As a longtime Cisco employee, it's hard not to feel a sense of nostalgia.
The company I joined was a pioneer in networking. Cisco was a powerhouse that shaped the way the entire world connected and communicated. We were driving technology, innovation and literally writing the industry standards. (MPLS, anyone?)
Lerner and Bosack started Cisco in the 80s as a routing company. They built and sold what was effectively a "TCP/IP routing box". THey were pushed out and Morgridge became CEO. He bought Crescendo and added "LAN switching box" to the portfolio. in 1995, John Chambers was CEO and bought StrataCom. This added WAN tech (remember Frame Relay and ATM?). Chambers went on a shopping spree and added Cerent (Optical) and Aironet (Wireless) and dozens of more companies. This was during the dot-com bo-m, when Cisco could do no wrong and was the biggest company in the world. Growth was exponential, and the future looked bright.
Then the bust came. Brutal. Cisco became, and still is, the poster child for Dot-Com excess and fall from grace. Nvidia's Jensen literally name- dropped Cisco as the bad example he is trying to avoid. But, by the mid- 2000s Cisco was back and riding high. then came some flops. Flip camera, Cius, Webex...(Webex ushered Cisco into a battle with Microsoft and Zoom which they lost. They just don't realize it yet)
But Cisco is a partnership led organization, right? well, they used to be. Now, just as with the certifications (which I'll get to in a minute) partners have gone elsewhere. Cisco's top 10 partners, the ones who used to be loyal and exclusive, are now selling Arista, Juniper, Palo Alto, Fortinet...(the list goes on)
Why?
Cisco missed cloud and they missed SDN . They tried to be all things to all people. Ask yourself, What is a "Cisco"?
Is Cisco a Routing, Switching, Cloud, Data Center, Security, AI, Big Data, Service Provider, Wireless, Software Development company?,... you get my point.
and now they missed AI. Instead of recognizing their core strengths and capitalizing on where they are in the mind of consumers, they go all in on AI right as the bubble is about to burst, paying an unjustifiable amount of money for another legacy company. Insane.
But again, why are partners fleeing?
Take Certifications, which were the reason many of you joined Cisco to begin with. In the early 2000s, the CCNA was virtually a prerequisite for entry-level networking positions. It showed you had a solid foundation in the fundamentals like routing, switching, and basic troubleshooting. The CCNA held weight in the job market, having a CCNA was a golden ticket. Some companies literally used it as their entire interview process.
you have a CCNA? hired. period.
you got a CCNP? raise.
You got a CCIE? big raise. Promotion.
While the CCNA, CCNP and CCIE used to be the ticket to success, now they are a sad indicator of a flailing career, bad judgement and "legacy" ideas. Amazon, Microsoft, Google, CompTIA, ISC2, Vmware and others dominate the certification landscape. Cisco certs are now fragmented and confusing.
You got a Cisco Cert? That's cute. We'll get back to you.
how many Cisco certs are there, now?
Collaboration, CyberOps, Data Center, Design, DevNet, Enterprise, Security, Service Provider and breakout certs for Appdynamics (if that still exists) and Meraki (I've watched Cisco folks fight, on customer calls, about Meraki vs. Catalyst. no joke)
The amount of dilution and confusion is evident when you dig into learning objectives. You quickly realize there is no cohesive strategy, the left hand has no clue what the right hand is doing. And partners know this, they see this and they feel this. To be a Cisco Gold partner you are required to navigate a labyrinth of useless certs, obtuse ordering tools and weird loyalty pledges just to get a pathetic discount on cr-p nobody wants anymore.
Want a $50,000 TV for your lobby? (buying one of those is a red flag)
Want a $18,000 switch for your office nobody goes to anymore? (with 90s technology in it)
Then... Splunk. Sounds like a cartoon sound effect or the punchline to a joke:
What sound does $28 Billion Dollars make as it's going down a drain?