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The Naked Corporation
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 by Don Tapscott and David Ticoll Free Press US$28 Viking Canada Cdn$40 hardcover |
review by Gordon Graham
Digital guru Don Tapscott is a master of re-stating the obvious to make it sound profound. His previous books can each be reduced to one blinding flash of common sense, on the order of "The Web changes everything!" (Paradigm Shift) and "Today's kids really are different!" (Growing Up Digital). Tapscott's latest, co-written with David Ticoll, does it again. Here's how they sum it all up: "Employees, customers, shareholders and others see you when you're sleeping, they know when you're awake; they know if you’ve been bad or good, so you better be good." | ||
The corollary: if you've been bad, they'll find out and plaster it all over the Net and then your career, your shares and your brand name will all take a serious nosedive.
It's true, of course. There are multitudes of "self-empowered stakeholders" out there making a list and checking it twice, ready to dig up the dirt on your company with better, faster tools than ever, eager to call up a protest or boycott that can quickly escalate into a PR nightmare. Think Nike and Asian sweatshops. Home Depot and rain-forest timber.
So what can you do when your company can be stripped naked at any moment? Wear clean underwear? That's what Tapscott and Ticoll are saying, in effect, when they recommend good old-fashioned virtues like honesty, reliability and "transparency."
They then inflate this simple insight into 368 pages, complete with important-looking charts, buzzwords like "accountability webs" and rehashes of recent business battles.
But if you're a CEO committed to the pre-Enron ethic of secret deals and insider trading, this book won't likely change your mind. If you're anybody else, you have to convince the CEO... and this book won't provide the ammunition to do it.
This review appeared in the Report on Business magazine of the Globe and Mail in November, 2003.
How to contact us
February 16, 2004
Review © 2003 by
Gordon Graham
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