We Have to Answer the ‘Why’ Questions

Let me start by saying that I have a great affection and respect for the industry that I happen to be part of. I like my clients. I like my colleagues. I have a sincere fondness for them.

Let me also be clear that I believe strongly in the framework that I speak about, teach and consult in every day. I honestly believe that it offers value to my clients and to the market in general. I am thrilled to support it and extend it. And I am hoping not only to excel in extending its value to the market, but also to be a part of improving it and finding new opportunities for its application.

However … that being said … I believe we (as an industry of experts and suppliers) are not answering some of the fundamental questions that are being asked in our market.

We have reams of content, shelves of books, big hard drives full of the ‘how’ and ‘what,’ but when you start looking for the stuff that speaks to the ‘why’ … people start raising an eyebrow, twisting their lips and muttering something along the lines of “well, I guess I can put together something.”

A case in point … I spent some time this week with one of my clients that I am honored to support. I mean that seriously. They are an organization that I believe in. I take pride in supporting them. I personally believe that they make a difference in my life and in yours.

They are asking ‘why’ questions. They are asking questions to identify the value behind and the reason for IT Service Management. Obvious questions. Real questions. Honest questions. And I had to go ‘off script’ to answer their question.

I had loads of materials that were prepared for them by the vendor that brought me in to the engagement. Standard stuff. Off-the-shelf stuff. The kind of stuff that is specifically created because we think it addresses the market needs. But, frankly, that standard content (and it is consistent with the content offered by most of the experts in my market) doesn’t really answer those ‘why’ questions very well. That is why I had to go ‘off script.’

My industry – the industry of the IT Service Management consultants, trainers and product providers – is not quite so ready to answer that question. We are poised to answer questions about the mechanics of IT Service Management (the stuff of ‘what’ and ‘how’). But we have to start getting creative when we are faced with ‘why’ questions.

I think we may be too close to it. We know what benefit it offers. We know its value. We see it without really seeing it. We understand it without even thinking about it, much less saying it.

It’s almost like someone saying … “well … clearly, you need to (fill in the blank).” For the person saying that, it may be clear. They know what it is, what they are saying and why they are saying it. But for the person that does not understand the language, or the background behind the statement, or the potential outcome of doing it (or not doing it), or the implications behind making that choice, or the cost-benefit analysis behind the options … or a host of other considerations … the answer is not so clear.

I am one of many people in the market that believe in IT Service Management. I have been doing this for years. I have credibility in this space. I am friends with and colleagues of many of the best recognized people in the IT Service Management market. We know it. We define it. And we can discuss the ‘how’ and ‘what’ of IT Service Management all day. But, honestly, that may be our very problem. We are so used to talking about the ‘how’ and ‘what’ that we can skip to it quickly and comfortably. Unfortunately, what we skip is the ‘why.’

I believe that IT Service Management offers the right answers. It articulates the framework for success. But why to choose it is not necessarily answered by a detailed discussion of what it is.

We speak to - and sell to - those that ‘get it’. And so our great materials about the ‘what’ and the ‘how’ work just fine. But we don’t do a good job of articulating value to those that don’t just ‘get it.’ And – sadly – that is the people that can really benefit from it. Those are the people that we should really be talking to. Those are the people that should really understand what it has to offer.

To do justice to our clients and to the industry that we believe in, we must do a better job of answering the ‘why’ question. We must do a better job of articulating the value and reason behind IT Service Management.

[NOTE – yes, I do recognize that I am implicating myself …. ]