Tuesday, June 29, 2010

Why I was rejected ??

There are many instances where we feel to need to know the reason of our rejection in interview and on whihc ground where we failed so here below is some of the reasons or list for failure of our's in interview

1. NO time (Busy)
There are applicants who come in for an interview thinking that their work will move around activities outside home and work.

Avoid this by adjusting around your work schedule.There is always something to do that work has to be squeezed in. Employers often frown at this as you start off very demanding without even showing what you can do. Unfortunately, there are activities that you have to let go if you wanted to support the rest of your lifestyle. It is a sad fact but you have to be serious in your job if you want excel in a career.

2. “Weird”
Employers try to be as liberal as possible to avoid being bias.
If you have already covered 80% of your body with tattoos, it could be too late but do not be disheartened – there are companies who do not really care about body art as long as they can perform.But still, they have to set rules for their employees. Sporting one or two tattoos or piercing is ok but having too much will not be good for your company image. But as much as possible, your tattoo should be regulated. It will say who you are but the message is not actually well received by employers.

3.Think???
Retail shops are often the victim of shop lifters. Fortunately, the same shop lifters will be reformed and will try to get their life back on track. But don’t think that they will be hired on the same shop where they stole things.

Your records will be permanently tainted if you were caught shop lifting or other petty crimes. If you commit one in the past, the chances of working for the same industry where you were caught are slim.

4.Ad Misericordiam Argument
Answering you need a job because you want to support your family is a noble answer. But if you limit your answer to that argument, you are losing the job.

Answer the question head on. You could flower it with sentimental answers but you still have to answer. Prove to your interviewer that you are a professional and you are there to work. There is still financial rewards but service comes first to properly earn that reward.
The company would like to help you in aiding your family but they still want something in return. In logic, this is called the “Ad Misericordiam” fallacy of argument. Instead of answering the question, you pleaded with mercy.

5.Not on time
Do not expect the interviewer or possible employer to give you high remarks if you are late for the interview.
If you think you will be late for an interview, give them a call one day before the appointment. You are wasting your time impressing the boss and telling stories why you are late.It could be risky but at least you are not wasting your time and your possible employer’s time. Clear all your schedules for that single appointment if you wanted to be properly interviewed and hired for the job.

Friday, June 25, 2010

Magic of Email Marketing !!!

Hey guys,,

What is email marketing ??? what is the use of it ?? who use it??? why to use it???
when to use it?? how to use it???.....etc.Many question lies in our mind so I thought let me take a step ahead and put a light over it so lets getting directly to the point
Email Marketing

E-mail marketing is a medium of direct marketing which uses electronic mail as a means of communicating our messages to an audience. In its finest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing.

What is the use of it?
One of the most easiest and thick way to reach to our customers.
We can display and reach our information to the prospective customer more easily
email market (on the Internet) is popular with companies in many ways:
email market is often reported as second only to search market as the most effective online market tactic.
An exact return on investment can be tracked ("track to basket") and has proven to be high when done properly.
Over half of Internet users check or send email on a typical day.
email is popular with digital marketers, rising an estimated 15% in 2009 to £292m in the UK.
Advertisers can reach substantial numbers of email subscribers who have opted in (i.e., consented) to receive email communications on subjects of interest to them.

There are many email marketing softwares and email marketing sites which can help you in building and sending very informative emails to our customers and people .some can even shell your pockets money..

Wednesday, June 23, 2010

How to spy on another using your cell phone

you can do this trick by following certain steps which are :
1 Activate the "Automatic Answer" in the headset profile of your cell phone and set the ringing volume to "Mute"

2 Short-circuit the left middle and right pins on the bottom of the mobile phone with all connections touching each other this will activate profile "Headset".

3 If you cant do this just keep your earphone connected to mobile.

4 Now place it under a table in a room and call it. Now you can use your phone for checking out what people are talking about in a room. Just call on your phone.

5th and final The phone receives the call without ringing and you can listen to what people are saying.

Monday, June 21, 2010

Are International Education worth or not ?

Internationl schools are they worth of what they are bannering them or a fake imitaion.

I'm schocked at the fees charged by so-called international schools in India, and I really wonder if they are worth it, or if they are just trading on the fears and uncertainties of ex-pats to give themselves an excellent business opportunity.

