Get Back in the Box

Douglas Rushkoff, commenting on the American business climate and the new culture around the internet, is often cited as one of the first social commentators to identify the transformations brought about by the internet. On speaking tours and consulting jobs advising companies on ways they can adapt to these transformations, Rushkoff has discovered that many companies are in a panic mode when the worst of their problems have already passed. Likening these transformations to the intellectual ferment of the Enlightenment in Europe, Rushkoff suggests that this is a remarkable opportunity for American businesses to embrace change and re-integrate their new perspective with their work. Instead of running around trying to think out of the box—which is where many business leaders may be stuck—Rushkoff observes that now is the time get back in the box and improve how businesses operate.