The IT Landscape
Brand You
In 1999, with the dotcom boom making it cool to be in IT, Tom Peters's The Brand You 50 appeared. Introducing themes he would articulate in subsequent books, Peters asserted that he believed that “90+ percent of white collar jobs will disappear or be reconfigured beyond recognition. Within 10 to 15 years” (Peters 1999:4). At the time, many of us thought “Cool! What a great time to be in IT!”
Things changed quickly. Y2K went okay. The dotcom market busted. September 11 happened. Outsourcing, Offshoring, and Globalization swept over us. Both the ubiquity of the Web and the staying power of legacy systems continue to surprise us. It may still be a great time to be in IT, but the contours of that world have changed considerably, ...
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