Even if the international schools offer some sort of continuity with US or European syllabi, and, even if this is important to ex-pat families coming here for a year or two, does this justify the high fees that they charge?

The best schools here, I understand, give a high standard of education, and do so in English.
We have lots of ex-pats here on the site with children that they send or expect to send, to international schools, and it is (apart from high-end housing) by far the highest item on any sample budget anyone has posted here.

For those who have chosen International schools, do you consider the fees reasonable, and if so, why?
I'm very interested to know if those people have considered 'local' education, and if not, why not?

I'm not a parent, just an interested observer on this one, but I do hope that any debate on this will prove useful to prospective ex-pat families in the future.

I also hope that Indian people will contribute to this thread too, or else we will lack vital insight on what 'local' education is able to offer, and what its advantages and disadvantages may be to the foreign resident.
Hey I was going by my own old memories and i found a ad which i saw when I was very small.I hope after seeing the below video you will even whom about whom i am taking about...



Michael Joseph Jackson (August 29, 1958 – June 25, 2009) was an American recording artist, entertainer, and philanthropist. The eighth child of the Jackson family, he debuted on the professional music scene alongside his brothers as a member of The Jackson 5 in the mid-1960s, and began his solo career in 1971.
In the early 1980s, Jackson became a dominant figure in popular music and the first African-American entertainer to amass a strong crossover following on MTV. Referred to as the King of Pop, Jackson is recognized as the most successful and one of the greatest entertainers of all time, as well as one of the most influential. His contribution to music, dance and fashion, along with a much-publicized personal life, made him a global figure in popular culture for over four decades.The music videos for his songs, such as "Beat It", "Billie Jean" and "Thriller", were credited with transforming the medium into an art form and a promotional tool, and the popularity of these videos helped to bring the relatively new television channel to fame. Videos such as "Black or White" and "Scream" made him a staple on MTV in the 1990s. Through stage performances and music videos, Jackson popularized a number of dance techniques, such as the robot and the moonwalk. His distinctive musical sound and vocal style have influenced hip hop, pop, contemporary R&B and rock artists.

Thursday, June 17, 2010

What is Six Sigma ???


Six Sigma is a management philosophy developed by Motorola that emphasizes setting extremely high objectives, collecting data, and analyzing results to a fine degree as a way to reduce defects in products and services. The Greek letter sigma is sometimes used to denote variation from a standard. The philosophy behind Six Sigma is that if you measure how many defects are in a process, you can figure out how to systematically eliminate them and get as close to perfection as possible. In order for a company to achieve Six Sigma, it cannot produce more than 3.4 defects per million opportunities, where an opportunity is defined as a chance for nonconformance.
There are two Six Sigma processes: Six Sigma DMAIC and Six Sigma DMADV, each term derived from the major steps in the process. Six Sigma DMAIC is a process that defines, measures, analyzes, improves, and controls existing processes that fall below the Six Sigma specification. Six Sigma DMADV defines, measures, analyzes, designs, and verifies new processes or products that are trying to achieve Six Sigma quality. All Six Sigma processes are executed by Six Sigma Green Belts or Six Sigma Black Belts, which are then overseen by a Six Sigma Master Black Belts, terms created by Motorola.

Six Sigma proponents claim that its benefits include up to 50% process cost reduction, cycle-time improvement, less waste of materials, a better understanding of customer requirements, increased customer satisfaction, and more reliable products and services. It is acknowledged that Six Sigma can be costly to implement and can take several years before a company begins to see bottom-line results. Texas Instruments, Scientific-Atlanta, General Electric, and Allied Signal are a few of the companies that practice Six Sigma.

Wednesday, June 16, 2010

Cutting carbon FootPrints : NatGeo



There are many efforst taken by many organisation for reducing global warming and to save our earth one of such effort is taken by NatGeo.I ws happy when I sa there initiative towards such thing so I thought to share this with you all so here belows goes the article

Are you energy efficient?

