IT folks like buzzwords. To gain visibility and acceptance in the IT industry, new technologies and products must be associated with a buzzword - ideally a buzzword that the press and analysts are currently talking and writing about. If a new solution doesn't fit an existing buzzword category, a vendor may create a new word and then hope they can convince analyst organizations such as Gartner and META to adopt it. After all, analyst organizations make their money by creating new buzzwords and charging a fee to anyone who wants to understand it and anyone who wants to learn about products that are the best at supporting it. Vendors, in turn, view a good position on the vendor buzzword charts as crucial to success.

The above viewpoint may be cynical, but the fact is that we are a buzzword-driven industry. Buzzwords are useful, provided they are not abused. Even in today's business-driven approach to IT, where buying power is rightly in the hands of business users, IT must still install and maintain new technologies and products. Buzzwords enable IT staff to categorize new solutions, determine which department should be responsible for a new solution and select products which support that solution.

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