Well a few weeks ago it the guys over at 3DMojo had a problem with “express”. Now they have a problem with “turnkey “. While I’ll give them that the use of the word turnkey is definitely a flash to the past, I’m not so sure I agree with the key part of their argument:
So, I just gotta ask the question: if turnkey were simple when it comes to creating product deliverables, wouldn’t other vendors simply call it that? Doesn’t turnkey mean it’s not simple?
The short answer: no. The longer answer: like it or not the markets are conversations (reference Cluetrain). The language you use in conversations is important. And while “turnkey” may have a retro or negative connotation to some, I think simple conveys a lot of meaning to many that is not wanted or intended for what we are doing with the PLM appliance. Simple can certainly mean easy (which might be a better word…or maybe not), but it can also mean less feature rich, more constrained or even dumbed-down.
What we are trying to do is take a multi-step
buying deployment process and compress it down for our customers. Rather than having to figure out what software they want, then what hardware they need and then combining the two, we deliver the end result they are looking for from the start. Maybe turnkey is not the best way to describe it, but simple isn’t any better.