Finally, we’re seeing that people are no longer “surfing” the web. They’re “clipping” it. People are using start pages and personal organizers to filter out what they want to keep top-of-mind. Because of this, understanding the value of widgets and branded utilities is critical to success. Brands can no longer rely on people coming to their websites. They now need to think about providing modules that people can add to their personal pages whether it be iGoogle, Facebook, a blog, Pageflakes, Netvibes, etc.