"Weaving the Web" gives the overwhelming impression that Tim Berners-Lee is basically a Regular Guy who was in exactly the right place at the right time. He comes across as a relentlessly enlightened person, beneficent toward all, earnest to the point of humorlessness.

The book tells the story of the past and present of the Web, and Berners-Lee's ideas about the future, at a very high level. It's not a Techie's History of the Web; there are a few annoying technical gaffes, and not much about the bits and bytes. I was surprised to read some non-technical reviewers opine that it was *too* technical. No pleasing everyone, I guess!

I'm not convinced by Berners-Lee's idea that, if only we hook everything together well enough, we will then be able to make computers that understand, that reason, that figure stuff out for us. I think the hooking-together is the easy part, and we'll still be far from real understanding. On the other hand, maybe I would have been a skeptic back in 1989, too, when he was telling people about this crazy thing called the World Wide Web... *8)

This book is a must-read for anyone interested in the historical antecedents of the World Wide Web. I'm sure only a very small fraction of the millions using the Web today realize it's essentially an outgrowth of the vision of one man. Here, you get an account penned by the man himself of what he was thinking when he first conjured the Web and his thoughts on its future.

Overall, the book is a very engaging read, and its best feature is the insight it provides into the principles that Tim Berners-Lee had in mind during the Web's conception. Though it seems to have been commandeered by mass-marketers, the Web has its roots in the ideals of de-centralized and democratic information sharing. And as long as there are people like Tim Berners-Lee involved who are inspired at least as much by integrity and character as by profit motive, the Web has every chance to fulfill that promise.

I would have rated the book 5 stars, but at times the text slips a bit in editing, and it's probably less accessible than it could be to the layperson. Despite that, the book is excellent, and everyone who has ever typed www into a browser should give it a look.

After reading this book, grab a copy of "Where Wizards Stay Up Late" by Katie Hafner and Matthew Lyon for a great history of the Internet.

I have heard so many stories of the beginnings of the web, but for the first time, here is how it really happened. Tim Berners-Lee, the man who developed the 'World Wide Web' now tells the tale of how all this hypertext-hoopla began.

Berners-Lee writes in plain english, allowing non-programmers to share in his vision and goals for a universal (or should that be uniform?) way to share information across the internet. Especially interesting is the history of the browser market itself, without all the 'browser-war' hype.

Best of all, this book does not read like a technical specification -- but is full of warmth and humor as we see Berners-Lee bring his brainchild to light.

I read "Where Wizards Stay Up Late: the Origins of the Internet" by Katie Hafner and Matthew Lyon, and desperately wished someone would do similar justice to the history of the web. Not only has someone now done just that, but that someone happens to be the inventor of the web! What more could you ask for?

This book is a product of the Internet boom / bubble and not all of these seb businesses have survived. However, a surprising number have. Some were sold while others evolved one way or the other. It is quite an interesting to read about how these businesses viewed their markets at the height of the boom and then look at how things are today.

I think the book has a couple of good points to make. These sites were not funded by huge amounts of venture capital. They are all small sites that have done well for people who had a specific expertise, who thought small in a tightly focused way, and who used the web to broaden their reach to a proven client base.

There are thousands of successful sites just like these and this type of thing can be done thousands of more times by intelligent business people. My advice, however, is that unless you really KNOW what your plan and goals are, don't spend your hard earned cash until you are certain you have minimized your uncertainties. Of course, to be an entrepreneur is to have more risk than regular folks are willing to take on. But spend more time getting ready and learning your business rather than recklessly diving in head first to see how deep the pond is. If you don't you could end up spending a lot of money on a website that will be nothing but a drain on your precious cash and time.

While most people who reviewed this book gave it 5-stars there are couple who rate it less. I can tell you as someone who has read "StrikingItRich.com" 3 times and bought 7 more copies for business associates that these "bad reviewers" could not have read this book.

Citing some of these sites as not successful? Nuts! Easton gives us all the revenue numbers. These are not "home spun efforts" as one of these commentors below wrote, but bona fide business with anywhere from 1-100 employees.

If you're not serious about making money online don't read this book. If you are, "StrikingItRich.com" will become your bible. Better yet it will insure your success and inspire you as you read these stories of folks just like you and I making it big.

There are a lot of good e-commerce books all of which are well intentioned, but few of which really inspire. Then there's "StrikingItRich.com".

Because it only has real world examples, prepare yourself to be completely motivated, inspired and downright dizzy with excitement. Jaclyn Easton doesn't tell you how to be successful, she proves it by introducing you to people just like yourself, who, with as little as $30 started websites now worth millions.

The book focuses on all types of sites, including B2B and subscription sites (those which charge a monthly entrance fee) in addition to consumer retailing and content ventures.

