20 Things is a free ebook, from a blog called New Music Strategies, and it’s true, it does draw its examples from the music business, but I think it’s worth reading for anyone that’s considering, or re-considering their approach to the internet, as it’s a good guide to the state of things today, and while it may be talking about music, a lot of the ideas it has could easily be adapted to other industries.

The same site also has a manifesto that has one particular insight worth quoting here:

“One of the biggest mistakes music businesses make when trying to adapt to the online environment is to acknowledge the changes that have happened online and then set about adapting to accommodate those changes. In fact, those changes are still underway, and it is a process of navigation, not a process of conversion from an old model to a new one. By the time you have adapted you will be obsolete again. Develop a strategy for keeping up.”