The “human-to-technology” language challenge
by Greg Smith, Mandeep Dhillon, Laurie Guillodo, Carl Bate, Xabier Ormaechea
Issue 2, 2017
Telecommunications, Information technology, Media & Electronics (TIME), Digital problem solving, Digital company transformation
Translating our imagination into working code

It is often said that within every business is a technology business, with software central to enterprise success. However, translating ideas into working software is not easy. Looking at typical business-to-technology language problems, this article shows how to overcome them through new ideas and techniques used by digital leaders.

Within every business, software can potentially drive a significant increase in enterprise value, whether by seizing new revenue opportunities, fundamentally transforming the organization, or driving efficiencies to compete effectively against ever-evolving rivals. However, translating ideas into working software is not easy. There are notable limitations on how people and organizations “talk to” technology. This is a significant hurdle for organizations in achieving their desired business outcomes. In this article, we look at typical business-to-technology language problems, and show how to overcome these through new ideas based on our recent experience and the techniques used by digital leaders.

Innovation through software

It is often said that within every business is a technology business. As the digital revolution gains ever more momentum, organizations increasingly turn to this internal technology business – for instance, when they seek to increase revenue through new or diversified products, drive down costs through optimization and automation, or figure out how to deal with a new or revitalized competitor.
Current rankings of the world’s largest companies are dominated by organizations whose principal engines of value creation are the software platforms that underpin them. Innovation increasingly resides within software, rather than physical engineering or more traditional product R&D. Whether it is pharma, automotive or telco, more and more innovation is generated and simulated within software before being made physical. Essentially, the ability to solve a problem or realize an opportunity fully within software is what will increasingly determine enterprise winners and losers.