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CREDITS
None of these ideas are mine alone. They are built upon the work and great thinking of many other
people who are all infinitely more brilliant than I am. In addition to my inspiring colleagues at
Undercurrent (including Aaron Dignan, Clay Parker Jones, Bud Caddell, Jordan Husney, and others)
here are some books that I consider to be seminal:
!
• Understanding Media by Marshall McLuhan
• The Innovator’s Dilemma by Clayton M. Christensen
• The Cluetrain Manifesto by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger
• Emergence by Steven Johnson
• The Wealth of Networks by Yochai Benkler
• Here Comes Everybody by Clay Shirky
• Complexity: A Guided Tour by Melanie Mitchell
• Getting Real by 37Signals
• The Second Machine Age by Erik Brynjolfsson and Andrew McAfee
BY @MIKEARAUZ, PARTNER AT 34

CREDITS
None of these ideas are mine alone. They are built upon the work and great thinking of many other
people who are all infinitely more brilliant than I am. In addition to my inspiring colleagues at
Undercurrent (including Aaron Dignan, Clay Parker Jones, Bud Caddell, Jordan Husney, and others)
here are some books that I consider to be seminal:
!
• Understanding Media by Marshall McLuhan
• The Innovator’s Dilemma by Clayton M. Christensen
• The Cluetrain Manifesto by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger
• Emergence by Steven Johnson
• The Wealth of Networks by Yochai Benkler
• Here Comes Everybody by Clay Shirky
• Complexity: A Guided Tour by Melanie Mitchell
• Getting Real by 37Signals
• The Second Machine Age by Erik Brynjolfsson and Andrew McAfee
BY @MIKEARAUZ, PARTNER AT 34

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