You’d think that the massive growth of the Internet would bring with it a massive growth in productivity. But the opposite is happening.
Digital speeds things up and allows for great flexibility and adaptability. It also facilitates greater transparency and openness.
In a network it is the connection we make between things that is often more important than the thing itself.
Digital design is becoming more and more centered on the human, the customer, the person. It’s focusing less and less on the craft as an end in itself (the code, graphics, information architecture, navigation).
Organizations want customers to have relationships with their brands without the expense of the brands having actual relationships with customers.
From ‘campaigns’ to ‘conversions’ to ‘heroes’, marketing culture is about a religious war to acquire new customers and win new market share. But just like most wars, once the customer is ‘won’ the marketing troops leave for another campaign.
The more digital an organization becomes the more distant it becomes physically from its customers.
Over the years I’ve developed a survey technique that looks absolutely crazy and unworkable. Every time I present it to people their immediate gut instinct reaction is: “This won’t work! It’s horrible!!”
The challenge for writers of web content is that we think that people want to read our content. They don’t.
The irony of this period of Big Data is that many organizations are becoming even more disconnected from their customers.
Focusing on the needs of customers is a thankless job in most organizations. In fact, the customer champion is seen as annoying, irritating and a trouble maker. It is a career-limiting role.
Over the years, we have done a number of task identification projects for health organizations. Generally, the top task was checking symptoms. However, when we worked with Norwegian Hospitals, we found the top task was: “what happens before, during and after treatment.”
The millennial generation is rebalancing the relationship between the individual and the organization.
Technology is an enabler. What Web-based technology enables is networks. What networks enable are the broad and free flow of information and the democratization of the ability to freely and easily connect with other people.