Last week — at an industry event that I helped to organize in Silicon Valley — the great marketing strategist Geoffrey Moore was asked to reflect on the impact of one of the most enduring catch phrases in business. I’m not talking about “crossing the chasm,” the phrase that Moore made famous and that is now part of the general business lexicon. I’m talking about “IT doesn’t matter,” the title of a 2003 HBR article written by Nicholas Carr. The point the Carr was making then was that because IT (information technology) as we then knew it was no longer a differentiator because every business had it. At last week’s event, blogger/journalist Tom Foremski asked if the notion still held true today. Moore agreed that we’re at a point where innovations in tech again have strategic value for the enterprise. We’re just at a different point in a never-ending cycle. Said Moore: “the goal should be at any given time for IT to go from mattering to not mattering.”

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