What I found most rewarding is how different each story is. This could have been the same tale told 23 different ways. These profiles are as different as can be, each with a fresh perspective that practically insures that your web business can be one of the ones striking it rich too.

This is a thoughtful, comprehensive, and brutally frank treatise on everything to do with the Internet industry and the coming Internet economy. I have been involved with these subjects myself for more than 10 years, yet I learned something new with almost every page I read.

From his backgrounder on the origins and evolution of the Internet itself, to the process of founding, funding, nurturing, and finally selling a software company, everything that Mr. Ferguson writes rings true. He brings a wealth of specific knowledge to his subject, and places it the broader context of Microsoft's monopoly control of the software industry today, Justice Department investigations, and the other major players in this game.

I gained a personal appreciation of the strengths and weaknesses of both Netscape Communications and Microsoft during the reading of the book. I have to admit it changed my impressions of both companies.

In the final chapters of the book, Mr. Ferguson summarizes some of the important issues that will continue to require attention as the Internet hype of today turns into the Internet economy of tomorrow.

Obviously an experienced writer and analyst, Mr. Ferguson has also allowed his own, often volatile personality to emerge throughout this book. I think that is important, as it breathes life and adds fire to what otherwise might be a fairly dry subject.

In summary, this is a MUST READ for anyone interested in the Technology industry, and in today's world that should be everyone.

The entire quote is, "I never, ever, thought that my idea of an interesting evening in bed with my girlfriend would be watching a video of Bill Gates. I doubt that it will ever happen again". This book is a treasure on many levels. Mr Ferguson is extremely bright, PHDS' are not given away at MIT, he has a wide range of experience from consulting at the Federal level, to being the founder of Vermeer (Now Frontpage) which is the dominant web authoring software on the planet. Unlike all the other, "My Days In The Valley Book", this is a book of great merit. It is well written, reads like a novel and the Author is never misunderstood. It's black it'a white it's nothing in between. He appraises people bluntly whether positive or negative, and he has one wickedly sharp sense of humor. Definition of a Venture Capitalist; "a heavyset guy who wears badly fitting suits..has no discernable personality, sense of humor, or compassion-ideal traits for a venture capitalist". I am involved in a start up, and this book offers more valuable insight than I have read, been told, or advised, as to what to do, and what not to do. He shares the victories, and he shares his mistakes no matter how bad they were. If you are in any business that is going to involve outside investors, Venture Capitalists, will require a "Professional CEO", or any of another 100 or so issues this book should go with you to every meeting. If we ever make it to IPO, or acquisition, he's getting stock as a thank you. This book is that good. If you are in business or are wondering if a start up is for you, pass this book of at your peril. Mr. Ferguson, my sincere thanks.

Mr. Ferguson's book is the only narration I have so far encountered (including Mr. Michael Lewis' THE NEW NEW THING, Mr. Po Bronson's THE NUDIST ON THE LATE SHIFT, and Mr. Randall E. Stross' EBOYS) that may actually represent what goes on in the entrepreneur world, and it does so in a straightforward tone with a whole lot of humor- and some cynicism- thrown in, making the book an enjoyable read.

What's amazing about this book is its age: although the book is from 1999, much of what Mr. Ferguson concludes about where the industry is headed has come true or is slowly being recognized by the mainstream line of thought (this is quite an accomplishment in case you do not understand the rarity of such occurrences). Mr. Ferguson actually understands the technology and business underlining his startup as well, and he isn't afraid to admit when his comprehension falls short. Ask any engineer- this personality attribute in leaders of the entrepreneur world is becoming increasingly uncommon, unfortunately.

If you're looking for a book that is written by someone who has been there and has also stood the test of time in terms of holding its conclusions intact, this is it for the late 90s era. If you're looking for a book by an outsider who doesn't seem to understand what's really going on and that romanticizes Silicon Valley or Route 128, look for something else. I especially recommend this book to anyone who is frustrated with the herd mentality in the tech world and would like to read something that has a refreshing independence to its views.

(Actually, on second thought, if you're looking for a book that humorously shoots itself in the foot with its free-wheeling conjectures and hasty exclamations prior to the stock market correction, check out those books I listed above).

