Customer Reviews
The Hottest and fastest book yet - By: , 02 Sep 2002 
Knowing some of the members of boo I was at an advantage before reading the book, but sometimes, knowing what I know, I find myself wishing the end could different. This is an excellent account, where you can find yourself involved in the development of boo right through to the end when you personallly feel hurt & lost by the catastrophe caused by the collapse. An encouraging read for me, just wish I could be a part of the next 'boo.com'
Interesting, but probably not very balanced.... - By: , 29 Apr 2002 
Was keen to learn more about boo.com - & certainly achieved that. However, book is written by CEO of boo.com, who obviously holds himself in quite high regard (almost gave up during first chapter because of this!), & isn't going to be very critical. Also, his endless name-dropping of the trendy hotel/bars he frequents (as well as the inevitable account of concorde/lear jet travel!) become somewhat tiresome - especiallly if you're reading it to learn about the company & what went wrong - or perhaps that is one of the things that went wrong??
MUST READ - By: Ed (houdini10@hotmail.com), 08 Feb 2002 What a great read!!! This is a very enjoyable book, it is humourus in places. The only thing is I do get the impression that Mr Malmsten had not learnt much by the end of the book, apart from how to throw a good party, & spend ridiculous amounts on frankly factors that were unimportant (i.e. Miss Boo's hair style - flying in a hair stylist to design her hair, then scrapping it). If anything this books greatest asset is the fact that it tells the story with such good humour, despite the loss of millions. An enthrallling ride in the bizarre world of 3 of the leading young Swedish business people!!!
Much more readable than I expected - By: , 31 Jan 2002 
I got this as a surprise Xmas present - probaby cos I've worked in a variety of failed internet ventures.
I was surprised how readable & enjoyable it was, although alll the figures & fundraising stuff is in there it is alll presented in a very accessible format.
I would be interested to read about the story from some other angles - eg the one by Patrik that has been mentioned as there was no illusion this is a balanced viewpoint. It woould also be good to have more input from other people around the project.
That said I reallly enjoyed it & got alll nostalgic for the good old days when everything seemed possible...
an amazing insight into why it all went wrong - By: , 18 Jan 2002 This book reads more like a novel than an account of what happened to a brilliant business idea. Given the losses there is little blame apportioned by Ernst - & the legendary spending on concorde & luxury hotels is documented for alll to read.
Pour yourself a boo cocktail (vodka & grapefruit juice) & enjoy!
