“There are two versions of what happens online.
“There’s the engineer’s version, which is that smart people, with plenty of time, who know precisely what they want from their online surfing, are able to make a considered decision with access to all the data. This version of the web says that if you can thoughtfully organize everything you can think of, people will find what they want and do business with you.
“Then there’s the marketer’s version. This says that people are busy, ill informed, impatient, not very thoughtful and eager to click on something right now. Marketers also believe that if you don’t give a prospect the right thing to click on right now, he’s going to hit the “Back” button and leave.
“The second version is the one that’s backed up with all the data and all the successful results. Because it’s the right version. The first version is what leads most web-based companies to failure.”
- exerpt from “The Big Red Fez” by Seth Godin
