Moving WebWord: The Web for Your Company: Magic Bullet or Poison Pill?

The Web for Your Company: Magic Bullet or Poison Pill?

I have about a million things to do in the next few weeks. I have interview questions to develop, articles to write, conferences to prepare for, and even papers to grade. On the Moving WebWord index page, you can see a list of columns that I plan on writing over the next couple of months. I would be tackling one of those issues, but a recent conversation with some business executives made me realize that many people still do not see the Internet for what it is -- a new paradigm.

The word paradigm is perhaps overused and meaningless, but it is the only word that really describes the impact that the Internet will have, and is having, on corporations. Day in and day out, more and more companies are jumping onto the Web bandwagon. It's hip, it's hot, it is everything to everyone. Companies want a piece of the action. Because of this profound level of exuberance, there are several problems we need to explore.

All too many Web sites are developed with a "billboard mentality". That is, companies throw a Web site out onto the Internet thinking that people will stop by and browse. We'll you know and I know that people don't browse or view, they interact. Users don't want ads, they don't want mission statements, and they don't want to hear about how cool the company is. Users want information, they want results, they want interactivity. The kind of information they want, and the kind of interactivity is a mystery. Testing is required. Surveys need to be conducted. Analyses of users and their preferences are necessary. The bottom line is that simply displaying corporate information on the Web is a formula for business failure.

In my experience, there are basically two types of companies. The first see the Internet as a poison pill, the rest see it a magic bullet. The poison pill companies fear the Web. They see the rush of companies onto the Internet, and they feel that they must join the stampede. They are bitter, they feel slow, and they are angry that the Web has changed the game. The magic bullet companies see the Web as a new frontier, they embrace change, and they capitalize on the Internet hysteria. Rather than simply throwing a Web site out there, they are making the Internet part of their business. They are building the Internet into their strategic plans, and they are taking it for a ride.

I'm sure you'll agree that the poison pill companies are legion; they are currently infesting the Web at an ever-increasing rate. They are there, but they have been dragged into it kicking and screaming. These (usually larger, older, more established) companies are angry that the business model has changed, and they are trying to redefine their image. On the outside they are bold; they want to join the Internet club. On the inside, they lack focus and strategic vision. (Note however, that they are on the move and they have deep pockets. Their progress depends on their vision and strategy.)

What about the users?

Too many companies are thinking about how they put their image on the Web. They are telling the world about how great their products are services are. For example, currently on their home page, Hewlett-Packard has a link to some information about the awards their products has won recently. While Hewlett-Packard's awards are certainly noteworthy, bravo!, they don't address what their users want. What would be better for users? Tell us about the benefits of these products. Tell us about how these products will save us time, energy, and frustration. These things are valuable to users; information about awards isn't (although I admit it helps build branding, but that is another issue). HP should consider this: We are already at their doorstep (we are at their site), and we probably already all know they have great peripherals. Go from there.

Now don't get me wrong, Hewlett-Packard has plenty of fine links on their homepage, and they are a great company. But the example above illustrates the problem that many companies are having with Web thinking. (Just to be clear, I don't think that Hewlett-Packard is a poison pill company.)

What do the magic companies understand that the poison pill companies don't? They see that the new economy is based on human intelligence, digital thinking, user-centered design, and a future-is-now vision. The new economy is fast, and companies must think fast. They must not only embrace change, they must like it so much that it becomes part of the company culture. A company can be conservative, with conservative people, and conservative products. However, its thinking must be outside itself, and it must be beyond the brick-and-mortar walls of the company headquarters.

Old thinking must be thrown out, but old money and power should not. I say, capitalize on old strengths. Work with your old customer base, leverage your superior products in the marketplace, use old support networks and sales personnel. If you have an old-style company with old style thinking, consider partnering with new Web-thinking companies. At the least, hire those people that have Internet vision, or a vision of the Internet. Hire an Internet Strategist if necessary, the price is probably worth it.

Internet thinking is the only option you have. You must integrate your operations with the Web, and the Web must be brought into the company. The Web is more than a tool to use, it is the ultimate expression of how your company must now think.

How else do magic bullet companies think?

They see the truth. Magic bullet companies realize that the Web site for a company is literally that company to many users. Let me restate that. Magic bullet companies understand that many of their visitors will only interact with their Web site. No phone calls, no newspaper ads, no TV promotions, only the Web. One more time: The Web site of a company is the same thing as the company itself.

The Consequences

Where is Amazon? Where is their bookstore? Where are they?

They are really only on the Web. Your faith in companies like Amazon is based on virtual faith.The business model for the Internet is more like mystical religion than traditional business. You are made to believe that these companies are "real" even though you can't touch them.

What does this mean?

Service must always exceed users' expectations (e.g., rapid e-mail responses are crucial)

Gaining user trust on the Internet is at least twice as hard versus any other media

Users drive the company; think demand-pull economics, not supply-push

Respect and honesty are priceless assets, along with goodwill

One-to-one, user-to-company interaction is key

Poison Pill Versus Magic Bullet Thinking: A Recap

Poison pill companies ask about assets and price-to-earnings ratios. They want tangible things, even though tangible is less valuable than the virtual. They think that products should be forced on users.

Magic bullet companies talk about user-centered design, page views, and newsgroups. They speak, act, and think about the Web. They see that profits follow users.

Is your company going to swallow the poison pill or is it going to fire the magic bullet?

Read another popular Moving WebWord article: Ask People to Destroy Your Site.