About Author
Joseph Griffiths is a Presales Educator and Coach dedicated to helping solution engineers, technical sellers, and sales leaders achieve greater success.
My career spans enterprise technology sales, solution architecture, and leadership roles where I built and implemented complex cloud and data center solutions. Along the way, I earned elite certifications such as VMware VCDX-DCV and VCDX-CMA, which give me the technical depth to match my business expertise. This combination of skills allows me to coach sales professionals on not just the how of technology, but more importantly the why — what truly matters to customers and drives business impact.
Through my technical sales coaching and presales training programs, I focus on building confidence, sharpening customer discovery, and creating measurable business value in every conversation. I help sales teams and individual contributors uncover customer priorities, frame solutions effectively, and communicate with impact. My approach blends proven frameworks with real-world experience to equip sellers to move deals forward faster and build stronger customer trust.
A Minimalist Upbringing
My mother embraced a minimalist lifestyle, constantly removing excess from our home. As a child, I was the opposite, cherishing every doodle and pebble, leading to a clash of perspectives. To manage this conflict, she introduced a clever solution: she bought four small boxes, one for each child, and declared that we could keep only what fit inside our individual box. This system granted us freedom within limits and taught us to prioritize what truly mattered. Decades later, I still have my box. Overflowing now, it recently prompted me to sort through it and discard unnecessary items—a lesson in decluttering that resonates deeply.
The Connection to IT
This personal experience parallels challenges in information technology. Early IT systems were straightforward, with developers who both wrote code and managed infrastructure. Their focus was directly aligned with achieving business objectives. Over time, as IT systems grew more complex, specialization emerged. Unfortunately, this often resulted in a siloed, self-focused approach that overlooked the broader business goals. Without clear alignment to business needs, IT evolved into a cluttered space—much like a hoarder’s collection.
In my career across large IT environments, I’ve witnessed this firsthand. Many times, I couldn’t tell how the applications I supported contributed to the business, if at all. This lack of alignment highlights a critical need for IT to rediscover its “business box.”
The Business Box: A Framework for IT Alignment
To address inefficiencies, IT must adopt a “business box” approach—a framework that emphasizes activities and applications that serve clear business purposes while discarding those that don’t. Here’s how this concept can be applied:
Key Business Priorities for Public Entities:
Fostering Business-Centric IT in Government and Non-Profits
Government and non-profit organizations have distinct priorities: achieving their mission, aligning with political directives, and managing operations within strict budgetary constraints. IT in these sectors often faces unique challenges, including limited resources and diverse stakeholder demands. To overcome these obstacles, leaders must shift their focus from micromanaging tasks or outsourcing IT functions to empowering their teams through education and alignment with the “business box” concept.
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