From a recent post by Dirk Knemeyer: “There is far more to the Web than “just” being the Web. Indeed, the Web is only one component of a ubiquitous network of communication, interaction and information. While each of us are tacitly aware of the bigger picture, we often do not truly recognize and understand how it all fits together, or just what the Web means to business. This is particularly important for those of us who are involved in Web design and development. While we might seem to be hotshots in the work we do on the Web, we will ultimately be doing a disservice to our employers or clients if we are not working fluidly as part of the larger operating dynamics.
The good news is that most people involved in our industry—whether Web professionals or business people or marketing folks—do not truly understand the larger dynamic. So instead of being behind in how we think and operate we actually have the opportunity to move ahead of our peers and gain a meaningful advantage. In order to do that we need to understand more about business today and where it is headed tomorrow. Central to that is an understanding of brand experience“.