The internet has become a true mass medium: the early sense of
novelty has almost evaporated. Quality levels of entry are significantly
higher. Having a company website today is as important for its
reputation as having a coffee machine. Building a portal as a collection
of items and/or (worse) just external links and then hoping that
everything will fall in place by itself is hopeless. Even a portal is
not enough these days. You have to build a cathedral. Think
Firstly, choose your god carefully but be sure that it is your
This is the object of your devotion and means to your salvation: revenue
streams will persist and venture capitalist forces will be more
Be a monotheist or a pagan according to your situation. Revelation
(research) will tell you that.
Secondly, build the altar by the book. The homepage is your altar. The
sacred place where it all starts and behind which some of the most holy
secrets of your religion are practiced. Build it by the book: picture
all the most important moments from the life of your god, keeping in
mind the rules of order and presentation.
Next, write your bible. Always say it simply, with words that flow, and
make your visitors feel good, easy, and complete. Avoid an avalanche of
facts, unless they're put in context and can be sung. Strive to amaze,
help, nurture, give peace. Divide into chapters. Have a few legends.
Remember to pay attention to the service. Community, community,
Listen, listen, listen. Don't drag, don't be late, don't be boring. Have
ceremonies, sermons and confession boxes. Excite, build love and
admiration, invite participation. Make sure all leave your cathedral
with a sense of purpose and fulfilment.
Nurture the soul, but collect money. Let them look at the heavens, but
free their hands to fill the collection on Earth. The amount of money
elicited is proportional to the degree of excitement reached during the
Always stick the collection box right under their noses. Create
Change their lives. Let them spread like a virus. Incentivise. Create
members of the inner circle - evangelists happy to know the secret. If
you're in doubt about this, speak with any Mac user.
Lastly, prepare for the afterlife. Eternity is a long time. Don't let
your flock abandon you. Build your Heaven carefully, let your
personalisation angels speak and make them all rejoice in one mighty CRM