Get Back in the Box

Why, oh why? Why would an occult site even bother reviewing a book on business? Good question. The simple answer is that Douglas Rushkoff's Get Back in the Box is more than a "business book." It's a powerful schematic that can be just as useful in every other venture of life, as it can for the business savy.

First, let's not draw any illusory lines. Cyberia was about culture. It was about the uprising of a new cultural generation brought up on technology. It was about the cyberpunk generation that wrested control of the countercultural movement from the hands of the beatniks. Get Back in the Box is the matured manifesto of this same cultural generation - our generation. It's a guidebook for conquering mainstream corporate American by telling us to stick to what we do best, rather than simply imitating the mainstream. Rushkoff gives concrete examples of businesses (structures) that have succeeded by following the theories he uncovers in his book. He also gives examples of failing businesses that have gone under simply because of losing focus of their core competencies. He has amassed proof upon proof that "thinking outside the box" does not mean we should stay outside the box. Instead, Rushkoff wants us to remember what we built the box to surround in the first place.

With that said, one can surely see that Rushkoff's Get Back in the Box is not simply a business book. The structure, theories, and examinations spilling out of its pages are pertinent to any structural endeavor, including occult or countercultural movements. After all, this sequel to Cyberia was still written for the same audience: us - the cyberpunk counterculturalists, hell-bent of usurping the Gnostic archons of corporate society. Rushkoff just realizes that we need to beat them at our game, not their own; and he has given us a solid working point from which to start.

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