Certifications vs. Skills: Are You Paying for a False Sense of Security?

Are you certified to serve the product or the business?

Recently, an Interviewer from a major international partner company asked me why I had chosen not to renew my Microsoft Product Credentials, and I asked him how he would, being a partner company, help me keep my Product Knowledge intact & not diluted one year from now. As a partner company, how will you help me maintain the product-specific exposure because you serve the business and the industry? How will you ensure you are not selling the product for the sake of selling it but are genuinely working to provide solutions to business? So, as a partner, are you focused on delivering solutions to business, or are you a product-pusher company disguised because you have chosen to partner with Tech Giant?

I got no answers! Thus, Tech Giant Partner's "capability maturity" as a company is ruined.

He couldn't admit that his partner company is a product-pusher in disguise and that he is looking for certified professionals to work in tandem with this shrewd vision! After all, the partner companies' market reputations are based on their expertise in providing Solutions to diverse businesses and industries.

Have you ever thought why the Armed Forces, Cyber Warfare Units, Intelligence Organisations, and Science & R&D divisions never look for "certified professionals"? Despite the fact that their work involves complexities manifolds.

Did you need to get certified in Apple or Android technologies before buying and using your iPhone or Android phone? Are you even using 40% of its capabilities? Despite the lack of certification, nothing stops you from using your phone effectively, does it?

Now, let's extend this to another crucial scenario. Would you trust a doctor or surgeon to operate on you if they only had theoretical knowledge, even with all the relevant certifications? Without practical experience, those certifications alone wouldn't inspire much confidence.

The same logic applies to technology, security, project management, and networking certifications. These credentials typically measure your theoretical understanding, not your real-world capability to apply that knowledge.

On Melbourne Cup Day, would you bet on a jockey who has read 10,000 horse racing books but never set foot on the track? Probably not. Experience and practical know-how always outweigh theory when it comes to performance.

This passage draws an analogy between everyday experiences and the certification process in the tech world. It encourages readers to think critically about the role of certifications by comparing them to universally understood concepts. The core message is that while certifications validate theoretical knowledge, they often fail to prepare professionals for real-world challenges, reinforcing the value of practical experience.

As a company and as an interviewer, it is essential to understand the motivations behind why a highly certified professional has chosen to become a Certified Professional, how much of a Product/Tech-Oriented mindset and inclination is required for that, and that such a professional may prefer to join the Tech Giant instead of a partner company where their product-specific skills and knowledge may be diluted or even forgotten in few months or a year.

Games & Business of Product Certifications by Microsoft & Other Technology Companies: Are They Necessary or a Trap?

In the fast-paced world of information technology, product certifications have become ubiquitous in the professional landscape. Technology giants like Microsoft, Amazon Web Services (AWS), and Cisco offer certifications that are often seen as stepping stones to career advancement, higher salaries, and job security. But as these certifications become increasingly prevalent, so do questions about their necessity, value, and potential pitfalls.

Are these certifications necessary for businesses to hire the right professionals, or have they become a lucrative business for technology companies that "trap" professionals into a cycle of constant renewal and training? This article examines the business behind product certifications, the benefits and downsides for professionals and companies, and how the industry thrives on certification programs.

A piece of paper can’t replace practical experience—but it can certainly cost a lot more.

The Business of Certifications: A Lucrative Model for Tech Giants

Certifications have evolved into big business. Companies like Microsoft, AWS, Cisco, and Project Management Institute (PMI) generate significant revenue from their certification programs. These programs typically involve fees for exams, study materials, and renewal processes, creating a steady income stream.

Why Do Tech Companies Push Certifications?

1. Revenue Generation: Certification programs are a low-cost, high-reward business model for technology companies. Once the exam structure is in place, the cost of administering exams and providing study materials is relatively low, while exam fees remain high.
2. Brand Loyalty: Certifications create a sense of brand loyalty among IT professionals. When professionals invest time, money, and effort in gaining a certification, they become more likely to continue using that company's products and services.
3. Ecosystem Control: Tech companies control who is considered "qualified" to use their products by certifying professionals, ensuring that their ecosystem remains dominant in the marketplace.
4. Upselling Opportunities: Once professionals are certified, they are encouraged to pursue additional certifications or specialisations, which can lead to further engagement with the company's products and services.

Certifications may give you a badge, but they don't always give you the business insight you need.

How Do Companies Benefit?

