Common sense about naming

Forrester analyst Josh Bernoff has some sensible advice for those developing software or delivering internet based content – stop calling your customers “users”.

Try, just for a day, to stop using this word. You’ll be amazed at how differently you think about the world. Web users become people looking for information.
Application users become employees trying to get stuff done. Users of your Web site become customers….User-generated media becomes amateur media.

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