In April, I wrote about a friend’s post on Facebook promoting the relaunch of his company’s website.

The home page said that it was the world’s leading company in its domain.

Sadly, I realized that this was just another website – yet another website that tried to look like every other website.

Most websites exist to inform you of who they are. 

Very few websites persuade you to take action. 

In order to attract action, the first thing a website needs to try and do is to be different from other/peer websites. 

This means that websites don’t necessarily need to be like the websites that we may have in mind.

It’s 2020.

Why are we still building websites that look like every other website? 

If that’s how Gutenberg thought, we would’ve had erasable scrolls by 1440.

If that’s how Edison thought, we would’ve had lamps that consumed far less oil in 1880.

If that’s how Steve Jobs thought, Apple would’ve built a smartphone in 2006 that had more on-screen buttons than Blackberry.