What we all need is understanding
As a developer this problems often occurs when working with people not from a technology background. Warren Buffett’s famous advice is to “Invest in what you understand.” and while many managers take the time to understand their market, they don’t take the time to understand the technology/processes of their business. It’s no surprise to me that the only company that I’ve worked for that’s actually achieved a measure of success is run by people who not only have a very clear understanding of their market, but who also have a very clear understanding of the technology they provide. What of the others that are no longer around? It’s no surprise I spent a lot of time at those places trying to explain how things worked and why things couldn’t be done. And while some businesses are about pushing the boundaries and innovating, to do so requires a knowledge of the limitations of what currently exists.
As a developer I have been as guilty of this sin as everyone else. It’s very easy to take no interest in the customer and to care only about the technology. Perhaps to a degree this is an even worse situation to be in over having management that don’t understand technology, as when this happens, solutions that are unusable by anyone are usually delivered. I know for a fact I have delivered plenty of products without ever asking myself who the product is actually aimed at, all the while being completely feature focused. When I think back to those products, it’s a wonder they survived any sort of usage at all. Now, rather then only caring if something can be done or not, I try and ask myself who will be trying to achieve a task and what is the best way for them to go about doing so. As with anything, there is a balance that needs to be found.
Managers, understand the technology. Developers, understand the market.