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The Cluetrain Manifesto: The End of Business as Usual by Rick Levine
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The Cluetrain Manifesto: The End of Business as Usual

by Rick Levine

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I have posted a review about this thoroughly interesting book here: http://wartaalman.blogspot.com/2008/0... ( )
  Wartaalman | Mar 30, 2008 |
A classic on the profound changes that the internet age is bringing to our life and culture, especially in the area of "business". As a bonus, you get a couple of chapter written in Weinberger's terse, wry style. ( )
  serrin | Aug 29, 2007 |
"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 its observations, www.cluetrain.com 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."
  rajendran | Jun 25, 2006 |
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The Internet and World Wide Web have spawned hundreds of books, boxcars of verbiage. The Net changes everything. Or so the cliche goes. But most of this analysis has been extremely insular, looking at the dynamics of the online world as a class of phenomena until itself. While it's true that global networks are catalysts of change, it's even more critical to see them as responses to a world that was already changing when they arrived on the scene.
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Christopher Locke

David Weinberger

The Cluetrain Manifesto

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Amazon.com Amazon.com Reviews (ISBN 0738204315, Paperback)

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.

The Cluetrain Manifesto began as a Web site (www.cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. For example, thesis no. 2: "Markets consist of human beings, not demographic sectors"; thesis no. 20: "Companies need to realize their markets are often laughing. At them"; thesis no. 62: "Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall"; thesis no. 74: "We are immune to advertising. Just forget it." The book enlarges on these themes through seven essays filled with dozens of stories and observations about how business gets done in America and how the Internet will change it all. While Cluetrain will strike many as loud and over the top, the message itself remains quite relevant and unique. This book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses struggling to navigate the topography of the wired marketplace. All aboard! --Harry C. Edwards

(retrieved from Amazon Fri, 24 Apr 2009 07:58:16 -0400)

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