Pioneers of Digital is a set of case studies about the individuals who have been key to shaping the digital marketing world.
It is a real mixture between those key figures behind some of the .coms that influenced the way digital is done today such as Martha Lane Fox and Lastminute.com as well as those who have been ambassadors for behaving differently, Stephen Fry and Twitter.
The case studies are centred around the individual, their profile and perspective and has a lot of commentary on what they were thinking at the time, in Stephen Fry's case he wanted a quick way to update on his travels when it was too remote to blog - and along came Twitter.
The stories are a good canter through fairly recent history and the summary has some nuggets which we would all agree with. Issues that most of us get challenged by everyday - don’t just drop the offline model into the digital world and expect it to work, and, sometimes it isn’t about giant innovations but being more agile and making it easy... Most corporates could probably learn from this.
Nicely laid out book but it is a bit dated in a world that moves very fast, more of a history book on the basics of digital than a source of inspiration.
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Read another review of Pioneers of Digital by Ninder Takhar, Head of Marketing North East Asia, BT Global Services here