When I picked up Cluetrain, I read it in one sitting and started to feel sick. I was (am) in the middle of writing a book and as I was reading it, I realized, Locke is right and I am not. Gonzo only re-inforced that sick feeling. Everything I have ever read on branding and positioning was becoming garbage. The sick feeling grew as I knew that the way I had done my job was based on branding and positioning the organization.
At the same time I couldn't put either book down. I knew they were right and I knew that is why I had been drawn to the web, to participate in discussion and share my voice. great books but they wrecked months of work!