Leading research firm rates Itensil “novel and creative”

22 Apr, 2008  No Comment

We were honored to be chosen by a leading technology and market research firm as the first subject in a new series of Vendor Reports for Information & Knowledge Management Professionals.

The report, published on April 11, 2008, describes Itensil’s Dynamic Process Platform: “these unique tools bring process-centric repeatability to ad hoc, knowledge-intensive tasks normally supported by unstructured collaboration tools. Combining collaboration (i.e., the ad hoc world) with process, data, and rules (i.e., the highly structured world) is innovative and moves the goal posts for BPM vendors. The concept is novel and creative; consider Itensil if you want to experiment with ways to converge ad hoc work with structured processes, or if you are looking for a tool that combines right-brained and left-brained work styles.”

The report concludes: “Itensil has created a simple, yet powerful, solution to a problem that several major technology categories have yet to address. Traditional applications are too rigid, BPM suites are more agile but require specialized expertise, and collaboration tools do not provide enough control. In charting a course between collaboration and BPM — instead of adding one to the other — Itensil brings something new and different to the market.”

If your firm subscribes to IT research services, look for the complete report titled Vendor Snapshot: Itensil Brings Process To Web 2.0

Addressing the 9x problem…

2 Jan, 2007  No Comment

Last fall, Andrew McAfee referenced research conducted by his marketing colleague at Harvard, John Gourville. In essence, Gourville describes the “9X problem — a mismatch of 9 to 1 between what innovators think consumers want and what consumers actually want.”1

McAfee goes on to explain how enterprise 2.0 products essentially need to improve worker productivity tenfold in order for them to realize widespread adoption. He makes an excellent case for simple, intuitive user interfaces and tangible, obvious business benefits.

Incenting users to learn new tools is a real barrier to entry. For this reason, Itensil is offering to eliminate this barrier and is offering free build services for our early access users. So rather than “build it and they will come,” we are ensuring that when users come to us, we will build their personal wikiflow processes for free. We are coaching all users on how to get the most out of the product (again, for free), and encouraging them to start building out their own content once they’re comfortable. In this way, the user has a stress-free adoption curve, and we can further develop the platform with their custom modification requests.

1Gourville, J. T. (2004). “Why consumers don’t buy: The psychology of new product adoption.” Harvard Business School Note #504-056

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