Deane has some interesting thoughts about companies new to online publishing that just don’t understand that it’s different to hardcopy. He particularly cites the reluctance to push content frequently, which I would agree is an issue for many organisations. I think there’s a much bigger underlying problem, though, revolving around the way that businesses think about the entire web.

Firstly, let’s get back to reality. Businesses aren’t monolithic juggernauts — they’re made up of people. So what I’m really saying is that a lot of people just don’t get the web. This is very difficult for those of us who live & breathe HTML, get jittery if email goes unchecked for more than half and hour and barely recognise sunlight when we occasionally see it (OK, I’m stereotyping a lot here, but it’s fun and I do get email withdrawal ;-)). We don’t really understand how other can not understand. The web is so massive, so intrinsic to our lives, that we just don’t understand anyone missing the enormity of its importance.

So, we try and explain it to people. And I’m not saying that we don’t explain well, that the arguments aren’t well-formed or that we aren’t enthusiastic about it. What I am saying is that however much people understand the rational argument, the web is something that you have to experience before you really get it. Before the true import sinks in.

Instead of trying to convince people to do things differently just based on rational understanding of what this emergent and disruptive technology can deliver, it might just be a better approach to try and help them experience the web, so that they can really understand it. Then the decisions about what information needs to go on the corporate website will become no-brainers.