XBRL and Marketing Myopia
Sunday, September 20, 2009 at 08:02AM
Charlie in General Information, XBRL General Information, marketing myopia

If you went to business school like I did, you probably read the classic Harvard Business Review article by Theodore Levitt, "Marketing Myopia". The article explores the question of a business trying to figure out what business it is in.  It points out one tale of how railroads were devastated by the trucking industry because railroads thought they were in the "railroad" business when they were really in the "transportation" business.

"How is this applicable to XBRL," you ask? Many times people take a myopic view of the landscape. Another term commonly used for this is "tunnel vision".  Another is not seeing the forest for the trees.

What is XBRL? XBRL has been described as:

Which is it?  Well, XBRL is probably all of those things. But what does XBRL mean?  Here are some questions you may want to consider asking yourself.

Think about that last point.  An XBRL taxonomy contains the experiences, insights, rules, conventions and other knowledge of professionals who operate within a business domain. XBRL taxonomies today, such as the US GAAP and IFRS taxonomies, are filled with information.  As they mature they will contain even more information, making them more like ontologiesand less like the simple dictionaries which most XBRL taxonomies are today.

I personally had never heard the term taxonomy or ontology until about 10 years ago when we started building a taxonomy for XBRL.  Now CPAs are building taxonomies such as the US GAAP and IFRS and tomorrow they will be even more sophisticated than they are today.  Are CPAs going to need to be ontology engineers?

No one really knows what will happen in the future for sure, but there are clues.  Anyone who was paying attention when the Internet came into being saw the changes that technology can bring, many of the changes totally unexpected.

The point here is that sure, understanding what XBRL is can be rather important to business people.  But even more important is understanding what a world with XBRL in it will look like.  What business are you in?

Article originally appeared on XBRL-based structured digital financial reporting (http://xbrl.squarespace.com/).
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