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Cluetrain Manifestoby Christopher Locke and Rick Levine and Doc Searls and David Weinberger
Synopses & Reviews
From four of the liveliest personalities on the Web comes a provocative, outrageous, and wickedly smart account of what it will take to prosper in the fast-forward world on the wire. This nationally acclaimed best seller is a spirited, original, and wonderfully irreverent conversation that will challenge, provoke, and forever change your outlook on the digital economy. A rich tapestry of anecdotes, object lessons, parodies, insights, and predictions, The Cluetrain Manifesto illustrates how the Internet has radically reframed the seemingly immutable laws of business — and what business needs to know to weather the seismic aftershocks.
"An earnest plea for a new kind of language and new expectations for the Web.... While others work on turning the Internet into the perfect medium for reaching traditional business goals, these four Net-philes hope cyberspace will give commerce a 'human voice.'" Harvard Business Review
"For every retail or consumer-products company wondering why its Internet marketing doesn't seem to be working, The Cluetrain Manifesto...offers fresh and sound advice, expressed in entertaining prose. Its oft-repeated premise — that markets are conversations — should be pounded into the collective brain of corporate executives." Business Week
"[An] irreverent book [that] strikes a responsive chord on e-commerce dichotomy...It's honest. It's funny. It makes a whole heck of a lot of sense." Rocky Mountain News
"Locke's cooked up a crazy and brilliant and rather hotheaded business book/philosophy called The Cluetrain Manifesto, and with a few e-mail buddies managed to sneak this madness past a lot of corporate entities who ought to have been very, very afraid of publishing something so smart and obnoxious and true. The Cluetrain Manifesto is a highly effective device for kicking out the jams on what you thought you knew about being a consumer and citizen in the year 2000." Seattle Weekly
"Their manifesto is as demanding as a Bill of Rights, yet so broadly applicable it rubs shoulders with Brownian motion. A different brand of business book, thank goodness: saucy, heartfelt, and warmly appealing in its faith in the commonwealth." Kirkus Reviews
"The Manifesto is the pretentious, strident, and absolutely brilliant creation of four marketing gurus who have renounced marketing as usual." Thomas Petzinger, Jr., The Wall Street Journal
"You must read The Cluetrain Manifesto. So: read it, inhale it. If it pisses you off...GREAT!" Tom Peters
Written by four of the liveliest voices on the Web, this stunning tapestry of anecdotes, object lessons, parodies, war stories and suggestions is aimed at showing what it will take to survive and prosper in the fast-forward world of the Internet.
Written by four of the liveliest voices on the Web, this book takes you deeper into the new order of business than any this decade. The Cluetrain Manifesto presents a stunning tapestry of anecdotes, object lessons, parodies, war stories, and suggestions, all aimed at illustrating what it will take to survive and prosper in the fast-forward world on the wire.
The Cluetrain Manifesto burst onto the scene in March 1999, with ninety-five theses nailed up on the Web. Within days, www.cluetrain.com had ignited a vibrant global conversation challenging sacred corporate assumptions about the very nature of business in a digital world. The Wall Street Journal called it absolutely brilliant.” Soon, executives from Fortune 500 companies everywhere were lining up to sign-on to the Manifesto. This is the book that delivers on the buzz. The Cluetrain Manifesto is a wake-up call that says business as usual is gone forever. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. Todays markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny, and often shocking. Companies that arent listening to these exchanges are missing a dire warning. Companies that arent engaging in them are missing an unprecedented opportunity. The Cluetrain Manifesto is the culmination of this very real phenomenon. It shares powerful, firsthand experiences describing how Internet business differs radically from the corporate status quo. The fact is that employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. Forget business as usual, The Cluetrain Manifesto marks the dawn of something bigger: Markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations These networked markets are conversations in which customers are intelligent human beings, not faceless demographic sectors Today, the organizational chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority Corporations must transform themselves into organizations that establish a genuine culture with a perspective, a personality, and a point of view Linking conversations inside the company to conversations in the marketplace will create enormous new value for companies that are clued-in.
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