In website design and development it seems that the digital divide describes the gap between the business owners vision and the developers technology. This division of perspective has cause many a website to fall short of it's full potential. There is nothing more frustrating than finding it impossible to produce a product that meets your expectations. Not to mention the money that you've invested. So where has this process broken down and what can be done to keep it from happening in the future?
The Business Owners Perspective vs The Programmers Perspective
There are three basic types of people in a business: entrepreneur, manager, and technician. (E-Myth by Michael E. Gerber) Often the Business Owner is an entrepreneur and is concerned with the overall success of the project and his/her business. He is not concerned with how the technology works, but on the website/project success. On the other hand, the programmer is often a technician and is concerned with how to mold the technology to fit the project. This difference in perspective is like standing two blindfolded people on different sides of an elephant and telling them to describe the animal. One will feel the leg and say it is like a tree and the other will feel the torso and say it is like a wall. Both are coming from two different perspective and missing the mark completely.
So how do we bridge this digital divide and make sure that a website or project meets the owners expectations and vision. There are three things that I have found overcome these difficulties and create successful projects.
1. Clear Vision
If you don't know what you want and where you want to go with your business, don't be disappointed or upset when others are confused. Without a clear vision or goal for the project, and ultimately for your business, it will fail. I have had quite a few customers in this situation. I usually suggest that they spend some time with a business coach and/or strategist before moving forward with a website. I know that building a website for them at this stage is a disservice to the client, because it is a waste of their money and my time. So before moving forward with a project make sure that the project is clearly defined.
2. Avoid Sticker Shock
I rarely see customers a Walmart complaining about the quality of the products, because they know that Walmart is all about price. In order to get high quality merchandise a consumer must go to a store with higher prices and higher quality merchandise. Avoiding sticker shock means that there are many other considerations that are of greater importance than price. If you want your project to high the market look for experience and quality. The best indicator of future action is past action. If a company has had success with other businesses in similar fields chances are that they will handle your project successfully too.
3. Move Along
Ultimately, the most significant division is that of the mind. If you, the business owner, sit down with a website development company and have a difficult time getting them to understand the project then consider moving on to another company. Sometimes there are people that we connect with and can work with immediately. They see our vision and not only can repeat it back, but give suggestions for future improvements. In the long run you will be happier working with a company that you can build a relationship with. If you are unable to connect with them initially then chances are that things will not get better in the future. Find a company that you connect with and feel comfortable working with.
