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‘The Bucks Starts Here’ by Ian McDonald Wood


“The Bucks Start Here” by Ian McDonald Wood
ISBN 1-84112-103-7

This book aims to reveal the secrets of 7 e-champions (including Bezos of Amazon, Dell, Harris of Egg) and how you can use their experiences to turn your e-dreams into reality.

The book is split into 4 parts
1. How technology is shaping society and business
2. The importance of customer power
3. Doing business digitally
4. A framework for your digital success.

The first 2 parts were setting the scene and going through the important drivers of technology, society and business value. The second half of the book introduced the reader to “Value Levers” and is given a checklist for you to measure the potential your own idea.

As a director of a newish dot com start up, I was keen to find out what McDonald Wood, described as a digital business guru, had to say. The first part set the scene well, although I personally found the pace a bit pedestrian and with some repetition. Maybe it was just that I had already read quite a bit about the technology and society drivers.

The further I read on the more I warmed to the book. The identification and explanation of value levers led onto a framework for checking the potential of your own e-idea. I will certainly map out our connections as suggested, starting with the customer at the centre of the page!

With a background in banking, and in view of the episode, I winced slightly at,

“ literally anyone can take advantage of this …..arena….”
“…..the mundane tasks of planning and business operations”

But on the whole I found much food for thought, and suggestions to make you look at your
e-business from other angles. Also theory was linked to the reality of the e-champions and their businesses.

I personally wouldn’t have picked this book to buy, but I’m now glad I’ve read it!

Renée Raper
Learning Director
Sept 20000

You can buy books like this, often at a discount, in the online Capstone shop in the TrainingZone Mall.


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