PRESPER ECKERT & JOHN MAUCHLEY
“ One would think that if a man
invented a machine that
revolutionized the world, took out
a patent on that machine, and had
the full financial and legal resources
of a major American corporation on
his side, he would spend most of
the rest of his life enjoying fortune
Edison did. Bell did.
By and large, Pres Eckert and John
Mauchley did not.
— Shurkin, Engines of the Mind
HiPPOs rule the world when it comes to
creating customer experiences. And that’s a
bad thing. No matter what the optimal
customer experience should be on the
website, and regardless of your competence,
the HiPPO decides what goes on the site.
Avinash Kaushik, Experiment or Go Home! 24
DON’T FIX SEARCH.
AND WHILE YOU’RE AT IT,
DON’T FIX NAVIGATION EITHER.
The need to move back and forth between
multiple applications and separate windows is
what IDC calls “death by navigation.”
The business cost of “death by navigation”
IDC, “Getting Results by Empowering the Information
Worker: What Web 2.0 Offers Beyond Blogs and Wikis” 30
“ The reality of social media initiatives—that they’re
internal commitments, not advertising campaigns
—has derailed more than a few organizations from
really implementing effective, measurable
programs. Most companies can’t sustain social
media engagement because they lack the internal
editorial infrastructure to support it.
They don’t have a content strategy.
The main reason enterprise social
fails is content strategy.
The adoption would be there
if the value proposition were there.
Amy Vickers, VP Enterprise Solutions, Razorfish 33