The Third Wave

April 15, 2016

Most people have probably heard of America Online and its role in the development of the Internet. Fewer, though, may recognize author Case, America Online's cofounder, as its principal architect. The title is homage to that of an earlier book of the same name by Alvin Toffler. For Case, the Toffler book provides the schema for the development of enterprises that are tech/electron oriented. Part autobiographical, the work details Case's entrepreneurial development from his school years through college and early years with Procter & Gamble and Pizza Hut. He divulges a few valuable lessons. First, one has to make sense of the landscape. In this instance, Toffler's volume provided the overall guidance. Second, while understanding technology is important, one need not be a tech expert. Third, while the digital world may rule, the natural environment plays a critical role. Case acknowledges the function of government, other tech enterprises, and the bonds of community. Finally, he demonstrates how a small start-up can leverage its resources with larger partners, and, just as importantly, when a good deal is not such a good deal. Contains a foreword by Walter Isaacson (Steve Jobs). VERDICT This should be on the reading list of those who want to be at the helm of the next big technological breakthrough.--Steven Silkunas, Fernandina Beach, FL

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