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.
Buy Who Moved My Cheese now
Danny Meadows-Klue digs into the latest analysis of Google and finds a must-read for everyone in the industry.
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.
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.
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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As Yahoo’s former VP of direct marketing, Seth is writing from a digitally centric position of changes in consumer expectations and their relationships with brands. Permission Marketing explores the changing nature of advertising and the gradual evolution into a permission based culture in which consumers grant consent rather than absorbing the traditional forms of interruption advertising. Strong case studies from Amazon and Amercian Express among others, and a confident style from someone who helped define the discipline.
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.
