The Cluetrain Manifesto: The End of Business as Usual

The Cluetrain Manifesto: The End of Business as Usual

There is one great thought in this book, that is that the Web makes it possible for everyone to participate in the “great conversation”, and that it is the summing and slicing of these conversations that will drive business in the 21st Century.


How would you classify a book that begins with the salutation, “People of Earth…”? While the captains of industry might dismiss it as mere science fiction, The Cluetrain Manifesto is definitely of this day and age. Aiming squarely at the solar plexus of corporate America, authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger show how the Internet is turning business upside down.

They proclaim that, thanks to conversations taking place on Web sites and message boards, and in e-mail and chat rooms, employees and customers alike have found voices that undermine the traditional command-and-control hierarchy that organizes most corporate marketing groups. “Markets are conversations,” the authors write, and those conversations are “getting smarter faster than most companies.” In their view, the lowly customer service rep wields far more power and influence in today’s marketplace than the well-oiled front office PR machine.

Table of Contents

  • Introduction
  • Internet Apocalypso
  • The Longing
  • Talk Is Cheap
  • Markets Are Conversations
  • The Hyperlinked Organization
  • EZ Answers
  • Post-Apocalypso

Book Details

Author(s): Rick Levine, Christopher Locke, Doc Searls and David Weinberger.
Format(s): HTML
Number of pages: 190
Link: Read online.

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