Two years after its release, the second edition of David Siegel's Creating Killer Web Sites
remains a bestselling guide to building sites that are driven by design aesthetics rather than technological prowess. Now, in Futurize Your Enterprise
, Siegel takes off his Web designer hat and turns his attention to developing a corporate online presence aimed at meeting consumer needs. He cautions readers to throw off their old bricks-and-mortar mindsets and focus not on "how to build a Web site but how to build a Web business." Siegel divides the book into four parts--"Principles," "Practice," "Prototypes," and "Predictions"--that moves from "tools and methodologies you'll need to transform your management-led organization into what I call a customer-led company," to fictional case studies that show how these techniques may be applied today, to speculative future scenarios "in which the Internet is no longer a tool but a platform for work, community-building and individual empowerment."
His suggestions include establishing an autonomous Web division that takes the medium more seriously than itself, encouraging (if not insisting that) all employees interact directly with online customers, and factoring in participatory or community aspects that actively attract those who share demographics or specific interests. Some may find that Siegel's recommendations suffer because of his repeated use of fictional case studies to make his point. However, those looking for new ideas will surely find some here. Futurize Your Enterprise is for Web masters, business people, and the many that Siegel won over through his earlier books. --Howard Rothman
"There has to be a basic guide to business in the e-commerce age and this is probably the best around." (Campaign, 19th December 2000)
"...A readable and relevant book, Siegel outlines how to avoid the six strategic traps." (Long Range Planning, Vol 33, 2000)