Mobile Strategy Interview on the Myndset Blog

minter-pro-speaker
Here’s one from the archive – my old friend Minter Dial, former global head of Redken, former executive at L’Oreal, current globe-trotting consultant on digital strategy, did an interview with me towards the beginning of my tenure at Usablenet.
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App or Mobile Web?

Granted, my perception right now has a great deal to do with working at one of the premier mobile web companies in the space, but for me, it’s no contest – I think that mobile web is where companies should be investing their money.

Not every phone will have or can even download your app, but every phone has a browser.
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Who’s Really the Customer?

shopping-cart
Who’s the customer for Google’s products – before you answer, take a moment to think how much you’re paying right now for

  • Email
  • Spreadsheets*
  • Calendaring
  • Phone Calls

Not really much at all, thanks to Google, and just a few of its many products.

So if you’re not the customer, then who is? Why does Google build all of this great stuff?
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Organizing and Targeting Web Content

Whenever I work with clients on revising their web sites, and the conversation goes to the reorganization of their content, I’m struck by the disparity of focus.

A Typical Breakdown

Many clients exclusively focus on reorganizing their sites around internal company divisions. However the company flow chart is structured, that’s pretty much how the web site is organized.
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Agency Work as Long-Term Farming

Will Shipley wrote a great piece drawing parallels between farming vs. mining approach to running a software company. Farming is long, slow, labor-intensive, and expensive work, with little immediate reward. Mining requires a one-time stripping & razing of the land to pull everything of worth from it, and move on.

The issue he points to is that mining in software and technology has become the dominant approach, not only to run a company, but to aspire to. Everyone glamorizes the “genius” who sells high and gets out before a company crashes and burns. But lasting products of value can only be created by an approach that respects long-term reinvestment and growth.
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