Except, like most awards, it's total nonsense
I am pleased (OK, not) to announce that the US Commerce Association has awarded my company, Farpoint Group, with their “2009 Best of Ashland Award in the Radiotelephone Communications Category”. Wow! Really? The best in Radiotelephone Communications in all of the thriving metropolis of Ashland, Massachusetts? Yes, indeed, you can read the press release here. Well, I’d like to thank the academy, my mother, and God, of course, for creating the electromagnetic spectrum that has been so very, very good to us, the company, not to mention our clients and customers, over the 18+ years that we’ve been exploiting physics for fun and profit. I couldn’t be happier, and I know I speak for everyone at Farpoint Group when I say…What a load of crap! The US Commerce Association, as near as I can tell, exists to sell commemorative crystal awards, suitable for display in one’s lobby, resulting from a competition that never existed in the first place. Have you noticed how many firms send out press releases regarding all kinds of awards that you’ve never heard of? Sure, it’s great marketing (OK, it’s marketing), but there’s really no value beyond that for customers or clients, as this is simply purchased publicity, not an acknowledgement of any real achievement or value.There’s an awards netherworld here, however, and it’s one that I have participated in over the years as a judge of several “Best of xxx Conference Awards” competitions. In fact, I’m engaged in one right now that will be announced next year. These typically consist of reading a good number of applications, studying company Web sites, and evaluating submissions based on rigid criteria. I’m not sure these add a lot of value to the debate of which product or technology really in the best under a given set of conditions or circumstances, but at least there’s no money involved (I hope – I certainly don’t get paid), and it’s fun (for analysts, anyway!) to look at new products and services as they hit the market. Yes, good clean fun, mostly, although these awards aren’t for product excellence in the rigid sense since no actual testing or other verification of performance or even manufacturer claims is involved. In the right context, though, these are fine. At least some kind of competition is involved, anyway, and that’s something.But many awards are like the one we received – worthless beyond marketing to the uneducated who are impressed with crystal presentations in the lobby. Let’s hope suppliers focus on real value, real achievement, and real service to their clients and customers, and build market presence and credibility the old-fashioned way – through excellence that speaks for itself.
