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Title:
Net future: the 7 cyber trends that will drive your business, create new wealth and define your future
Review:
Seven seems to be a magic number and it works it's magic again in this book by Chuck Martin. He talks us through the seven trends he has seen emerging over the last few years in the Net revolution which he aptly calls "this electronic El Nino", transforming customers, careers and relationships. Martin keeps his language simple and tries to look at all these trends simultaneously and show us how they work in concert to turn accepted business thinking on its head.
The starting point for the book is for the reader to realise that having a company Web site does not mean that you are automatically an E-business. The Net Future is truly about E-business, which goes far beyond electronic commerce. It is about the ultimate end-to-end electronic business where the wired consumer and the wired organisation function in harmony. Impossible? Not really. It's all about being prepared.
I see the book as a survival guide, giving an excellent overview of how to prepare for change by seeing the overall picture. Changes in consumer buying patterns will affect which products get developed. The products that are developed affect the operations side of a company. A change in operations affects the way a company relates to its business partners and what is needed from its workforce. Workforce requirements affect corporate training needs and employment
patterns. Employment patterns affect consumer buying.
This approach helps to tell a story about the Net Future and gets you thinking about your own company's position. I would say that the book is a starting point for thinking about the key trends but it does not deal with any issue in great depth and already seems a bit dated. But hey, it was written in 1999 which is about 12 light years ago in Net time.
Free Pint Reviewer:
Lesley Robinson has worked in the information industry for a number of years, for organisations such as Bain & Co, KPMG and the FT. Previously, an independent consultant, Lesley now works for Free Pint on business development and raising finance.
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