"When asked to make a recommendation for a business unit about the technology they should adopt, the first thing I do is to gain an in-depth understanding of their business practices. I need to understand their objectives, how they go about achieving these, the type of data they work with, and the tools they use. Once I understand this, I can then select the technology which will help them achieve their goals. I present my recommendation to the business unit leader in clear, non-technical terms focusing on the benefits the technology delivers rather than its features. Of course, I am prepared to answer any questions they have about how the technology functions."