Senior leaders make the grave mistake of underestimating the true value of their organization’s website. It is not just another channel through which to pipe their message. It is a living laboratory for testing the company’s customer theory. It can be the center of the customer/company dialog. The Web is, without a doubt, the most remarkable breakthrough in the history of behavioral research. For the first time, we can measure, even monitor, human response, en mass, and yet in particular, in real-time – the implications awe me.