The Cluetrain Manifesto

Posted by Brian Tue, 30 Mar 2010 22:08:23 GMT

The Cluetrain Manifesto
By Rick Levine, Christopher Locke, Doc Searls, and David Weinberger


Well I started writing this review once and lost all my work when I was about three quarters done. Consequently I have no motivation to write a detailed review again. My initial one dug into what parts of the The Cluetrain Manifesto had come true and which had not over the past decade. Since I am lazy you get the CliffsNotes of the CliffsNotes version.

The Cluetrain Manifesto was written at the beginning of the rise of the internet and basically boils down to markets are conversations. Companies that wish to proclaim and hold their customers at arms length will suffer as real conversations come to dominate. To a certain extent this has come true. Many small businesses are built entirely around this concept, but it is arguable whether many ever lost authentic conversation to begin with. With respect to large businesses this has been applied as just another avenue of market research, support, and advertising. It hasn’t supplanted the traditional proclamations from on high or mass market advertising campaigns.

If you want a view of the early optimism of the power of the internet this is a great read. Today that optimism is tempered with fear of big business and governments continue to dream of locking down the internet to further their own ends. The writing style is purposely aggressive. In many ways the authors are almost belittling the old guard. I for one am always up for that.


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