The Rules

[Mat Morrison]

Interesting opportunity to see who agrees with what, what offends your

delicate

sensibilities, and evangelise a little. Your comments will help me firm

things

up a little.


These are not all original, but (on the whole) those that aren't are

frequently

ignored. Some are merely significant guidelines.



THE RULES:


Open systems, good; closed systems, bad


If you want to sell it, it should fit through the letterbox


Take the product to the customer, don't bring the customer to the product


Frames restrict access


Commercial communities aren't.


All splash screens are evil


The last thing people want is more websites.


What counts is traffic through your server, not traffic through your web

site.


A website is just one way of letting people play with your information.


Online, brand is a function of utility


Interactive games aren't.


The online equivalent of space is time. Don't waste people's time.


Don't be big brother.


Our busines is people, not demographics


________________________________________________________

Mat Morrison 	| Head of Strategy | Tribal DDB London

+44 777 595 3165	| + 44 20 7483 7046


What is simple should be treated simply,  what is 

difficult should be reduced to the simplest terms 

(Josef Muller-Brockman)


Opinions expressed are not necessarily those of my company.