From the land of HOT, Shelley Powers takes a look at Web 2.0 through the lens of humor and satire, and we could all use some of that. In her post: How to Rollout a Web 2.0 Product, she takes to task some recent and not-so-recent Web 2.0 startups for acting more like an experiment than a company.

Shelley nails much of the open-touchy-feely camaraderie -- don't get me wrong; I like open-touchy-feely camaraderie -- that the Web 2.0 clan demonstrates in blogs and at the latest, greatest conferences. She nails a lot of the hype too with her words of mock advice:

Make a lot out of the application’s cool features. Much coolr than a certain othr company. Even more of how young the lead developer is. Make a _really_ big deal at how young the developr is. This is important--make sure that everyone knows that how this product will kick butt because of the youth of the developer (as compared to the old farts over at …. well, you know).

(Also make sure to mention how the application was coded in only three months. That makes it even cooler.)

Spend a lot of time with Om Malik because, well, um, because he’s Om?

Plan a big rollout party at the exact same time you plan on turning on the all new technology. At the exact same time as you’re rolling out the major application change. Free beer!

Leak rumors that your company might be aquired for millions just before the launch.

Now, I've helped more than a couple of Web 2.0 clients launch their services. So you might think I'd take Shelley's list of naughties and say, "Aren't you being a little harsh?" HA! No way, in fact, I've got tips and questions to add myself:

Be sure someone -- and try to find at least 1 -- person in the company actually uses this cool new product.

Repeat the following mantra: "Alexa lies. Alexa lies. Alexa lies. Our traffic IS growing month over month."

When someone asks how you're different from the 33 other services just like yours, have an answer that relates -- at least to a point somewhere in the next decade -- to $$.

Remember the dot-com glory and gore? GOOD.

Is your CEO is old enough to pass Six Flags' bumper cars height restriction? Well THERE'S your differentiator!

When someone asks, "Who is your service designed to help--what's your demographic?" remember that, "Everyone with an Internet connection" is a little broad.

Answer this question: Did you read Cluetrain? Then you're a Web 2.0 Equity Advisor! Did you read Goodnight Moon as a child? Then you're a Web 2.0 CEO!

p.s., don't miss Shelley's comments!

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