1. Not Having a Macro View
Global technology spending worldwide has increased from 700 million dollars a year in 1980 to 5 trillion dollars today – a factor of 7 or 8. At the same time, GDP has barely doubled. So technology intensity is rising faster than the world economy, Rubin points out. “If you go back 20 years, you spent maybe 100 dollars a year on personal technology. Today, you have to multiply that figure by 10. CIOs need to make sure their company takes into account technology economics. They have to get the business department to understand that technology has little to do with revenue,” argues Howard Rubin, founder of the advisory firm Rubin Worldwide.