Reading this book is only the first step in researching whether the Quixtar business opportunity is for you or not. Don't bother reading the reviews of those that attack the business - rather read the reviews of the book itself. The book is enthralling - I read it in less than 3 days and reading is not my favourite hobby. It is obviously biased but what would you expect from a book titled "The Quixtar Revolution" ? (think!) The style of the book is very easy to read and easy to understand. Mr Barefoot mixes in his many interviews with prominent Quixtar business leaders while still giving a historical account of how the Internet and e-commerce have come into being and where the opportunities lie in the future. According to his previous writings he is quite an authority on the subject and worth listening to. After reading the book and getting my questions answered by people who were successful at this business who also claimed they would help me, I decided to do it. For YOUR sake, read this book, research this business opportunity, make a decision to get involved, then ignore the naysayers. See you in the traffic or on the beach. Your choice...

a very honest viewpoint of how we can be part of e-commerceLike many people, I have read and heard about the new e-commerce revolution and the way it is going to affect our lives however becoming a part of it and making an income from e-commerce seemed a world away and only available to those lucky one's with technical knowlege, major funds and willing to take the risk. This book shows quite clearly how the public can tap into the new industrial revolution of the 21st century, without having to invest money in stock or a shopping website, yet potentially build a full time income or choose to just save money..without having to give up one's career. The book gives a very balanced viewpoint, making it clear this is not a 'get rich' opportunity, yet showing by trends etc. that everyone can benefit in some way. The fact that buying trends are changing and people are fed up with the 'rat race' puts Quixtar in the right place at the right time, for people to build their own on line e-commerce business. The book also shows how Quixtar allows the housewife, budding executive, single person or whoever to be a major part of the e-commerce revolution and amazingly build a worldwide business. Like everything the proof of the pudding is always in the eating and since reading the book I have checked the site out and found it to be very impressive and popular....already 5th in the hit charts (I believe). I found it quite amazing that over $100 million dollars has been spent on this site to give the public the best, plus the abilty to joint venture with known brand, giving the book's viewpoints instant credibility.I have since registered for the price of a pair of shoes and have not been disappointed at the amazing site, which even includes a virtual office. I live in the UK so hope this comes over as an unbiased viewpoint as the opportunity is only available in the USA and Canada. IF any one wants to e-mail about my actual experiences or for advice, please do .....excellent book! excellent opportunity.

Let us all remember 1 thing, those former distributors that speak poorly of the Amway experience had problems with their Amway distributor, NOT Amway themselves. Amway is a company that manufactures goods and services and offers a business oppurtunity to anyone. That means a good honest hardworking person could take part in the oppurtunity, or a real dishonest, materialistic, thug. This is your own business and some people run it well, while others don't. Many people have been deceived.

"The Quixtar Revolution" gives great insight on the future of e-commerce and what Quixtar can do for you. There are many important players who were involved and put their respected names in association with Amway. Why? Because they to believe that this is a revolutionary business oppurtunity. This book will give you the knowledge you need to help you make that decision if this business is right for you. Research and Education is the key to running a successful business. I encourage those that are serious to check out other books in association with NetWork Marketing.

I am an e-commerce architect mainly dealing with technical part of the e-commerce rather than the business side of it. I heard good things about the authors' class (I belive it is a lot more technical) that is being taught at the SMU in Dallas so I decided to pick up the book thinking it will save me from attending a $5,000 class.

Well, this book is not for those people with technical backgrounds but for those management/business people who doesn't understand the basic concept of what it needs to run succesful e-commerce web sites. If you fit in that category it should be a worthwhile reading I belive. It will give you a good general background info.

I would say this is still better than the most e-commerce books I've read but still not good enough. If you are an engineer/programmer/analyst, then don't bother too much with this book.

As an IT professional, I was a bit (just a bit) disappointed with the content of book. The authors have done a very good job in including almost all points that need to be looked into in an e-commerce environment, but as in all "all-in-one" books, some areas, especially those that fall into the realm of business strategy, are left weak. Even in the first four chapters, where e-commerce strategies and approaches are set out, I felt an inclination towards the technical side of e-commerce. However, the book is very successful in conveying different architectures, together with the pros and cons, to the reader who has the basic knowledge about internet technology. I believe that this is not enough to "build the e-empire", but the book has enough potential to act as an infrastructural guide and a reference for e-commerce deployment projects, especially for project managers and executives.

This book provides an introduction to the various technical and business aspects of e-commerce for the small to medium business owner or manager. The authors begin by stressing the importance of e-commerce and tremendous growth potential for companies that do it right. After a few brief case studies, they delve into some of the more technical aspects, such as how a company can connect its databases to off-the-shelf e-commerce software. They describe what a server does and give an overview of the features of the top-selling server software. They also summarize the possibilities for electronic payments and how they work, as well as the kinds of security that are needed in various parts of an e-commerce network and why. The final chapters in the book provide an in-depth look at online auctions, project deployment, and their own e-commerce program of study.

All in all, the book sticks to the surface of many of the technical issues, so readers without a great deal of technical expertise should have no trouble understanding it. On the other hand, if you are looking for technical details, you may want to go beyond the level of this book.

