It's absolutely amazing how quickly teenagers can understand new technology -- games, Internet services, software, consumer electronics. They seem to know how to work it by instinct. They don't read the instructions. That's boring and takes too long. Yet, in a few minutes they're explaining the whole thing to you -- which you forget almost before they finish.
You think you know something about the Internet. You can do searches. You can go to CNN to look at the news and weather or Bloomberg for financial information. You may even have a passing acquaintance with HTML. Not too bad. But once your
15-year-old nephew begins to take you on a tour of his Internet you realize you don't know a thing. You haven't even opened the door much less walk through it. And as for HTML, forget it. Your nephew explains that it's passe and begins to go on about Java Script, Dynamic HTML, Active Server Pages -- and your eyes glaze over.
You've been thinking about the need to create a Web site -- or to improve the one you have...and you're not quite sure what to do next. The answer's obvious. You like your nephew. He's a clever lad. He'd love to help you out -- and he could make a little money to buy the new Sony MP3 player.
He's agreeable. You give him an agency brochure, some pictures to scan, and talk to him about the insurance business and your agency. Two weeks later he's done his work and you're up and running. Fast, convenient, no hassle -- and your nephew is learning about the insurance business. But...
You have a site. It employs the latest coding techniques. It blinks and flashes.
It's got a link to Napster. It's not quite what you had in mind. You're not sure you want to expose your prospects and customers to it -- because they're not 15 years old. Now what do you do?
This account is fictional but you may recognize some elements of the story. Maybe it's your daughter who helped you with the Internet, or your brother-in-law, who has a little ISP and hosting business. Or perhaps you contracted with an ad agency or professional Web site development firm for big bucks. And though the final product looked good, it still wasn't what you had in mind. Why not? What went wrong?
What went wrong was that you didn't adequately manage the process.
The Internet is new. We don't understand it. We're busy trying to make a living. Our Web site is an extra -- not really part of our day-to-day operation. It's something we know we need. So why not turn it over to a knowledgeable family member, friend, or professional service?
Because they don't know your business. They don't understand the subtleties of the identity of your agency. They don't know the commercial accounts you talk to every day. It's not the delegation of the tasks that's the real problem, it's the lack of continuing involvement in the process. If you're going to have a Web site that satisfies you, you need to own it, believe in it, understand it, and continually nudge your site builder -- no matter who it is -- in the direction of something that really works for you. Guide your nephew. You'll both be happier.
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