The Gist
- Integration requires a big-picture mindset. Too often, digital platform components are treated in isolation, ignoring dependencies and future scalability.
- Shortcuts lead to fragility. Skipping foundational work, like proper planning and scalable design, results in platforms that can’t support long-term goals.
- Foundations matter more than finishes. A metaphorical wall with no door, windows or foundation may look complete but lacks durability and value without broader structural context.
Over the years, I have had many conversations with clients — and potential clients — about the content and data platforms they needed designed; the next steps in an implementation process.
All too often, these platforms are part of a larger ecosystem but treated independently. The bigger picture is ignored.
When it comes to individual pieces of work, the same issue exposes itself. The platform’s internal dependencies are ignored in the name of an immediate deliverable. This metaphor has found itself called upon with uncanny frequency.
What follows is a single-sided transcript of an amalgam of real conversations, converted to metaphor to protect the guilty.
How Conversations Over Building Digital Platform Integrations Really Go
A Metaphorical Peek Into Integrating Digital Platforms
“Okay, let’s see if I understand what you’re asking for. You want me to build you a wall?”
“Yes, yes. Just a basic implementation; I get that part. You want to prove whether walls are compatible with the rest of your domain. Can you work with—”
“Right. You need to justify the concept of the wall, as an approach. Test—”
“—that they return value? As in, you want to deploy this first wall implementation to production?”
“Fine. But the return is … You do understand that the value of a wall derives from it working in conjunction with other walls?”
“Yes, exactly. If you put four of them together, you have a contained space. Add a roof and it’s protected from the elements. A single wall, alone, well…”
“Of course. We can start with just the one basic wall. Show that—”
“Remember what I just said about multiple walls. I can’t promise that this one, alone, would break even.”
“Yes, I’m sure you can decorate the wall once it’s built. A dab of paint and a few pictures. If that’s what you really want. Of course, it’ll be exposed to the elements.”
“Okay. If that’ll sell it to the higher-ups, a paint job it is. Now, shall we discuss the basic design you want? The capabilities?”
“Right. Basic. No thrills.”
“That’s fair. So, when we’re ready for the next phase of the implementation, we’ll tear it down and—”
“Basic and solid enough to be part of the future solution?”
“Uh huh. And you’re now going to tell me I can’t engineer for any of the features—”
“Yes. I understand that. Basic. You’ve been clear on that.”
“So, when you need a door in the wall…”
“Once you add the other walls and have the shell of a house, you’ll be needing a door. I’ve explained this already.”
“Yes, the door could be built into one of the other walls. But you’ll still be wanting windows. Especially at the front of the building.”
“When you say, ‘Just punch holes in the wall for the windows,” have you any idea how hard that is if the wall hasn’t been designed to take windows in the first place? It would be less effort to tear it down—”
“Yes, you’ve already said that; we can’t throw anything away. We can’t replace. Even if it would be more efficient.”
“And we can’t do the preparation work to make the wall fit for that expected evolution.”
“Yes. Because that next phase might never happen, and we can’t afford to waste money. Uh huh. I get it.”
“Best if I don’t even ask about pouring a foundation, isn’t it?”
“Please tell me you didn’t just suggest that. No, we cannot put the foundation in after we’ve already got the building completed.”
“Well, yes, it’s possible to have a building without a foundation. You’ll be limited in how big it can be, in the value it can ever deliver, and it will be fragile.”
“Now, that idea, I could get behind. Just build the foundation. Of course, without anything on it, you won’t be able to prove the value…”
“Yes, right. One wall, basic, not engineered for the future, but able to bear its weight. And delivering value as though the rest of the building were already there. Uh huh. I understand exactly where you’re coming from.”
(This project again. Been there…)
Related Article: CDPs Uncovered: Integrations, AI and the Path Forward
Building a Digital Foundation Requires Solid Foundation
The point? Remember that old saying: “Every overnight success spent 10 years honing their skills.”
When it comes to building digital platforms, the same principle holds true (though, if done right, it won’t take 10 years). Digital capabilities need to be built on solid foundations; a paint job on a wall no one bothered to build won’t protect you from the elements.
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