If you are an avid Ebayer, you will probably find yourself in this book and have a good chuckle; even if you have never experienced the Ebay thrill of winning (or the agony of defeat), you will probably find this entertaining and informative reading. In "The Perfect Store," Adam Cohen traces Ebay's development from a one-man shop to the multi-million dollar operation it is today. Along the way, he introduces a cast of interesting characters, many of whom do not fit the typical dot-com profile as the media has hitherto fore presented it. And, he debunks some myths, such as the "Pez container" inspiration for the original Ebay.

Granted, quite a bit of this information has appeared in print before, but Cohen brings it together for the reader who has 1) not been following the story, 2) does not have time or resources to research Ebay in the media or 3) found Ebay after it was already a national phenomenon. I'm number 3. Although I have been an avid Ebayer, myself, for almost five years, I have mainly bought and sold, staying on the fringes and not participating in the chat-rooms or discussion boards. I was very surprised to learn that these venues were part of the original Ebay plan and have been the impetus for some of the changes that I have seen take place over the last few years.

From the onset, Ebay has been a consumer-driven buyer-seller platform. Like all organizations, it has had its share of growing pains. Without taking sides, Cohen examines these, illuminating the multiple and various personalities that make up this global market place.

Cohen's writing style is very readable and he paces the book nicely, interspersing just enough anecdote among the business facts to keep the book from becoming a dry tome. (Bonus: The clever Ebayer may also pick up a tip or two for buying and selling.)

The author's book "The Perfect Store" provides a historical journey of the rise of eBay. In particular two themes are explored: the gradual rise of the eBay business model and the deep vibrant virtual community, which the company deliberately established.

Cohen begins the story of eBay with a look at the founder who is called Pierre Omidyar. This provides a good starting point because eBay's attributes are really those of its founder. Initially the company was called "Auctionweb" and the first item, which was sold on the web site, was a broken laser pointer, which reached a bid of 14 Dollars (for an item basically worth nothing). Omidyar's interest in virtual community originated from using Usenet newsgroups where users would have long rambling discussions. However, his own values provided the basis for eBay's use of virtual community. In particular Omidyar's belief that: "people are basically good and when given the chance to do good they will". Moreover, his philosophy that community and commerce are interlinked provides the foundation stone to understand the success of eBay. The idea is that commerce and civilisation have always developed together and that the first markets were based at crossroads. The crossroads became a city where many people would interact, socialise and engage in commerce. Omidyar's vision was that eBay would be both a commercial crossroad and a community. Where nearly all e-business books focus on the eBay business model as being the reason for the company's success, they miss entirely the importance of virtual community at the company. In Omidyar's original vision both the business model (commerce) and the virtual community were (and still are) of equal importance. For some reason the importance of virtual community at eBay has been ignored by business publications. However, to put this into perspective, even eBay's own managers and personnel didn't understand the value of virtual community when they entered the company. In 1997 3 new Stanford MBA's began work at eBay in the area of marketing and business development. They looked at how the business worked (in particular the concept of being an infomediary with no stock) and examined the business model from the perspective of cash flow and click through rates. Afterwards the first thing they questioned was why "the community thing was so important - they didn't buy into it at all". Therefore, virtual community is something, which the business community doesn't understand. This may be because it needs to be experienced in order to understand the usefulness of the medium.

The use of virtual community at eBay is partially also the result of purely practical reasons. In the first years of eBay it was not possible for Omidyar to solve all users problems. As a result users were encouraged to solve each other's problems through the use of a message board, which enabled information to be shared. Users became more self-sufficient and required less help from Omidyar, which in turn allowed him to focus on other tasks. These community features were already introduced in the first year (1995) of eBay's existence. Later in 1996 Omidyar introduced another community-based feature called the "Feedback Forum". Again the aim was for users to resolve their differences with one another. In particular when disputes arose in a transaction or in the bidding process. The ethical guidelines for the eBay community to follow were that "people are generally good", "people should treat others the way they wished to be treated" and "in a dispute give the other the benefit of the doubt". These guidelines mirrored the founder's own attributes. The feedback forum was a new community feature, which allowed eBay users to give criticism or praise to another user. It was designed to expose the dishonest eBay users to all others in the community and "drive them away by giving criticism". The feedback forum worked by allowing users to make positive or negative comments and also give a rating of plus one, minus one or neutral. The eBay software would total up the score from all users and add the score in parentheses to a person's name. Users with a total feedback score of negative four were banned from the eBay site. It provided a quick and concise way for a user to see if a person would honour a business transaction.