National Geographic Channel in association with the Ministry of Science & Technology & Earth Sciences presents ‘Cutting Carbon Footprint’ – a documentary on reducing carbon emission

National Geographic Channel and The Ministry of Science & Technology and Earth Sciences showcased a documentary film today, ‘Cutting Carbon Footprint’ to create awareness about the ill-effects of carbon emission at Anusandhan Bhawan in Delhi. This 48 minute film talks about global warming and encourages individuals to take action. The film will work to reinforce moral and social responsibility towards planet earth that every citizen has and must in-force. This is a step towards trying to reduce carbon emission today in order to leave behind a healthy planet for the generations to come.
Cutting Carbon Footprint showcases and observes how the family starts following greener and more environmentally friendly processes at home like changing to CFL bulbs, turning off all electrical appliances from the mains and by unplugging devices like mobile phone once they are fully charged. By doing so – the family soon realises that they are not only leading a much healthier lifestyle, but they are reducing their carbon footprint by as much as 11%; along with saving money. Through interviews with the Minister of Science and Technology and other senior officials, the film explores the steps taken by the Indian Government to try and reduce India’s carbon footprint. It also features a few corporate identities and individuals who are actively involved in promoting a green society.

“Science has come to be regarded as one of the most powerful instruments of growth and development, especially for an emerging economy like ours. The Ministry of Science & Technology plays a pivotal role in promoting science and technology in the country and as part of this mission, we are pleased to partner with National Geographic Channel to take our message forward. This film gives us an opportunity to create awareness about the harmful effects of global warming and urge the common man to be act responsibly to save our planet”, commented Shri Prithviraj Chavan, Union Minister for Science and Technology and Earth Sciences.

Prof. Samir K. Brahmachari, Director General, CSIR and Secretary, DSIR said, “CSIR and the ministry are constantly involved in coming up with interesting initiatives which help in creating awareness towards our current environmental situation. We as individuals need to consciously cut down our carbon footprint and make a small contribution towards the larger cause of global warming. Today, the polar ice caps are melting… the Himalayan glaciers are receding… large shelves of ice in the Antarctic are falling into the ocean… As they melt, coastal areas will be reclaimed by the rising oceans… and millions of people who live on India’s 7500 Kilometers of coastline will one day become homeless. With this film we hope to spread awareness on this important matter and hope that people will do their bit to cut down our own carbon footprint.”
Talking about the initiative, Ms. Sudha Sadhanand, Vice-President, Programming, National Geographic Channel, said, “National Geographic Channel aims to inspire a life-long passion for learning; to cultivate curiosity and wonder about the world and generate awareness, concern and knowledge about the planet; by offering smart and reliable factual entertainment, featuring science and technology, animals and nature, exploration and culture. Today, there are many more carbon dioxide emissions throughout the world; which in turn are causing global warming triggering a rapid change in the climate the world over… The average person in India today releases 1.1 tonnes of carbon dioxide into the atmosphere per year. Carbon dioxide has a direct link to temperature rise as it traps heat and therefore contributes to global warming which creates extreme weather events & other catastrophes collectively referred to as climate change. ‘Cutting Carbon Footprint’ is a film we have made in association with the Ministry of Science
& Technology and Earth Sciences which will spread awareness on the current environmental scenario and help us as individuals do our bit in reducing our carbon footprint.”

Every day, our population increases, our society develops and our consumption of power multiplies. Science and technology every day presents us with the next generation of machines, devices and gadgets… While these new must-haves can be irresistible, we cannot be irresponsible about the energy we spend in buying, using, and discarding these new gadgets & devices. As responsible people we cannot afford to sit back and relax while the government and those around us look for renewable sources of energy.

How to connect your Home and Office Pcs

It's a common problem that your documents and important files are stored on your home computer, and now you want to access them from your office PC. There are ways by which you can access your files from anywhere so long as you have an Internet connection.

You can use an online backup service such as SugarSync, Carbonite or Dropbox - they will automatically upload onto the Internet files saved on your home computer, and you can then access them via the Web from any other computer.

The upside with this approach is that your files will always be available to you even if the home computer is not running. SugarSync and Carbonite have a mobile optimised website so you can access your files from a mobile phone as well.

The downside is that if you are using any of these services for the first time, you'll have to wait until all your data uploads to the cloud, and this process takes long if you have too many files on your home computer.

