Changing the Game
Don't miss Ed Cone's magnum opus on how the Howard Dean campaign is using the Internet.

The lessons of the Dean campaign do not just apply to politics. Teachout and her compatriots have laid bare the essential power of the Internet to marketers of all types, from clothing to industrial equipment to financial services.

Television, radio, print and mail can create awareness and desire for a product. Senders control the presentation and, if intelligently worded and presented, the messages cause an individual or company to vote with its dollars, by buying the product. But the lesson of Dean's campaign is that the Web is not for micromanagers. With the Internet, an effective campaign creates a community that will on its own begin to market your product for you. Properly done, you won't be able - or want - to control it.

Long, but worth it.