It can be argued that eBay's adoption of virtual community ended up shaping the company (and still does). This is best illustrated by a number of examples. In 1996 after the introduction of the feedback forum it was decided to add a series of coloured stars to each user's name on eBay. A system of stars consisting of the colours yellow, red, green and purple was designed. The system was designed so that the most outstanding eBay users would be recognisable instantly. However, once the new system was announced virtually all users complained that they weren't consulted or asked for any input into the colour selection process. The star system was revised taking into consideration the community views. In 1997 the eBay virtual community also ended up shaping the company's decision-making process. Ebay wished to introduce listing fees for all items and it posted an announcement that this would occur. Similar to the previous example, the virtual community complained vigorously through emails and on discussion boards. Omidyar instead decided to adopt a graduated fee scale, which started at 10 cents. Cohen describes how throughout eBay's history the virtual community has rebelled against major changes, only when it was not given any input. New employees to eBay have found this attribute of the company difficult to understand. One employee made the comment that "when McDonald's launches a new burger it doesn't ask its customers first for permission". Customers simple decide to buy the burger and don't say, "why didn't you talk to me first" (about the type of burger). This attribute of eBay listening to its virtual community and being prepared to change in accordance to community demands represents a new way to conduct business.

As a non-eBay user, I quite unexpectedly couldn't put down this page-turning account of the rise of eBay. Beautifully written, this book mixes the engaging story of the founder's original vision with the colorful stories of the many folks who fueled it by buying and selling their wares on eBay, and by keeping the company true to its vision, while other internet businesses failed . While telling the story of one company, Cohen tells us much about ourselves, and reveals what we as a society are missing (and looking for on eBay) -- and it's not just collectibles. Much more interesting than a "business" book, and certainly more fun.

This is a great book if you want to get familiar with a lot of tech (VB, ASP, MTS, SQL, etc) however it fails to mention an important road block until the 12th chapter.

MOST WEB HOSTS do not allow custom dll's!!! The one's that do charge a hefty hourly fee to look over your source code, test it, and then install it (not including the usual setup fee and monthly fee). If you colocate your own box or if you have a dedicated server somewhere, then this doesn't apply to you.

It's a great learning tool but I don't think it's practical to call it "Beginning". A much simpler shopping cart and checkout application written in ASP and using an Access backend would have been sufficient to learn the basic concepts behind a full blown ecommerce solution.

Reynolds steps you through how to make an online store. If youare thinking about web store internet startup, this book will get youthere. It covers both business and programming aspects of starting an online store. By the time you finish the book you will have a complete store which has SSL encryption for credit card transactions, a customer forum, a Search method for your site, Database management, etc. But it doesn't end there, Reynolds then shows you how to market your site and provide customer service. The book teaches you all the latest web technology like XML and CSS2. It also tells you how to get around common browser bugs in your programming. And like most WROX books, it is clearly explained and doesn't get too technical for the non-programmer.

I recommend that you read Beginning ASP 2.0 or 3.0 first, then dive right into this book.

The one downside is that the database management system (software for managing databases) required for examples is expensive to buy. And this software is necessary to get all the examples to work. However, someone experienced with another DBMS like Oracle 8, could easily tweak the code and get it to work. END

As an Internet consultant for almost 5 years, I'm often asked by Internet newcomers: "Okay, What do I need to take on/learn today; Networking? VB? ASP? SQL? Server-IIS? something else?". And since the answer is "Well, All of them of course.", people are still short a good way to start on each of those.

Well Wrox brought a very good book for those Internet startups (with Microsoft technologies). You will most definitely find an answers to all of your first questions on the How-To of an eCommerce web site.

Actually, the real title of this book would have been too long to fit since it does more than VB, ASP, SQL, and MTS. To my surprise, it also goes over Credit Card security with 3rd parties such as DataCash and CyberCash, it goes over simple Private/Public Key Pair, Order Pipeline, Hosting, Up-sell, Cross-sell, and even Marketing, + more.

Also, I have to admit that the coding used is well-formed, neat & clean, and extensive. I'm sure that the example would bring new content to some seasoned eCommerce expert as well.

Last but not least, if you are a complete newcomer in the programming area, you might want to consider having other book such as Beginning ASP 3.0, Beginning ASP Databases, Beginning VB6; at the same time than the Beginning eCommerce in case you are not sure of what the syntax means. Even though this book is pretty easy to follow, it also assume you have some programming knowledge (which can be overcome by those other books).

Good Job.

The social effects of a technology go unseen as that technology becomes more ubiquitous. In "Next," Michael Lewis looks at the social implications of the Internet by interviewing a few ordinary individuals who have managed to do extraordinary things on the Internet. The first section deals with Jonathan Lebed, the 15 year old stock trader from a blue collar family, who managed to turn $8,000 in to $800,000 by pushing stocks in owned via [false]press releases of financial boards.

The second section of the book deals with another fifteen year old who managed to become the top rated legal advisor on the askme.com website, even though he came from a poor family, never touched a law book, and learned about the law exclusively from the internet and television. In both these cases, ordinary boys who otherwise would be categorized as [normal], managed to do extraordinary things by using the Internet.

