IT'S HARD TO PLEASE CONSUMERS I know this from both sides of the transaction. As a consumer I know that I'm rarely truly happy with anything for long, and as a producer of genius commentary on CRM, I know how difficult it is to predict what the audience wants to read. Usually I don't even try, and rely on my ability to amuse myself to fill this page. This doesn't mean you aren't important to me, it just means I'm professionally better off worrying about you later.

I'm not the only person or corporate entity that thinks this way: When's the last time one of them gave you what you really wanted? Take something like Web sites, for example.

They can be confusing messes, and tell me, how does anybody find what they need? People have been cruising the Web for more than 10 years, and Web design is still extremely hit-or-miss. "Keep it simple," some say. "Load it with content," others say. The Web experience runs the gamut from flashy graphics and embedded video to bare-bones link delivery, and almost none of it is any good. Webmasters are constantly overthinking the problem; to paraphrase Keyshawn Johnson, just deliver me the damn content.