Organisations today; companies, associations, or government agencies have a web presence. Their employees and customers are familiar with the Internet and use email regularly. So much so that email has replaced 'snail mail' and fax as the primary communication tool with more than a billion emails being sent every day. 

Now we are in the era of acute feedback, this takes a number of forms, the most talked about is "Knowledge of Crowds". I first cam across this a couple of years ago in a seminar then a book, essentially you have to listen to the feedback and pay attention. More particularliy you have to listen for the absence of feedback and understand why.

To help the web professionals manage this understanding we have an increasing number of analytical tools, from Webs Stats to Google Analytics. These record what is happening to your site, you still have to interpret the results and look for the gaps, these gaps are BLACK HOLES, of lost customer or attention.

We need to locate these and remove the trap or fill them with something interesting, gripping and worthwhile. Design and navigation has taken over from content, novelty and purpose away from detail and volume.


"The digital age is upon us and those organisations that don't embrace the utility of the Internet to it's full potential simply won't exist."

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