One of the most common and challenging aspects of project managing eCommerce projects, for me, is that of helping clients to appreciate that the Web is simply another channel, and that essentially all the rules that apply offline apply online. Sounds easy when you say it, doesn't it? However, you'd be amazed how many people - and I'm not talking about Luddites here - see online commerce as something they can farm out to their Web agency, many of whom, in turn, will see that as an opportunity to generate revenue rather than making the client master of his or her own destiny.

Many moons ago, when I worked as an electronics engineering technician for the Mars Corporation, I was part of a large team responsible for ensuring the wheels of our particular industry kept running. As in any field, once you know how to do something it can become relatively easy. The issue is: how do you ascend the learning curve in the first place, especially if those with the expertise aren't very forthcoming? I know this will probably surprise you, but technically-minded people can often be poor communicators. [Pause for gasp in horror].

There were two schools of thoughts on this. Firstly were those who would share their information freely for the benefit of all. Then there were those whom some referred to as 'peeling oranges in their pockets'; in other words they don't share their 'orange' with others.

Back in the heady days of the dot com boom - 1999 I think - my business partner and I were brainstorming, trying to come up with a good tag line to put on our promotional literature for our newly formed new media company. "I know", she said "how about 'tell the world who you are'?". We both agreed it was great, and away we went, publishing it on our business cards letterheads, websites and so on. Shortly after I grew less keen on the phrase, thinking it perhaps a little cheesy, like something you'd expect from a Californian motivational speaker. However, of late I think it had some value, perhaps more so now than ten or so years ago.