LIVRO EM INGLÊS
AUTHOR: EVAN I. SCHWARTZ, LAUREN MARINO

ABOUT THE BOOK

Digital Darwinism: 7 Breakthrough Business Strategies for Surviving in the Cutthroat Web Economy

FROM THE PUBLISHER
Using entertaining, in-depth case studies of companies that have used surprising strategies to win customer loyalty and turn a profit, Schwartz explores why Web-based businesses succeed or fail and shows why more traditional businesses need to evolve along with the Web - or risk going the way of the dinosaurs. Drawing lessons from well-known consumer ventures such as Priceline and E Trade, as well as business-to-business start-ups such as Instill and Band-X, Schwartz defines the pressing issues for all companies.

SYNOPSIS
Don't let the rapid evolution of the Internet economy leave your business extinct before its time! Here are the key strategies you need to keep your company alive, growing, and profitable in today's volatile Web climate.

The dramatic boom that took place in the Web economy is over.

FROM THE CRITICS
The Standard
Anton Chekhov suggested that when writers finish a story, they should tear off the first and last pages. Readers, he believed, shouldn't have to slog through the gimmicks the writer used to get into and out of the story. Had Evan Schwartz followed Chekhov's advice, he might have spared his readers a misinterpretation of Darwin that makes his otherwise sound book feel like a gimmick.

In the opening paragraph of Digital Darwinism, Schwartz erroneously attributes to Darwin the ideas that organisms must "learn with whom to cooperate and with whom to compete” and must “develop new skills and traits or perish.” The problem with the first assertion is that the traits on which Darwin focused are inherited, not learned.

As for the second, sharks have developed no new skills in 400 million years. Nor have they needed any. They evolved a good way to eat, and since then have had the field pretty much to themselves. No other fish has tried to copy the shark in order to put out a more efficient version.

In the business world, of course, copying others can be essential. One could argue that Bill Gates has made it his life's work.

Fortunately for the reader, Schwartz confines his Darwinian musings almost entirely to the introduction and epilogue. It's also fortunate that he knows much more about the Internet than he does about natural selection.

He illustrates an examination of dynamic pricing, for example, with well-chosen anecdotes about Band-X, a market for data-network capacity; Priceline.com, which offers customers a way to pick up leftover airline seats; and eBay, the now-legendary auction site that began as a way to help the owner's girlfriend trade Pez dispensers.

Schwartz has spoken with the right people, and his clear prose navigates well the complex conditions of the Web. As he details the concepts to which the Web has given new life – affiliate marketing, bundling, customization – Schwartz shows what's necessary to take a business to the top.

He also shows how hard it will be to keep it there. More than any other quality, he emphasizes constant vigilance. Baseball great Satchell Paige told those who sought to duplicate his longevity, “Don't look back – someone might be gaining on you.” Schwartz message is colder: On the Web, someone is always gaining on you. Watch them, or die.

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