The Cluetrain Manifesto (10th Anniversary Edition)

The Cluetrain Manifesto began as a Web site (cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses about the new reality of the networked marketplace. Ten years after its original publication, their message remains more relevant than ever. 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.'The book enlarges on these themes through dozens of stories and observations about business in America and how the Internet will continue to change it all. With a new introduction and chapters by the authors, and commentary by Jake McKee, JP Rangaswami, and Dan Gillmor, this book is essential reading for anybody interested in the Internet and e-commerce, and is especially vital for businesses navigating the topography of the wired marketplace. Annotation ten Years Aftercluetrain'soriginal Publication, Too Many Companies Still Ignore The Idea That Markets Are Really Made Up Of People. In Our Rapidly Changing World, This Book's Message Is More Vital Than Ever. Companies May Be Wired For Business, But They Still Struggle With How To Talk To Their Customers Like Human Beings.

the 10th Anniversary Edition Features Extensive New Commentaries By Industry Leaders, But The Core Message Of This Modern Business Classic Remains Intact.

Foreword / By Thomas Petzinger, Jr. -- The Cluetrain Manifesto: 95 Theses For The People Of Earth: The Web Site That Started It All -- Introduction -- Introduction To The Tenth Anniversary Edition: The End? Of Business? As Usual? / David Weinberger -- Markets Are Relationships / Doc Searls -- But How Does It Taste? / Rick Levine -- Obedient Poodles For God And Country / Chris Locke -- In Defense Of Optimism / David Weinberger -- Internet Apocalypso / Christopher Locke -- The Longing / David Weinberger -- Talk Is Cheap / Rick Levine -- Markets Are Conversations / Doc Searls And David Weinberger -- The Hyperlinked Organization / David Weinberger -- Ez Answers / Christopher Locke And David Weinberger -- Post-apocalypso / Christopher Locke -- Journalism As A Conversation / Dan Gillmor -- How Lego Caught The Cluetrain / Jake Mckee -- Cluetrain In The Cubicle / J.p. Rangaswami. Rick Levine ... [et Al.]. Includes Index. Annotation Ten years after Cluetrain's original publication, too many companies still ignore the idea that markets are really made up of people. In our rapidly changing world, this book's message is more vital than ever. Companies may be wired for business, but they still struggle with how to talk to their customers like human beings. The 10th Anniversary Edition features extensive new commentaries by industry leaders, but the core message of this modern business classic remains intact. Beginning as a Web site in 1999 where the authors posted ninety-five theses about the new reality of the networked marketplace, this book enlarges on those themes through dozens of stories and observations about business in America and how the Internet will continue to change it all, in a book with a new introduction and chapters by the authors. Suitable for those interested in the Internet and e-commerce, and for those businesses who are navigating the topography of the wired marketplace, this book shows how business gets done in America and how the Internet continue to change it all.