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There is a lot of information that we are expected to digest on a regular basis. Sometimes, it can be daunting to consume so much in such a short period of time.

We have email, web pages, radio, TV, telephone and any number of other sources of information.

Personally, I want my information aggregated into one place so that I can skim through it all and decide in a few seconds if it is worth reading.

I don't like newspapers because I get one set of information and lot of ads that I have to read through.

I don't like news via email because sometimes it can be a pain to sort through... and email is slow.

I don't like going to a web page until I know that the information there is what I want to read.

Enter RSS.

But, what is RSS and why in the world should I care about it on my site?

When designing and managing your website, one of the hardest things to remember is who your audience is.

But, why is this hard?

I tend to think that it is hard because we want to write to people that are just like us. We tend to think of ourselves as our audience. We think that we know what our customers want to hear because we have worked with them so long that we just naturally know what they are looking for.

We are convinced that we know best.

Let me be blunt. You probably don't know what your clients want to read. You probably don't know what your clients want to hear.

How rude, why would I say that about you? After all, we just met.

Well, it, in my mind, is simply because you are so focused on running your business that you have become disconnected from what your clients need. You are focused on selling your hardware and software and therefore forget to learn about their business.

Don't get mad at me... read on...