Pizza and Information Technology have more in common than you think.

By Daniel Itzicovitch

15 years ago, computing was so new and expensive, that there were large companies that did computer maintenance. We had companies specialized in disassembling and cleaning computers keyboards. Each keyboard cost was around US$ 100 in the early 90s and harder to find.

Today, we just replace the keyboard when is dirty or broken. We have prices ranging from US$ 15.00 to US$ 100.00. Who buys keyboards that cost US$ 100?

I remember from my childhood and adolescence, my father took us to eat pizza in a great pizzeria in Ipiranga. The waiter was almost part of the family. He knew everyone by name. Some years later, the bakery next to the pizzeria began selling pizza with excellent quality for less than half the price. Today there is no more pizzeria and bakery is still there, steady and strong.

But what these two true stories have in common? There was an error of market positioning of companies that have closed. The keyboard and the pizza were the means not the end. Explain! The keyboard, computer and technology are not the ultimate goal of users. They are the means, the tool to achieve the goal. What is the purpose? Several, such as obtaining the bank balance, make payments, watching TV, writing this blog. The same thing goes for pizza. It is the means to stave off hunger, to satiate the appetite. People do not buy a pizza because she is beautiful. But because they are hungry and want food.

Successful companies can see their ultimate goal and use technology, food, clothing and many other things, as a means to get there. A pizzeria that there is more there for the pizza itself and not to satisfy the hunger of their customers.

Successful entrepreneurs are able to identify, map and actually offer what customers want and need to buy. The qualification of the market and adequate supply of products and services is the true factor to deliver the right product to the right customer. So when we talk about selling refrigerators to Eskimos or air heater in the desert. But what if offer refrigerator in the desert and air heater air to Eskimos?

Computing today is commodity. It may even be likened to a pizza, because we have so many pizzerias as computer companies. A lot of people making and selling the same products and services. With this, the client and the market drive the price. How not to be "commodity"? Understanding your customer. Identifying the needs and goals. And work in order to serve the market. Do not work just to sell pizzas or keyboards.