Objectives? Why?: Define what is the prime of objective of the website and stick to it. Trying to be everything to all is suicidal. You can't launch a new project, promote your company good behavior to the Board and Stockholders while educating your clients in using the online inventory while Human resources and Marketing Heads are seeking interest from employees to provide content for the in-house intranet. Why? You need to document each *objective* in a phase level of success or failure and adjust your future development according to these results.

Organism or debris?: A website is a living organism that will grow and split over time. Make sure you have identified a unique need that your website will launch with and provide to. Failing to do so - due to internal pressures (where's the ROI man?) - external pressures (a similar provider has this, this and that and we only have that, we need to show more). Failing phase one, guarantees failing any subsequent phases because… there's no basis to sustain growth. Some refer to failing web sites as the WWW – World Wide Waste - money shovelled down the drain faster than you can think with no results and no chance of recovery. Grow slowly and steady.

Know your user well: If you target corporate people speak the language and walk the talk. If your target audience is 55 years and up don't use 7 pixel fonts. If you target the press - provide the tools to facilitate their work. If you are advertising a great deal don't spam it with multi-colored font decorations and sizes. Keep in mind that they know your competitors' offering better than you probably do! Accept that: you can't win over all.

The vaporware syndrome: Pinstripes, Jaguar and Bullshit are out - get a life and don't get it at the expense of your audience. If you need to boost your (corporate) ego - seek a therapist! If you want to publish a site to get on top of the competition remember that the pie is the WORLD and there's room enough for everyone... even some more! Copycat collage of the latest e-business scam is a waste of reputation and money. A website is about having personality, expressing and affirming it.

Have a cause: The audience market endorse values – not a 5% save on your products or services but *values* as in having a cause, promoting community work, bettering the environment, tutoring education, etc.

Why Redo a WebSite/The 6 Second Pitch/Eye Candy Mythology/Defining Your Objectives/The WWW Syndrome