There’s a phenomenon in advertising called Client’s Disease. Every client is in love with his own product. The mistake he makes is believing that, because he loves it, everyone else will too.
They won’t. The market doesn’t know what you’re selling and doesn’t care. Your potential customers are so busy dealing with the rest of their lives, they haven’t got a spare second to give to your product/work of art/business, no matter how worthy or how much you love it. What’s your answer to that?
1) Reduce your message to its simplest, clearest, easiest-to-understand form.
2) Make it fun. Or sexy or interesting or informative.
3) Apply that to all forms of writing or art or commerce.
When you understand that nobody wants to read your shit, your mind becomes powerfully concentrated. You begin to understand that writing/reading is, above all, a transaction. The reader donates his time and attention, which are supremely valuable commodities. In return, you the writer, must give him something worthy of his gift to you.
“We (again) usually compare programming with the printing process; Of course you can make a nice book even if you just send a printer a PDF and hope for the best. But when you understand the whole process, know how to talk to the printer with their language, know what can be changed and done and where to invent and push things, then you most likely end up making the most interesting work. The same goes for the web; you don’t need to know a single line of code as a designer to design a website, but the outcome will probably be quite generic. In order to push things, one needs to have a certain insight into the structure and development of code. So yes, we believe that in order to make great websites, one needs to know a bit of code… We also — maybe lazily? — believe that our lack of ‘perfect’ knowledge, naiveness (belief in!) and tendency to miss-understand coding makes our work more interesting, since that often makes us try things out without really knowing where they will end up at all times.”—http://www.reformat.no/konstteknik