Sometimes, you build marketing collateral for a market that is completely unexpected. And while on the way, it teaches you, once again, why Steve Blank, Eric Ries and Co. are right: everything you rationalize and think about is only an opinion about the way the market will react to it; facts exist only in the real world. I have a friend who is a very experienced technology consultant, Reuven Lerner.

Do you have SLAs with your customers? Dirty little secret: they don't matter. All that matters is customer expectation in real time. You are running a service. You know that your enterprise customers are highly sensitive to availability, since they use your service to help them make money. Perhaps they even use you as part of their customer-facing platform. Nonetheless, you know you cannot provide 100% availability, even discounting planned maintenance.

Now that we understand what the cloud is, the types of cloud services, the difference between true cloud and hosting, why true cloud matters greatly, and how it makes you nimble, the inevitable question is, how do we get there? Or, to use our question from our last article, how do we get to say, "YES", to the customer who offers us $500,000 - or $5MM - if we are ready to run tomorrow?

Recently, I had a conversation with a senior executive at a company about the firm's information security. The conversation, like others I have had, revolved around a sudden increase in interest in that security. To be clear, we are not talking privacy settings on Facebook (use them) or whether or not Snapchat pictures and messages really disappear (they don't). These people are seriously concerned about loss of data due either to security breach by bad actors targeting the company, or simple loss of data due to employee errors.

I always get a kick when a long-storied company which is in decline tries to hook onto the latest, hottest market, thinking, "we will get into this market, and with our amazing brand, we will knock it out of the park!" This is the business equivalent of a Hail Mary pass... while throwing it off to the sides and into the stands, rather than down the field towards the goal line.