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Jump Point: How Network Culture is Revolutionizing Business Hardcover – February 21, 2008
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From the Back Cover
Critical Acclaim for Jump Point
“This is the Tipping Point for geeks.”-Guy Kawasaki
“Ignore this book at your peril. Tom Hayes has seen the future of business-and it is both scary and exhilarating.”-Michael S. Malone, ABCNews.com
“Tom Hayes navigates the future with alacrity. you will learn about bemes, rumor laws, shopping gossip, astroturfing, cruft, and attention theft-all fundamental sociological aspects of the evolving internet and all its offshoots. I read Jump Point and had five new ideas for companies that entrepreneurs can pursue.”-Tim Draper, Draper Fisher Jurvetson
“Jump Point rewarded my attention! Tom Hayes writes with great clarity and insight about new consumers and how new media and technology are changing our daily life habits…one of the best business books I have read this year.”-Ted Leonsis, Vice Chairman Emeritus, AOL
About the Author
Tom Hayes has been called a “tastemaker for the new net generation,” and a marketing maverick. A veteran of Silicon Valley, his career includes executive positions at HP, Applied Materials, AMD, and telecom software leader Enea. Tom was the founding CEO and Chairman of Joint Venture: Silicon Valley. Fast Company magazine called him “a model citizen for the 21st Century” for his many efforts to promote good corporate citizenship among high tech companies. His blog, Tombomb.com, is a popular and often-quoted commentary on the world of Web 2.0 and beyond. Visit jumppointbook.com.
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A major hallmark of the future will be a battle for the consumer's attention, with the winner going to those businesses whom the consumer trusts. (Out with TV pitchmen and in with friends' recommendations.) Those businesses that allow consumers to mashup their own products will leave behind those that insist on strict intellectual property rights.
You can see a lot where the future is going by just looking around, by extrapolating trends, but Hayes puts it all together into a cohesive whole. This is a must-read book for anyone, businessperson or consumer, who wants to understand where society is going. And Hayes thinks we'll be there soon -- predicting 2011 as the point where there'll be 3 billion people world-wide connected to the Internet.
I gave the book 5 stars not because it was perfect -- I think Hayes's enthusiasm sometimes makes him jump to conclusions -- but because there are so many ideas and observations here that it would take ages to put something like this together from other sources. And it's well-written, in a light, breezy style, that kept my attention throughout. Well-done!
The Jump Point (spoiler alert) according to Hayes is the moment in which every worker on the planet has entered the networked economy - participated in online commerce. This is marked by the 3 billionth person entering the net in the year 2011, with 2 billion having arrived in 2007 and the first billion in 2001. This moment according to Hayes is what might otherwise be called an inflexion point or a tipping point - a marker in time that indicates when the whole world shifted. The first billion netizens, the early adopters, set the rules.; the second billion conformed and tried to fit in; the third billion is the mystery.
The majority of the book looks at the current trends which are assigning significance to the Jump Point. Hayes dissects the culture of NOW, the issues around being plugged in 24/7 across the planet coupled with the expectations of instant change and gratification that comes with it. He takes us into the Mash-up culture and how it is at war with the world of ©. It doesn't look good for ©. He looks at East Coast America's shrinking influence in the Global Network as rapid growth in nodes occurs outside of EST and in fact on the opposite side of the planet. He examines a new currency being exchanged: trust, and its importance within the new world order.
Perhaps the most interesting analysis was of the Millennial generation, which he cutely calls, the Bubble Generation - referring to their coming of age during the dot-com bubble. As a parent of a child that belongs to a post-millennial generation I find his assertion that Bubbles don't watch TV intriguing. Although we limit TV use, our children's thirst for TV seems insatiable. Yet other observations around the Bubbles views of traditional media and advertising seem spot on. Bubbles trust their network and if you are looking to market to them, you better influence their friends and do it in a way in which they feel they've discovered your product themselves. And you though marketing was tricky before?
It is my sense that although Hayes' prediction re. date might be off on when the 3 billionth (or last working person) comes into the networked economy could be altered , the value in his ideas was not damaged by the Economic meltdown. Trends toward a greater networked culture appear to be continuing as can be confirmed by the total penetration of Facebook with the over 35 crowd, as well as the explosion of Twitter into mainstream media. And for that reason I believe it is still worth it to read this book published in 2008 about the future of the networked economy.