“How do we professionally manage content? We don’t. We shouldn’t manage content in the same way that we shouldn’t manage technology. Content and technology are merely a means to an end. What is the end? The end is the task the customer wishes to complete. That is what we should manage.” – Gerry McGovern

Read more from Gerry in his article “The Problem with Dirty Data”.

1. Technology serves humans. Humans do not serve technology.
2. Technology creates the context for persuasion, but content persuades
3. Content is an opportunity to make customer relationships flourish
4. Content is not a nice-to-have extra. Content is a star of the user experience show.
5. Think a lot less about technology for technology’s sake, and a lot more about design