The other sections of the book deal with gnutella, tivo, polling, the sense of time, and the idea that accessibility of information due to technology may lead to the downfall of mankind. I really enjoyed this book, but I though that overall it was rather incomplete, this book could have been easily doubled in size by examining more social phenomenon. I was really surprised that there was very little ink spent on the open source movement and how strangers are now collaborating on major projects. This was partially covered in the gnutella chapter, but you could write a whole book on the social implications of open source development.

Just about everyone I know that has worked in the investment business has read the book Liars Poker, Lewis' first book and bestseller that got his writing career off to a start. I have also read Money Culture but this is the first book I have read from Lewis that is outside of the financial services industry.

In this book Lewis begins to look at some of the social implications of the Internet and some of the crazy stories that are occurring as a result of the Internet Phenomena. Examples include:

·A 15 year old becomes the leading legal advisor on AskMe.Com.

·Another youth (15 also) draws SEC fire after earning $800K in security trades through various pump and dump schemes on message board.

·An older rock band (40+ years old) get their fans to pay for their overseas tour BEFORE the concert. Ie. The fans funded the tour and they then show Lewis how they are leveraging the Internet to build a stronger relationship with their fans.

·He talks about Gnutella and peer-to-peer computing, created by an 18 year old that will radically affect intellectual capital and the way knowledge workers seek to protect it.

All and All the book is a good look at the social implications of the Internet. Other interesting books about American Culture/social changes are Credit Card Nation by Manning, Free Agent Nation by Pink and Fast Food Nation by Schlosser.

This is an excellent book that rationally examines the Internet and the social change it has invoked. Rather than just bemoan and whine about the impact, Lewis has bothered to investigate the reasons for the myriad changes. His book should be required reading for sociology and business classes. He has a sarcastic wit yet keen insight into the radical shifts that have taken place, and he speculates on what the future might bring.

Central to Lewis's observations is the idea that the Internet has altered the relationship between the "insiders" and the "outsiders": between those who formerly controlled information and its flow to their benefit i.e., those who try to define what that information is, and those who have always been denied access to that power and information because of youth, lack of formal education, or lack of capital.

In Next, Lewis shows how the Internet is the ideal model for sociologists who believe that our "selves are merely the masks we wear in response to the social situations in which we find ourselves." On the Internet, a boy barely in his teens flouts the investment system, making big enough bucks to get the SEC breathing down his neck for stock market fraud. What really makes them mad is that he has beaten them at their own game. When being accused of "manipulating" stock prices, he throws their logic back at them, asserting that that's the whole point of the stock market, that without manipulation, there would be no stock market. He watched stocks being hyped by professionals at the behest of companies and to the benefit of their own portfolios, in a world where companies cared more about their stock's value than the products they produced. A Blomberg study revealed that amateur predictions were twice as likely to be correct than those of stock analyst professionals.

Markus, a bored adolescent, too young to drive, became one of the most respected legal advisors on Askme.com. His legal expertise came from watching myriads of legal television shows and from searching out the answers on the Internet. Ironically, his information appears to have been correct, and even the head of the American Bar Association admitted that most legal counsel is simply a matter of dispensing appropriate information. The story of how Askme.com got started is in itself instructive. It was designed by a software company to permit corporations to create an intranet that provided the capability for anyone to ask a question and anyone else in the corporation to provide an answer. Thus the information flow would change from the traditional top down pyramid model to a more pancake-shaped environment where information moved horizontally. It could be a bit unsettling for some people to see a vice-president get assistance from an assembly line worker, but the results were much more profitable companies, so the software became quite popular. The only concern prospective customers had was whether a product could withstand heavy usage, so the designers created Askme.com, a public site where people could ask questions of others. It became so popular that it was getting 10 million hits per day, and experts were vying for top rankings from those they assisted. Markus was so accommodating and his information so reliable that he was once asked by a "client" to provide the defense in court. Fortunately, his mother wouldn't drive him to court, but he supplied legal briefs and other legal documents that were accepted. The pyramid flattening to a pancake has become a metaphor for all that is happening around us.

Gnutella, the famous peer-to-peer software, is also examined as an example of the new relationships that have arisen from the ubiquitous nature of the Internet. It, too, demonstrates how the social order has been reversed and prestige redistributed. The corrosive effect of money, the lessening of gambling as sinful, and the devaluation of formal training in the exchange of knowledge ("casual thought went well with casual dress,") are additional side effects.

