Big Shots : Secrets of the World's Number 1 Webmaster Business the AOL Way

One: Go into Everybody's Business
Two: Give Your Business a Human Face
Three: Never be Dissuaded from Pursuing Your Dream
Four: Kiss! (Keep It Simple, Stupid!)
Five: Ignore 'Irrelevant' Experts Customers Rule!
Six: Don't Shy from a Fight...
Seven: ...Or Hesitate to Sleep with the Enemy
Eight: Leverage Successes, Build Your Brands
Nine: Admit Mistakes and Grow Forward
Ten: Get to the Future Today

"While most Internet companies are small-time startups awash in red ink, AOL has become the first new-media company on a grand scale, more comparable to Newsweek or a cable company like TCI than to Netscape." Fortune, March 30, 1998 During prime time, the number of people logged on to AOL is more than are watching top-drawing cable networks such as MTV and CNN.

"AOL survived in part because Case was able to convey his quiet confidence to jittery customers, and because he was able to move more quickly and decisively to fix problems than his corporate competitors." Newsweek, January 24, 2000