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Linux Journal: Is Transparency the Killer Virtue?

Jul 09, 2002, 19:00 (4 Talkback[s])
(Other stories by Doc Searls)

"Last Friday I had lunch with my friend, Jim Sterne, one of those rare marketing guys who deals in the concrete rather than the abstract. Jim is about as BS-free a marketing guy as you can find. Among other things, he has written a pile of practical books that pull no punches about what doesn't work, while providing plenty of practical wisdom about what does.

"We spent much of the meal cowondering about why so many CEOs talk about 'accountability' and say they value hard facts, yet show limited interest in what their companies actually do on the Net. Yes, it's nice they finally recognize that having a web site is a good thing, like having a lobby and adequate visitor parking. But beyond that, they're worse than clueless--they're contented with that state.

"In his new book, Web Metrics: Proven Methods for Measuring Web Site Success, Jim makes the case for accountability, measurement, ROI, best practices, economies of scale and so on. He also gives practical advice not only for delivering those values but for convincing the upper parts of the org chart there's a need for them--kind of like the infantry telling the brass there's a war going on..."

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