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The Illusions Of Perpetual Online Change
Paradigms are powerful in that they determine what you see. A shift in paradigm brings to light a whole new reality. Yet interestingly, is that the physical reality barely changed. Rather, your paradigm designed how you see and consequently what you see. Many times different paradigms determine the different successes of one business and failure of another, simply by the mindset they approach the market with.
Run on a highly and fast advancing technology, online business creates an illusion of volatility that can with time give a netprenuer (internet business person) stomach ulcers. If it is not email marketing becoming ineffective, it is a Google dance that drops your Search Engine Ranking like a stone. If it is not Web2.0 changing how we do business, it is video becoming the preferred means of website engagement.
The ability to clear the fog and see clearly in internet business is founded in understanding sound business principles. In this column there has been mention that internet business is still business. And business is about exchange of value. But keeping this in focus in such a volatile platform that threatens to move a profitable proposition into the red oblivion in less than twenty four hours is not always apparent. In a weekly sequence we will look at the three major internet illusions that have been proposed by Russel Wright of seo2020.com in his report Market Domination
The first illusion and probably one every newbie will be hit with on entry to transacting online is that "Everything is changing". This one in particular was the driver of the year 2000 infamous dotcom bubble burst. For reasons that are somewhat understandable the internet is first always viewed as a means that change the core of how we do things. And though there are major changes and advancements in technology, this illusion is marketed to mean that the fundamentals of buying and selling will be turned upside down.
Let's take a look at his closely. In the wake of internet business in the late 1990s, it became possible to put an advertisement on the internet and have someone order your product without ever laying eyes on either you or the product. Did this in any way break businesses fundamentals? Ofcource not. It was simply a willing buyer and a willing seller as it has always been since business started. It was similar in principle as going into a shop and picking a product trusting that it will do what the package says. It is similar in principle as shopping by catalogue or ordering by phone after reading a direct mail piece. The only thing that changed was the medium.
Similarly, the advancements into what is now been known as Web 2.0 (a term coined by O'Reilly) is really alternative media to pass business propositions to prospects. The fundamentals of approaching and engaging prospects will always hold eternally. This will not matter if they are engaged through a highly charged one webpage sales letter, or through a recommendation on a blog or by a friend in Myspace.com. As it has been said "the more things change the more they remain the same".
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