The worst fate to befall a poet, said French artist and writer Jean Cocteau, is to be admired through being misunderstood. Businesses cannot thrive in such circumstances either. When IT analyst company Butler Group turned to Hotwire to reposition the company, it was widely misunderstood among its key audiences. Research conducted by Hotwire revealed the firm was perceived as lacking independence, too heavily focused on specific technologies, and the media ranked it as the sixth most popular analyst house for sourcing information and quotes.