The traditional agency often gets a bad reputation. From difficult to work with to expensive, many clients dread hiring a marketing, design, or technology agency to help them. Why is this?

You might think that the Web isn't relevant to your B2B business. The truth is that is it's relevant to your customer. The question is really whether your business is relevant to them.

At first, this seems like a distinction without a difference. But, of course, then it seems like two totally different things.

OK, it's an awkward term. The goal is to replace the concept of usability. Or, rather, to supersede it. Audience Experience Optimization is a discipline that seeks to make certain that a viewer/participant of a Web site has a satisfying experience.

Traditional usability studies are effective, but limited in scope. They focus strictly on how "functional" an application is. Specifically, they determine whether a user can complete a strict series of tasks. I think this model is outdated and doesn't apply well to the Web.

It's commonly considered that the Web is good for technology products sold online. And if not that exactly, then it's for selling things online. But, I disagree.

I'm reminded of an argument I read (and liked) in Logic class back at university. It went something like this...