by Rushkoff, Douglas
Just yesterday I read in the Busines Section of the New York Times that Rushkoff currently gets paid as much as $7,500 per hour to explain to VPs and CEOs of major corporations how to survive in a marketplace increasingly dominated by "channel-surfing gen-Xers". Whether you are a marketing mogul or one of the explicands curious about how your core being is being portrayed to media mavens, this is a book you should read -- if you've got the time.
Why the caveat? Much of his argument is that the much-dreaded "short attention span" is an adaptive response to a media-saturated world, which is probably no big surprise to you as an Internet user. But Rushkoff does have a way of making this and other seemingly basic arguments into a compelling and insightful book. My overall advice? Turn down any opportunities you might have to pay his $7,500 fees, and read a copy of this book instead.