The Cluetrain Manifesto: The End of Business as Usual

By Christopher Locke, Rick Levine (Joint author), Doc Searls (Joint author), David Weinberger (Joint author)
"The Cluetrain Manifesto" burst onto the scene in March 1999, with ninety-five theses nailed up on the Web. Within days, 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. Today's markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny, and often shocking. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't 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.


STAFF PICKS: Miscellany

Posted August 10, 2007, 2:20 PM with category of Management & Workplace Culture
Todd's post on Monday showed that we've referenced Chris Anderson's Long Tail more often than any other title in the past, so we obviously like the book. But what books does Chris Anderson like? Well, he liked David Weinberger's Everything is Miscellaneous enough to write a blurb for it. Read more

EXCERPTS: Branding Unbound by Rick Mathieson - Part III

Posted September 14, 2005, 3:24 PM with category of Management & Workplace Culture
Q&A Christopher Locke: "Cluetrain Manifesto" for the Mobile Age Not everyone believes mass-market advertising translates to the wireless world. Just ask renegade marketing strategist and dyspeptic malcontent Christopher Locke, coauthor of The Cluetrain Manifesto: The End of Business as Usual, and author of Gonzo Marketing, Winning Through Worst Practices. The problem, says Locke, is that in an increasingly interconnected world of the wireline-and now, wireless-Internet, new communities of consumers are growing immune to corporate pitches and officially sanctioned marketing-speak, much less mainstream news and media. Read more

NEWS & OPINION: 800-CEO-READ sponsors WOMMA Summit 2005

Posted March 25, 2005, 8:44 PM with category of Marketing & Sales
800-CEO-READ is a proud sponsor of the Word-of-Mouth Marketing Summit 2005. We don't normally sponsor events, but we thought this was an unique event on a unique topic. The Summit is being held in Chicago next week and word has it that it is sold out. Read more


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About the Hardcover

Publisher Perseus Books Group
Publish date 10/13/2015
Pages 190
ISBN-13 9780738202440
Language English

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