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'Attenzi - a social business story' is extremely well written and I expect it to be the best social business book I read this year and certainly the most creative.

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"I liked that social wasn’t just media, just another extension of the marketing mix, beholden to the world of increasing impressions and required conversion. Social for me is broader than that, the embodiment of what’s become my axiom and watchcry: 'All marketing is communication, but not all communication is marketing.'

Attenzi makes that point, creatively, succinctly.  Kudos, Mr. Sheldrake."

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"a new take on much discussed topic, giving a reader the chance to view it in a new light."

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"Instead of writing a conventional book and selling it on amazon, Sheldrake has posted his story – and I can’t recommend it highly enough – online, free for anyone to download and read."

Thanks +Mash Patel, Founder and CEO of Kurtosys.

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"I’m really taken with the fictional account that is Attenzi: a social business story. The author, Philip Sheldrake, uses the freedom of a fictional account to craft a case study that has lessons for us all ... Yet he also keep it close enough to the real world for all the incidents to feel plausible. Think of it like a fable for business."

A review by +Mark Pack.

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My review of Attenzi is now live on my blog: http://www.allthingsic.com/attenzi/

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Watch my interview with Philip about Attenzi recorded on launch day at the Hospital Club in London.

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Thanks to +Richard Bagnall for a review on the +Gorkana Group blog.

"Philip Sheldrake likes to say social media are the eggs in the social business cake. What he means by this is that he is saying that the two aren’t synonyms… that being on Facebook, Twitter and G+ etc., and operating an enterprise social network, does not of itself constitute social business."

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