I get a lot of emails from Cisco every week.  A whole lot.  They aren’t spam, really.  It’s just that the frequency with which they arrive in my mailbox makes me think of them as such.  Here is how the subject line of each and every message reads:

End-of-Sale and End-of-Life Announcement for the <Insert Latest Product Being Kicked to the Curb Here>

For example:

Nobody plows through products like Cisco.  They release and kill products faster than a developing fetus churns through cells.  It’s ridiculous, really.  Because I view our industry with a tiny pinch of cynicism I often find myself a teeny bit disenfranchised with Cisco over such things.  Their products tend to cost some noticeable duckets.  And they tend to get EOL’d pretty quickly.  Combining those two truths together means that Cisco is always wanting me to buy new gear before I’ve gotten sufficient ROI (Return on Investment) on what I’ve got.

But that’s part of the business model for Cisco.  The big players, the one’s with really deep pockets, can afford to keep up with Cisco’s shennanigans.  In fact, because the checks getting written aren’t usually having any impact on the paychecks of the people writing them they often don’t care one way or the other.  What’s a hundred grand here or there?  I mean, really?  It’s the smaller businesses that can’t hang.  Dropping $4K on a switch is a major deal for a small business.  Being told that it is end-of-life a year or so after you buy it stings more than just a little bit.  But this is the nature of the business.  Things move on.  Technology develops .  Features evolve.  Stockholders need dividend checks.

Don’t get me even a little bit wrong.  I straight-up LOVE capitalism.  I don’t believe that the big boys should have to play nice to give the little upstarts a chance.  That’s crap.  Crush them if you can.  Because if you don’t, they will crush you.  If I was Cisco, I would crush everyone.  Every Friday my employees would wear shirts to work that read “Cisco” on the front and “Monopoly” on the back.  I’d have custom Monopoly board games made where the objective was for Cisco to dominate the board, crushing all competitors.  Well, that’s the America I want to live in, at least.  It’s better to be the crusher than the crushee, of course.  And it sucks to be you if you find yourself getting smooshed.

I have a word for small businesses who want Cisco gear but don’t want to pay premium prices.  Either get out your checkbook and try to keep up or do what this word implies.  Pick a path and follow it.  I can tell you this because I am a small business.  I know what it is to want the toys of the big boys but have the bank books of an upstart.  I don’t like this word any more than you do.

So what’s the word?  You already know it.  You don’t like to say it.  It’s like buying bo-bo brand sneakers or Sam’s Choice Cola.  It’s buying Hyundai because you can’t afford Mercedes.  It’s like buing Inspiron because you can’t afford XPS.   As much as you don’t want it to this word shouts out to the world, “Hey, I can’t afford it!”

The word:  Linksys.

Cheers,

Colin Waver