This is the book I have been looking for: the one that provides a structured way of thinking about a company's virtual community of customers. Rather than do the "in" thing whether it involves the introduction of a new technology or jumping on the social marketing bandwagon, Rogers asks that you first think about your business and the needs of your customers and, in turn, to fashion a coherent and comprehensive internet-based strategy that is satisfying to clients and potential customers and lucrative to businesses. He organizes strategy around five core principles (you can see what they are when you pick up up the book but they are strikingly sensible) and offers examples throughout the book that showcase how each of these principles have been successfully deployed by companies, big and small, in different industries. In addition, he illustrates that not all principles are equally important, depending on the circumstances. Therefore, I recommend that before you waste your money on stylish fads that you think might work, you read The Network is Your Customer for inspiration and guidance. With a myriad of ways of reaching out to customers, here is the book that helps you to collect your thoughts and par the list of potential network methodologies to those that are in everyone's best interests. -- Michael O'Malley, author of Leading with Kindness and The Wisdom of Bees.
