Imagine your customer is a hitchhiker

You pull over to give him a ride, and the one burning question on his mind is simply Where are you going?

But as he approaches, you roll down the window and start talking about your mission statement, or how your grandfather built this car with his bare hands, or how your roadtrip playlist is all 1980s alternative.

This person doesn't care. All he wants to do is to get to San Francisco with a flower in his hair!

For me this passage was a real eye opener.

It highlights a simple but critical truth: customers don’t want to wade through your backstory. They only want to know where you’re taking them. If you don’t make that clear, you pay the price of confusion and lost attention.

Define a clear desire for your customer, and the story you invite them into will instantly have a stronger hook.

And above all: keep it simple.

I feel like I still have a lot of homework to do. 

My personal website (this website) is on the right track although it could use some small refinements left and right (but hey it will always feel like a work of progress to me). 

The messaging of webhaven.io feels like a big construction site that needs love, time & work but we'll get there.

And yes, if you made it this far you deserve to know for sure. The image indeed is a reference to hitchhiker's guide to the galaxy.