BUSINESS MONDAY BOOK CLUB

Bob Garfield (no relative) is chatty and funny, as he shows well how the media revolution is already here. The changes affecting advertising, news and politics are interestingly documented. How soon will we regard the TV series Mad Men as historically as The Flintstones?

Charlotte Garfield

Hollywood

I loved this book. Any organization, individual or government that wants to survive must learn the essence of "listenomics" and incorporate it. Basically you must listen to people because your are not in control...the consumer is and they can make you or break you!

Theresa Jacome

Miami

Witty, funny, insightful, and over the top, the "scenario" described rings true. The episodes on Comcast and Lego are worth the price of the book by themselves.

Miguel Cobas

Doral

If you are in any media-related business, "The Chaos Scenario" is a must read. Bob Garfield systematically destroys the advertising industry's modus operandi of the past 50 years with lots of data, powerful anecdotes and entertaining stories. I especially enjoyed his chapter analyzing YouTube ("The World's Most Successful Failure?"). Here you have one of the most phenomenal success stories in the world of new media. But even with a reported one billion views per day, they haven't figured out how to turn a profit. Amazing!!!

Andy Levine

New York

Advertising and Entertainment as we knew it is changing into something else. This book identifies this trend but the reader has to decide what this means to his organization. I did have the good fortune to hear Bob Garfield talk at the Miami Book Fair. I found that his verbal communication was clearer than his written one. There are good ideas, such as using your customer to help develop your product, and information in this book. Unfortunately it is a difficult read.

Gordon Ettie

Miami

As Bob points out, we have to get our heads out of the past and embrace the digital age. Learn to speak to a new breed of people who don't want to be spoken to. So why not do like Lego, hand them the microphone and let them speak for you.

Melissa C. Pelaez

Miami Lakes

If you are in the advertising/marketing field and you don't already know the information the writer states in this book, I am afraid that train left your station a long time ago. Other than that, it's an easy and entertaining read if you want to catch on (to) the obvious do's and don't s of advertising.

Isadora Cipolletta

Doral

His "listenomics" term is rather clich' and unimpressive. Like in any other industry, but most of all in the social media environment, listening is critical and the successful advertising agencies will adapt to this paradigm shift. Overall, a must read for anyone in the advertising and marketing world.

Jorge Hernndez

Miramar

Bob Garfield, a well known media and advertising critic and curmudgeon, makes his living using and participating in the media, so he has to be careful about what he says. He adequately describes the plight, demise and future of all forms of media and advertising, but offers little to modify its course.His "Chaos Scenario" is borrowed from the Chaos and turbulence principle expounded by Philip Kotler in his recent book, "Chaotics, The Business of Managing and Marketing in the age of Turbulence." Chaos in both cases actually refers to change and its effects on people and institutions that are averse to it. Garfield laments (as the Boomer generation does) about the overwhelming deterioration of the staid institutions, and their traditional advertising and marketing techniques that are rapidly being replaced by the electronic Internet generation, but actually seems to be secretly envious of the approach. He correctly stresses the traditional advertising, sales and marketing themes of word of mouth, listening, and viral strategies which are hallmarks. Bob Garfield is a good observer and commentator of his surroundings, who is afraid of Change but knows that it is inevitable. A good honest read.