Users are number one

This is one point I'll always come back to. Understand how to reach and engage users, change behaviour, improve lives and the dollars will follow. Usability and user testing, while not glamorous, are important. Forget search-engine optimisation.. for a moment. And focus on the user. Spend too much time optimising to an algorithm and you take your eye off your real users. Human based search-engines such as Mahalo.com have the ability to redefine search all together.