Foreword for E-Volve-or-Die.com
September 8, 2000
Steven J. Snyder, Ph.D., Co-Founder, President and Chief Executive Officer, Net
Do you get it
yet? Have you seen the light?
world is in the throes of a catharsis that's moving at an Internet-driven pace.
Buying and selling opportunities now regularly come and go in microseconds and
that means businesses that plan to be among those that endure must be positioned
to assess the landscape quickly, act decisively and move rapidly to ensure they
are making the most of every possible contact.
book by Mitchell Levy offers provocative insight into how this new world is shaping
up and what is required to make sure your company survives, adapts, grows and
thrives. It lays out well what we who have been in the industry for years have
learned through experience - that success depends on the ability to change before
change becomes necessary.
I invite you
to pay particular attention to Chapters Five, Eight and Ten, in which Levy focuses
on he significant elements of content, customer expectations and marketing. The
reality of constant change is a common thread that ties these sections together.
As Levy notes in Chapters Five and Ten, the ability
to constantly maintain and evolve content that is fresh and appropriate for individual
customers is an art and a science. It requires the ability to deeply analyze the
relationships between each customer, your products and your promotions. You have
to analyze that information quickly and have the infrastructure that allows for
on-the-fly content change that is meaningful to the user. The good news is that
the merger of this art and science is achieved through the application of advanced
Chapter Eight deals with customer
expectations. Who doesn't acknowledge that customer desires are always in flux?
But this nuance of business is magnified because the Internet has not only created
a new channel for interaction, but has now established the ability to link all
of the points of contact that businesses have with their customers. The customers
know this and they're demanding a response. Again, the technology is there to
handle this integration.
Someone once said,
"To change and to change for the better are two different things." This book presents
guidance on how to make sure your business does the latter.