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Publisher's Summary

What if the real power of the Web lay not in the technology behind it, but in the profound changes it brings to the way people interact with business? And what if these changes were altering the nature of your company as profoundly as they have changed your markets? With language as sharp and compelling as the observations, burst unexpectedly onto the scene with 95 Theses to ignite a vibrant and viral conversation making hash of corporate assumptions about the nature of online business. Provocative, outrageous, and wickedly smart, the manifesto has challenged executives from Global 1000 companies to sign-on or risk missing a genuine revolution.
Expanding on ideas and insights first nailed up on the Web, The Cluetrain Manifesto both signals and explores a sea change already nearing flood tide in today's wired world. Through the Internet, people are discovering new ways to share relevant knowledge with blinding speed. As a result, markets are getting smarter faster than most companies. Whether management understands it or not, networked employees are an integral part of these borderless conversations. Today, customers and employees are communicating with each other in language that is natural, open, direct, and often funny. 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.
A rich tapestry of anecdotes, object lessons, parodies, insights, and predictions, The Cluetrain Manifesto illustrates how the Internet has radically reframed the "immutable laws" of business - and what business needs to know to weather the seismic aftershocks.
©2000 Christopher Locke, Rick Levine, Doc Searls, and David Weinberger
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Critic Reviews

"The Internet changes what we mean when we say we mean business. [ Cluetrain] explores the profound depths of this change to deliver an analysis that will enlighten and challenge you, make you laugh, or drive you crazy." (Michael Wolff, Burn Rate)
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Customer Reviews

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By Tara on 07-25-05

Keep up or perish

The text of this book was originally published in 1999 online for free - right before the Dot Com Bust - but the lessons are even more crucial today. Certainly, we overestimated some hotshot young upstarts in 2000, but today, the web is coming into it's own. Especially with consumer power. This is where markets become conversations. One blogger can bring down an entire empire (just google Kryptonite). If you haven't listened to or read this book, you have to before it's too late.

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4 of 4 people found this review helpful

By Grant on 05-29-13

A bit of history

I read this piece — which was written before 9/11, before Google and Facebook, before the iPad, before the cloud, and before the browser wars ended — as a historic document. And in general I was surprised on two levels. First, that most big companies, all having embraced the internet as the game-changing paradigm that it is, still haven't gotten a clue about how to treat or talk to their customers. And two, how much of what the authors suggest and envision has been proven correct. The bits they got wrong — like the importance of "zines" and the pervasiveness of "extranets" — are mildly risible. Perhaps its time to update this manifesto. I'd say it's a worthwhile endeavor.

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4 of 5 people found this review helpful

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Customer Reviews

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By Dave on 12-23-12

Powerful annoyingly read

A fundamental read for anyone in business only spoiled by some annoying narration. In the end I ended buying the hard copy as well.

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By Mr. Liam B. Warrilow on 03-15-11


A really interesting view on the internet and how it is changing how we do business. Found it as it was referred to in 7 Habits...

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