Staying Street Smart in the Internet Age

The head of a huge worldwide sports-marketing organization, McCormick has a very simple answer to the question he poses in his subtitle: the Internet hasn't really changed anything. Oh, sure, he argues, it has made communication faster, but the basics of business are still the same; taking care of customers and employees remains paramount. McCormick, who cheerfully admits to not using a computer, provides these points and others in 91 mini-essays, most of which go on a bit longer than they need to, especially given such illustrative chapter titles as ""People Who Count on Luck Rarely Get Lucky""; ""Control Your Story Before Others Control It for You"" and ""A Crisis Doesn't End Until You Learn from It."" While his remarks are not always consistent (e.g., in one chapter, he dismisses potential clients who are rude as not worth doing business with, and in another characterizes them as exactly the kind of tightly focused people one wants to work with), McCormick drops enough real-world tips--from noting when people call so as to find out the best time to reach them to recommending that we ""unlearn at least one habit a year""--to more than compensate for the flaws. 100,000 first printing; 6-city author tour. (Sept.)