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Dear CEO The internet has
forever changed the shopping and
buying habits of consumers. Over the next 3 to 5 years, the
widespread adaptation of internet enabled smart phones will
etch this shift in stone. Many businesses are not prepared to
meet the tremendous challenges required to succeed online. This is primarily due to a
lack of experience with
the medium, online consumer behavior, and technical
competence.
The tried and true expression of "evolve
or die", has never been more appropriate. Via the
internet, AppleŽ quickly revolutionized the distribution of digital media-
and facilitated the demise of well established, brick and
mortar competitors. The lesson learned, if you sell a
product (digital or physical) you better be prepared to take
the battle online. Competent execution is a must because
online consumers are
determining the fate of your business at this very moment.
Regarding the integration of domain names engineered to
give companies a competitive advantage, I learned early on
that a large percentage of advice given to CEO's by internal
sources was dangerously
uninformed. Unfortunately, this trend continues today
as CEO's defer critical business survival decisions to
individuals with perceived online business experience only.
This is very much like asking a gas station attendant for advice
on building a race car.
I broker domain names specifically engineered to enable
businesses to be more competitive online. My
success though, is largely based upon my ability to inform
prospective buyers as to why high quality domains names are
essential to their business. Professional ebusiness developers
know that it is critically important to
own the domains that define the category in which they compete:
it would be immensely short sighted
to suggest that the domains exampled are not of
strategic importance related to
brand protection. Or that they wouldn't represent a
significant threat if possessed
by a competitor.
In closing, I will leave you with just one thought- It is
not the cost of the domain that
should be your first consideration, it is the
amount of money that you can make
with it.
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