This book will take you places you might not want to go...and yet, all you can think about while you’re reading it is how cool it would be to have gone. It’s Huck Finn for a modern age combined with a sense of maturity and social responsibility expressed in the author’s caring for others that makes this a permanent addition to the library.

This book is worth reading as much for what it shows word-of-mouth to be as what it shows word-of-mouth is not. For example, word-of-mouth is not a replacement for marketing, nor does it necessarily even follow from marketing efforts. If you’ve kept up with our work on consideration cycle marketing you’ll understand why we recommend this book.

“Good to Great” offers an in-depth look into the attributes and leadership styles of companies that have defined and achieved success.

“The Tipping Point” is a classic look at the dynamics of trends and the people who originate, drive and follow them.

“Smart Mobs” provides an excellent look into the emerging use of connected information and the ways in which people behave as a result.