Doing Business from the Outside In

E-Business experts generally agree that the secret to online success is doing business from the outside in. Essentially this means that instead of starting with what you do and how you do it, you start with what the customer wants. The Internet is a ‘pull’ not ‘pull’ medium. Users pull the data they need towards them – in cyberspave there is not successful way of pushing your business message on to people who haven’t asked for it. ‘Spamming’ (the act of sending junk email) is, after all, the ultimate breach of online etiquette.

As the Internet is a two-way medium, it enables a great deal of customer feedback. Companies can interact with customers and discover what they really think about their service.