Amazon.com (ISBN 0060196211, Hardcover)

To most observers, the Internet is too new a medium to draw any firm conclusions about how to use it for business. But the Rieses have already come up with 11 "immutable" laws. Each is somewhat counterintuitive, and a couple are downright debatable. Start with No. 1: the Law of Either/Or. It states that a Web site can be a business or a medium for information, but not both. Therefore, companies have to choose which purpose they want to use the Internet for. Is it a medium, a way to get out the message about an existing "outernet" business? An example of this would be a magazine that puts up a Web site to allow readers to sample its content and then order a subscription. Or is it a business, trying to make money by selling a product or service? The Rieses argue that when a company decides to do business on the Web, it's better off starting a new brand rather than trying to extend its existing name. Another debate might erupt over No. 10: the Law of Divergence. Rather than the Internet becoming a medium that combines radio, TV, and telephone service, the Rieses say technology always goes in the opposite direction--it splinters. They use the analogy of the combination car and boat someone once invented: it drove like a boat and floated like a car. Thus, the Internet will separate into different types of services but will never converge with TV and radio.

Only history will tell us if these laws are truly immutable, but one thing is certain now: there's not a paragraph in this book that isn't provocative in some way. Businesspeople may not take all the counsel the Rieses offer, but they'd be nuts not to at least consider it. --Lou Schuler