Sprezzatura

Last weekend I was at an international print trade fair, and being outside my usual environment I was able to inspect a few rival print MIS products without fear of recognition. Most of our rivals are extremely reluctant to show us their products, so I have to resort to subterfuge for this kind of thing. (If any are reading this, please feel free to download and inspect our system.)

Anyway, what I noticed principally was the apparent extreme complexity of what I saw. Screen after complicated screen - they seemed to be enormous and comprehensive systems - very appropriate for such expensive products, and judging from the prices, evidently aimed at large print companies.

But thinking further about it I came to an altogether different conclusion. Large print companies often do large jobs but fewer jobs, unlike the smaller jobbing printer who tends to do more jobs but with a lower average value. It follows that the administrative headache is actually rather worse for the smaller printer than for the larger.

So one perfectly logical business strategy is to write a simple system, aimed at larger companies, because their requirements are less demanding, and charge more. Larger companies can afford it, but to justify the expense the program has to be made to look both powerful and complex. When, er, it isn't.

But a really useful program would actually have to be powerful, more efficient, more simple to use, and priced so even the smaller company could afford it.

So lets get this paradox straight. The expensive product seems more complex but doesn't need to be that great, but the inexpensive one needs to be very powerful but seem very simple. The word that comes to mind is 'sprezzatura'. This Renaissance Italian term means doing something very difficult while pretending it's actually easy. Like someone juggling while riding a mono-cycle, or maybe a pianist continuing to play the most amazing jazz while talking to the audience.

Sprezzatura is what Printpak does. I've only just realized it. We know that our estimating tools are second to none, and whenever we put in something really useful, someone always says 'that looks too complex - how can we make it look simpler' or even 'how can we hide it'. We've always had to do that because the product has always had to sell itself, without expensive salesmen on the road, and without lengthy on-site configuration. We have to make it seem easy. But when you stop to think whats actually happening inside, it's a lot more powerful than the expensive systems.

So that's my word for the week. Sprezzatura.

ttfn

Richard