Relevance is everything
Anyone who creates products or works at internet companies definitely needs to watch this video.
Seth Godin is a leader in creating a connection between a company and it’s customers. I don’t want to call it marketing, but a replacement for marketing. At it’s heart, this is a way to:
a) Be able to get information to customers who are normally jaded and closed to companies.
b) A methodical way to turn customers into die-hard fans.
He has a silly little book called The Big Red Fez. It’s a very insightful view on creating UI, especially for web sites.