Our main product is a technology that can directly answer questions put to it on any topic and dramatically improves the quality and accuracy of results compared to any existing search technology.

Those are words from the front page of True Knowledge, a Cambridge-based semantic search company. While I have no idea if those words are true, it takes a lot to live up to them. Judging by their screenshots, one thing comes to mind. I could get the same answers in most cases by using a simple Google query and getting back answers quickly, without having to worry about how the engine arrived at the conclusion. For me to move away from Google, it’s not enough to just have answers that might have been arrived at using semantic logic. What additional information can you give me? How is it presented? Lijit searches my trusted network to provide useful answers. That is useful. What I see there at True Knowlege (at least from screenshots) is not going to make me leave Google or Lijit.

Why do I bring this up? One of the toughest choices to make as a software product manager is trying to figure out what to develop, what features to add, etc? It’s not enough to have killer technology. You have to make it worthwhile for the customer to move away from their current solution. Simple being better usually doesn’t cut it.

(Hat tip: RRW)

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