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The Last Original Idea Paperback – Oct 10 2013

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Product Details

  • Paperback: 110 pages
  • Publisher: Infinity Pub (Oct. 15 2010)
  • Language: English
  • ISBN-10: 0741461455
  • ISBN-13: 978-0741461452
  • Product Dimensions: 14 x 0.6 x 21.6 cm
  • Shipping Weight: 454 g
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #2,724,953 in Books (See Top 100 in Books)
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Most Helpful Customer Reviews on (beta) HASH(0x9ebbbdb0) out of 5 stars 13 reviews
3 of 3 people found the following review helpful
HASH(0x9ebcf87c) out of 5 stars An Insightful and Engaging Read Nov. 5 2010
By Manny Rivas - Published on
Format: Paperback
An intricately woven history lesson with an ever present sense of good humor. The Last Original Idea is an awesome tour through the evolution of human necessity & the thematic variations that follow. I highly recommend it, not just for Internet Marketers, but anybody curious about how humankind has evolved past meeting life's basic necessities.
2 of 2 people found the following review helpful
HASH(0x9ebcf8d0) out of 5 stars good, historical read. Jan. 16 2011
By Ryan M. Jones - Published on
Format: Paperback
Read this cover to cover on a long cross country flight after having had the pleasure of meeting Alan at a conference. The book stayed in my hands across two flights and throughout a layover as I couldn't put it down. TLOA is a great romp through the history of marketing and how old school ideas took form on the internet. Alan traces current online marketing ideas and viewpoints all the way back to their biblical roots. By the time I finished I spent the rest of the flight asking myself what other old idea I could "re-invent" for the internet.
2 of 2 people found the following review helpful
HASH(0x9ebcfd08) out of 5 stars Great insight and reference book Oct. 31 2010
By Jim Sterne - Published on
Format: Paperback
Wisdom is about context. The Last Original Idea is a chronicle of communication and commerce as seen through the lens of the Internet. It is a must-have reference book for marketing people - if only to get a handle on all of those allusions you've heard, but can't quite place. This book puts the whole Internet phenomenon into perspective, takes the Gee-Whiz right out of it and leaves you with a view point tempered by time and seasoned with history. Just the thing for those who are rightfully fearful of repeating history.
1 of 1 people found the following review helpful
HASH(0x9ebd10e4) out of 5 stars Refreshingly honest! Jan. 5 2011
By T. Biden - Published on
Format: Paperback Verified Purchase
The Last Original Idea is a great book written from a refreshingly honest and new perspective. The general truth to the books is that whenever a new technology comes out, suddenly it is the latest and greatest thing, and what has come in the past is old and forgotten. Unfortunately we forget the lessons that we learned previously so we are bound to repeat the same mistakes over and over again. And when it comes to marketing, the technology changes but the message doesn't.

While reading the book, you receive many facts and anecdotes that are all related and you know where it's heading. The final chapter brings everything together in a wonderful example of a company that really got the concept of how to do marketing with different technologies. The company profiled, Gun Dog Supply, should be an inspiration to small businesses and marketers who have lost their way in the world of marketing with technology.

The book would certainly receive 5 stars if the proofreaders had done a better job. When you get to page 58 and 59, you will see 2 sentences in a row that don't quite make sense. Apparently there is a bit of text that is missing. I contacted the author about this and he kindly replied to me that the text should read like this:

"As technology moved forward a new Internet related service was born - "The News Downloader". These applications, originally released in 1996 (Pointcast and Marimba) allowed users to program them to automatically dial-up to the user's ISP and then download a news update including stock news on a scheduled basis (every 30 minutes, once an hour, 3 times a day etc.). The updated news feed would then serve as the user's screen saver to push the news to the users once the screen had been idle for a few minutes. The user no longer had to go and pull down the news. It was pushed to him to be read at will. These technologies became an immediate media darling. While on paper this idea seem good, when employees at companies on mass would install these programs and multiple downloads would occur at peak hours, corporate networks would grind to a halt. In essence it was the popularity of these types of programs that in part caused their demise. The programs were very complex and very few corporations wanted to spend the money required to host the news feeds locally. Yet years later, the appearance RSS feeds would take their place as the next darling of push technology."
1 of 1 people found the following review helpful
HASH(0x9ebd1090) out of 5 stars What Was Old Is New Again Nov. 23 2010
By Elmer Boutin - Published on
Format: Paperback
A long time ago King Solomon wrote, "What has been will be again, what has been done will be done again; there is nothing new under the sun." Thus is the premise of The Last Original Idea, A Cynic's View of Internet Marketing by Alan K'necht and Geri Rockstein.

The book is an interesting course through history showing how things we accept as general practices in marketing are simply variations of themes which have been around for years; for centuries in some cases. The authors give many examples showing that communication and marketing really haven't changed all that much. While tools and means of communicating may change and things become more efficient and faster, the messages we exchange are very much extensions of those our ancestors exchanged.

This book is important because we, as modern marketers in electronic media, need to understand the past, learn from it and move to greater success. If you can't remember a time when there were less than ten channels on the TV, or back to when a computer in the home was still somewhat of an oddity, or back when music was played off 12-inch discs or *gasp* bulky tapes then this book is for you.

The last part of the book is an example of success in this web marketing age. The authors grab a lesson from the folks at Gun Dog Supply to show how these ideas from history can be successfully implemented in the "modern age." It's a great lesson which I use to teach people about success in web marketing.

It's an easy, quick read with lots of humour and great lessons to learn.

Brett Tabke, CEO of Webmaster World recently said something like, "People have always communicated by any and all means possible." After you read The Last Original Idea I think you'll agree he's right.