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The Jedi Master Speaks

No. 12

Cooperation

The idea of cooperation…especially when it involves normally competitive activities…is a tough sell. Firms selling goods and services are used to using standard advertising methods to hawk their wares. They pay homage to adages like "Never mention the competition!" or "Offer only positive impressions of your product!" The thought of cooperating…in any way…with the competition is taboo. Mentioning and shortcomings in your own products is unthinkable. The same is true of politicians who…at least during primary season…don't even cooperate with their fellow partisans.

Some of these habits have migrated onto the Web as always occurs when one medium supplants another. However, something else is happening as well. The availability of a Web site is only the first step in attracting attention. Next you actually have to convince people to go there. One way this is done…and perhaps the most common form of Internet cooperation…is to exchange HTML links with sites having similar content. While in theory, every site on the internet is connected…somehow…to every other, the connections often involve many steps…many "degrees of separation." By listing every site can think of who resembles yours in some way, you are helping Web surfers get a complete look at what is available. You are still competing with those others for "eyeballs," but the competition is free, open and…cooperative.

Salesmen and politicians, mentioned at the outset, haven't bought into such radical notions…so far…but we confidently predict that someday they will.

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If you have comments or suggestions for Willy, you can contact him at:
willy@dreamagic.com

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