Let advertisers spend the same amount of money improving their product that they do on advertising, and they wouldn't have to advertise it." –Will Rogers

Will obviously never worked in IT. The problem in IT has been the bulk of the money, time, and effort has gone into improving the product, with scant resources, if any, used in "advertising" IT properly. If this weren't the case, the industry might be less challenged in figuring out the whole business-IT alignment issue. The IT product simply would speak for itself . . . but in reality, in many companies this seems not to be the rule.

Taking an optimistic view, it's reasonable to assume many business leaders are aware of the value IT can (and, best-case scenario, does) bring to the table. If they're not aware, then at least one of the following has to be very poor: the IT service being provided, the astuteness of the business side, or the ability of IT to communicate its merit.

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