Book Details
- Author: Charlene Li, Josh Bernoff
- Publisher: Harvard Business School Press (2008)
- Category: General Interest
Discerning Reader Editorial Review
Reviewed 08/26/2008 by Scott Lamb.
Recommended. A recommended tool for assisting Christians in understanding this Web 2.0 world.
Groundswell explains the importance for business leaders to understand and utilize all the bells and whistles of Web 2.0 technology in order to build relationships between customers and within one’s own company.
The two authors bring in numerous case studies and a plethora of statistical research to show how consumer-connectivity is the next phase of the industrial revolution, and they argue persuasively that “There is no going back.”
Why blog about a business book here at Discerning Reader? Although business leaders are the target audience for Groundswell, the fact that Discerning Reader (and D.R.’s owner Tim Challies) make use of this very technology and market strategies should not be missed. When Tim posts a glowing review of a book and includes a link to a bookstore where the last couple thousand copies of the book are in stock, the shelves are suddenly depleted and the publisher calls for another edition to be printed.
But did the bookstore make these sales through old school print advertising? No, Web 2.0 social interaction created both the awareness and the demand.
If a few thousand readers purchase the book, read it, and deem it to be a total waste of time, they will probably sit down at their own computer desk and pen a few choice words against the original review. If Tim fails in this manner time and again, his own web presence will diminish and another will rise to take his place.
However, if his review was right on target, then many of those who took his advice will be likely to comment with a, “Hey Tim, great recommendation on that John Owen book.” These people will write their words of praise about the book, including the ubiquitous “HT: Challies”, and the value of Tim’s opinions will continue to grow.
But take note – this entire book recommending, commenting on the recommendation, buying the book after following a link, etc – all of this is dependent on the Web 2.0 technologies. This is what Groundswell is about. Yes, these software platforms have evolved over the last five years and will continue to do so with each month that passes. Was Twitter even around one year ago?
The authors of Groundswell talk a lot about current manifestations of 2.0, but they really work hard to explain the guiding principles for how the technology functions. They know that the predominant software can change rapidly, but the “relationship building” and “social connectivity” function is what should guide businesses as they move forward, irrespective of software changes.
As with any business book of this type, you can read through Groundswell rather quickly with an eye for applying the principles in your own context. Specifically, as I read through it I jotted down several brainstorming ideas for use in the context of local church ministry and educational institutions.
As such, I would recommend this book to pastors and educators, and of course business leaders, as a helpful tool for understanding these revolutionary trends.
