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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

No ROI? No Problem

Consumed => “Why Patagonia Opts for a Wacky EBay Storefron” by Michael Ybarra on CIO Mag.

My value add (i.e., left a comment)…

For me the key idea here is this:

“EBay is a for-profit company,” says Bill Boland, Patagonia’s e-media creative director. “So are we–but we don’t act like it sometimes. On the surface it seems counterintuitive to promote used sales, but we never thought much about it. We want to help people keep their clothes out of a landfill. People talking about it was the metric for success.”

The optimal story here for the CIO target audience isn’t the technology, it’s about the Patagonia brand. Article after article, month after month, we hear CIO plea for IT to understand the business, know thy customer, be less focused on technology and more focused on solutions, etc. In that context it would seem that this was a perfect opportunity to talk about the “intangibles” that go into key business decisions. Instead we get more status quo (i.e., alienating propeller head drivel).

In short, I’m disappointed and even somewhat confused with CIO’s choice of the information arc for this article.

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