Lewis writes so smoothly. His observations are often funny as he describes people's behavior and familial interactions. The Internet has provided a window through which even youngsters, like the teenage investor, can "glimpse the essential truth of the market -- that even people who call themselves professionals were often incapable of independent thought and that most people , though obsessed with money, had little ability to make decisions about it." It's also clear from his examples, most illuminatingly the interviews with the SEC and the parents, that most adults have no idea what's happening around them, and that these youngsters are becoming proficient at the same tools available to the "experts." Lewis's observations, in my experience, are valid, but whether they are entirely due to the Internet is problematic. Certainly, anyone can set him/herself up as a consultant merely by making speculative announcements publicly and then charging huge fees regardless of whether the information is appropriate, valid, or even false. We are surrounded by silly, self-esteem-building, "creativity" workshops that are singularly lacking in content and substance. We are told that all we need do is have a little passion for something in order to be successful. Competence has little to do with anything any more.

I remember a call from a father inebriatingly asking why it was necessary for his son to take certain courses - Shakespeare was one of them - that the father and the boy deemed to be unnecessary since his son was already making so much money in the stock market. My explanation that one of the roles of a multi-faceted education was to create a compassionate and informed citizenry fell on stony ground. Clearly, the only value this family had was monetary.

Keep your eye on the outsiders.

I thought this might be a fascinating insight into our favourite online bookstore. Unfortunately, that's just not the case.

Mike Daisey is entertaining, and this is an interesting and easily-read book, but it's just not the great hard-hitting expose I had been led to believe.

While reading, I just never, ever get the impression that Daisey's problems with life at Amazon are a consequence of anything Amazon-esque itself, as opposed to the general horribleness of a call-centre job and the fact Daisey self-admits he doesn't really have a penchant for working!

Don't get me wrong; there are some interesting sections on how Amazon developed - and even some entertaining stories about bizarre plans that Amazon conceived - but to my mind, for the most part, this is really just a story about Daisey lambasting the nature of call-centre and customer service representative positions.

Anyone who reads this book will undoubtedly enjoy it - but be clear as to just what type of story to expect.

There's good news and bad news about this book. The good news is that Daisey will make you laugh out loud reading his anecdotes and descriptions about his life as a customer service rep, low on the totem pole, at amazon. Amazon told the employment agencies to "send us your freaks" with almost predictable mayhem to follow. You'll probably enjoy his descriptions of cubicle life more than his bragging how drunk he gets, but he tells a great story nevertheless.

The bad news is his sophomoric, leftist rant on amazon and capitalism in general. His lengthy letter to CEO Jeff Bezos is particularly mean-spirited and lacks any depth of analysis. He actually laments not joining the WTO protests in Seattle because he chose to work. His most amazing claim is that the "Boomers control everything." Now THAT'S funny, though he didn't mean it to be.

Daisey managed to sell his stock and get out while amazon was riding high, after which he immediately criticizes the dot.com bust, almost as if he's laughing at those who held on. He is just so SMART to be a self-proclaimed slacker! He also has something bad to say about nearly everyone, coworkers and managers alike, including their physical attributes. Daisey is a very funny guy, but he needs to grow up. ...

Mike Daisey's witty account of his "21 dog years" at Amazon.com brought back memories of my own career at an Internet company, and in several places made me laugh out loud.

I believe readers will enjoy his dead-on descriptions of the quirky characters he faced on a daily basis: the bizarre uber-freak in customer service; the Earth momma whose tough management belied her Birkenstocks; "Employee Number 5," who stayed in his lair playing a Dungeons and Dragons-type game and rarely spoke to his employees, etc.

Daisey is surprisingly honest in his account of his initial love affair with the company, how it seemed to rescue him from slackerdom; and uniformly self-deprecating about his own abilities. (It seems clear from his writing that he is actually quite talented, at least in that department).

He captures well other traits of the Internet-mania years: employees' obsessions with stock options, their strike prices and maturations; all the trite "buzzwords"; biz plans that made no sense but people were afraid to question.

If I have any "bone to pick" (little pun there) with the book, it is that Daisey's sarcasm doesn't lighten up much, if at all, even when aimed at himself, throughout the book. I also could do without those many e-mails to Jeff Bezos, which I think would have been good to include only if he had actually sent them (and especially if he had gotten a reply).

I think he has valid criticisms of the company, but I don't think it or Jeff Bezos deserve the Evil people-tricker rep Daisey seems to pin on it.

But overall, the book is a very funny, and I imagine true-to-life, snapshot of what it was like to work there. I'd recommend it to anyone who lived through anything like it, or who was just curious about the company behind all that stuff they buy online.

Julia Wilkinson, author, My Life at AOL

I have read a few books written by Ries and there are two ideas that are emphasized again and again, that is, to focus and to place a word in the prospect mind. This book is no exception. The laws of branding built in this book are based on these two concepts.

