I started Groundswell on the flight from Boston to Geneva, and I have to say Charlene and Josh, whom I have not yet met, are off to a very strong start. I managed to keep my eyes open (red-eye, not a statement about the prose) through the first 100 pages.
What pleases me no end about Groundswell so far is that the authors have avoided the “how cool is that” mentality and trend book writing style which is long on examples of miraculous achievement and short on simple concept definitions, first steps, context.
The indicator that I will enjoy this tome is that within the first 100 pages I have placed three dog-ears: one on the brilliantly simple and accessible explanation of the technologies, in particular of tagging (p 31); another at the fabulous and spot-on quotation from Ricardo Guimaraes of Thymus Branding:
“The value of a brand belongs to the market, and not to the company.”
The third comes also in the chapter “listening to the groundswell,” where the new vehicles for tapping into customers’ ongoing conversations (their existing communities versus artificial environments like focus groups), are discussed.
I was wondering if i would EVER read about social technologies in a way that was practical as well as practicable, and Groundswell is starting out to look like exactly that.
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