The revolution started a long time ago

The revolution started a long time ago, and you must be part of that revolution. At this point I should reassure you that I am not a prophet who is trying to impose my vision of the future on you. First of all, because electronic commerce is not the future, it is already with us. Power is already changing hands : those who have the most stand to lose the most. Others will try to take their place. Faced with this, it is up to you to seize the opportunities which present themselves, or to cling to what you already know. In my opinion, both attitudes are possible. But in both cases, you must understand the rules of the electronic economy, in particular if you have decided to resist change.

Let me suggest that you look at the problem like this : today's existing business are caterpillars. In order to participate in the electronic economy, they must turn into butterflies, faster, lighter and able to fly from one opportunity to another.

First of all, forget your preconceived ideas about electronic commerce and consider the following principles : - Electronic commerce does not increase profit margins on traditional products ; the new services which will allow an exponential development of certain companies do not yet exist - The present-day concept of the company will disappear - In 20 years, a more efficient economic system will replace the existing one - In order to reserve one's place in this new system, it is essential to understand the chain of creating increased value - The difference between an 18th-century farm and a modern company is greater than that between the latter and the 21st-century electronic butterfly - There is no future in electronic commerce from a simple shop - Minitel is a dinosaur which will be devoured by the butterflies, unless it can become one itself - Today's specialists in electronic commerce will look like amateurs compared with the e-businessmen who will exist five years from now.

This manual is not to be passively consumed :