TIM MCEACHERN is founder and President of One World Interactive, developers of Web sites for a number of Fortune 500 companies. BOB O'KEEFE is Professor of Information Services Management at Brunel University in London and has been visiting professor at the Rensselaer Polytechnic Institute's Lally School of Management and Technology. Together, McEachern and O'Keefe created Net Value, an online newsletter that was a business pick of the week on the Microsoft Network and site of the month in Information Week.