The Cluetrain Manifesto is a work of business literature collaboratively authored by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. It was.

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The Net is not a medium any more than a conversation is a medium. Companies need to realize their markets are often laughing.

We’re going to work from both sides to take them down. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.

It reminds us that business is about people, not just commerce as such. How long do you think it took for pre-Web culture to figure out where to draw the lines? The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

Most marketing programs are based on the fear that the market might see what’s really going on inside the company. The book quickly became a business bestseller [8] and maniifesto the top ten of Business Week ‘ s “Best-Sellers of ” list.

Take your shoes off at the door. Everybody can use it. Pages to import images to Wikidata.

People of earth…

Learning to speak with a human voice is cluwtrain a parlor trick. Your tired notions of “the market” make our eyes glaze over. As markets, as workers, we wonder why you’re not listening. Companies need to lighten up and take themselves less seriously.


Cluetrain Manifesto

The End of Business as Usual. You’re not impressing us. Back to book page. Almost invariably, the cause of failure can be traced to obsolete notions of command and control. Maybe you’re impressing your investors. Optimizing the Internet for one purpose de-optimizes it for all others. But you tell us speaking to the market is Marketing’s job.

We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. These two conversations want to talk to each other.

We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge. Companies are spending billions of dollars on Y2K.

The business that makes an object of desire is now the worst source of information about it. And we’ve barely begun to re-invent that. Rip it, steal it, web it, mail it, post it. We, the People of the Mabifiesto, need to remember the glory of its revelation so that we reclaim it now in the name of what it truly is.

Learning to speak with a human voice is not a parlor trick. Oh gosh, sorry, gee, we’ll come back later. Companies manifirsto to “position” themselves need to take a position. The Cluetrain Manifesto gets it, and the authors aren’t shy about shoving it down our throats. If we had a solution, we wouldn’t be bothering you with all these damn clues.


We’d like it if you got what’s going on here. But he convinced us. How old is culture? Read the entire original book online for free. A conversation isn’t your business tugging at our sleeve to shill a product we don’t want to hear about.

These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

Politicians now have to explain their positions far beyond the one-page “position papers” they used to mimeograph. We know some people from your company. You’re welcome to join our conversation, but only if you tell us who you work for, and if you can speak for yourself and as yourself.

We’re both inside companies and outside them. But we are not waiting. Maybe you’re impressing Wall Street. We add a joke.