For example, the other day I was chatting with my local grocer, telling him of the wonders of digital marketing. (Johnny One-Note, that's me!) Suddenly, he looked at me and said, "Would you build me a website? I'd pay you." Whoa! Actually, I was thinking that he should start with an email announcement service. It would be more comfortably low-tech and easy to maintain for him.
EDITORIAL Searcher’s Voice Stormy Seas and Piracy hings are getting ugly out there, British comedy. The wildly overdrawn super-villain Tbut they could get uglier. With the threat of unemployment was getting his come-uppance at the end of the film by being buried alive up to his neck in the seeming to loom over everyone in the nation, desert sands. He only seemed to have strength it seems we might start looking at colleagues enough to beg for anything, anything that would or clients as competitors or even as enemies. slake his thirst. However, the liquid his parched Euphemistic names for the process are lips called for over and over was “Champagne! disintermediation, reorganization, or even Champagne!” Somehow it left the audience paradigm shifts. Uglier names are RIF (reduction feeling that we haven’t seen the end of this villain in force), layoffs, shutdowns, closures, etc. after all. Even in the middle of a downturn, some Regardless of the situation, the wisest course things have an upside. If we only look for the least to follow is the course of wisdom. Calm, clear, we can expect, that’s all we’ll get. insightful observation of reality plus a vision of What should we look for? Well, questions what the future might bring — buttressed come to mind. After all, we are in the answer business. What more appropriate source for How can we weather the storm guidance than questions? Break down the tasks you perform and attach them to the questions — and maybe even surf the waves and questioners — they answer. Of course, as you trim your budgets, you may already be doing to a lovely Caribbean isle ... this for economy’s sake. But look at it as a guide to promoting the value of the services you provide. Look at it in terms of promotion for throughout by quality information gathering — those services and in terms of promoting you should provide the best navigation tools for personally, e.g., in a resume. Look at your stormy seas. And if warmth towards those questioners too. Who do they serve and how? around us starts to cool as the gales blow, Could you expand their utility to their clients or perhaps even leading us to regard colleagues superiors with more and/or different information? and clients as pirates trying to steal our budgets Could you serve those clients or superiors directly? or job functions, a prudent and long-term view Hey! It’s not piracy if it ends up keeping the ship of the future should remind us that networks of you’re on from sinking. strong contacts may offer protection and succor Just as important — maybe more — as if the storms continue to rage. looking at the questions you get is looking at So what’s an info pro to do in these tough the questions you don’t get. Why not? Why does times? How can we weather the storm and maybe this department or subagency or particular type even surf the waves to a lovely Caribbean isle, of functionary in the institution you serve never where charming waitstaff stand smiling with seem to call? Are they just know-it-alls? Are they outstretched trays bearing umbrella-adorned so “dead head” they consider their existing skill mai-tais and margaritas? Unlikely? Perhaps. set eternally adequate? Or are they getting their But I’ve never forgotten a scene from a long-ago continued on page 6 4 SEARCHER ■ The Magazine for Database Professionals EDITORIAL The Magazine for Database Professionals Vice President, Content Richard Kaser Editor-in-Chief text continued from page 4 I might even offer to do some write-up
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