Who is the monkey in the big red fez? According to marketing guru Seth Godin, he's every single visitor to every web site ever created and he's looking for one thing: The banana. If the banana isn't easy to see and easy to get his hands on, the monkey (that's the customer, folks) is as good as gone. Seth Godin is here to teach web site builders where to put the banana.

Gone are the days when marketers could afford to think of the monkey as ill-informed and inexperienced. Gone are the days when web site builders could get away with not putting themselves in the monkey's shoes when creating a web site. Who has the time or patience to wade through web sites gummed up with obstacles and no apparent logic? The monkey's got more choices than ever and everyone needs to work a lot harder to make the monkey happy.

In this supremely practical, cut-to-the-chase book, Godin identifies what it takes to create web sites that satisfy visitors and keep them coming back for more. And he's at his prickly stickler best using real-life examples to illustrate the essential truths and ridiculous fictions about how a web site should work. Packed with his inimitable wisdom and compelling practical applications, The Big Red Fez is a must-have tool for anyone working on the web.