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The Cluetrain Manifesto: The End of Business as Usual, by Rick Levine Christopher Locke
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Review
"The most important business book since In Search of Excellence. Get a clue. Read the book." -- Jeff Angus, Information Week"You must read The Cluetrain Manifesto. So: read it, inhale it. If it pisses you off...GREAT!" -- Tom Peters
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About the Author
Rick Levine is co-founder of Mancala, Inc. Previously, he was architect of Sun Microsystems' Java Software group. He lives in Boulder, Colorado.Christopher Locke publishes Gradient Reversals from Boulder, Colorado. A noted speaker, he has also written extensively for publications such as Forbes, Internet World, Information Week, and The Industry Standard.Doc Searls is Senior Editor of Linux Journal. He has written for Upsde, Omni, and PC Magazine. He co-founded Hodskins Simone & Searls, which became one of the leading advertising agencies in Silicon Valley. He lives in Woodside, California.David Weinberger is the editor of JOHO (Journal of the Hyperlinked Organization). He is a commentator on NPR's "All Things Considered" and has written for Wired, the New York Times, and Smithsonian. He lives in Boston. Chris Locke is author of The Bombast Transcripts, co-author of The Cluetrain Manifesto, and editor/publisher of the Webzine Entropy Gradient Reversals. He has worked for Fujitsu, Ricoh, the Japanese government's "Fifth Generation" artificial-intelligence project, Carnegie Mellon University's Robotics Institute, CMP Publications, Mecklermedia, MCI, and IBM. Named in a 2001 Financial Times Group survey as one of the "top 50 business thinkers in the world," he has written for a wide variety of publications, including Forbes, The Industry Standard, Information Week, Harvard Business Review, and Release 1.0. He lives in Boulder, Colorado. Rick Levine is co-founder of Mancala, Inc. Previously, he was architect of Sun Microsystems' Java Software group. He lives in Boulder, Colorado.Christopher Locke publishes Gradient Reversals from Boulder, Colorado. A noted speaker, he has also written extensively for publications such as Forbes, Internet World, Information Week, and The Industry Standard.Doc Searls is Senior Editor of Linux Journal. He has written for Upsde, Omni, and PC Magazine. He co-founded Hodskins Simone & Searls, which became one of the leading advertising agencies in Silicon Valley. He lives in Woodside, California.David Weinberger is the editor of JOHO (Journal of the Hyperlinked Organization). He is a commentator on NPR's "All Things Considered" and has written for Wired, the New York Times, and Smithsonian. He lives in Boston. David Weinberger is the publisher of JOHO (Journal of the Hyperlinked Organization). Co-author of the best-selling The Cluetrain Manifesto, he is a commentator on National Public Radio's "All Things Considered" and has written for a wide variety of publications, including Wired, the New York Times, and Smithsonian.
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Product details
Paperback: 190 pages
Publisher: Basic Books; Reprint edition (January 2001)
Language: English
ISBN-10: 0738204315
ISBN-13: 978-0738204314
Product Dimensions:
6.2 x 0.8 x 9.5 inches
Shipping Weight: 12 ounces (View shipping rates and policies)
Average Customer Review:
3.8 out of 5 stars
152 customer reviews
Amazon Best Sellers Rank:
#1,580,590 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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