Synopses & Reviews
Ten years after
Cluetrain's original publication, too many companies still ignore the idea that markets are really made up of people. In our rapidly changing world, this book's message is more vital than ever. Companies may be wired for business, but they still struggle with how to talk to their customers like human beings.
The 10th Anniversary Edition features extensive new commentaries by industry leaders, but the core message of this modern business classic remains intact.
Review
Fast Company You might not agree with everything these Web provocateurs say
but you will ignore their ideas at your own peril.”
Wall Street Journal
The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual.”
Multichannel Merchant
A book written early enough to not even contain the word blog, but more relevant now than ever.”
The Gazette (Montreal)
The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech guys
so their thoughts are pure, focused and very different from business-oriented authors.”
Library Journal
A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have.”
The Star (South Africa)
Almost 10 years ago [this] seminal book
set out to examine the challenges to business that the internet posed
Well into the first decade of the brave new 21st century, it is clear that the changes these prophets spoke of are irreversible.”
Harvard Business Review
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”
The Miami Herald
One of the best, most eye-opening books I ever read about marketing
as potent and relevant now as it was when it came out.”
Synopsis
The Cluetrain Manifesto began as a Web site (cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the
Linux Journal, and NPR, posted 95 theses about the new reality of the networked marketplace. Ten years after its original publication, their message remains more relevant than ever. For example, thesis no. 2: "Markets consist of human beings, not demographic sectors"; thesis no. 20: "Companies need to realize their markets are often laughing. At them." The book enlarges on these themes through dozens of stories and observations about business in America and how the Internet will continue to change it all.
With a new introduction and chapters by the authors, and commentary by Jake McKee, JP Rangaswami, and Dan Gillmor, this book is essential reading for anybody interested in the Internet and e-commerce, and is especially vital for businesses navigating the topography of the wired marketplace.
Synopsis
A new edition of the business classic for everyone navigating the wired marketplace
About the Author
Rick Levine is the founder of Seth Ellis Chocolatier. He was previously Web Architect for Sun Microsystems Java Software group.
Christopher Locke blogs Mystic Bourgeoisie and Entropy Gradient Reversals from Boulder, Colorado.
Doc Searls is Senior Editor of Linux Journal, and a fellow at Harvards Berkman Center for Internet and Society.
David Weinberger is a fellow at Harvards Berkman Center and author of Everything Is Miscellaneous.
Jake McKee is the principal and chief Ant Wrangler at Ants Eye View, and he was previously global community relations specialist for the LEGO Company.
JP Rangaswami is chief information officer of British Telecoms global IT services business.
Dan Gillmor is the director of the Knight Center for Digital Media Entrepreneurship at Arizona State Universitys Walter Cronkite School of Journalism and Mass Communication.