Universal connectivity There are free desktop sharing software applications such as TeamViewer and UltraVNC that let you remotely access your computer files from anywhere else. LogMeIn Pro and CrossLoop Home are other good options for transferring files from a remote computer, but these are paid services.

With Desktop Sharing software, you'll always have access to all your files but it requires that the remote computer be turned on. Also, none of these options will help you access files from a mobile phone except LogMeIn which has an iPhone app.

Best Career Options !!! :Mumbai

Hi ,
The given below are a cut form a site which give twenty best career options which I thought to share with you all guys.so here the list goes

Computer Software Engineer – A person who designs and programs system-level or an application-level software such as operating systems, database management systems and embedded systems.
System Analyst – A person who designs and modifies information based systems by turning user requirements into a set of functional specifications.
Network Administrator – A person who manages a local area communications network (LAN) or wide area network (WAN) for an organization.
Biomedical Engineer – A person who applies engineering techniques in the field of biology and medical science.
X-Ray Technician – A person who handles and manages X-Ray machines.
Veterinarian – A person associated with medical and surgical treatments of animals.
Laboratory Technician – A person who conducts scientific studies, clinical trial and medical testing.
Physical Therapist – A person who treats physical injuries by the use of therapeutic exercises to improve mobility, reduce pain and increase strength.
Firefighter – A person working with the fire department who fights fires.
Mediator – A person who helps resolve conflicts between disputing parties in legal cases.
Clergy – A person ordained for religious service.
Urban Planner – A person who deals with designing and organization of urban space and activities.
Financial Advisor – A person who offers financial advice ranging from insurance issues to tax laws.
Actuary – A person who calculates insurance related financial transactions like premiums, reserves, dividends and insurance and annuity rates.
Training Specialist – A person in an organization who is responsible to train people efficiently on things ranging from technical skills to soft skills.
Financial Analyst – A person who studies companies and accordingly gives recommendations to them on their financial transactions to increase profits.
Commercial Pilot – A pilot who is licensed to fly passengers or cargo for hire.
Technical Writer – A person who writes documentation that explains technical issues in the field of science, engineering, information technology and healthcare.
Funeral Director – A person who manages funerals.
Security System Installer – A person who installs security systems in both domestic and professional habitats.
Before you make any decision on your career choice or on a career change you must analyze yourself and your capabilities. You must ask yourself whether you fit the bill. As it is, it won’t be advisable for you to choose a career just because it is in demand and not because you are really interested or suitably skilled for the same. You must first learn for yourself. You need to identify your values, interests and skills in connection with your personality traits and some specific talents. Taking a self assessment on your career interests is highly recommended.

Social Media Branding

We are judged by what we say, how we say it and who we associate with. All choices we make, not things that happen to us by chance.

If you are constantly being seen with the snarky, attacking, abusive people on Twitter, then you will be seen as in their gang. When your pictures often appear in the saucier flickr groups then that is the impression people will have of you, regardless of your PHD in nuclear physics. We do not get the whole picture online, we see what is right in front of us, and that means we will jump to conclusions and you will be guilty until proven innocent.

Joining the Social Media Dots

The best way to approach social media is to choose your venues and connect them in some way to your blog. Keep your blog as the main representation of “you” online. That is where you best stuff is going to be, your archive, portfolio or resume. If someone Googles you, this is what you want to appear, not your virtual facebook sheep or your drunken accidental flickr pics.
With a good core blog, you can further reinforce this positive brand. Have conversations on Twitter, share your pictures, guest post and comment. Participate in forums that relate to what you do and your audience. Above all where you want connections to be made, use a consistent avatar, nickname and style. Connect all the profiles back to your blog, and where appropriate link out to the social media sites.

As you can see, I link to my Twitter account from here and occasionally will link to my Flickr through my pictures. While this helps grow my connections on those services it does mean that I have to use privacy settings on Flickr and on Twitter I need to be aware of what I am saying!

Are you conscious about the brand you are building in social media sites or do you just try to be yourself and let people take away what they will? Do you connect your online activities or are they in silos?

