And I want you—IT professional—to join me in this.

First, I believe that such phrases create a common language, a binding philosophy, and a goal for which to strive. In addition, such phrases provide graspable answers to complex and multipronged questions.

Second, phrases that come in threes carry a certain weight.  Ask any real estate agent what he or she values most and you’ll hear “location, location, location.”  How do you get to Carnegie Hall?  “Practice, practice, practice.” And so on.

Third, because I am sick and tired of clichés being trotted out in the business world.  To the ultimate question we posed above, most would respond “strategy,” “leadership,” “vision,” and would likely modify each of those with words like “game-changing.”

Are you with me?
The crux of the matter is actually fairly elementary, namely that in modern organizations, IT powers the business.  In the absence of smart and progressive IT, decision-makers are not enabled with the information and productivity enhancements they need.  In the absence of smart and progressive IT, geographically far-flung organizations are characterized by poor collaboration, inefficiency, and redundancy.  And in the absence of smart and progressive IT, change management is slow, painful, and “too little, too late.”

It’s not that factors outside of IT are irrelevant.  Quite the contrary; instead, the insight is that all of these factors (and the people who are responsible for them) are empowered and made whole by IT.  Marketing, Sales, Operations, Finance, Manufacturing, Development, Quality Management, and the whole slew of disciplines and sub-disciplines are powered and enhanced by IT.

Put differently, IT is a turbo-booster.

While IT Professionals are characteristically reticent when it comes to communications and self-promotion (and while humility is almost always good), we have to get into the mode of thinking about IT as core to the smooth operations and success of the business. And we have to tell our story because if we don’t, many get a false sense of what factors make organizations function.

“IT, IT, IT” is therefore not a product of boastfulness but of explanation.  Think of it as a clinical phrase with a bit of, well, cream on top.

The language of business is tired.  And many of us are fatigued by the constant invocation of the same hackneyed ideas.

I believe the next phase of business “thinking” will center on the role of IT.  And when that happens, I want us to tell our own story.

So let’s build out own script.  And let’s start with “IT, IT, IT.”

Are you with me?