Dan Gillmor is such a smooth writer and so media savvy that we readers hardly realize he is hurling a challenge at all of us, from average citizens to professionals, in his new book, Mediactive, which can be purchased at store and online outlets or can be downloaded at http://mediactive.com.

Gillmor identified the phenomenon of "consumer as creator" in his first book, We The People, published in 2004. His latest book is a practical, common-sense 2.0 version, assuming we no longer are receptacles of information but active participants in the process, who are called on to break out of our "comfort zone" like a chick cracking open its shell.