Welcome to our Book Club
In times of huge economic and social change, knowledge becomes a critical success factor. Change doesn't come much bigger than the sudden arrival of all the new digital communication tools, and we created the Digital Book Club as a way of recommending a few titles that will take your learning and knowledge that little bit further. The books bring you closer to the people and ideas shaping the digital networked economy, and the Digital Book Club contains simple short reviews of texts we think you'll find useful. They include some of the books our team have written or contributed to, but no publisher has paid to be here. Some titles are specific to individual areas we train on, while others reflect general principles of how the new economy works. As the number of titles swells we can only scratch the surface, but if you've found a certain book particularly useful then why not let our editors know? We hope you find the reviews useful and enjoy reading the books.
Could coming second be your winning strategy? During 15 years at the heart of the internet industry, we’ve seen the businesses behind hundreds of good ideas collapse. For every Google, Facebook and Twitter, there have been a thousand failures. Why? Being on the leading edge means living at the bleeding edge. Resources are burned fast as teams invent the products, the processes and the routes to market. That’s why, in developing business strategies for digital media, we often find ourselves coaching management teams on the benefits of Second Mover Advantage. Why invest everything you have to trail-blaze when you could coast in second, getting 80% of the rewards for 50% of the effort? That’s why when we sneaked an advanced draft of ‘Secondomics’ we found a book that proved that this was one of the missing principles of success. From economics to psychology, game theory to biology, first time author Graham Bower has uncovered one of those principles that helps explain how the world works.
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Twitter: micro blog, presence application, new era messenger tool, the next Facebook – whatever you think about this funky young platform, you have to acknowledge that it’s become the new ‘must-have’ for every big marketing strategy. This is the first book to properly tie it all together in a clear, simple and effective way.
Kann man zukünftige Entwicklungen von Märkten vorhersagen? Die revolutionäre Antwort in diesem Buch lautet „ja“. So zeigt der Autor anhand vieler Praxisbeispiele auf, dass Märkte, genau wie die Natur, den Kräften der Evolution (Weiterentwicklung) und Divergenz (Abweichung) unterliegen. Daher gilt es, so der Autor, nicht nur diese langfristige Dynamik von Märkten zu kennen, entscheidend ist, dass man damit markenstrategisch richtig umgeht. Im Detail erklärt er, wie man starke Marken in dynamischen Märkten aufbaut und pflegt. Die Erfolgsformel dazu lautet „zuerst Divergenz, dann Evolution“. In diesem Zusammenhang kritisiert er heftig die einseitige Kreativität von Werbeagenturen, die Marken in vielen Fällen mehr schadet als nutzt. Er zeigt aber auch auf, dass jede Marken- und folglich Unternehmensstrategie zum Scheitern verurteilt ist, die sich gegen diese Dynamik der Märkte stemmt. So hinterfragt er kritisch viele gängige Wachstumsstrategien, die kurzfristig funktionieren, aber langfristig kontraproduktiv sind. In diesem Zusammenhang macht er auch deutlich, dass Markenführung immer Chefsache sein muss. Ein Muss für jeden Markenverantwortlichen, der seine Marke(n) sicher in die Zukunft führen will. Fazit: Das ist das Strategiebuch unter den Markenbüchern.
In 'Don't Make Me Think', author Steve Krug, a professional web usability consultant demystifies the subject of how people use the web with clear, practical--and often amusing--common sense advice and succinct examples. 
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Danny has been a researcher and commentator in the digital networked industries since 1995. He managed the UK's first online newspaper and has helped run web businesses ranging from mass market portals and consumer magazines, to online stores, search and email services. Among his industry roles he is the co-founder and former chairman of the UK and European Internet and Interactive Advertising Bureau, and has been lecturing on digital marketing for more than a decade. He set up Digital Strategy Consulting in 2000 to help firms get the most from the digital networked economy.
