From the Publisher
Something is remarkably new in the present business culture, particularly in what is now called the Internet Century. Interestingly, power is now in the hands of consumers and, practically, they have unrestricted access to all industry sectors. Most significantly, within companies, working groups and even individuals are potential influencers. These insiders—also known as the “smart creatives”—can greatly influence an organization, and they are tech savvy, business smart and creative all rolled into one. They use modern technological tools to optimize results and with unprecedented speed as well.
In the case of Google, the company made it to the top by deviating from traditional corporate practices, in particular by taking in smart creatives, and in addition, providing them a work environment that encourages unhampered productivity.
If your aim is to succeed in the Internet Century, which by the way is just starting, think of effective ways to recruit these smart creatives. To do this, you have to re-think your way of doing things, your methods, and your pool of talents not to mention the way you make decisions, the communication flow and how innovative you can get. Structure your business around the smart creatives who are proven influences and you can be assured your business will succeed.
This Summary fills the gap, making you understand more while enhancing your reading experience.
Available in a variety of formats, this summary is aimed for those who want to capture the gist of the book but don't have the current time to devour all 336 pages. You get the main summary along with all of the benefits and lessons the actual book has to offer. This summary is not intended to be used without reference to the original book.