A Simple Plan

The power of one

Its time for privately held Web integrators to hire one messenger to serve the masses. Right now, those companies are using dozens of costly PR reps to send me the same exact message. Recently, for example, I received three e-mail pitches from private integrators within a one-hour period, all hawking the identical thing—"positive success" stories amid the industry rubble.

"While the giants talk, [XYZ company] has been in action," trumpeted one rep. A second claimed that while MarchFirst and its ilk are self-destructing, this $15 million consultancy is growing 300 percent a year. Personally, after witnessing four months of unbridled professional-services carnage, I need to see success to believe it.