Thinking Web, not website
The Web is the network. The Web is the organization. Your website is not important. Reaching your customers is.
A website has substance. You can count the number of webpages and the number of visitors. It is something you can show to your manager. It is something you can talk about in a way that others […]
Web customer rejects silo mentality
Organizations have an overwhelming desire to own and control. Even within organizations, each unit/department is constantly trying to prove that it is important.
The intranet emerged as a classic organization chart structure. Each unit wanted its own website and everyone wanted a link on the homepage. Each unit was not so much concerned with helping […]
Web ecosystem: rise of the grudger customer
On the Web a new type of customer is rising. One more and more immune to marketing happy talk. One that wants facts before emotion.
In his seminal book, The Selfish Gene, Richard Dawkins explores the idea of the sustainable ecosystem. In one game of life there were three players: suckers; cheats and grudgers.
Each player […]
Web Metrics: Don’t be slave to the next HIT
Early website management was obsessed with volume. Today, an increasing number of page impressions can mean a website is failing rather than succeeding.
I still hear senior managers and journalists quoting HITS when they want to say something impressive about the Web. (HITS stands for How Idiots Track Success.) A HIT is a totally meaningless measure, […]
