The Stranger's Long Neck

In an age that is exploding with information, it has never been more important to identify what truly matters. This is particularly the case when managing a large public website or intranet. Similarly, at a time when the power of the individual is expanding, it is vital to understand your customers: this is especially true on the web, where people are highly impatient and demanding.
The customer is a stranger in that he or she is always 'on the outside', particularly in an online environment. The number one problem for web teams is that they work in a medium where it is very difficult to develop a true understanding of and empathy for their customers. This is just as much the case on intranets, where web teams rarely see typical employees at work.
Every website has a 'long neck' - in other words, a small set of tasks that are very important to its customers. If you don't make these tasks easy and fast to complete, your customers will go elsewhere. This book will show you how to tune in effectively to what your customers want, and then deliver it with aplomb.