Market leadership isn’t necessarily about being big. It’s about defining a niche and owning it, or creating a market that didn’t previously exist. Apple is a classic example of this: they have never had a dominant share of the personal computer market, but their leadership in their niche is undisputed.

Companies increasingly cite user experience as a primary pillar to their growth and success models. But like any core competency, implementation involves much more than adding a phase gate to the product-design flowchart.

If there’s one tool that has leveled the business marketing playing field over the past 20 years, it’s the business website. Virtually every business has one, and they’re used with varying degrees of effectiveness.