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The Cluetrain Manifesto
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Review
Fast Company “You might not agree with everything these Web provocateurs say…but you will ignore their ideas at your own peril.”Wall Street Journal “The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual.”Multichannel Merchant “A book written early enough to not even contain the word ‘blog,’ but more relevant now than ever.”The Gazette (Montreal) “The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech guys…so their thoughts are pure, focused and very different from business-oriented authors.”Library Journal “A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have.”The Star (South Africa) “Almost 10 years ago [this] seminal book…set out to examine the challenges to business that the internet posed…Well into the first decade of the brave new 21st century, it is clear that the changes these prophets spoke of are irreversible.”
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About the Author
Rick Levine is the founder of Seth Ellis Chocolatier. He was previously Web Architect for Sun Microsystems' Java Software group.Christopher Locke blogs Mystic Bourgeoisie and Entropy Gradient Reversals from Boulder, Colorado.Doc Searls is Senior Editor of Linux Journal, and a fellow at Harvard's Berkman Center for Internet & Society.David Weinberger is a fellow at Harvard's Berkman Center and author of Everything Is Miscellaneous.Jake McKee is the principal and chief Ant Wrangler at Ant's Eye View, and he was previously global community relations specialist for the LEGO Company.JP Rangaswami is chief information officer of British Telecom's global IT services business.Dan Gillmor is the director of the Knight Center for Digital Media Entrepreneurship at Arizona State University's Walter Cronkite School of Journalism and Mass Communication.
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Product details
Hardcover: 320 pages
Publisher: Basic Books; Anniversary edition (June 30, 2009)
Language: English
ISBN-10: 0465018653
ISBN-13: 978-0465018659
Product Dimensions:
6.2 x 1 x 9.2 inches
Shipping Weight: 1.2 pounds
Average Customer Review:
3.8 out of 5 stars
152 customer reviews
Amazon Best Sellers Rank:
#1,020,117 in Books (See Top 100 in Books)
First released at the beginning of the dot.com bubble, this book was prescient in its understanding of how the Internet, or the World Wide Web in particular, would change business organizations and behavior. The book is actually a synthesis of several authors, though David Weinberger seems to be the primary author. The book starts with 95 theses, or statements, about how the WWW is changing business and what businesses need to do to survive or even succeed in this new environment. The quantity of 95 of course refers to the 95 theses nailed on the door of the church by Martin Luther to begin the Protestant Reformation. After the 95 statements, the subsequent chapters explore how relations between consumers, customers, workers, entrepreneurs, managers and investors are changing both within the corporation and within the marketplace. Along the way, the authors give great insight into how the form and function of markets have changed over the centuries as technology has changed. And the central theme is humanity. With the Internet becoming more widespread, the conversations between customers and suppliers is moving back to what markets originally began as, a place for conversations that might or might not involve money... What an interesting thesis? The onset of the world wide web that is supposedly eliminating the need for face-to-face contact has actually done the opposite, it is forcing organizations like companies to cater to the most human of needs... the need to socialize.
The world has changed in regards to how to market goods to an ever diversifying marketplace. The authors do an outstanding job explaining the change and where to go from here.Main premise: Until the late 1800's/early 1900's the world mainly traded as an agrarian society. Markets were local meaning we traded in our own village and local societies. Markets like these were very personal. With the onset of the industrial age, markets became impersonal and markets were spoken to in masses through large advertisements and other one-way mediums. Today, the world is turning into a mass-agrarian society. Through technology and transportation the world is becoming small and advertising has become two-way meaning the consumer has a voice. Great for the consumer. Challenging for the marketer. Marketing to niche portions of the population requires carefull thought and creative mediums.Review of content: While several points are made repeatedly, the reader definitely connects with the main points and logic. These authors do an excellent job highlighting the situation and creating the recipe market in this new environment.
In The Cluetrain Manifesto, we see the classic sign of a revolution. Even the reviews here show it. The sign is this: controversy. Loosely quoting some dead guy, "If an idea does not at first seem absurd, it is doomed to failure." Marketeers, execs, and PR Heads all agree, the idea of actually letting your marks and your worker bees communicate freely is absurd. Yet, given the demand for it, maybe the market is on to something. That something is not new, just as the Manifesto will tell you. That something is a return to business in a networked market, rather than a disconnected, you'll-never-see-who-made-this market. The similarities between Omar needing a new flying rug, and asking his neighbor (who's in the business) what he should look for in a quality flying rug, and me looking for a computer and looking at what other consumers had to say about the company I found a great price from, are obvious. If I need information on a product, the first place I go is to my computer. If need be, I then go to the phone (a form of market equalization that was never fully exploited). If the web had been prevalent twenty years ago, my father wouldn't have bought a PC Jr, because he would have known what people on the inside were saying. And hey, make it a two-way street, and people on the inside will know what we require from their company. Nice, eh? That's the core of the book, and while the truths are fairly self-evident, the Cluetrain Manifesto goes all-out to explain them in the gonzo-est way possible, to the people who need to open up most: the companies.
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