A brief summary for those too lazy to read
More than just another preachy business book, The Cluetrain Manifesto
examines the Internets influence on society. What a natural
for Anvil readers
it was cool to have a site, four very intelligent technogeeks joined
forces to create cluetrain.com.
The site quickly became a forum for discussion and conversation
about technology, marketing, business and the Internet. A few years
later, Rick Levine, Christopher Locke, Doc Searls and David Weinberger
teamed up to write The Cluetrain Manifesto. Things just havent
been the same since.
The book is broken into digestible chapters; a chronology and evolutionary
discussion of the marketplace. Locke kicks off with a backgrounder
on industrialization and the resulting break in human interaction.
Weinberger gives perspective connecting the Internet to conversations.
Levine talks about lost craft of human voice and various online
outlets. Searls outlines how markets are really just conversations.
Weinberger illustrates how hyperlinks break down the walls of traditional
organizations. Locke and Weinberger ask readers to ignore popular
media and listen to their hearts. Lock closes the books with a light-hearted
Perhaps the most interesting aspect of this book is the truly revolutionary
nature of its theses. While other business books talk about customers
as eyeballs and intranets as competitive edges, these enlightened
engineers and marketers take a polar stance. The customer is human.
You are human. Conversations are human. A business is not human.
Press releases are not authentic, nor human and therefore useless.
The lighthearted, often cynical dissertation makes for easy reading
and grand enlightenment. The book does an excellent job of giving
perspective to the true nature of business, the marketplace. Cluetrain
doesnt offer the usual 5-step solution; in fact, it offers
The Cluetrain Hit-One-Outta-the-Park Twelve Step Program for Internet
- Have a sense of humor
- Find your voice and use it
- Tell the truth
- Dont panic
- Enjoy yourself
- Be brave
- Be curious
- Play more
- Dream always
- Listen up
- Rap on
Always long on advice and short on specifics, Cluetrain is a must
read for 2001. Click
here to buy the book.