Today everyone can be a source of true and useful information thanks to the web. TV does not longer rule because of Web 2.0 where the user can publish everything to the entire world in real time.But most of user generated content is crap, everyone knows. That's why this book is about using the web and his useful tools to build reputation and become a trusted source of information. That applies to the web and real life. A must read for everyone willing to make business online. My point is this book contains a lot of common sense facts but we don't really think about these actually. The book especially teaches how to masterize the one-to-many communication.