• Monetary Gains: Revenue from certification exams, renewals, and training materials form a consistent income stream. For instance, Microsoft's certifications are estimated to contribute significantly to their revenue streams.
• Increased Market Share: Certified professionals promote the technologies they are certified in, often inadvertently advocating for their use within their organisations. This indirectly expands the market presence of tech companies.
• Control Over Talent Pool: Tech companies set the standards for competency within their ecosystems through certifications. This ensures that businesses dependent on their products hire certified professionals, driving more individuals to seek these certifications.

The price of certification is more than just dollars—it's your freedom to think beyond the product.

The Need for Product Certifications in Different Business Domains

The question of whether these certifications are truly necessary for businesses to hire the right professionals is complex. However, certifications can benefit specific technical fields, especially in roles requiring specialised knowledge of particular platforms or tools.

However, there is growing criticism about the over-reliance on certifications across industries.

Pros of Certifications:

1. Standardisation of Knowledge: Certifications provide a standardised way for employers to assess a candidate's knowledge and skills in a specific product or platform. Certified professionals are often sought due to companies' inability to understand the real world and properly interview candidates for their knowledge and experience.
2. Up-to-date Skills: Many industries, especially in IT, are rapidly evolving. Certifications ensure that professionals stay current with the latest technology and best practices. However, such professionals will have a "product & technology" oriented mindset and not so much of a business domain or problem-solving mindset.
3. Validation for Newcomers: For those just entering the industry, certifications can serve as a way to demonstrate competency and commitment without extensive work experience. As an Interviewer, as a company, if the candidate doesn't have much work experience, then you can look for certifications.

Cons of Certifications:

1. Over-reliance on Credentials: Some businesses weigh too much on certifications, neglecting other essential skills such as communication, problem-solving, and business acumen.
2. Detachment from Industry-Specific Needs: While certifications focus on product knowledge, they often lack an emphasis on industry-specific challenges and contexts. For example, a certified Azure architect might excel at cloud design but struggle to understand the specific needs of a healthcare or manufacturing business.
3. Limited Practical Experience: Certifications are often based on theoretical knowledge or simulated environments, which may not translate well to real-world problem-solving, especially in unique or niche industries.

When certifications become the focus, we risk losing sight of what really matters—solving business problems.

How Certifications Can Hamper the Professional's Work with Industry Stakeholders

Certifications focus on product mastery but may not equip professionals with the soft skills or business domain knowledge required to navigate complex, industry-specific challenges. Here's how this focus can create friction:

1. Narrow Focus: Certified professionals may become overly focused on a product's technical aspects rather than on solving business problems. This can lead to misalignment between the technology solution and business needs.
2. Inflexibility: Many certifications encourage professionals to follow best practices rigidly without considering the unique needs of different industries or organisations.
3. Perceived Arrogance: Certified professionals may be seen as inflexible or overly reliant on their certification, creating friction with stakeholders prioritising business outcomes over technical precision.

In industries like finance, healthcare, and government, professionals need to be adaptable. They must possess not only technical knowledge but also a deep understanding of industry-specific challenges, regulations, and customer needs. Certifications alone cannot provide this.

The "Trap" of Certification Games for IT Professionals

For many IT professionals, certifications can feel like a never-ending game.

• Constant Renewal: Most certifications come with an expiration date, requiring professionals to renew them every few years. This often involves additional exams, training, and costs, keeping professionals in a continuous loop.
• Credential Inflation: As more professionals earn certifications, the value of individual credentials diminishes, leading to a situation where basic certifications become entry-level requirements and advanced certifications become the new standard.
• Certification Overload: Some professionals are trapped in a cycle of acquiring multiple certifications to remain competitive in the job market. This can be time-consuming and expensive, without improving job performance or career satisfaction.

True mastery comes from adapting to an ever-changing business landscape, not from renewing a certification every few years.

Conclusion: Balancing Certifications and Practical Skills

Certifications have their place in the technology landscape, providing standardised ways to measure junior professionals' or product-development companies' knowledge and competence. However, their growing prominence has also led to concerns about over-reliance on credentials, the continuous costs imposed on professionals, and the detachment from industry-specific challenges.

For businesses, it's essential to recognise that while certifications can be helpful indicators of technical proficiency, they should not be the sole factor in hiring decisions. A balance of certification, practical experience, soft skills, and industry knowledge will lead to more effective and adaptable professionals.

As a company, an interviewer and as a professional, understand deeply the Business of Certifying and How Microsoft and Others Lock You In

Meanwhile, certifications can be a valuable tool for career advancement for IT professionals, but it's essential to avoid getting trapped in the never-ending credentialing cycle. Developing a well-rounded skill set that includes business understanding and adaptability is equally crucial for long-term success.

Thanks,

~ Prakriti