Software marketing typically features a bacchanal of familiar but overblown, turgid terms. Marketers often spend too much time working the software marketing lexicon in search of a new hot term they think articulates the value they provide uniquely. We’ve thought about this at TIBCO and have realized, in counterpoint, that this year should be different. Forget about crossing the chasm or taming the tornado–we can be effective simply by “telling it like it is.”

So, SOA is on everybody’s mind and the cacophony of every vendor doing their bit to increase the new SOA lexicon is deafening. With that in mind, we created Greg the Architect. The poor guy is besieged by SOA pitches; through his eyes, one can see how tough it is for customers today to understand what’s really going on. Greg has a tough job and a lot of folks pitching him on SOA. He and his boss are under a lot of pressure.

We think you’ll relate to Greg… As Joe McKendrick says, here’s “something really hilarious (but alas, so true) about dealing with the SOA life.”

Enjoy!