Buying tech for tech reasons.

That was pretty normal when I started working in the IT industry 40 years ago. Buying a mini computer or a mainframe. And only after installing that expensive hardware, the thinking process about the software started. Defining business goals was not a popular activity in those days.

Fast forward to 2025. The whole world is obsessed with AI. Overwhelmed by the possibilities and it’s potential. Also true - many people feel rushed by FOMO; the fear of missing out. Buying AI licenses as if their lives depend on it…

So what have we actually learned from 40 years of trial and error in selecting, contracting and implementing business software?

During the DIRECTIONS EMEA event last week in Poznan, I delivered a presentation on how to convince C-level executives in an AI-First world.

Unlike most speakers, I didn't delve into the vast possibilities of AI. Instead, I focused on the basic principles. Starting with the strategy of an organization. Setting tangible business goals. Assessing the conditions for project success. And make clear what the intention is.

Wondering how partners like you can help organisations with these important processes.

Boring? To a certain extent. But indispensable as a foundation for long-term, effective use. With a measurable positive impact on the happiness of their customers. And their customers' customers.

Buying tech for tech reasons isn’t sustainable. It leads to disappointment. Frustration. And churn.

Despite the AI vibe in the event, the feedback was good. As if my messages were waking the attendees from their AI dreams.

Traditionally, I started my session with music. This time, I chose Queen with Under Pressure. A well-fitting choice, in my opinion. For the buyers and sellers of course. But certainly also for vendors like Microsoft who need to find a return on their breathtaking investments.

So how do you handle the AI pressure?