Do you want our apathy?
Don't respond to emails.
Be defensive when I offer a suggestion when we meet.
Dumb down the products so they appeal to the lowest common denominator.
Treat me like I don't matter more than anyone else.
Do you want our apathy?
Don't respond to emails.
Be defensive when I offer a suggestion when we meet.
Dumb down the products so they appeal to the lowest common denominator.
Treat me like I don't matter more than anyone else.
Categories
Are tomatoes a fruit?
The benefit of a category isn't to denigrate something or someone. It's to help us make better decisions with limited information.
If we put someone in the category of, "frequent business traveler," we can apply previous learnings about what people like this might want or need.
Categories are useful tools when they help us find shared worldviews and interests. They're ineffective when they are nothing but surface labels, labels that don't help us serve.
Pretty websites
...are rarely websites that convert as well as unpretty ones.
If the goal of your site is to position you, tell a story, establish your good taste and make it clear what sort of organization you are, then pretty might be the way to go. And you can measure the effectiveness of the site by how it impresses those you seek to impress, by its long-term impact.
But it's a mistake to also expect your pretty website to generate cash, to have the maximum percentage of clicks, to have the most efficient possible funnel of attention to action.
There's always been a conflict between the long-term benefits of beauty in commerce (in architecture, in advertising, in transactions) and the short-term brutality of measurement and direct response.