Grand unifying theory of web professional

We have it. We finally have figured out the Grand Unifying Theory of Web Professionals. It's kinda like Einstein's work, but without all that overall brilliance. Other then that, it's the very same thing.

As any web professional will tell you (and we will do so with 10 years experience to back the opinion up), the hardest challenge of the web business is getting technical and marketing teams to talk the same language. They seem to simply refuse to see things from the other's perspective. In fact, whenever Sherpa! accepts a project, we assign a Sherpa, or project guide, that matches the overall challenges of the project. If it is tech-heavy, a Technical Sherpa is selected and if it is marketing-heavy, a Marketing Sherpa is selected. And here is why...

Technical teams seek to discover *what they can do* -- they are answering the question of the Cosmic Could. Can I make pull this information from this database, can I do this action on a hover event, can I make this site do this amazing, never-done before thing that will astound my peers?

On the other hand, Marketing teams seek to reveal what they should do -- the Cosmic Should. . What they should do is guided by their audience's needs, desire, motivations, demographics, and behavior. Should we have a community section on the website -- let's look at the audience's needs again!

The problem is that Technical teams get so caught up in Cosmic Could they forget to answer the Cosmic Should -- should they spend an entire week on reinventing a streaming music player (especially if you are making the National Association for the Deaf)? Should they use the radio, checkbox, or input field on that form? Imagine the world of an engineer spending as much time pondering the Cosmic Should as the Cosmic Could!

Then there are Marketing teams. They are so caught up in reflecting on the Cosmic Should that they often lose touch with reality of the Cosmic Could. Sure it would be a great online experience if your user could simply drag and drop that file into the browser to upload it, but can you do that with the technical requirement that your site work on all mobile devices? Yes, it would definitely improve your online traffic if you try that black-hat SEO technique and drives tons of traffic, but that could result in you being blacklisted by the search engines. Imagine if marketers spent time training themselves in the Science of Web Development -- an unstoppable force most definitely.

Ok, ok, the equation you have been waiting -- E squared=SC

Thus, when we combine the Cosmic Should and Could together, we get an Exceptional Experience.

So Marketing Mavens, are you keeping yourself technically abreast so you are able to better create your should scenarios. Talented Technicians, are you first asking if you Should do something before putting too much thought into your next amazing engineering feat?