One of the great things about the new new economy, as much as there is one, has been the shift in influence from traditional advertising routes to consumer to consumer interaction. (I work in marketing, but you probably guessed that by now.) I've worked with a number of companies who want to know how to reach consumers, and how to convince them that their services/products are better. I tell them it's simple; be better. While the better mousetrap saying was never true in the past, it's increasingly becoming so. If you deliver a product that is superior enough to overcome people's anti-change bias, particularly if that product is on the internet where critical mass is far easier to obtain, you'll be successful.

How do you make it better? Ask. Listen. Prototype. Test. Repeat infinitely. It's the path to greatness.