Social media marketing doesn’t require any financial investment, something that most bloggers are concerned about. Of course, there are plenty of consultants and marketers that are willing to do much of the work for you if you’re willing to pay, and if you have the money it may be worth considering. However, anyone can be effective with social media, it just takes some time and effort. When you consider the impact that social media can have for a blog, it’s incredible that you can create those kinds of results without spending any money.

Each of the major social media sites has an incredibly large audience on its own. Small sites may not have the same impact individually, but the social media audience as a whole makes up a large, and growing population of internet users. Niche sites are even contributing to creating a more diverse audience of social media users. Any blogger could find a way to benefit by reaching this audience.

Branding yourself through social media will not happen by getting one post to the front page of Digg, but it can happen relatively quickly, especially when compared to other more traditional marketing methods. Even new blogs can achieve a strong level of branding through social media in just a few short months.

With social media marketing there are plenty of other good things happening while you’re branding your blog, including lots of new visitors, building links, gaining subscribers, and developing content that will draw search engine traffic for years to come.

Part time MBA or Full Time MBA or Executive MBA??

Part time MBA
If you have substantial work experience [more than 6 years] in the industry and if you plan to stick to the same industry, go for part time MBA.
But at the same time, make sure that you enroll in a A grade college.

All said and done, part time MBA is not seen in the same light as full time, but a good college/brand name will suffice for that. And the reality is that it’s almost impossible to shift career 180 degrees using your part time degree.

Full time MBA
If you are a fresher or have work experience of less than 2 years, I strongly suggest you to go for full time MBA. Also, if you are looking for a career shift [let's say from IT coding to sales/marketing], this is the right time to make that change.

After having stayed in the industry for 4+ years, doing a full time MBA/and a career shift, will most probably erode all your previous work experience benefits. And of course, it will hurt your ego to be treated as a fresher [thats a reality, accept it or not!].

Importance of Executive MBA

Executive MBA introduces to the students the latest concepts of management and the skills required for the smooth running of any organization in this highly competitive world. The program offers the students an insight to the basic management practices of the Indian and International companies.


Executive MBA Programs

Candidates willing to pursue this course should at least be a graduate with a minimum work experience of 3 years. Some institutes conduct interviews for the interested candidates whereas admission depends on the GMAT scores in other institutes. The curriculum offered is similar to that of the International standards. The program includes International experiences and things required for the proper development of the industries. The main objective of the Executive MBA program offered in several institutes are as follows:
The course pays a lot of attention in the personal development of the candidates so that they can successfully perform their business operations.
It educates the candidates to learn and appreciate the inter-relationships that exist between various business operations.
It teaches the candidates to take up a scientific approach while dealing with various aspects of business and handle responsibilities of senior management efficiently.


Executive MBA Institutes

Some of the Management institutes in India offering Executive MBA program are Symbiosis Institute of Management, IIM Ahmedabad, IIM Calcutta, IIM Indore, XLRI Jamshedpur, Indian Institute of Foreign Trade and India School of Business Hyderabad. Candidates willing to do an Executive MBA course from the US can look for admission procedure followed in the top universities like Northwestern University, Duke University, University of Pennsylvania, University of Chicago, Columbia University, New York University, University of California-Los Angeles, University of Michigan-Ann Arbor, University of North Carolina-Chapel Hill and Emory University.

How to get in BMS


Bachelor of Management Studies or BMS is a full-time course of three year duration. This full time three year degree program has been introduced in several institutes. The Mumbai University launched the Bachelor of Management Studies or BMS program from the academic year of 1999-2000. The Bachelor of Management Studies program consists of 6 semesters having forty modules, thirty eight theory papers and two projects and it covers a total period of 3 years, heading towards a Bachelor Degree of Management Studies.




With the increasing demand for more number of professionally certified management executives, the Bachelor of Management Studies has been particularly planned in order to produce middle cadre management personnel. This full time management program is a three-year degree course, with six semesters, handled by a full-time as well as visiting faculty pulled from some of the service and industrial sectors. This course promises to give an exhaustive training with the help of latest gadgets, industrial visits, and practical experience and summer placements wherever it is possible.




