Who remembers the movie Jerry Maguire? Jerry, a Sports Agent, has an encounter with his conscience which results in a life altering mission statement. He arrives at the conclusion that more personal attention is required – that it is more about the people they represent than the money that that can get from them. On the web it may be a bit more difficult to maintain a personal touch because you can’t always look each other in the eye and watch for non verbal cues. Yet, more than ever before, the Web is far more ‘humanized’ – we are able to express ourselves better and engage better and it is only going to improve.