The brand called you has no audience
It's difficult working in corporate America. You develop a great Web strategy and finally put the pieces in place when all of a sudden you're reacting to tactical pet projects that can derail your overall Web strategy and make for a lousy user experience. Yet if you read a lot of BLOGS on the Web you'll hear about "developing your brand". Well that is bullshit. You see when you interview for a job you don't have the time to fully communicate you brand attributes. Rather than looking at "your brand" employers are looking at your mannerisms and the clothes you wear. You could talk about Web strategy but that's when the interviewers eyes glass over because he, or she, usually has no idea what you're talking about. I just heard of one story where a candidate went through 3 rounds of all day interviews, was offered the position and then on the second day was told that her interactive budget has been frozen for the rest of fiscal year and that she now had to write Web content. She quit in her first week. I wish this was an exception rather than a rule but welcome to working with people who don't understand the Web.
Corporate America has very little tolerance for people who want to do excellent work via the Internet. To them the Web is nothing more than a selling tool and "users be damned". You can continually tell a story with Web metrics and try and get people to think as users rather than salespeople but all too often business has not learned to embrace customers and shelve mass push marketing. The companies today that are laying off people will be the ones that are going to lose share and will have to spend more money to get it back. So stick to what you believe and do what is right for the people who visit your Website because if you don't they will turn you off with a click of the mouse.
