Chapter 8. The B2B Zone
In late 1999, the hottest buzzword for new Internet startups was B2B. Business-to-business exchanges promised ultra-efficient global marketplaces for raw materials, goods, and services. One of my favorite movie scenes of all time is from the spoof-rockumentary This Is Spinal Tap. An interviewer was talking to one of the band members about his custom-made amplifier. The musician was explaining that although the volume control on most amps only go to 10, his went to 11. When the interviewer asked him why couldn't they just make the dial go to 10 and make that a little louder, the rocker could only respond, “These go to 11.”
This obdurate belief in an idea is similar to that held by people who believed that B2B exchanges ...
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