Companies like Esri and Google reach a large audience of customers and potential customers with their compelling Geographic Information System (GIS) and Location Intelligence (LI) marketing messages. But not every business in the USA is ready to hear these messages. For reasons that include out-of-reach investment requirements, technology intimidation, and competing software priorities, many companies press on, year after year, without the benefit of location analysis tools. And still more companies remain simply unaware that location intelligence or business mapping software even exist.
I speak with many businesses new to business mapping software whose requirements can suddenly veer from basic business mapping into the realm of full GIS. Often these companies have no idea what GIS or location intelligence means. If I bring up GIS/LI it can become a distraction to the sales process. A customer new to mapping software is often very busy just getting through their day. To start exploring a whole new technology can be overwhelming – even a non-starter. So I try to take it slow. “Baby steps,” to quote Bob (see movie What About Bob.) After all, Rome’s municipal GIS infrastructure wasn’t built in a day.