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Publishers WeeklyGansky believes that business will be dominated by companies that use social media, have a strong brand, and share, rather than sell, their products or services (like Scott Martin, who started the Christmas tree rental service Living Christmas). By adopting this ethos, companies will help customers buy less but use more of what they buy and, through the use of consumer data, will provide their customers with exactly what they want at the precise moment they want it. Gansky, founder of internet startups Good News Now and Ofoto, profiles well-known "Mesh" companies like Zipcar, Best Buy, and Netflix, and many that will be obscure to most readers, include thredUP, an "internet-enabled clothing exchange program," Basic Electric, a non-profit, consumer-owned power cooperative (that together with a hundred other rural electric cooperatives own and maintain over half the country's distribution lines), and smartypig, an online piggy bank. The profiles and case studies are entertaining, and the author also includes an almost 60 page "Mesh Directory." A lot of this information will be new to the reader, unlike many of her insights. Those truly interested in starting a business may find value in Gansky's narrow focus, but her effort is best enjoyed as a 411.
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