Mapping is a very essential part be it geography, history or technology.  Visualize this – you have an acute health problem and enquire about doctors in your known circle, Google out and find few doctors who you want to visit. And finally when you visit a doctor your expectation is he would diagnose the problem and advice on medication. Instead if the doctor starts explaining the compositions of medicines, how the capsule acquired its color, how the tablets are cut into shapes and packaged, how the xRay machine works, its make and efficiency etc. Yes, that exact reaction on your face will be a customer’s reaction when they are looking out for a solution to their business problem and we start explaining technology to them.

Technology is imperative, but what a customer/client is looking for is solution.

If we cannot map business requirements to technology via functional solutions we are doing the same that the doctor above is doing to his patient. End result – customer moves on and looks for someone who understands their problems.

Technical teams must map the solutions to requirements, and not burden clients with technology and its architectural marvel.

A customer is looking for a solution; they are not worried which technology we suggest in the beginning. They are only interested if that technology will solve their business issues and address their business need. And avoid future potholes. Eventually technology will find a place in the decision making but that alone cannot be the deciding factor for a customer to choose a technology vendor

Many technically sound organizations fail to tap customers as they fail to understand crux of business to technology mapping.  Functional elucidation to a client is of utmost important while driving at a technical solution.