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Your Measurement Reading List

Understand the
Coming Change
The New Influencers by Paul Gillin

There have been countless books written about the blogosphere, ranging from the worthless to a handful that are truly useful. Paul Gillin's The New Influencers is at the far end of the scale: It is really great, exceptionally good. It has my highest recommendation. In the Must-Read-If-You-Want-to Survive-the-21st-Century trilogy, The Cluetrain Manifesto is the prequel, Naked Conversations comes in the middle, and now The New Influencers is the sequel.

As I say in my Paine of Measurement column for this issue, my standard answer to a wide variety of questions is "Ask your customers." When asked what someone should do about the blogosphere, I tell them: "Read Naked Conversations." And from now on, I'm adding, "Read The New Influencers."

Now, I have to say that author Paul Gillin is one of the people who have changed my life. Way back when, I was interviewing for the Director of Corporate Communications job at Lotus, and I was presented with a story that he'd just written that was critical of the company. The question was: "What would you do about this!" I think I said I'd take Paul to lunch and find out what was on his mind. It must have been the right answer because I got the job. And about a month later I really was having lunch with him, learning the ins and outs of the PC media world.

We've crossed paths numerous times in the intervening two decades and he's always been just a little ahead of the pack. And that's exactly where you need to be in this new, ever-evolving world where deadlines and gatekeepers are as useful as buggy whips and 8-track tapes. So go read this book.

What makes The New Influencers really great is not just the solid practical advice, but also how Paul approaches the fundamental dynamics of the new media world. He makes you understand the DNA of this new society and how it works, which is a much better place to start off from.

Too many people do not comprehend how fundamental the coming change is. If they read Gillin's book, then they will. -KDP

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