​While the vital importance of the Tech industry is increasingly understood by traditional business, too often the people who work in Tech… aren’t.
 
I work with Tech industry clients as well as more traditional established businesses and sometimes I see Startup language used as a shibboleth to identify if you’re in with the ‘cool kids’. 

​That’s counterproductive for everyone: 

One of the most common reasons customers don’t connect with business websites is a lack of customer-focus. In short, if your website doesn't speak to your customer, it's not engaging.
 
Here's a quick exercise you can do that works with almost any product or service website. I’ve picked one at random… ​