NET ATTITUDE
WHAT IT IS, NOW TO GET IT AND WHY YOUR COMPANY CAN'T SURVIVE WITHOUT IT
John R Patrick
"John Patrick is one of the Web's most respected pioneers and thinkers. In Net Attitude he offers every business person a path to success on the Internet, and it all begins with attitude."
Lou Dobbs, Anchor and Editor, CNN's Lou Dobbs MoneyLine
If you think that the Internet is yesterday's news, then you really need Net Attitude. From his unique vantage point as a pioneer of the commercial, educational, research and cultural uses of the World Wide Web, John Patrick illuminates the profound ways in which the Internet continues to transform business, regardless of economic boom-and-bust cycles.
By any account, the Internet is still in its infancy. Citing a variety of measures, Patrick estimates that the Internet is being used to no more than 3-5% of its potential capacity, and predicts that we will see a dramatic evolution in Internet usage, powered by a combination of technological and cultural forces. He describes the emerging characteristics of the 'next generation of the Internet' and offers a backstage tour of the skunkworks, labs and even government agencies that are contributing technological breakthroughs.
But beyond the infrastructure, the key to unleashing the power of the Internet lies in attitude: the ability to embrace the freedom of self-expression and connectivity that it represents. No longer can businesses hide behind bureaucracy or hierarchical relationships...
As John Patrick strenuously argues, 'net attitude' has nothing to do with launching hip websites or investing in technology at the expense of people. Instead it's all about adopting a mindset throughout your organization that reflects the exuberance and creativity that the Internet inspires.
John R Patrick is Vice President of Internet Technology at IBM Corporation, serving as the company's Chief Internet Technology Officer. He was also a founding member of the World Wide Web Consortium, and is an advisor to several internet ventures.
Visit the book's website at http://netattitude.org.