The Web is the land of the skeptic, the cynic, the impatient,

time-starved, information-overloaded consumer who is on a

mission. The mission is to solve a problem, answer a question,

get a good deal. The Web is the land of the comparison shopper,

the person who wants to read reviews to see if the product is

actually any good.

Trying to grab the attention and tug the sleeve of this

information-rich consumer is much more likely to irritate than

to interest them.

Marketing must change. Marketing used to say: “Don’t go down
that road, go down this road. My destination is much more
interesting.” On the Web, we choose our destination and will not
change it. Marketing must now say: “I can help you get to your
destination faster and easier.”