This is another re-read for me. The Big Red Fez: How to Make Any Web Site Better by Seth Godin is a short book with, by his own admission, some simplistic answers. Every page should have a banana. Ok? What’s a banana? It’s the thing the monkey can find that’s obvious and easy.

But the reality is, unless you have a product or service that’s targeted to only one audience, you really cannot do this. It would be great if we could build a university presence with only the prospective student in mind. The bananas would be easy. However, our web site has to achieve goals for several constituencies. We’re not Amazon selling books. Or Dyson selling vacuums.

I love Seth Godin, and I think he just needs to stay true to his own banana on this one. Stay with being remarkable in marketing and leave usability to the experts. Anyone can point out problems and break-downs in the system. You don’t have to be an expert to do this. The expert finds real solutions to these problems. I’m afraid Godin has only achieved the former.

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