Love the One You’re With

Content Management's Greatest Hits

Stephen Still’s 1970 debut self-titled solo album brings us another entry in Content Management’s Greatest Hits: Love the One You’re With.

According to wikipedia Stills got the line from Billy Preston and got his permission to build a song around it. It also featured prominently on Crosby, Stills, Nash & Young’s live album 4 Way Street.

You can understand “Love The One You’re With” as a kind of ode to infidelity born of travel (if you strip out all the nonsense about roses in fisted gloves, and eagles flying with doves):

If you’re down and confused
And you don’t remember who you’re talking too
Concentration slips away
Cause you’re baby is so far away
. . .
Don’t be angry – don’t be sad
Don’t sit crying over good times you’ve had
There’s a girl right next to you
And she’s just waiting for something to do
. . .
And if you can’t be with the one you love honey
Love the one you’re with

Turn your heartache right into joy
Cause she’s a girl and you’re a boy
Get it together come on make it nice

In the world of Content Management, we often yearn for some better platform (see the entry on Don’t You Want Me). But sometimes the wiser advice is to invest a bit more in the platform you’re on.

Don’t assume that the only way to make your business more responsive is to change platforms. We find ourselves responding to RFPs in which the decision to replatform is the only sure thing. But replatforming without first figuring out your broader strategy is a sure path to the CMS Selection Myth.

A better approach, counter-intuitive as it sometimes seems to those issuing the RFPs, is not to assume that the new platform is the core of the effort or even necessary as part of the effort. If you are dissatisfied with how your organization manages content, changing your organizational approach may prove more effective than changing the platform.

There are cases, of course, where platforms have become obsolete, insecure, unsupported, or all three – where the mandate to replatform is the opportunity for a broader strategic evaluation. But sometimes what’s needed is a set of targeted enhancements to the platform already in place, plus an improved focus on content strategy, governance, analytics, and optimization.

Whether this turns out to be a “make do” strategy (use the current platform for another year while designing its long term replacement) or a “long term” strategy (sometimes the current platform isn’t so bad after all) it helps put the focus back on the business goals and organizational maturity for supporting an ongoing content effort and gets you out of the checklists-of-features game.

Next time you find yourself focused on replatforming, ask yourself, could we learn to love the one we’re with?

About the Author

Formerly the Managing Director of Boston Connective DX office, John's passion for technology and the role of CMS are clear in his point of view.

More articles from John Eckman

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