“Follow us on Twitter” Why? I’m not a stalker. I’m not a lap dog. Do you think my friends will be impressed if I tell them: “I follow lots of stuff on Twitter.” Sure. “Join our newsletter.” Why? “Watch our videos.” Yeah? Oh, I haven’t seen a video in days. Can’t wait to see yours.

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Web teams are obsessed with their recently launched Twitter feeds, their tools, their documentation, videos, blogs. Customers are obsessed with their tasks. I just want to change the oil in my lawnmower. I want to do that in the fastest, easiest way possible.

Gerry McGovern The format is not the task