The captivating story of the mavericks who emerged from the dotcom rubble to found the multibillion-dollar companies taking the Web into the twenty-first century

Everyone has heard the story of the Internet Bubble. Beginning with Netscape’s IPO in 1996, billions flowed into Internet startups, and companies with no revenues and shaky business plans earned sky-high valuations on Wall Street. It was the era of paper millionaires, $800 office chairs, and Super Bowl ads for dotcoms. Then in 2000 the Bubble burst, with the NASDAQ losing 75 percent of its value and hundreds of companies closing up shop. It was all written off to “irrational exuberance,” and everyone moved on.

Once You’re Lucky, Twice You’re Good is the story of the entrepreneurs who learned their lesson from the bust and in recent years have created groundbreaking new Web companies. The second iteration of the dotcoms—dubbed Web 2.0—is all about bringing people together. Social networking sites such as Facebook and MySpace unite friends online; YouTube lets anyone posts videos for the world to see; Digg.com allows Internet users to vote on the most relevant news of the day; Six Apart sells software that enables bloggers to post their viewpoints online; and Slide helps people customize their virtual selves.

Business reporter Sarah Lacy brings to light the entire Web 2.0 scene: the wide-eyed but wary entrepreneurs, the hated venture capitalists, the bloggers fueling the hype, the programmers coding through the night, the twenty-something millionaires, and the Internet “fan boys” eager for all the promises to come true.