OK, this isn’t EXACTLY what happens in every project, but you get the feel. The basic steps are the same; they’re known, tried and trusted over many decades of software development, from mainframes through to PDAs and mobile phones. Tried, trusted and although the ride can sometimes be less than smooth, it works.
Now there’s a new, better approach. An approach which if we’d spotted it decades ago could have saved the software industry billions. Everyone would be happy. A new, previously undiscovered methodology. Forget SSADM. Forget RAD. Forget Agile. For a new dawn is upon us…
Marketing Driven Software Development Methodology
MDSDM shifts the system paradigm.
Stretches the development envelope.
Kicks the technology ball into touch.
Banishes well worn sayings.
It goes something like this:
Marketing sets a target date for a new software product.
The media are told about our great new product.
Marketing gets the brochures printed.
Marketing books the conference hall.
Marketing books prime advertising space in Fortune, Wired and Time.
Marketing tells the developers what they need to produce and by when and act as the main specifier and go-between, between the customer (them) and the developers.
Marketing stands directly behind the developers on the Sunday afternoon before the software release, telling them how important it is to deliver it all tomorrow.
All, completely, 100% marketing driven development.
The advantages are obviously enormous. No expensive systems analysis, so systems analyst resource costs are cut at a stroke. No long development effort, as all development is done right at the end of the project, and HAS to be completed by a fixed date otherwise the Marketing Director will loose his job. And no testing costs, because testing takes up too much time and is a drain on the limited resources that are left in the marketing budget. In fact, the whole thing is SO just in time that what comes out at the end of it can’t possibly be out of date. Just set that release date, and make deluded delivery promises to your customers without agreeing the development schedule with someone who might have a clue. In fact very little IT cost is incurred at all, because most sane IT people really don’t want to go within a thousand miles of anything this stupid.
But hey, it looks and sounds really good… which is all that matters. Isn’t it?
You might think this is a parody. But the fact is I’ve now worked in three companies where the marketing tail has been wagging the IT dog. I even have a friend who worked for a major insurance company whose much publicized online banking site was developed completely using MDSDM (all of the developers left and found other jobs the day it was launched).
With what many will see as the premature (immature) release of SQL Server 2008, a year earlier than even Microsoft originally announced, now we can all benefit from the advantages that MDSDM bestows upon us lowly IT folk. Especially those of us who have to run safe, reliable database systems. Personally, I just can’t wait…