“We can not solve the significant problems we face today, at the same level of thinking we were at when we created them”

Albert Einstein

I was just thinking today about the new discovery that there is something that travels faster  than the speed of light – the Nutrino, now confirmed by a second study conducted in Italy

Why is it that in our world people would rather look at genius as a thing to attack, then as a foundation from which to grow?   Many of the recent articles surrounding the discovery of the Nutrino have a voice from the media that deliver headlines something like ...  looks like Einstein was wrong ….  Was he?  Really?

I suspect, that Einstein suspected, that there would be a number of new discoveries as he left us the things for science to ponder, discover and grow from.  I suspect that, just as his famous quote for solving problems and THINKING relays, we can never stop reaching and thinking.  Let's think and thank the world for genius that gets us to contemplate beyond where we were at, where we might be in the future.

Relativity was Einstein’s fertile soil of thought and genius that allowed the way for new discoveries.  Thinking beyond our ingrained habits and thoughts will always drive new possibilities – so long as we strive, as humans and individuals, to never stop exploring – in good times, in adversity, across time.  Change won’t happen at the speed of light or faster – but it will happen.  May each of us do our part of our contribution to the positives of change, even if we can't all be Einsteins.

That which Einstein, and all gifted thinkers respect the most is the creation of new knowledge.  Some reach out to think outside the box – at the risk of criticism, skepticism and ridicule.  But they don't care - they just invent.  That is the fruit of every element of creativity - from art and science to entrepreneurship.  What brought us to where we are is such innovation. And, it is the energy of inspiration that will take us where we have yet to go.

For me, I respect those innovators, challengers of conventional thought and paradigms the most.  From Einstein and as I navigate the biography of Steve Jobs written by Walter Isaacson, it is the inventors who's time in our lives, set up the future and pass the energy along with the responsibility for those left behind.  Isaacson interestingly starts his book on Jobs with a quip about how he was ‘…just in the middle of writing about Einstein, had just finished Franklin, when Steve asked me to write a book about him in 2004 …’  The other thing that separates genius from mediocrity, beyond doubt and criticism, is the set of beliefs we have in ourselves and about what we can do as individuals.

Steve didn’t stop asking author Walter Isaacson to write the book.  And, eventually, he wrote it.  Einstein didn’t stop having new thoughts, opinions and ideas until he left this world.   Both of these individual spirits have passed into a new era of relativity, leaving us to continue, from the perch on their shoulders to discover and reach outside our thoughts of yesterday to find tomorrow.

Let’s do that – keep learning and discovering regardless of the challenge.  God knows we need it more than ever!  When we respect the learning and lessons of yesterday – we’re more likely to find a way to build a better tomorrow.

It makes no sense, for any business, to invest in technology based on a comparison of features.  Today, the basic features of CRM are well-defined - any CRM will provide the basics of contact relationship management.

CRM has been around for more than a decade. It was originally designed as a tool to enable businesses to share information between sales and other various departments that dealt with customers. Those features are clear.

The next iterations of CRM were designed to better track, manage and empower the sales force - hence the brand of a CRM by that name. Again, no real "dream" here.

With internal information and sales force automation handled, CRM companies continued to emerge. CRM platforms morphed and features upon features were added.  This is where so many stand today – feature overloaded CRMs that are still focused on just adding more features as differentiators.  But bells and whistles are not the reason you are looking for a CRM solution.

CRM companies compete by issuing white papers that highlight things like "The 10 Things Your CRM Should Do". The problem with this focus is it's not about what your CRM does or how many features it has – it’s not even about how much you know about your customers.  Any CRM will give you that.

Companies have lost focus on the single most important points by focusing on features!  Connecting in the market to grow a more profitable business.

Today, your customers likely know more about your business and the market than you do.  They are looking with unlimited information from your business - if they can find your business.  Customers are often more connected than the companies that buy CRMs for a very simple reason.

While the business was busy with the software, the prospective customer was busy connecting to the market – becoming an informed buyer.

Wonder which company will earn that new business?  Grow that market share?

It won’t be the company that is busy trying to manage the CRM. It will be the company that has taken the steps to get successfully connected in the market space.

CRM is a linear solution in a non-linear world.  That is to say, there are searches, social networks, iPhones, and Tweets all "linked in" - woven together through a web of opportunity and information.  This Connected Market Space is where your very contacts discover, uncover, and decide who to do business with.

Investing in any CRM without considering the much larger picture – by asking "how will we manage our Connected Market?" – is an exercise I call the "technology trap".

This is the losing proposition of technology where 95% of the market goes.  Adding CRM technology without asking first, "How do our customers connect to the products and services we sell?", is like hoping there is a silver bullet – some magic the CRM will bring to the sales force and your firm. Well, hope is not a strategy in business.

When you ask the right questions of your market and your business goals, you’re likely to be far ahead of the pack.

Building a connection relationship solution becomes a market space that you can measure and grow.  You’ll find the solution that your business needs to manage and acquire customers becomes much clearer than any feature comparison CRMs will provide.

This reality is due to the fact that the solutions designed for today's market extend well beyond traditional CRM.

To be on track and to be discovered by outside factors, the business must connect to – rather than employ internal CRM tools – the connections needed outside to bring your customers and prospects in close alignment.

To effectively install the right solutions, including your CRM needs, look first at your core objectives and how customers connect in your market.

When you do that properly, you will ensure that your investment will pay off with more business and customers.

To get connected and get results – if you’re thinking about CRM – evaluate your business goals with the Free BIPED® "Business in Process Enterprise Design" envisioner.

Based on 10 years of success, BIPED will ensure that you will avoid the CRM feature trap and help get you connected with your market.

Intuitively you already know that the right solutions and connections will guarantee your investment pay off.  Ensure that you get your return on investment - and avoid the technology trap.  Leave that to the competition.