Measure negative behavior, not just positive behavior
The Web is not just another medium, another channel. More than anything it is another culture, another way of living and thinking.
If you sat a mathematics exam and got 3% would you be happy? Probably not. But those who create banner ads think a 3% click-through rate is amazing. In fact, they’d be ecstatic with […]
The power of the written word
The Web reflects the return to dominance of the written word.
I’m just reading a book on Lenin, having previously finished books on Marx, Stalin and Hitler. More than anything they were writers. They saw that the written word was essential if their ideas were to triumph. They saw the critical importance of controlling newspapers.
Newspapers claim […]
Eliminate task duplicates
How many unique tasks are there in the following list?
• Book an appointment online
• Appointment reminders
• Let me book an appointment
• Make an appointment
• Request an appointment
Yes, two. One task is about booking an appointment and another is about getting reminders for the appointment you have booked. As you develop your task list you will come across a lot of […]
