Generation 1 vendors concentrated on the last step in the logic chain. They showed customers how they could meet the specified requirements.
Generation 1 began in the ‘70s, a little after software packages appear. When selling, vendors focused on features and functions. They showed how their features and functions met the customer’s requirements. The sale would go to the vendor who best matched the customer’s checklist. In theory, the vendor with the most ticks would win. But new features were constantly released. Or promised. It was hard to know who had the best features. Consultants got involved, each with their own selection methodology. And for customers, it was hard to sort the must-have requirements from the nice-to- have’s.
The selection process was fraught. Problems also arose with implementations. Vendors didn’t have robust implementation methodologies. The vendor’s consultants drove the implementation. And each one could be different. With selection and implementation challenges, it’s not surprising customers didn’t always enjoy the success they’d hoped for.
As the technology industry matured, the differences between software packages reduced, as did the differences in services offerings. It became more and more difficult to differentiate.
Not surprisingly, vendors sought a new way to compete.