Book Review: Now Or Never

A look at a new books from Forrester Research's Mary Modahl.

Now Or Never: How Companies Must Change Today To Win the Battle for Internet Customers was not written for integrators and channel players but it should be on their required reading lists.

It delivers what your customers really want: Insights and e-commerce strategies on how they can better deliver to their own customers via the Web. Author Mary Modahl talks to traditional managers and startup leaders of both large corporations and small businesses. She discusses three steps they must take to make their companies Internet winners.

Integrators looking to do that for their customers cannot afford to neglect those steps: Understanding the Internet customer; exploiting Internet business models, and defying the gravity of traditional ways of doing business.

When author Mary Modahl says businesses "must change," she means it. As vice president of research at Forrester Research, she knows from whence she speaks. The book draws its conclusions from Forrester's "technographics," the science of research that Forrester applies to

The book, published by Harper-Collins, takes its conclusions directly from Forrester's research on Internet customers--all those end users your clients want to attract and you design e-commerce sites for.

The Internet, Modahl notes, "is making it possible for new companies to dismantle the business models that define their industries and gain market share by doing so."

Now Or Never offers unique perspectives on the dynamics that make for success and failure on the Internet--perspectives that any integrator--seeking to make the big sale on a site concept--need to know for successful deployments.