Richard A. Detweiler, Information Week, June 6, 1994

1. Think both short-term and long-term at the same time, like a CEO and not like a techie.

2. Don’t sell what you can’t deliver. Don’t sell the system’s glory; sell the product that will solve the problem.

3. Think of technology as a people business.

4. Learn to speak without acronyms and technical terms.

5. Sell the philosophy of technology, not a technology philosophy.

6. Separate information and processing. Each is a separate thing.

7. Promote the company’s values and mission, not technology.

8. Focus on how technology can serve people’s needs.

9. Show individuals how things work. Keep it simple.

10. Don’t think “IT”; think knowledge systems.