Looking through the mountains of writing that exists concerning traffic-demand management, it becomes apparent that if one upgrades a roadway or thoroughfare, then one really does tend to see a significant increase in traffic.

Does this translate to the internet?

Well, it turns out that it’s sort of comparing apples and oranges. Roadways and internets carry traffic, but the roadway connects destinations and the internet connects travelers. So it is good sense and planning to spruce up a site, make it ready to serve all manner of comers, but one cannot expect an increase in visitors simply because it’s been spruced up.

Make the site drive information and travelers will take note. Make it an unobtrusively pleasant driver of information and word will get out, and more travelers will come.

And there’s the rub – in a universe with billions of stars, how do you make one shine brighter? How do you increase its gravity?

This is what makes the job interesting.

Tags: Thinking

I’ve been working with a client and his plans for the future. He wants to add a level of service to his business, but right now the best way to implement things is unknown. There’s no rush to action; care will make this work better than haste.

What’s most interesting to me is that the project is predicated on the idea of fixed size, at least to start. The client has a significant, but essentially small, client base. Though he’d like to increase the size of that base, he knows better than to try to do it overnight. The preference is to attend to the ones already in the fold, as it were, and then see about bringing in new business.

And this is why I think the plan will succeed - by paying attention to his current clients, by making them benefit from a few small added services, he’s going to reap far greater rewards down the line.

Details count, and it’s a good idea to pay attention to them.

Tags: Thinking