1 THE LAW OF EITHER/OR
The Internet can be a business or a medium, but not both.
Putting your brand name on a Website doesn’t make it an Internet brand. There are brands and there are Internet brands, and the two are quite different.
If you want to build an Internet brand, you shouldn’t treat the Internet as a medium, you should treat it as a business.
But the Internet is a medium, you might be thinking, just like newspapers, magazines, radio, and television. Maybe so, but if you want to build a powerful Internet brand, you will have to treat the Internet as an opportunity, not as a medium. You will have to treat the Internet as a totally new business where the slate is wiped clean and where endless opportunities await those who can be first ...
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