Garner and the category making business

During my time as CTO of Redbooth, we somehow (paying money) ended up in the magic cuadrant of “unified communications”. Our CEO thought that this would do anything to our sales, but of course it didn't: Our customers where small businesses and marketing agencies, not executives that read Gartner’s bullshit to make IT decisions.

That cuadrant meant changing the roadmap to shoehorn “unified communications” features, ceiling the product and eventually having to merge with another company.

And for what? Have you heard of that term in the last 10 years? No. It faded away, like all those inventions that are made up to justify Gartner's business model.

This is not how companies but software anymore. IT doesn't but software like they use to. With the arrival of the iPhone, employees have revolted and bring their own software to work. I don't short, but if I did, I would definitely short Gartner.