BMS or Bachelor of Management Studies is a full time program which includes courses like advanced courses for specific concentrations and general business courses. A list of subjects taught in BMS includes Finance, Law, Economics, Accounting, Management, Marketing, Operations management, Organizational behavior, etc. A deep insight into the global work place is given by several visiting and full-time faculties. This course helps in the development of undergraduate students into managers and leaders who will be able to take the rigors and challenges of the global marketplace. This course has become very popular among the students of India because of the ever-increasing requirement for a large number of professionally trained middle management executives in the contemporary market.




The total course covering a period of three years is divided into six semesters. The first semester includes Foundations of Human Skill-I, Business Law, Finance and Cost Accounting, Effective Communication-I, Quantitative Methods for Business-I, Principles of Management-I and Introduction to Computers. Second semester contains the subjects as; Foundations of Human Skill-II, Computer applications in business, Industrial Law, Managerial Economics-I, Business Environment, Production Management and Environment Management. The third semester of BMS includes Management Accounting, Marketing Management, Managerial Economics-II, Effective Communication-II, Material Management and Principles of Management-II. The fourth semester includes International Marketing, Export-Import procedures and documentation, Elements of direct and indirect taxes, Productivity and Quality management, Management of Small Scale Industries and Public Relations Management. Subjects like Human Resource Management, Financial Management, Service Sector Management, Elements of Logistics Management, Rural Marketing, Management of Cooperatives and Project Work-I belong to the fifth semester. The sixth semester of this course includes Entrepreneurship, Quantitative Methods for Business-II, Marketing Research, Indian Management Thought and Practices, Elective Paper-I: International Finance/Econometrics, Elective Paper-II: Special Study in Finance / Marketing and Project Work-II.




After successful completion of the BMS or Bachelor of Management Studies one can pursue any one of the different courses like Management oriented courses including MBA and MMS, non-management oriented courses like CA, Mass Communication, etc. An individual, after the successful completion of Bachelor of Management Studies can opt for a career in Human Resource Management, Sales and Marketing, Jobs in PSU banks, Finance, Research and Development, etc.




In order to be eligible for the Bachelor of Management Studies course an individual should have completed the HSC or equivalent examinations from any of the three streams of Science, Arts or Commerce. After the completion of the HSC or equivalent examination having 45% marks, a candidate willing to pursue BMS needs to pass an Entrance Test which is called, ‘Centralized Common Entrance Examination’ or CCEE. This test is a prerequisite in the process of getting admission into the Bachelor of Management Studies Program of the University of Mumbai. The duration of this test is 75 minutes and it possesses hundred questions in the fields of English, Math, Logical Reasoning and Visual Reasoning.




Bachelor of Management Studies is one of the most sought after courses in India. Some of the best colleges in Mumbai, which offer this course, include the HR College in Churchgate, Mumbai. Sydenham College of Commerce and Economics, Churchgate, Mumbai also provides this course. SIES College is another notable college where BMS program is available. It is in Navi Mumbai. Among the reputed colleges in Mumbai offering BMS, Narsee Monjee College located at Vile Parle (W), Mumbai. The Mulund College of Commerce is also one of the leading colleges.



Things to Think About Before You Launch Your Next New Website

There may be nothing particularly "wrong" about the design, the underlying coding, or even the writing—but these websites aren't right, because they fail to connect with customers in any meaningful way (the way that ultimately brings customers to your door and cash to your register).

1. Take your eyes off your competitors and put them where they belong: on your customers

Sure, you should take a glance at your competitors (hopefully, a backward one) from time to time. But too many enterprises initiate their Web efforts by reviewing their competitors' sites.

Without critical information about how well these sites perform, how can you know what's worth retaining or rejecting? Worse, competitor sites can be downright misleading. Too often, I've seen people reject exciting, potentially lucrative new ideas precisely because "no one else is doing it." Well, maybe that means it's a foolish idea. But maybe it means you can seize an opportunity others have overlooked.

The only way to know, or to make a reasonable guess, is to look at your customers—and I mean closely. How do they shop? How do they conduct research? What information do they need before they'll act, or even show interest? Which authorities do they trust? What encourages confidence and trust? Where do they "live," not just in flesh-life (hangouts, associations, communities) but in virtual-life? What media, traditional and online, do they read? Which bloggers do they follow? And where do they like to gather online (Facebook, Twitter, MySpace, etc.)?

