Gerry McGovern // New Thinking

Exploring best practice in customer-centric web content management since 1996.

New Thinking is a weekly email newsletter which focuses on web content management, information architecture and writing for the Web. It has been published since 1996 and has over 16,000 subscribers.

Getting closer to customers drives web success

October 26, 2014 -- Gerry McGovern

Being successful today means being with the customer. The closer you are to the customer the more power and influence you have.
 
I used to know an editor of a specialist magazine. He spent four days of every week with his readers. He talked to them, listened to them, observed them. Only on Fridays did he come into the office. He was a very successful editor.

Customer Convenience

September 28, 2014 -- Gerry McGovern

Focus on customer convenience and effort, not experience or satisfaction
 
You’re out of coffee. You have two choices. Ask your neighbour or drive to the local convenience store. Your neighbour, John, is nice but boy does he love to talk. You drive to the convenience store.
 

Print is view, Web is do

August 3, 2014 -- Gerry McGovern

How much of your organization’s online world is made up of dead zones and how much is do zones? A dead zone is any space where there’s nothing to do. It’s a big pretty picture, or a huge graphic-heavy masthead, or a long-winded explanation of what you do or what the customer can do. The customer doesn’t want an explanation of what they can do. They just want to do.
 

From Intranet to Net-Work: the rise of the digital bridge builder

July 20, 2014 -- Gerry McGovern

As an intranet professional, your career is about collaboration. Of systems and processes, not just people. The Web is a network and those who thrive on the Web network, connect and collaborate. It’s the same with the intra-net, where the lines are increasingly blurred between what is ‘internal’ and what is ‘external’.
 

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