Do you need to be cool?

Had a brief chat with someone recently who was poking fun, in a gentle way, at recent company announcements, particularly our publication an Evaluation Guide showing how to operate a cool technology (XMPP) over a not cool technology (HF Radio). HF Radio? Ho-ho, what next, carrier pigeons?

I laughed it off as I understand, and so did the questioner, that we're very focused on our target markets and this is important to them. But I wonder how many companies out there get side-tracked from the right message for their market by the pressure to produce something that's more in tune with the circles they'd like to think they move in?