Just because your organization has the latest technology doesn’t mean it has the most valuable products. The ITIL Zealot makes the distinction between the two, by pointing out that IT is not a commodity. IT is not like a telephone, which you can just pick up and always expect to work, and it’s hard to say if it will ever reach that level of functionality. Part of the reason is our standards for IT are always changing. Technology is evolving so rapidly, that as soon as we’ve worked out the kinks in one system, it’s time to move onto something bigger and better.
Plus, sometimes to be cool, it’s necessary to be different, and that means taking risks and trying new things that have never been tried before. Sometimes looking cool means pleasing customers, but sacrificing functionality. The ITIL Zealot uses the example of the iPhone. A Blackberry could be used for the same value and functionality within the business, but the staff is supplied with iPhone because they are the latest and coolest thing. Having the coolest new technology makes customers happy, and it increases their loyalty. Sometimes that’s all the value you need.