"Marketing is building a brand in the mind of the prospect". I totally agree. People are exposed to an over-communicated environment, to place a word in the prospect mind can surely lead your company to success. In fact, in customers' mind, there is no difference between your products and your competitors'. Only by building a brand can you differentiate your company from its competitors.

I also agree that brand building is not just for marketing department but for the entire company, as a brand is not only composed of its name but also of its product, service, environment, communication and behavior of the company. Everything a company does is related to brand building. Therefore, apart from the name that includes the logotypes and the color, this book also provides us with a lot of ways to do with the brand. For examples, to focus in its scope, to achieve it with publicity and maintain it with advertising, to promote the category rather than the brand, to distinguish it from the company, to avoid using subbranding etc.

This book is clear in the format and the content, illustrated by plenty of examples of what not to do and lessons on how to brand in the customer's mind! I can get a lot of insights from it.

This book is worth reading! I highly recommend you to read it!

The 22 Immutable Laws of Branding was primarily written by Laura Ries - Al Ries was a co-author on the book - in case anyone didn't know. Such information is available at their website. I rank this book a solid 5 star book because the insights / examples provided far outweigh any concerns / problems I found with the book. This book caused me to look at advertising / marketing from a different perspective in my daily life which is what I use to evaluate if something is a 5 star book

I loved The 22 Immutable Laws of Branding for the following reasons:

1. It flat out states the importance of marketing & branding, which is important to separate in the readers' mind before beginning. As they state "Marketing is building a brand in the mind of the prospect. If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective."

2. The Ries' call it like they see it. Excellent examples of marketing / advertising stupidity / effectiveness are provided.

3. They talk about the plethora of products that are produced each year.

4. They discuss how businesses must get inside a consumer's mind (AKA positioning) to win the war. Volvo = safety, BMW = Ultimate Driving Machine, Mercedes = prestige, Toyota = Reliability, Ford = ?, Chevy = ?. The Ries' clearly spell out an excellent reason as to why the U.S. automanufacturers are getting killed.

5. The book illustrates, as did the 22 Immutable Laws of Marketing, how companies dilute their brands through line extensions (I personally believe this due to my personal experience / buying patterns and observations of others.)

6. They point out the increasing importance of PR (public relations) compared to advertising. This is the subject of a new book by the father / daughter. Basically PR launches a product and advertising gives it life support is their main assertion.

I disliked The 22 Immutable Laws of Branding for the following reasons:

1. Overlap from prior books is definitely occurring. I have noticed this with Jack Trout's recent books too. I would estimate that 15% - 20%, at a minimum, of Trout's recent books and this book have been stated in one form or another in their prior works.

2. Some of the examples provide clearly refute other examples provided. On page 100 they state "the Mustang and former CEO of Chrysler Corporation (two powerful brand names.) In prior examples the authors clearly state that the brand is the maker of the company. Volvo = safety, BMW = driving machine, etc (you will find such features in all their vehicles -maybe not in Volvos convertible.) What does Chrysler stand for again? Minivans? I haven't exactly noticed it in their advertising......for a long time...

Conclusion: Buy the book. It is well worth the time and money. Most of my reviews are in business / economics and I encourage people to read them, whether here on Amazon or at my personal website. If you are interested in another good marketing book I highly recommend Differentiate or Die by Jack Trout or Seth Godin's book on permission marketing / launching an ideavirus. If you are interested in other subjects I would encourage you to read The Worldly Philosophers by Robert Heilbroner if you are interested in economic history - the book is international in scope and deals with the lives and times of the most famous economists in history. If you are interested in economic development / evolution of U.S. property history I would encourage you to read Hernando DeSoto's Mystery of Capital but note his lack of focus on corruption in certain countries. A great general business book is by the management guru Peter Drucker entitled "The Essential Drucker."

Focus. Don't do a line extension to save your life.

OK, this book is great and should be read by anyone involved in marketing (I mean come on, who doesn't have the 3 hours it takes to read this book). Unfortunately one serious drawback is that he uses plenty of examples to support his claims. Huh? Why is that a negative? Here's why: because it gets the reader to think of plenty of counter-examples that contradict his points. As another reviewer suggested the claim of "immutable" laws of marketing is a bit bold, but what the book does provide is food for thought in a highly readable context.

You gotta give the guy credit though. He takes a stand. And there's a lot to be said for taking a viewpoint and standing by it in today's middle of the road world.

If you don't feel up to reading "Focus," "Positioning," or some of the other texts by Al Ries, this one provides a lot of the insights in bite size pieces.

Despite the knocks against it listed above there are a few points worth acknowledging: 1. Al Ries is a legend in marketing. 2. It's a good, fun read with many useful examples worth keeping in mind when developing marketing strategies. 3. By reading it for yourself you can develop examples to refute a lot fo the laws and move along the path towards critically evaluating branding strategies.