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Title: Staying Street Smart in the Internet Age: What Hasn't Changed About the Way We Do Business by Mark H. McCormack ISBN: 0670893064 Publisher: Viking Press Pub. Date: 31 August, 2000 Format: Hardcover Volumes: 1 List Price(USD): $24.95

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Average Customer Rating: 4

Rating: 5
Summary: Good
Comment: The title just uses the buzzword "internet" to get your attention. It could have been called "career and business tips," which is basically what it is. McCormack's writing has gotten better since his earlier books, so I found this one good on that account. His tips have a bit more depth here, too. He mentions how his 2nd wife has helped him learn to "stop and smell the roses," and perhaps that's why this book seems less "combat"-like than some of his past books. Plus, his arrogance, that would bleed between the lines in past books was, thankfully, missing. (For example, in earlier books he said, "I made a lot of money at a young age, so I never resented others who did," not considering that perhaps some readers are young and broke, or old and broke, and might resent HIM. And also he said, "99% of people should work for someone else," which conveniently puts him in the elite 1%, and, never mind that through most of history, until the industrial revolution, most people were self-employed.) Anyway, this book is readable and helpful, with some tips I don't think I would have seen anywhere else. He does reuse anecdotes that he uses in other books, but I didnt' mind. If you want a general career-tips book, this is as good as any recent ones I've read recently.

Rating: 4
Summary: CLEVER! UPBEAT! TRENDY! LIFE IN THE FAST LANE!
Comment: This book is about career management and office politics. It contains a lot of straight-forward, down-to-earth tips for getting along with co-workers, bosses, and clients. This "Arli$$- agent's" clientele includes Tiger Woods, Arnold Palmer and Venus and Serena Williams. What he offers is common sense as applied to a plethora of topics like goal setting, picking up the check, managing time, dealing with enemies, managing your work- just doing business in a "smart" way. Thinking of all those Olympic atheletes who will be returning to their respective countries to assimilate back into the work force, or pursue endorsements or dreams of gold in 2004, it seems to me another astute book about self-management is timely, especially coming from the chief executive of a sport and entertainment conglomerate like International Creative Management. It is a step up from his previous book, "What They Don't Teach You at Harvard Business School". Mr McCormack's book seeks to prepare readers for life in the fast lane, and for success. Interesting! A very interesting presentation.

Rating: 3
Summary: Is Mark McCormack Aware of the Internet Age?
Comment: I have enjoyed Mr. McCormack's earlier books very much. So I was surprised that I did not find this one very valuable. If you read many of my reviews, you know it is unusual for me to grade a book down to a 3 star rating. Let me explain why I did so in this case.

First, the title suggests that the book will provide lots of perspective on the Internet Age. Wrong! In fact, there is very little discussion of the Internet. And most of that discussion is in the introduction where Mr. McCormack points out that he doesn't even use a computer. He makes several self-revealing comments. "But let's say I'm a reluctant convert to the Internet gospel." "My only problem is that I don't understand what it will grow into." "I have the luxury of being in the sports business which, as far as I can tell, is one 'industry' that's immune to the Internet." In a few other cases he provides anecdotes from his business career about people overusing e-mail rather than talking to each other by telephone or face-to-face. As a result, he misses important questions. How can his agency develop more business by using the Internet in new ways? So, I think the title is very misleading. Anyone who wants to get practical advice for working with the Internet should avoid this book.

The second problem I saw was that I saw no important new material in the book. The principles are all covered in his earlier books. You get 90 principles described here in 2-4 pages. The examples are all from the author's business, so you get little sense of other businesses or perspectives that might be best practices. They also reflect a perspective that many may not share.

Here are some of the subjects:

Giving Yourself a Reality Check

Speed, the Defining Factor

Giving the Workplace a Reality Check

Office Politics

Acquiring a Power Base

Promotions, Demotions, and other Career Hiccups

Rules for Deal Makers

When You Are in Charge

Etiquette for the New Millennium

As you can see, this perspective focuses on the larger organization (the kind that fewer people work for these days) and someone who wants to climb up the organization (something that is less important than self-fulfillment and contribution to many).

The book is at its best when it argues for treating people well, being considerate as though one were dealing with one's neighbor in a small town. That advice is timeless. The book is also excellent in helping to unveil the sources of misconception that cause each of us to overestimate our performance and to misperceive what we need to be doing. I heartily approve of these messages.

If you have read Mark McCormack before, I recommend you skip this book. It will add almost nothing but occasional nuances to what you have learned from him already.

If you have not read him before, I suggest you read one of his earlier books instead. What They Don't Teach You at Harvard Business School is a classic.

In either case, I suggest you skip this one.

If you insist on reading this book, focus on parts one, three, six, seven and nine. They are the most helpful and appropriate for today.

Ask yourself after you read this book then "Who are the people who can provide relevant perspectives that are relevant for today?" Getting the right advice often means asking the right person.

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