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1. Engaging An effective point of view evokes the response, “That’s kind of interesting. Tell me more.” It starts conversations rather than just informing. People want to know more and to offer their views as well.

web design does not start with graphics. It starts with understanding the challenge. Who am I communicating with? What do they want? How can I attract them? And how can I get them to do what the site needs them to do?

To do this effectively, one must discover and hold as many possible perspectives or unique lenses as possible,

You take the final communication, flip through it, and write down the main point from each page (it’s a nice way to test your horizontal logic as well). The resulting list should look like the storyboard or outline for the story you want to tell (Figure 7.4). If it doesn’t, this can help you understand structurally where you might want to add, remo

From whatever point they enter, your purpose is to get their attention and then to get them moving onward and upward. For that to happen, you have to keep your visitors engaged.

Rather than sources, we should think about “portals,” the doorways through which we discover information, each with distinctive characteristics in how they filter and aggregate inputs.

A point of view is an “also,” not an “instead of.” The purpose of these conventional fundamentals is not to engage people in interesting conversations. They are directional, informative documents—more like maps and blueprints than motivational guides. They’re about the company’s intentions and objectives. Most are written to be read—not to be talke