Most helpful positive review
5 of 6 people found the following review helpful
A great book for understanding how new technology is changing business
on November 2, 2010
I was able to get my hands on advance copy of Larry Kramer's new book this past summer. I read it twice and it inspired me to leave my job at a large traditional media company and go out on my own and start a boutique marketing company with a focus on reaching consumers wherever they are.
The author very clearly explains that all the change in technology in the past decade has been upending many business models. It is best seen as a revolution in communications on a scale not seen since the invention of the printing press. The biggest change is that consumers now have the power to avoid what they don't want to look and choose the messages they do want to hear. So all businesses must learn to think like media companies and become trusted curators and providers of content across all new media platforms. This revolution has put traditional media companies at a disadvantage because often they can't move fast enough to keep up with the changes in consumer behavior caused by all this technological change. AND they are often hampered by business models that try to preserve executive salaries and profits when they should be thinking like a dynamic start up. The "C" stands for Consumers, Content, Curation, and Convergence, all import factors in this new tech crazy world. Great book!