to hear another of Mr Gaucherin’s opinions for a good long while, because the only way he’s got to communicate with his market is through press releases and PR. Whereas if he had a blog, I’d have already subscribed to his webfeed and would be reading his thoughts as often as he posted them. As would many of his current (and potential) customers. His loss, I guess.