Who doesn’t know America Online, or AOL? Even as someone who don’t live in the US, I still remember seeing AOL logo as bundled software in my Microsoft Windows. Little I know that AOL was the biggest Internet Service Provider (ISP) in the US in the 90’s, until I read it in this book, written by one of AOL co-founder and former CEO: Steve Case.

The Third Wave

The title of the book, The Third Wave, refers to Steve’s prediction of the upcoming major wave on the tech industry. Steve referred AOL time as the First Wave, in which the business is to provide access and content to internet. Once people have access to the internet, the Second Wave was to revolutionize the way people access, use and extract value from internet. This is the time of Facebook, Apple and Google, fueled by mobile internet. And this era is coming into flat growth.

The next growth in the tech industry will come from the Third Wave, which will revolutionize interaction of technology and internet with our every day life. Steve provides some area where huge revolution is about to happen, in healthcare, education and food/agriculture.

If you afraid that The Third Wave is only for the tech industry entrepreneur, no need to worry. The rest of the book talks about entrepreneurship, on why and what is needed to be a successful entrepreneur riding the Third Wave. Especially, how to see the government not as hindrance, but as partner towards progress. And not only with governments It is also important to find partners as you start, to build credibility and to spread influence.. Finally, perseverance, the factor that get you up after a fall, will still be a key attribute in the Third Wave, as it always be.

So, if you are a decision maker, or an aspiring entrepreneur in technology industry, the book is a must read. Even if your business is nothing related to tech, the content of the book will provide another perspective in order to achieve greater success.

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