| If there were hall of fame for significant firsts, Futurestep would clearly belong there. They have pioneered a new form of advertising relationship with the visionary team at the Wall Street Journal. Unfortunately, the core strategy is a rehash of the complex matching approach devised by Intellimatch. Since Intellimatch's demise, Futurestep fills that slot. The problem with pictures of people as a design is that differing regions have differing dress codes. Futurestep is on the long end of the learning curve in being able to discriminate the Web's potential from its reality. Given its funding and profile, we expect it to be an ongoing lesson in wheel reinvention. |
