We're all immersed in thinking about where the web is headed. Whether we call it web 3.0, the Semantic Web or whatever. We're so immersed we often have difficulty in explaining why it is important in a simple, coherent and business-relevant manner.

A new article by Vincent Maher (who masterminded the relaunch of the Mail & Guardian Online) provides a great two page argument for why this matters to people who publish content, what new user capabilities it enables and what publishers should be thinking about - without recourse to techno babble. It makes for good reading - it's also a great example of how we need to turn the conversation around to what matters to our users: the publishers and  consumers of information on the web.