March 24, 2006

The Next Level …

When I was in college, I roomed with one of the best point guards in the history of BYU basketball. The guy had insane –and I mean insane — handles. He was the singular reason that no team ever tried to run a full-court press on BYU from 1999-2002.

Sometimes he would try to teach me a few of his tricks and it would amaze me how many small details went into every ankle-breaking crossover, or an inside-outside fake. After a while I came to see that the biggest difference between him and I was the attention he paid to detail. Every detail of every step had been carefully studied and tweaked one at a time until the entire motion was perfect.

His attention to detail brought his game to the elusive “next level”.

I thnk the difference between good internet companies and great internet companies is attention to detail. These days every company knows the basics — consistant emails, simple interface, reinforced value, permission marketing principles, blah, blah, blah. Great internet companies do these things as a rule and they measure and test every little element of each tactic.

For instance, a good internet company is happy with an email newsletter with a large subscription base. A great internet company has an email newsletter with a large subscription base, a great click-through rate, a huge open rate, an effective viral element, news that customers care about, etc. Great internet companies don’t get that way by accident. They get that way because they measure and track like it’s going out of style.

We’re trying our best to measure our way to greatness at FundingUniverse.com. You should be too.