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The Global You by Philip Whiteley, Susan Bloch

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What stays the same

Although there is much talk about social networking and Web 2.0 transforming business, much of it is rather breathless, bordering on hype. Vague marketing phraseology referring to “human algorithms” and “social architecture” can erect a barrier to potential new entrants. It gives the misleading impression that we are discussing something other than the straightforward task of communicating with other people about business and services. Ironically, some discussions and blogs intended to advertise the potential of such online interactions leave people feeling overwhelmed or excluded, and deter further involvement.

The smartest entrepreneurs, managers and other workers are those who are not dazzled or fazed by such talk of new ...

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