14 Things to Understand about the Web.

1 - Know who you want to talk to.

2 - Communicate what's in it for them - not what you do.

3 - Remember on the web - people find you - you don't find them

4 - Never forget that the web is made up of millions of individuals so keep things personal.

5 - Be prepared to not know everything. Google is the worlds externalized brain. You just have to be good at asking good questions, and you'll find what you need.

6 - Online it's more about win-win and collaboration. It's the model the web is built on. No-one owns the internet - and never will. So become part of it's connectedness by letting go of what you think is yours.

7 - Communicate openly, honestly and frequently. Be prepared to share, and listen.

8 - Less is more. Provide info in chunks and on demand.

9 - At the end of the day the web is all about content. It's what it was it was built for. So make sure that your content is compelling, engaging and fresh.

10 - Provide options for action. People need to be guided online to an ultimate payload. Don't make them guess what to do next.

11 - Know when to not use and be on the web. Offline and online must work in tandem. There's too much offline and online to ignore - so marry the two for best results.

12 - Structuring and labeling is paramount. It's what defines the internet, directories, search engines, websites. So get used to categorizing what you communicate.

13 - Online you don't guess. You start with the end in mind, so that you can measure what you need, and know what you must.

14 - Looking forward it's all getting simpler, smaller and faster. Twitter, Adwords, Mobile messaging etc, Get used to distilling your message.

Feel free to share your own. I'd love to grow this list.

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