The Bucks Start Here reveals the secrets of seven e-champions who have transformed their sectors, either as start-up pioneers (such as Jeff Bezos, Founder and Chief Executive of Amazon.com), Internet business developers (such as Michael Dell) or Internet innovators in long-established companies (such as Mike Harris of the Prudential Corporation). The Bucks Start Here helps Internet entrepreneurs understand how technology is reshaping society and business, and how they can begin to develop their own vision. It explores key social trends and what effects these can have on customer power, but most importantly it provides a set of tools and basic framework for building a digital business.