The New New Economy: Yet Another Clueless Business Manifesto for the Post-Digital Age 2002-05

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Tired of overreaching business books that earnestly attempt to advance some grand new vision, only to wind up unintentionally parodying the whole genre? Think a recap of movements that really did capture corporate attention--like peak performance, TQM, reengineering, and one-minute management--now sounds like the setup line for a late-night talk show host? Consultant Tim McEachern and attorney Chris O'Brien, creators of the Geek Nation radio show, feel your pain. Instead of simply accepting it, though, they penned The New New Economy to skewer just about every trendy agenda to come down the organizational pike. And in one rollicking tongue-and-cheek journey, they even manage to sprinkle in more truth than a lot of the serious competitors they're lampooning. Whether tackling strategy ("to maintain control surreptitiously, spies will be needed"), management (try "convincing workers they have been paid, when they actually have not"), marketing ("a hard look shows that 18- to 29-year-olds are far more trouble than they are worth"), or technology ("we suggest the time has come for the resurgence of the mule"), McEachern and O'Brien go into hilariously apt detail complete with charts, case studies, and copious footnotes. It's supremely difficult to pull off lengthy satire, and some of their bits do fall flat. But if you're weary of know-it-all business gurus, or just looking for a diversion to get you through the work week, there's plenty here to make you smile. --Howard Rothman

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