The Global Case

"Our challlenge . . . was to meet the varied . . . requirements of all the different locations, systems, and applications with a single solution . . . ."

--Symmetricom Case Study

I’m often asked to explain the importance of fluency in multiple technologies when many writing clients really only care about one — their own. The fact is, the more global your solution, the more necessary it is to communicate its value across multiple vertical domains, across multiple technology domains and often, of course, across multiple geographic domains as well.

To do that, you need to explain as efficiently as possible, not just your own technology’s secret sauce but also your customers’, and how the two are tightly connected. Hence, the need for broad technology fluency.


Take the recent case I wrote for my client of eight years, San Jose-based Symmetricom. You might call it a “threefor” -- explaining the importance of precise event timing in: 1) control and monitoring; 2) telecom; and 3) Brazil. The solution: a single timing system that can support that country’s largest power utility everywhere.

Saying a solution is universal is one thing, however. Telling a convincing story that supplies the sufficient proof points deep enough and wide enough is another. In the global case, you can’t be confined a particular industry, a particular technology or even a particular country to get what the story is about -- or to write it.