One of the hallmarks of the first Internet boom (yes, because I believe we are seeing the second one now) was to get big, quickly. Hundreds of companies received millions of dollars each in venture capital funding to go out and build the biggest online businesses with the biggest brands in the shortest possible time. The pagecounts of magazines such as The Industry Standard and Red Herring swelled into the hundreds as dot-com companies pumped in page after page of advertisements for the latest and greatest in services and products, despite many of these companies having come from nowhere only a year or so earlier.
Today however many veterans of that era have learnt that you can still have a very active and profitable business by utilising many of the web's special properties - such as low cost of access and distribution - without spending hundreds of thousands on advertising. One that has successfully done this is LinkedIn, a company whose very core revolves around the concept of network-based marketing. I was lucky enough recently to have the opportunity to speak to one of LinkedIn's founders, Konstantin Guericke, for Melbourne's Age newspaper, and you can read the article for a limited time here.