InformationWeek

November 15, 1999

Analyzing The Analysts:
Forrester Research's Creative Thinker

t pays to be in the right place at the right time. Just ask Mary Modahl. In 1993, Modahl sensed something big in the confluence of networking and social computing. She and Forrester Research Inc. colleague Bill Bluestein flagged it as the "New Bubble" of tech activity. Suddenly, the Internet exploded and Forrester had a jump-start into research on the new economy and the significance of the global Internet.

"I can remember an argument specifically about the Internet with George Colony," she says with a laugh, explaining the adamant disbelief the founder of Forrester had in the Internet as a consumer network. But Colony's attitude soon changed, and Forrester's research into consumer-oriented Internet use now represents a majority of the company's $60 million revenue. Her belief in IT's New Bubble paid off; Modahl now oversees Forrester's analysis of this lucrative area as VP of research.

Modahl received her B.A. degree from Harvard in economics and information technology in 1983. After a stint in London as a Bank of Boston loan officer, she did contract work on the future of the PC for IDC Research. That led to a meeting in 1988 with Colony, then head of a nascent five-person firm.

Her first role at Forrester was as head of the company's network group. A night-school stint to discover the meaning of TCP/IP was daunting, but not dull. "It was exciting," she says. "In 1988, the industry was developing so quickly you could learn about it as it unfolded."

Modahl values the team spirit at Forrester. "There isn't only one person involved or responsible here," she says. "It's a process of evolution for everyone." She also values Forrester's creative approach to discovering IT trends. "The intellectual freedom is a huge plus of the job," she says. "There are no off-limit topics."

This month will see the publication of Modahl's first book: Now Or Never: How Companies Must Change To Win The Battle For Internet Customers (HarperBusiness, $27). It's her analysis of the looming battle for consumers between dot-com and brick-and-mortar companies. In it, Modahl speculates that companies have only another five years to attract and retain enough customers to survive the Internet competition.

Go on to the next story, "New Leader: Robert Weiler Takes Over At Giga Group."

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