Giraffe Forum

Traditional advertising is broken because it charges us time, when time is becoming our most valuable resource.
Traditional advertising works well in time-rich, money-poor economies. It works less well in today’s money-rich, time-poor economy. There was a time when we were prepared to watch something that might be vaguely interesting.
We watched the car ad even […]

Redesign is classic organization-centric thinking. It rarely has much to do with making things better for the customer.
Your website isn’t working. What should you do? Well, how about finding out why it isn’t working and fix that. But let me tell you this, the problem with your website has rarely anything to do with […]

Installing Google for your public website or intranet does not replace the need for professional management.
The cult of technology can be disturbing. For years, a scruffy bunch of people within organizations went around muttering: “A Portal. A Portal. What we need is a Portal.”
Some of these people became seriously disturbed and could be […]

The Web is supposed to replace manual service with self-service, but sometimes our number one task on a website is to find someone to talk to.
Over the years, I have noticed that a key task, particularly on intranets, is to find people. This is somewhat ironic when you consider that the business case of a […]

The absolute essence of being customer-centric on the Web is a relentless focus on saving customers time and money.
In the Internet world, being customer-centric is not a like-to-do. It is a must-do. On the Web, only the customer-centric will survive. Why?
Because on the Web the customer is in control. Offline marketing treats customers […]