2. Your Web presence is much bigger than just your website

The truth is, your site isn't the only resource your prospects have for investigating your products or services. People are talking—on blogs, on forums, on online media sites, on open community forums and "closed" proprietary sites (often built around industries or interests). What's said there is every bit as important, perhaps more important, that what's expressed on your own site.

You can choose to ignore those alternative locations (and judging by most sites, that's what many companies do), but your customers do not.

How will you manage those other sources? Will you monitor, listen and, when appropriate, respond? How will your site relate to those other sources? Can you develop content that can be spread and shared across the Web? Are there opportunities to encourage links back to your site? Will you cultivate relationships, among communities and with key thought leaders, that can stimulate more interest in your business?

When you keep the big picture in mind, then it makes sense to think of your site not as an island on the Web but as a crossroads where important connections can be made and sustained.

3. What's the underlying business model?

Turning your corporate capabilities brochure into a Web site is not a business model; it's merely the illusion of having an online presence when, in fact, all you've created is a reason for potential visitors to ignore you.

Instead, you should think of your site primarily in terms of not what you want to say but what you want visitors to do.

It's vital to give this matter deep thought, because decisions made in favor of one model may preclude options that would work in another. Let's consider three major models:

  1. E-commerce: You offer products and services people can purchase directly, on the site itself. Under this model, you'll need flawless tools for taking orders and accepting payment—plus all the information a prospect might want (including product specs, testimonials, shipping info, etc.) for making a purchase.
  2. Outbound or "sales": You bait your site with offers that give you an opportunity to collect lead-generation data you'll use in subsequent sales efforts. The principle here is one of exchange: you offer something of perceived value (say a whitepaper, webinar, or enewsletter) in return for information (name, title, company, email address, etc.), which you'll either direct to your sales team or deposit in a lead-nurturing system.
  3. Inbound or "marketing": You create a site loaded with rich content that becomes a center of community interest. As your credibility rises, you become the trusted resource of choice in a given product or category. Exciting stuff—but you need a consistent stream of buzz-worthy content to make it work.

I'm not saying one approach is necessarily better than another; the right choice is the one that best serves the intersection between your business and your customers. But I am saying that your strategic decisions lead to important tactical choices that often cannot be mixed with each other.

For example, Michael Stelzner is a firm believer in gating content to gather leads. Under his sales model, this works; he's able to direct leads into other channels (e-newsletters, seminar offers) that push prospects through the sales funnel. David Meerman Scott, however, believes in open content without any registration; that works for him, as it accelerates the distribution of his content, in turn leading to impressive book sales and lucrative speaking engagements.

The two approaches are contradictory, yet one or the other may be right for you—if it fits your overall business model.

4. Content should drive structure, not the other way around

No one in her right mind would design a book cover, select a binding, and create an index before actually writing the book itself. But that's exactly what so many people do when they approach a website: the architecture comes first, then a copywriter is summoned to fill in the blanks. Silly!

Why does that happen? Usually because the project is led by the wrong people: the Web developers. From their perspective, it's all about navigation and code. What you want, however, is a business perspective (all of the above points) to lead the process.

When business leads, content comes first, not last. And the site is then designed around the kinds of content that make sense for your prospects, your customers, and your business.

5. It's not about you

This principle is the most basic, yet most difficult, to embrace. Even though it may be "your" site, the site isn't, or shouldn't be, about you. Yet most sites persist in narcissism: endless pages "about us," mission statements, methodologies, philosophies, visions. All created under the illusion that these things create "competitive distinction."

If you believe that, take this simple acid test. Select a key phrase from your mission statement or "vision" and Google it. Look at the number of returns and then tell me how "distinctive" your vision really is. Reality: no one cares.

What do visitors care about? Themselves. Their interests and needs. And unless your site reflects your visitors' hopes, dreams, and desires—unless it speaks their language and on their terms—you're done for.

So, what's next?

As the Web evolves, most companies do a fairly good job keeping pace with emerging technologies. But the harder, yet more rewarding, work involves keeping up with changing "hows": the different ways people use the Internet to learn, communicate, shop, entertain themselves, and more.

By matching your Web presence to your customers' Web habits, you stand the best chance of winning their confidence and cash.