The two things I liked least about the book were the koombayah (I’ll use your spelling) approach and the use of Donnie Brasco.

They seem to use Brasco as an example to show how we gained trust. But he was doing so under false pretenses. To me, Brasco is a false trust agent. I see many people on the web acting more like Brasco.

The koombayah approach is just unrealistic. People are motivated by self interest. People can be altruistic, but altruism is limited. There are lots of demands on our time from our families and jobs. That does not leave much time to do things just because they are nice. That means success is more likely if you make it easy and couple with something else.

Of course it need not be short-term self interest. There has been too much of a focus on the short term ROI of web use. Instead, I think you should focus what kind of image you want to have, how you think about yourself and how others will think about you. (By you, I mean you and your company.) That has an ROI that is hard to demonstrate.

Given what you do, I would also recommend adding Enterprise 2.0 by Andrew McAfee to your reading list.