Brian Ross

When the Caffeine Wears Off: De-hyping the New Economy Brian Ross

Go behind the scenes of the New Economy in this compelling firsthand account written by a Fortune 500 company's e-commerce manager. Often funny, occasionally shocking, but always on target, When the Caffeine Wears Off recounts the efforts of a century-old firm to gain a foothold in the online world. Starting in August 1999, as the hype surrounding the Internet was reaching its peak, When the Caffeine Wears Off candidly reveals how the consultants, entrepreneurs and others involved with the New Economy really behave outside the public view. Filled with real-world lessons from the trenches, When the Caffeine Wears Off is a must-read for businesspeople and anyone else who wants to understand the inner workings of the New Economyand earn a profit in the digital age.