First, we need to understand what the role of the IT decision maker in question is. This might sound simple, but it is surprising how easily it can be overlooked. Once we delve into the ramifications of the statement itself, it is far too easy to lose track of the real goals. In the role of a decision maker, the IT professional is tasked with selecting the best solution for their organization based on its ability to meet organizational goals (normally profits). This means evaluating options, shielding non-technical management from sales people and marketing, understanding the marketplace, research and careful evaluation. These things seem obvious, until we begin to put things into practice.