While we have all grown up thinking we know what a book is—we don’t. Once you separate the content from the paper, and you judge content by the use the readers make of the content, then you have to conclude that a hard-cover romantic work of fiction is as similar to a hard cover Economics 101 textbook as shoes are to a hat. The only similarity is that they have traditionally come in the same paper-based format.
The new Internet publishing technologies are changing everything except people. We still want what humans have always wanted, and we need what we have always needed. Your business needs to focus on the value you can deliver to your customers, not the technology. You are the world expert on the value you can provide. Here are a few rules to help you adapt your book, or your publishing service, or your business to better serve your readers or customers in the Age of the Internet.
Bob Young is the founder and CEO of Lulu.com, a premiere international
marketplace for new digital content on the Internet, with more than
660,000 recently published titles and more than 15,000 new creators
from 80 different countries joining each week. Founded in 2002,
Lulu.com is Young’s most recent endeavour. The success of this company
has earned Young notable recognition; he was named one of the “Top 50
Agenda-Setters in the Technology Industry in 2006” and was ranked as
the fourth “Top Entrepreneur for 2006,” both by Silicon.com.
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