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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Companies must ask themselves where their corporate cultures end. Markets consist of human beings, not demographic sectors. So much for corporate rhetoric about adding value to commoditized products. Companies need to realize their markets are often laughing.

People of earth…

In the Cluerrain of Apps, we are users, not makers. If Facebook is your experience of the Net, then you’ve strapped on goggles from a company with a fiduciary responsibility to keep you from ever taking the goggles off. If they did, they wouldn’t let you talk that way. Markets do not want to talk to flacks and hucksters. Our allegiance is to ourselves—our friends, our new allies and ckuetrain, even our sparring partners. But lack of open conversation kills companies.

Cluetrain Manifesto

Don’t they understand this? Other critics point to the fact that the Internet cannot be conceptualized simply as “a conversation” or that human activity online cannot be reduced to the notion of a “conversation”. The book has been criticized for casting its central term of human “voice” in expressivist rather than rhetorical terms. If you don’t impress us, your investors are going to take a bath.

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By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay.

Raymond Open Source Initiative and many more It’s important to notice and cherish the talk, the friendship, the thousand acts of sympathy, kindness, and joy we encounter on the Internet.

Facebook, Google, and Amazon are not the Net’s monarchs, nor yet are their minions or algorithms. Our allegiance is to ourselves — our friends, our new allies and acquaintances, even our sparring partners. But the result will be a new kind of conversation. Your tired notions of “the market” make our eyes glaze over. If willingness to get out of the way is taken as a measure of IQ, then very few companies have yet wised up.

An organ-by-organ body snatch of the Internet is already well underway.

It will make you sad for the way companies perceive the web today and joyous for the possibilities to come. You don’t have to make money to make money. While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happytalk that insults the intelligence of markets literally too smart to buy it.

We’d like to have a chat with your CEO. However, world rights granted for non-commercial use on condition that this page remains intact. We were right the first time: You want us to pay? Your corporate strategy makes no sense. Every time you call us “consumers” we feel like cows looking up the word “meat.


But most dangerous of all is the third horde: The authors, through the remaining theses, then examine the impact that these changes will have on organizations and how, in turn, organizations will need to respond to the changing marketplace manifidsto remain viable.

Maybe you’re impressing Wall Street. On the Internet, the distance between tribes starts at zero. In our own way.

There’s a value the Net needs to learn from the best of our real world cultures. But it would be a big mistake to think we’re holding our breath.

Read the entire original book online for free. If you want to barter with us, get down off that camel! These New Clues come from two c,uetrain the authors of that manifesto, and of the book that followed. So if you’re inviting people over for a swim, post the rules.

The Web is barely out of its teens.

Tom Matrullomanaging editor of InSarasota.