In this interview with Fast Company, web strategist David Siegel says: “Don’t redesign your Web site. Redesign your company.” A lot of his statements are bold platitudes that derive from his roles as author and public speaker. Some are off-mark in my estimation. Some are accurate re-hash of other prominent ideas (like Don Peppers). And a couple are new twists worth checking out.
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Some of his comments are contradictory. For example, he says to focus on narrow customer segments (not all customers are good customers) while at the same time complaining about companies like Schwab not paying enough attention to customers outside its target scope or encouraging Hallmark to expand outside of its traditional card line. I’m not saying either of the latter comments are wrong, but they don’t ring consistent with everything he says.