Top positive review
One person found this helpful
Easy to read and some thought provoking ideas
on 27 January 2002
I am not sure if I totally agree with everything Al and Laura are saying, some of the argument seem somewhat loosely based on circumstantial evidence, yet on the other hand much of what they have to say makes a lot of sense. I am not so sure that all the 11 laws promulgated are indeed "immutable". The law of vanity (chapter 9), for example, I would like to know what the Ries's think of the Virgin brand and how it has transcended from being a record label to a airline carrier, health club operator, cell-phone service provided among others, is this just and exception or is mutation possible? The book enlightened me into some key insights about the Internet that I had not considered relevant before, like the issue of interactivity and the consequential impact on Internet advertising. I was also particularly irritated at first by their chapter on "divergence" and their strong feelings on the myth of "convergence", but then I gave it some thought, I consider that maybe we are being misled by the media hype in respect of convergence in respect of gadgets, but where I think the Ries's are missing the point is in the convergence at the service level - here I think there is a strong case for convergence of content with medium and billing etc. I think the merger of Time Warner with AOL will prove to be model for future survival. For example if the cable company delivering the pay-per-view TV can also give me my telephone and Internet connection - great. Overall this book definitely provides some useful and sound advice for the entrepreneur considering an e-commerce presence, and which one can avoid this today?